When you’re about to launch a new B2B product that has the potential to make businesses change their buying habits, resulting in a positive impact the environment, you need to tell as many people as possible all about it.
The world currently faces a massive e-waste challenge, as we continue to buy brand new laptops, desktops, mobile phones and other IT hardware. And what’s more, the majority of IT manufacturers and tech resellers aren’t doing enough to help businesses sustainably dispose of these items at their end of life.
As an IT solutions provider, our B2B PR client Stone Group decided to rise to this challenge and develop a new app to help organisations take a more sustainable approach to IT hardware purchasing and disposal. Via the app, businesses can arrange for Stone Group to sustainably dispose of or refurbish their old IT hardware, collect points for their old kit and use them to invest in new models.
To launch the app to as wide a business and public sector audience as possible, we decided that the broadcast media would be the most effective way to push out our message. Sustainability is a hot media topic, and as the date of the app launch coincided with International e-waste day on 14th October, we hoped that this would be the perfect hook to support our launch.
Teaming up with broadcast specialists Markettiers, our news was successfully pitched to a host of radio and TV channels, and on launch day, our Stone Group spokespeople racked up 12 pre-recorded and live interviews. We also have a few more lined up for a later date. So far, we estimate this news has been heard by over 100k radio listeners or TV viewers.
It was exciting to see and hear the app launch discussed over the airwaves. We’re are now working on phase two of our media campaign which will see us work with the trade media to raise even further awareness of our global e-waste problem and how Stone Group’s new app can enable a 360 degree approach to IT at the click of a button.