Mirics
The client
Mirics Semiconductor Inc. is a start-up RF and mixed signal fabless semiconductor company delivering innovative solutions for the mobile broadcast receiver market.
Objective
Start-up, Mirics Semiconductor wanted to launch itself to the high-technology market. It approached EML as a tech specialist PR agency, to use the agency’s extensive experience in launching technology start-ups to devise a campaign that would hit its key markets in the US and across Europe.
Strategy
As the market for mobile TV solutions is so heavily oversubscribed (some would say over-hyped) it was imperative that clearly defined messages were derived from the Mirics offering and that the company was positioned squarely in its target market – in this case, the high-technology design industry, in particular the design of mobile phones.
EML recommended a series of press and analyst briefings in key European and US markets and managed a three-day press tour that saw journalists briefed on Mirics' current product and as part of a longer, sustained campaign building in a teaser for an upcoming important technology step later in the year.
The results
Articles appeared within hours of the first briefing. To date more than 25 publications have covered the launch, with coverage including the front page of key industry publication, Electronics Weekly and as the lead story of EETimes in both the US and pan-European versions. The agency also ensured Mirics achieved some early visibility in Taiwan and pan-Asian publications – markets that will be key to Mirics' future success.
Mirics' VP of Marketing, Ralph Weir said:
"While design cycles are long, early response to the launch has been superb. As a result of EML's innovative approach, we have positive interaction with major multinationals covering the US, Europe, Japan, Korea and the rest of Asia - it's a list of contacts most startups would drool over."
Mike Gera, partner at Pond Venture Partners (investor in Mirics) said:
"After being in stealth mode for over a year, we had high expectations for the press launch of the company. EML did not disappoint."
