In an effort to reposition Tagg the Pet Tracker as a leader in the marketplace, Zenzi put a values-based public relations plan in place that targeted Tagg’s ideal customer, addressed their fears of losing their pets and provided a solution by highlighting the benefits of Tagg. Benefits of Tagg included backed technology from Qualcomm, superior GPS capability, sleek design and easy online account access for users to monitor their pets on the go.
To kick off the PR efforts, Zenzi compiled targeted, local media outreach lists, along with a compelling pitch and portfolio of press materials. Once coordination with media contacts began, Zenzi worked with each media outlet to create a story that targeted that outlet’s specific readers or viewers. Pitch angles included both business and consumer stories. For example, Zenzi’s media outreach focused on answering pet owners’ questions and addressing their fears. Zenzi secured placements that promoted Tagg as the best option for pet owners looking for a secure solution to not only keep their pet safe, but also healthy (using Tagg’s activity monitor).
In addition to product pitching, Zenzi recruited well-known bloggers to try Tagg in their own home and publish posts about their experiences. Not only was this tactic successful from an SEO perspective, but it helped drive sales by giving potential customers a real experience to relate to, and from someone they already respected in the blogging community. Assigning a unique promo code to each blogger gave the Tagg sales team the ability to track how many pet owners became Tagg customers thanks to the blogger campaign.
Working in tandem with Tagg’s spokesperson, Zenzi secured opportunities for him to speak not only to print, but also to broadcast, including a highly viewed segment on The Today Show. Pitching Tagg’s spokesperson was a successful tactic in that it gave media outlets a respected authority in the pet world to interview, in addition to promoting Tagg.
Finally, Zenzi capitalized on other opportunities to develop story angles and entice media. When Tagg the Pet Tracker was donated to Auburn University to use on their mascot eagle, Zenzi coordinated interviews with the eagle handlers, created invitations for an upcoming event and invited media to attend. The PR push resulted in 12 top tier pieces of coverage, including ESPN, that featured no other competitors.