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Award winning Magenta Boosts Profile for European growth

Magenta Research has been serving the Pro-AV and digital signage markets for over 13 years. In 2009, the company appointed Rob Muddiman as European Sales & Marketing Manager and specialist technology agency Neesham PR as part of a major international market expansion strategy. Within just one year, the company had seen an accelerated channel presence and a significant increase in European sales revenue. Two years on and Magenta is a European award-winner, enjoying high visibility as an expert commentator in the core trade and vertical media.

Making inroads into local markets

Magenta has a well-established international reputation as a technology leader with a series of major ‘world’s first’ achievements under its belt. A pioneer in AV and serial signal transmission, switching and distribution over Cat5/CatX cable and optical fibre, Magenta offers a comprehensive product portfolio ideal for any application environment, including large scale retail environments, casinos, stadiums and arenas, government and military facilities, command and control centres, high-end security, shipping and yachting, education and residential.

Despite this international recognition, back in 2009 Magenta’s exposure in the UK and European media was limited to messaging from distribution partners. There was a lack of internal marketing resource to counter competitive share of voice and Magenta’s technology was not being positioned properly to a European media audience. There was an obvious need to change the mind sets of editors, and the industry as a whole, away from ‘the box with the premium brand and premium cost’. An effective programme was needed that would make Magenta stand out from its competitors and take it to a much wider audience in key vertical markets. This is where Neesham PR came in…

Magenta’s great European entrance

Neesham was brought on board in March 2009 to build Magenta’s profile in Europe, specifically the UK. Major activities in the initial period of appointment included a series of introductory meetings for Rob Muddiman with key trade editors at Europe’s largest digital signage and DOOH event, Screenmedia expo.

Technical leadership articles were subsequently secured in Digital Display for Retail (DDR), Digital Signage Europe and rAVe Europe. Furthermore, a perfectly timed case study with the RAI Amsterdam resulted in prominent exposure in the Integrated Systems Europe (ISE) 2010 Show Daily and DDR.

Coverage was also achieved in the ISE 2011 Show Daily on Day 1, 2 and 3.

Product and channel development

Following a successful start to the PR programme, 2010 initiatives included regular press releases to announce new product launches in response to European customer demand and the appointment of new AV distribution specialists – Craneworks in Finland and Kensai in Hungary.

The programme scope was also broadened to raise acceptance and recognition for Magenta and its technology benefits in the vertical sectors, such as retail, education and sport.

Customer successes

Sport: Craneworks successfully completed a 5x video wall project using Magenta extenders in Helsinki Ice Hall.

Education: The Manchester Creative and Media Academies (MC&MA) and schools and learning facilities in Kent and Essex have adopted AV distribution solutions from Magenta for new immersive learning zones.

Retail: Magenta products have been installed in Paul & Shark’s storefront in Italy’s Via Montenapoleone Shopping District.

Back office: AV transmitters and receivers are in action at the head office of AV distributor Midwich Ltd.

Control Centre: Magenta’s full-matrix AV switching and extension platform is enabling multi-screen communications in Anglian Water’s call centre offices.

Publications that published stories on the above included:

  • EducationToday.co.uk
  • InAVate
  • Installation Europe
  • Sign Link
  • Screenmedia Magazine
  • AV Magazine
  • DDR

Neesham’s PR results

  • Established relationships between Rob Muddiman and the key editors
  • Consistent high share of voice for Magenta over competitors in the AV, digital signage and vertical media
  • Increased acceptance and recognition of Magenta through placements of above case studies
  • Established position as an industry authority and commentator through features and article placements

 Industry awards campaign

  • AV Awards 2010 – Winner
  • EMEA InnAVation Awards 2010 – Finalist
  • AV Awards 2009 – Highly Commended

Magenta’s view

“I’ve been delighted with the level of support from Neesham and have absolute confidence in their ability to help boost awareness and drive sales for Magenta in Europe. Our growth in the region has been very fast in the last two years and our media profile has played an enormous role in stimulating this. Working as a team we have managed to change the media perception of our company – we have earned industry recognition through awards and have fostered some important editor contacts that are vital to getting our messages out there to an expanding customer audience.”

Rob Muddiman, International Sales Director, Magenta Research

 

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