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SML RFID - Maintaining a competitive edge

This case study details the 2020 highlights for the PR campaign with SML RFID. Jargon PR supported the business throughout the pandemic and ensured a strong pipeline of media coverage during retail closures around the world. The campaign secured over 100 pieces of coverage, with 18.3 million opportunities to see.

PROJECTS
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//SML RFID – Maintaining a competitive edge

Background

SML is a leading technology provider for the New Era in Retailing, working with Jargon PR since June 2016. The business is a full-service RFID solution provider and trusted partner to the world’s largest retailers and fashion brands.
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SML RFID - Maintaining a competitive edge

  • Duration : 12 months
  • Client : SML RFID
  • Sector : Retail
  • Region : Global
Objectives

- Continue to drive brand awareness for SML RFID throughout the US technology, business and retail media.

- Continue to permeate consistent brand messaging and core USPs across all channels.

- As a result of increased brand awareness and industry positioning, the campaign aims to generate new business leads for SML reaching and influencing international retailers.

Services used

- Content Creation
- Media Relations
- Social Media
- Awards
- Trade Show Support
- Executive Profiling
- PR Consultation

Strategy & Execution

- NEWS: Position SML RFID as a growing, innovative company with new product announcements and company updates
- THOUGHT LEADERSHIP: Communicate the expertise of key SML RFID spokespeople with insightful content
- EXECUTIVE PROFILING: Raise awareness of SML RFID’s CTO to increase credibility of the business
- AWARDS: Provide SML RFID with a competitive edge within the industry
- SOCIAL MEDIA: Streamline all communications with social media activity
- TRADE SHOW SUPPORT: Maximise presence at both physical and virtual shows with journalist briefings, social media support and news announcements
- BLOGS: Provide a source of topical and relevant commentary for SML RFID and communicate industry knowledge

Results

Awareness
- Increased industry awareness of SML RFID with regular US media coverage across the retail, supply chain and business press
- Drove awareness of the benefits of SML RFID’s technologies to help retailers recover from the pandemic

Positioning
- Content published in target industry publications ensured that SML RFID became a key voice during the pandemic for the retail industry

Media relations
- Continued to develop meaningful relationships with influential press and industry figures through ongoing engagement

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