"LP&P’s counsel, market acumen and rich contacts helped move m-Qube from start-up to emerging market leader. In our three year relationship with LP&P, the agency acted as a true partner in growing and evolving our communication’s strategy to match our business while delivering coverage that drove sales and attracted new customers."
Chris Gardner, Senior Vice President of Marketing, m-Qube

Case Studies

m-Qube
“Raising a Company Profile through Broad-based Coverage in Business, Entertainment and Trade Press”

 

The Challenge:

LP&P kicked off its relationship with m-Qube (http://www..m-qube.com/) in August 2002.
m-Qube was a start-up company at the time, with just five employees and no prior media exposure.
m-Qube’s goal was to establish itself as a key player in the wireless enablement space as a company delivering a platform for mobile messaging, with an emphasis on wireless text messaging for marketing promotions.  LP&P recommended launching at the high-profile DEMO Mobile conference. The launch generated coverage in a broad set of media, including USA Today and Wireless Week. LP&P recommended that m-Qube pair their company launch with a trial of their solution at a local mall. This generated a story on the front page of business section of the Boston Globe and additional broadcast outlets.

Following the successful launch of m-Qube, LP&P followed up with significant exposure in the wireless and advertising publications, enabling m-Qube to pick up significant media and analyst traction, including being named an early market leader by Forrester Research. In 2004, m-Qube’s market focus evolved beyond text messaging to establishing themselves as the leading channel enabler for today’s leading brands, content providers and agencies to exploit the mobile channel. To match this evolution, LP&P was tasked with elevating m-Qube’s story to the business and entertainment press to raise m-Qube’s profile and to solidify its leadership position in this hot growth market.

The LP&P Difference: 

LP&P recommended leveraging a high-profile customer win as the springboard for launching
m-Qube into mainstream business, music and entertainment publications. To this end, LP&P developed a strategy plan for touting m-Qube’s signed contract with Madonna to launch the artist’s mobile storefront. LP&P drafted a press release that reflected not only the terms of m-Qube’s relationship with Madonna, but also the impact that this announcement had on the music and entertainment industry, as the launch of the first artist-driven, Web-based store to sell ringtones, images and other mobile content. A key challenge to this announcement was that while Madonna offered a quote for the release, the press release was otherwise carried by m-Qube.

This announcement established m-Qube as an industry leader that brand owners and artists trusted and also legitimized wireless as a key channel for establishing closer ties between consumers and brand owners. LP&P was also able to call out a key differentiator for m-Qube with this release in clearly highlighting the “m-Qube difference,” which was its ability to reach a much broader user audience with partnerships with virtually all of the top tier wireless carriers. LP&P’s strategy included a story advance to the New York Times and broad-based pre-pitching to all of the major entertainment, music and business press publications.

The Results: 

LP&P leveraged its deep level of experience and knowledge in working with the press and its aggressive pitch style to introduce m-Qube to top tier business, entertainment and music publications. Key results include:

  • Generated more than 50 press hits in top tier business, entertainment, music and wireless publications, including: Reuters, Wall Street Journal, The Boston Globe, Billboard, Variety and Hollywood Reporter.
  • Secured an m-Qube profile story on the Madonna news in print and online in the New York Times.
  • Secured a broadcast segment of the announcement on CNBC’s Power Lunch program.
  • Resulted in more than 80 calls to m-Qube from artists’ managers inquiring about launching mobile storefronts.
  • Created entrees for m-Qube with multiple levels of contacts at the business press publications, as LP&P positioned the story as both a technology and entertainment story. These relationships led to continued interest and coverage of m-Qube in these publications.

 

Client Quote:

“LP&P’s counsel, market acumen and rich contacts helped move m-Qube from start-up to emerging market leader. In our three year relationship with LP&P, the agency acted as a true partner in growing and evolving our communication’s strategy to match our business while delivering coverage that drove sales and attracted new customers.”

 - Chris Gardner, senior vice president of marketing, m-Qube

 

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