Rising Above the Noise at Macworld and CES
Kulesa Faul engaged with Data Robotics, creators of Drobo the Storage Robot, less than one month before launching its DroboShare product to a broad consumer audience at two of January’s biggest shows: CES and MacWorld. Kulesa Faul worked with Data Robotics to identify possible challenges up front, taking into account the tight timeframe for booking meetings with press, drafting the launch announcement and supporting press materials, gaining coverage in pre-show guides, and conducting activities that ordinarily take months to prepare. Kulesa Faul worked at an advanced pace and quickly mapped out the best strategy to lift the storage newcomer above the noise level at the company’s two most important events of the year.

Results: With less than one month to prepare, Kulesa Faul developed and executed upon an aggressive pre-briefing and reviews campaign, securing interviews with over 80 media outlets at CES and MacWorld, including BusinessWeek, USA Today, CBS Radio, ABC News, CNBC, and Engadget. Data Robotic’s presence at CES and MacWorld was a resounding success that garnered over 100 on-message press hits and helped to promote the company into the market leader it is today. Since the 2008 launch of DroboShare, Data Robotics has won various product awards and secured opportunities with some of industry’s most well known mediums, such as Good Morning America, New York Times, Wired, ComputerWorld, Gizmodo, PC Photo, Computer Shopper, CNET, Chicago Sun Times and others. These, alongside hundreds of positive press descriptions, have helped push Data Robotics to the forefront of the consumer storage industry.