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Channel V Media - Everseen B2B Campaign

Gold Stevie Award Winner 2018, Click to Enter The 2019 International Business Awards

Company: Channel V Media, New York, NY, USA
Company Description: Since 2008, companies have relied on Channel V Media to bring their behind-the-scenes culture, insights and innovation to the front of the scenes, and appeal to the media and industries they serve. We’ve propelled a number of virtually unknown companies into the mainstream consciousness, and magnified interest in established companies that simply needed to take more credit for their work.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Marketing - Business-to-Business

Nomination Title: Breaking Into the US Market and Challenging Amazon

Tell the story about this nominated campaign since 1 January 2017 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.

BACKGROUND /CHALLENGES

Ireland-based artificial intelligence company Everseen had spent seven years developing its point-of-sale retail technology, fundraising, and testing its technology with European retailers before expanding operations into the U.S. market. Despite being warmly received by its clients, it was completely unknown in the United States.

Everseen assumed that it could create widespread awareness in the US market based solely on the merit of its superior technology and European track record of success. The U.S. market, however, wants proof in the form of American users and immediate stateside relevance.While Everseen had this proof in the form of growing usage by the nation’s—and world’s—largest retailer, the company wasn’t allowed to mention that retailer by name.

With seemingly no U.S. relevance, the company lacked an effective means of differentiating itself from a competing U.S.-based company that was laying claim to a similar solution with seemingly similar technology.

Everseen turned to Channel V Media (CVM) to transcend these barriers and capture media attention despite them.

STRATEGY

CVM devised an approach that would rely on Everseen’s proprietary data assets, business story, technology, current events, and the founder’s compelling background to generate unique story angles and opportunities.

We began by digging into Everseen’s trove of in-store transaction data to isolate never-before-seen retail insights that would grab the industry’s attention and demonstrate the scale of Everseen’s technology. CVM produced a report showing how Everseen’s technology was reducing shrinkage (loss) for major retailers by 30%.

Everseen’s platform, like many software products, is invisible—or at least, intangible—so we came up with a plan to bring it to life. We worked with Everseen’s leadership to create a visual demo that ensured media representatives could immediately and viscerally understand the product and its real-world applications.

In the absence of a hard-hitting US news story, we combined seven years of the company’s fundraising history and its business expansion plans into a single launch narrative.

We also identified a massive opportunity in the (premature) launch of the Amazon Go technology: As Amazon flooded the media with the promise of its technology; we realized that the online giant was overpromising and under-delivering. In contrast, Everseen was already delivering on key aspects of Amazon’s product vision, with a patent filed in 2012 on similar technology to prove it. Everseen was on track to develop more, and better, features far ahead of Amazon’s schedule. This gave us a timely and U.S.-relevant news hook, and fodder for a targeted thought leadership campaign.

By bringing together Everseen-specific messaging and the attention-grabbing Amazon Go news, CVM was able todevelop targeted storylines that spoke directly to the immediate interests of business, retail, and technology media.

CVM’s work resulted in wide coverage in retail media and national attention in outlets such as theNew YorkTimes, CNBC, CNET, VentureBeat, Chain Store Age, and the New York Business Journal, as well as analyst firms Chainlink Research, Diginomica, and 451 Research.

We’ve coordinated a steady stream of media briefings and demos for Everseen, including 24 meetings with reporters from relevant and outlets includingThe Wall Street Journal,Bloomberg News, CNBC, Fortune, the Harvard Business Reviewand TechCrunch.

CVM’s work has created visibility and other results far beyond Everseen’s expectations. Thanks to credibility established by its prominence in US media, the company has seen the US adoption of its AI technology grow from 40 test stores to 1,600 with its biggest retailer.

Since working with CVM, Everseen has been approached by “every leading venture capital company in Silicon Valley,” according founder and CEO Alan O’Herlihy, and is currently in talks with enterprise companies regarding acquisition.

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of this nominated PR program since the beginning of 2017 (up to 150 words).

-In under a year, CVM created visibility for Everseen among Amazon, Walmart, and Kroger. Both Kroger and Walmart are now using Everseen.

-Walmart has increased its financial commitment to Everseen’s by 2,500% since the launch of our campaign confidential. Everseen’s CEO credits increased visibility throughout the organization with expediting the rate of adoption.

-CVM positioned Everseen as the retail industry’s agnostic alternative to Amazon in the checkout free race.

-Attracted interest from “every VC firm in Silicon Valley” and attracted additional investment in Everseen of $5 million.

-CVM’s campaign with Everseen spurred acquisition interest from Panasonic, Fung Capital, and Tyco.

-CVM generated media coverage with syndicated journalists and attracted attention for Everseen globally in almost every language.

 We achieved the above results having any hard-hitting or U.S.-relevant news from the company itself.