Makovsky & Co - New Product or Service Introduction of the Year

 

Gold Stevie Award Winner 2016, Click to Enter The 2017 Stevie Awards for Sales and Customer service

Company: Makovsky & Co, New York, NY
Company Description: Founded in 1979, Makovsky is a leading global independent integrated communications consultancy, building businesses and reputations with ideas that cross the boundaries of traditional, digital, social and experiential media. Makovsky has specialties in Heath, Financial Services, Professional Services, Technology and Energy & Sustainability.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: New Product or Service Introduction of the Year

Nomination Title: Introducing PogoCam

Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.

As a late entry to the wearable technology market, PogoTec is taking aim at a fast-moving target. Consumers are fueling rapid innovation as Apple Watches are becoming commonplace, pets are wearing collars that track their daily activity and personal photography is becoming smaller and more closely embedded in social media channels.

This is the precise entry point for PogoTec, which is seeking to revolutionize personal photography with PogoCam, the smallest camera attachable to eyewear. Weighing less than two dimes, PogoCam attaches magnetically to PogoTrack-equipped frames, has a five megapixel sensor and captures up to 100 photographs or two minutes of high-resolution video. Drawing on more than 30 years in the optical business, PogoTec has partnered with Foster Grant, ClearVision Optical and others to offer PogoTrack frames in 25 styles, both prescription optical and non-prescription sunglasses.

While this product has been in development for nearly three years, their biggest obstacle to success came as a surprise when Snap Spectacles rolled out in the summer of 2016. Backed by a multi-million dollar advertising campaign, guerilla marketing and the strength of the Snap (Snapchat) brand, Spectacles captured significant attention from the media and threatened to obscure PogoCam as the next pivotal moment in personal photography.

Our strategy for PogoTec was to take a David versus Goliath approach by directly addressing Spectacles’ drawbacks. While Spectacles is a one-style, video-only product best suited for parties, PogoCam is made for everyday use on a wide variety of optical and sunglass frames – and can be easily detached when not in use. PogoCam also takes still photos and delivers quality comparable to today’s smartphones. Furthermore, PogoTrack was built to serve as a universal platform for additional wearable devices.

Success of our program was critical. As a small start-up, PogoTec needed awareness and positive media impressions to generate commitments from the investor community and interest from developers and channel partners. Without a big splash, PogoTec’s road ahead would be much more difficult.

• Secured exclusive in The Verge to break product announcement. Additionally, secured broadcast coverage featuring CEO and Founder Ron Blum on Yahoo! Finance and Cheddar TV from the floor of the New York Stock Exchange. Blum has since credited this initial coverage for positively influencing more than $15 million in venture capital raised during the month of December.
• We leveraged this coverage in December to secure an appearance on The Today Show on Tuesday, December 27. Weeks of communication with guest host and tech guru Katie Linendoll resulted in a 2017 technology segment where PogoCam was identified as a “steal” and “one of the big hits” to come for the Consumer Electronics Show in Las Vegas.
• PogoTech has retained Makovsky to run its social media and communications strategies for the year, launching successful Twitter and Facebook strategies and amplifying media placements we are getting them. Since taking over we have seen over 1.3 million impressions on twitter with a 50% spike around CES. Facebook has seen a 4000% increase in engagement.
• During the ShowStoppers event, we conducted more than 130 interviews in three hours with technology and business media, international press, optical media, industry analysts and key influencers. Positive coverage to date has been received in outlets including Bloomberg, CNET, CBS News, Yahoo! Tech, Geeks Life, Global Express News, Vision Monday, Helio, IEEE Spectrum, Gadgets Now, and several regional network affiliates and technology news sites.
• PogoCam was selected from a competitive field at ShowStoppers to win First Place in the wearable technology category by the IHS Markit Innovation Awards at CES – beating out dozens of well-known and better-funded brands.
• To date, our campaign for PogoCam has generated more than 1,300 placements in print, online and broadcast media, with more than 1.1 billion impressions from both traditional and social media combined.

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).

• PogoTech has retained Makovsky to run its social media and communications strategies for the year, launching successful Twitter and Facebook strategies and amplifying media placements we are getting them. Since taking over we have seen over 1.3 million impressions on twitter with a 50% spike around CES. Facebook has seen a 4000% increase in engagement.
• During the ShowStoppers event, we conducted more than 130 interviews in three hours with technology and business media, international press, optical media, industry analysts and key influencers. Positive coverage to date has been received in outlets including Bloomberg, CNET, CBS News, Yahoo! Tech, Geeks Life, Global Express News, Vision Monday, Helio, IEEE Spectrum, Gadgets Now, and several regional network affiliates and technology news sites.
• Most importantly, our clients at PogoTec have become collaborative partners, communicating both the value of our counsel as well as the value in program results surpassing expectations.