"Skyya was instrumental in elevating our brand awareness and our media profile to a leader in our sector, and with their hard work, our revenues more than doubled leading up to a successful IPO."
• CEO, Allot Communications
Forging a New CE Industry Category
In November 2010, Skyya began an engagement with Cobra Electronics (NASDAQ: COBR). Skyya was selected to help Cobra immediately broaden and deepen its level and quality of coverage in the press, and to prepare for the Consumer Electronics Show 2011, where the company planned to launch an innovative in-car “smart detection system,” Cobra iRadar (a pivot from their existing product line), and two additional consumer electronics products Cobra Tag™ and Cobra PhoneLynx™ - both new categories for the company.
A secondary goal was to dramatically enhance the perception of this 50-year old company from its long heritage in the Citizens Band (CB) and radar detector market traditionally marketed to professional drivers, truckers, and males over the age of 35, to a more relevant, hip, consumer/mobile electronics lifestyle company, targeting the elusive 35-year old and younger demographic; both male and female, including Head of Household.
The Skyya Approach:
From the beginning of the engagement, Skyya immediately leveraged existing media relationships for background meetings and identifying a number of immediate opportunities for Cobra including upcoming editorial opportunities, bylines, awards and speaking opportunities. Hitting the ground running ensured that media were educated about the market and the company’s new direction in advance of CES 2011.
Skyya’s primary goals were three-fold: 1) to get ahead of the show schedule and the associated and almost impenetrable CES noise with Cobra’s new product introductions, 2) to create tangible awareness for Cobra with a younger demographic and expand their press audience from traditional car and professional driver press to mobile, lifestyle, and CE press, and 3) to jumpstart their social media activity with a focus on driving significant activity to help propel sales and improve channel performance.
Through planning and messaging sessions with Cobra executives, Skyya was able to build out a strong news calendar of announcements focused around the three new Cobra products. This included seeding the upcoming product news and products to the tech, general consumer, digital lifestyle, and smartphone/wireless press in advance of the conference in order to secure press coverage and positive product reviews.
Following the launch, Skyya worked with Cobra to create a steady stream of news to build lasting momentum for the products.
Skyya has delivered an award-winning and successful communications strategy for Cobra by significantly increasing the quality of coverage for the company and establishing Cobra as an innovative pioneer and market leader in several new product categories. Key results include:
- Conducted 40 media and analyst briefings in the first 6 months of the program, an increase of 300% from the prior 6-month period.
- Booked more than 80 briefings in the first 12 months. Executives met with reporters from The Wall Street Journal, Bloomberg BusinessWeek, the Economist, VentureBeat, ZDNet, Investor’s Business Daily, NY1, Entrepreneur Magazine, Engadget, AutoWeek, Overdrive Magazine, The New York Times, TWICE, Men’s Health, FOX News, MSNBC, and many more.
- Placed well over 100 pieces of top-tier media coverage.
- Secured significant article placements in key publications, blogs, and broadcast outlets such as TechCrunch, DVICE, Men’s Health, Unplugged, CNET, Gizmodo, GigaOM, the TODAY Show, Women’s Health, GPS Business News, FOX News, and the LA Times.
- Dramatically enhanced the quality of press coverage for Cobra with dozens of in-depth feature stories, product round-ups and standalone reviews
Skyya’s work has helped secure more than a dozen prestigious product awards since CES 2011, including:
- 2011 International Design Excellence Award (IDEA)
- Multiple CES Innovations 2011 Design and Engineering Awards
- Trucking Magazine’s 5-Star Rating and Trucking Test Award
- SEMA New Product Showcase Award
- Two SEMA Global Media Awards
- Popular Mechanics Editor’s Choice Award at 2011
- Mac|Life’s Most Innovative Product for Mac and iDevice Users
- Top 75 Nominee in the 10th Annual Chicago Innovation Award
Skyya has also created an advertising campaign with WIRED Magazine and secured Cobra a coveted space in the WIRED Holiday Store in NYC – opening to the public in November. Last year the WIRED store estimated more than 50,000 people visited the WIRED Store.
Sales and Distribution:
- Cobra iRadar was recently picked up by Apple stores, Walmart, RadioShack and Target “as a result of the quality and extent of their press coverage,” said Chris Kooistra, Cobra Electronics. Cobra iRadar is now available at over 45,000 points of distribution across the continental United States, in large part due to the buzz and first-rate press accolades generated by the collaboration and teamwork of the Cobra/Skyya team.
Skyya is closing out 2011 with Cobra at the NASDAQ MarketSite in the heart of New York's Times Square on December 19, 2011, when Cobra Electronics’ CEO Jim Bazet and the executive management team will be ringing the Opening Bell.
For more information please visit www.cobra.com.