Security appliance - Yoggie Security Systems

Issues

The security appliance marketplace is complex and competitive. With a growing number of brand choices, a fragmented audience ranging from large enterprises to consumers and barriers to new market entrants are daunting. In 2006, Yoggie Security Systems launched its groundbreaking Yoggie Gatekeeper personal security appliance into the US and UK markets.

Challenge

Yoggie Security Systems was an unknown company with its sights set on a big prize - breaking into the highly competitive US and UK security markets with a brand new technology.

As part of that initiative, Vitis PR was selected to launch and build ongoing awareness of Yoggie's revolutionary Yoggie Gatekeeper technology. 

Campaign

The potential markets for the Yoggie Gatekeeper were wide, so Vitis PR concentrated on launching the technology to an enterprise audience prior to beta testing and general availability to all audiences. Vitis PR identified key media and analysts over the two territories and targeted with the following activity:

• Development of launch announcement, backgrounder and press pack for  distribution
• Invitations to briefings issued and followed up to secure face to face and telephone briefings
• Co-ordination and hosting of briefings

Following the initial launch in September 2006, Vitis PR has built up a strong following for Yoggie in the enterprise media and analyst community and this flowed through to consumers with the launch of Yoggie’s consumer focused Gatekeeper Pico products.

Results

• Awareness of Yoggie and its products is high among security and gadget media, who have gone on to influence enterprise purchasers and consumers
• Media coverage including: Wall Street Journal, Financial Times, Timesonline, PC Magazine, CNET, ZDNet, Techrepublic and SC Magazine, The Gadget Show, BBC Online
• Awards won include: PC Magazine, CES Best of Innovations and RSA Innovation Station
• Over 100 product reviews organised in first 12 months of PR activity
• Analyst briefings included: Gartner, Yankee, IDC and Forrester
• PR has driven orders of Yoggie products

What Yoggie says about Vitis PR

"Vitis PR has accompanied Yoggie Security Systems almost from day 1.

Providing press relation services from the early development stages, through the launch of the first product and onward to new products and features, Vitis has managed to both proactively get Yoggie's own message to the global press as well as answer any press questions that arrived our way.

The incredible amount of press mentions, product reviews, competitions and awards we've won over this short period of time is the best testimony to the quality of service that we've received!"

Avi Dardik, VP Product Marketing