The Challenge

Peerless-AV develops meaningful relationships and delivers world-class service and, while the brand was well-known in the AV space, it approached to lotus823 in 2013 to expand its presence and increase brand awareness. lotus823 was brought on to help the company secure coverage in publications focused on verticals including hospitality, education, entertainment, healthcare, and more, where the company offers their digital signage solutions. 

While lotus823 has worked effortlessly since the beginning of this partnership to meet Peerless-AV’s goals, in 2019, the team developed a new strategy to exceed the results from the previous year. The team focused on gaining more coverage in new verticals through the use of media outreach, press releases, trade show management, thought leadership opportunities, award entries, and case studies. 

 

The Strategy

Previously, lotus823 had maintained a consistent strategy that worked well for Peerless-AV. However, in 2019, lotus823 decided to expand its PR efforts. Instead of working with existing media contacts, the company also reached out to media in new verticals, including hospitality and sports technology publications, to get wider coverage for Peerless-AV’s new partnerships and case studies. 

In 2019, lotus823 was successful in increasing Peerless-AV’s brand awareness in these and many other verticals. For example, in the hospitality vertical, Peerless-AV created case studies focused on the brand’s work with hospitality spaces such as casinos, theaters, museums, and more. The lotus823 team conducted outreach surrounding these case studies, which secured coverage in Hospitality Technology (UVM: 48,700), along with other technology-focused publications. In March 2019, lotus823 also helped Peerless-AV gain recognition for being named Forbes’ Travel Guide’s Official TV Mount and Outdoor Provider. This news was covered in Forbes (UVM: 56,400,000), Lodging Magazine (UVM: 155,000), and more. 

lotus823 also submitted to numerous thought leadership opportunities and bylines in publications including Airport Business (UVM: 101,600), Mass Transit Magazine (UVM: 95,500), Sound & Video Contractor (UVM: 15,000), Modern Restaurant Management (UVM: 39,500), and more publications. These opportunities helped Peerless-AV expand into its other desired verticals.

Results

lotus823’s efforts in 2019 have resulted in a total of more than 552 million impressions and 700+ stories. Through lotus823’s efforts, Peerless-AV was included in a Forbes (UVM: 56,400,000) article featuring the best advertising trends at the Digital Signage Expo (DSE). Another media highlight was the total Unique Monthly Visits (UVM) or potential reach secured from our work with Peerless-AV during various trade shows throughout the year. For instance, InfoComm 2019 alone garnered coverage with a potential reach of over 2,800,000 from lotus823’s efforts.

Although there were fewer product launches in 2019, lotus823’s development of award submissions this year also resulted in 17 award wins from outlets such asDigital Signage Awards 2019, DIGI Awards, Residential Systems Stellar Service Awards, and more.

Total Media Impressions

Award Wins

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