How do you create credibility for an unknown company, a radical new business model and yet-to-be-developed technology?
As a web-based e-marketplace for sellers and buyers of advertising media, OneMediaPlace was an unknown quantity to ad agencies and media companies. Our challenge was to introduce OneMediaPlace to Madison Avenue in a big way, even while the technology was still being built and key partnerships were still in development.
Our Roadblock strategy dominated the industry's major communications channels, and within 6 months turned OneMediaPlace into one of the industry's top 10 known brands, as measured by Advertising Age Magazine. On that foundation we rolled out our story in a carefully planned sequence of messages:
1. On Being First – establishing vision and first-mover advantage
2. On The Power of Partnerships – building credibility on the virtues of our media, technology, funding and customer partners
3. On Delivering Functionality – trumpeting our delivery of real transactions while others were still in the "vapor-ware" stage
4. On Industry Acceptance – leveraged our momentum and leadership
By inventing a phased model of messaging strategy, we were able to attract attention and buzz, without risking our credibility by over-promising – a critical achievement for a technology start-up.
Morey Evans Advertising is a full service Denver ad agency, focused
on branding, advertising and consumer engagement. We are a leading Denver
ad agency, helping clients invent new ways to reach, engage and foster
relationships with key audience segments through innovative advertising
solutions. Our integrated approach to advertising delivers value through
unconventional thinking, business savvy and buttoned-up execution. No
other Denver advertising agency creates more success for national, regional
and local brands or offers specialized marketing practices, like experiential
and grassroots marketing, digital content management and distribution,
and branded entertainment development.
Morey Evans Advertising 620 16th Street Suite 200 Denver, Colorado 80202
