Expectation assurance...and a bit more

Texas Instruments

The Challenge: Developing a Presence in a New Market

Fifteen year ago, Texas Instruments pioneered radio frequency identification (RFID) launching, with the help of Bridgeman Communications, this technology into markets from logistics to automotive anti-theft and the new field of e-payments. Seeing an opportunity in the facilities security and access control market, TI turned to Bridgeman Communications to re-brand its RFID technology into these new markets. While Texas Instruments RFid Systems is a leading brand in the automatic identification industry, the company was a relative newcomer in the access control industry.

The Approach: Integrated Marketing on the Fast-Track

After a two-day planning meeting facilitated by Bridgeman, the agency jumped on a number of fast-track marketing and public relations initiatives. Playing off the core message of “Texas Instruments RFid Systems – the most experienced ‘new player’ in access control,” the agency:

  • Launched a new ad campaign (just 8 days from plan to final delivery)
  • Laid the groundwork for a product pre- launch with analyst and press pre-briefings
  • Wrote and produced all sales collateral and trade show support materials
  • Rolled out the product at two major trade shows – within 6 weeks of each other

The Results

Early reports of Web traffic driven by the ads, response from analysts, media interviews and coverage all demonstrated the campaign was a huge success. Bridgeman placed feature and product coverage in virtually every top-tier security and access control trade publication in the first three months of the campaign. The lead editorial inSecurity Technology & Design pronounced, “with both TI and HID unveiling new contactless card technologies, we have entered a new era of security.” As the senior manager at TI in charge of this program, told us, “there’s no question that everyone we talk to knows we’re now committed to this market.”