The Bulleit Group was brought on board to help eero, which provides a modern, consumer WiFi system, manage its February 2015 company launch and pre-order announcement.
The product/market fit was excellent, so we anticipated heavy media interest. We booked a two-week media tour in New York and San Francisco for CEO Nick Weaver to meet with approximately 40 reporters. The tour, which included a half-day stop in Washington D.C. to meet with Walt Mossberg, led to over 100 original pieces of coverage from The New York Times, The Wall Street Journal, Forbes, Fortune, USA Today, Design Milk, Wired, Fast Company, Engadget, Gizmodo, Techcrunch, GigaOm, The Verge, Mashable and others.
eero was the Top Hunt on Product Hunt on launch day. One week later, we gave Recode an exclusive that reported eero had sold $650,000 worth of its routers in the first 24 hours and more than $1 million in gear over the first 48 hours. Three days later, USA Today published the same news and eero announced it would halt pre-order sales due to overwhelming demand. In fact, we had to stop press outreach because the eero team was worried they couldn’t keep up with sales. This demand was generated with no marketing other than PR. Further, a customer survey found that approximately 40% of pre-order customers had heard of eero through an article.
“If Eero can follow through, it will have solved a problem the rest of the technology industry has failed to solve for years.”
“A stealthy startup promising faster download and streaming speeds raked in $1 million in pre-orders in just 48 hours, a nod to growing consumer frustration as everywhere from entertainment rooms to home-offices pressure router capacity.”
“A new startup called Eero hopes to change the way we think about wireless routers. It hopes to make an affordable, smart wireless networking system that will do to WiFi routers what Nest did for thermostats or Sonos did for home audio.”
“Let’s start with the hardware, which is perhaps the most beautiful networking device I’ve ever seen. It has an adorably small footprint (measuring 4.75 inches by 4.75 inches by 0.85 to 1.26 inches) with an elegant high-gloss plastic curve on the top.”
“Ever lusted after a Wi-Fi router? You’ll lust after Eero.”
Flexport, a Y-Combinator graduate, is a global freight forwarder and licensed customs broker. The company approached The Bulleit Group to help raise brand awareness and build a thought leadership platform through placements in business and trade media. Because the company lacked a pipeline of company news, the Bulleit team focused on targeted and aggressive proactive media outreach, including newsjacking a filing made by Amazon China to place CEO Ryan Petersen’s voice in publications like Bloomberg, The New York Times, USA Today and Business Insider.
Our media relations approach highlighted the company’s combination of the freight forwarding industry—which conjures up images of greased palms, old ships, shady ports and back-alley deals—and a technology company. In fact, TechCrunch called Flexport “the unsexiest trillion dollar startup.” The team positioned Petersen as an expert on logistics, sharing his entrepreneurial background alongside the Flexport story.
The Bulleit Group saw a media opportunity when Flexport’s team noticed a filing made by Amazon China to become a licensed freight forwarder, adding a new layer of complexity to the e-commerce giant’s supply chain. Flexport decided to break the news from their blog, a strategic move that would build their audience, while The Bulleit Group pitched and secured interviews with Petersen to business and trade outlets.
As a result of this pitch, the team generated 25 articles in Tier 1 business and logistics publications including Forbes, Fortune, New York Times, Wall Street Journal, USA Today, Quartz, TechCrunch, Seattle Times and more.
“The circulatory system of the global economy is a trillion-dollar industry, yet no one really talks about it, or builds tech for it. That’s what makes freight such a massive disruption opportunity for a startup like Flexport […] Flexport is the perfect example of what can happen if entrepreneurs attack seemingly boring businesses. Petersen embraced both the literal and figurative schleps necessary to build something new in freight forwarding.”
Ryan Petersen, whose San Francisco start-up, Flexport, aims to bring global freight transport into the 21st century by automating one of the world’s oldest industries. “It’s really all about coordinating complexity,” says Petersen.
Google is a large and complex organization, with equally large and complex goals. Each department is further broken down into unique divisions and product teams, all with their own goals as well. When Google approached The Bulleit Group to help with speaking programs for divisions such as Google+, Google Enterprise Team, and YouTube, many had broad aspirations such as increased lead generation and media exposure. Others, like the product team behind Single Sign-In, specifically requested conferences where they could demonstrate Google App Indexing, a system that displays relevant apps alongside search results when users search on their mobile devices. Teaching developers how to properly embed the apps within search results is a major boost for SEO efforts, and has cross-industry benefits.
Google’s variety of objectives, including teaching developers how to use Google App Indexing or generating new leads at marketing conferences, created many unique challenges for the in-house teams when developing speaking programs. Previously Google had found it extremely difficult to identify agencies capable of handling the volume and specificity of work required to run a successful speaking program. The amount of content, coordination, and communication required for one conference submission can be daunting, let alone for a niche product team trying to speak at 10-20 conferences.
The Google Search Team wanted to speak at specific conferences with targeted audiences for their niche products. Bulleit worked with three main products within Google Search, including Single Sign-In, App Indexing, and Web Relations. They wanted to run “how-tos” at developer conferences and teach developers step-by-step how to index its apps. The Bulleit Group was able to secure multiple conferences, allowing Google’s engineers to provide training and help developers gain familiarity with their products.
The Bulleit team was able to quantify their efforts with AdMob, Google’s suite of products which help vendors monetize mobile ads through a comparative survey. In 2014, the AdMob division was working with another agency to run its speaking program. After the AdMob team attended a conference, they sent a survey to attendees measuring their engagement levels and feelings on AdMob’s keynote. They found that 40 percent of conference goers who had attended their presentation remembered the message. Google switched to Bulleit, attended the same conference and used the same survey exactly one year later, and found that nearly 70 percent of presentation attendees who had heard AdMob speak remembered their key message.
As a small, nimble agency with a dedicated speaking bureau, Bulleit was able to differentiate the goals of each division and deliver outstanding results. A mix of attention to detail, high-level industry understanding, and a commitment to the client proved to be extremely successful, evidenced by cross-division referrals, and quantitative metrics.
After Google switched to the Bulleit Group nearly 70 percent of presentation attendees remembered their key message.
Orbital Insight is a geospatial analytics company using deep learning and computer vision to analyze satellite imagery to better understand socio-economic trends at scale. The company engaged The Bulleit Group to help position Orbital Insight as a leader in their field and to direct media strategy for their product launch pipeline. Because Orbital Insight’s technology covers a broad range of applications, our focus has been on pairing company announcements with the right media outlets to maximize exposure to target audiences.
The Bulleit Group has secured Tier 1 coverage for a variety of Orbital Insight’s announcements, including a WIRED article about the company’s work to combat deforestation, an exclusive to TechCrunch announcing Series B, and articles in Bloomberg, The Washington Post, and Newsweek about the company’s discovery of previously unreported oil storage tanks in China. The latter announcement was immediately followed in the market by a brief increase in oil futures.
In addition to the coverage listed above, Orbital Insight has been featured in The Wall Street Journal, The Atlantic, MIT Technology Review, The Economist, Fast Company, and in multiple broadcast segments on CNBC. The Bulleit Group also guided the company successfully through the World Economic Forum’s application process to become a Technology Pioneer. Orbital Insight is now routinely mentioned in stories about geospatial analysis as a major player in the industry.
Last year the World Resources Institute launched a website called the Global Forest Watch to provide up-to-date information about the state of forests worldwide […] Now [Orbital Insight] is working to give the organization the tech to spot deforestation risks before they cause irreversible harm.
While it’s not a new feat to track the Earth’s water levels, Orbital Insight is approaching the task with a specially trained neural network that labels water pixel by pixel. The team manually sorted through thousands of images to find examples with clearly and accurately marked water, and then trained the neural network with them. “We basically built Tinder for Landsat maps: Swipe right if it’s good, swipe left if it’s bad,” CEO James Crawford says of the system the researchers used.
New data released on Thursday by geospatial analytics firm Orbital Insight shows that China has been under-reporting its oil stockpile—and continues gobbling up supplies on the global market […] Orbital’s statistics on China are particularly useful, because they’re based on independent and unbiased measurements from satellite images collected two to three times a month.
Most people know that humans can’t see really small things. That’s why we invented the microscope. On the flip side, humans also struggle to see really big things. If you want to view the whole Earth, for example, you have to look from space and you lose a lot of detail. Every pixel your eye sees is 10,000 square miles. Using artificial intelligence and cloud computing, we can simultaneously see the whole Earth and see the detail. We can look at trillions of features within millions of satellite images all at once. We call this a macroscope.
Samsara’s products combine plug-and-play sensors, wireless connectivity, and cloud-hosted software. The CEO and VP of Marketing and Product asked The Bulleit Group to publicize the company’s launch and announce its Series A funding. Their goals were to secure top-tier coverage at launch to support hiring and sales. Due to the prominent investor involved, Andreessen Horowitz, and the size of the round, the Bulleit team was very selective about who was given the news ahead of time and at launch. Rather than putting out a traditional press release, Samsara released a blog post on Medium: Announcing Samsara: Internet connected sensors. The result was 13 original pieces of coverage during the week of the launch.
“When they formally launched their new startup, Samsara, early this year, they did so with a core team of a dozen technical staff already in place. And now as the company emerges from stealth mode, they have a big-name investor behind them, too: board member Marc Andreessen.”.
“Sensors are becoming more widespread for connected devices, often called the Internet of Things, but Samsara is going further in developing the systems with hardware, software and data analytics. The aim is to make the systems affordable and simple.”.
“Sanjit Biswas and John Bicket have returned to the startup world with Samsara, a company that wants to “make large-scale wireless sensor systems a reality.” So far this means it produces a sensor, a chip, and associated software to connect the sensors securely and up to the cloud.”.
“After leaving Cisco the duo was looking for a next adventure. It didn’t take them long to find a huge one. Their new start-up, Samsara, aims to disrupt the sensor business. They’re targeting heavyweight incumbents such as GE, Honeywell and Rockwell. They believe they can provide hardware, software and cloud services that are 10 times better than the existing options, and expand the market of a business that’s already worth billions.”.