Launching a product to the UK Market
Launching XYZ Printing’s line of affordable 3D printers to the UK Market and building brand awareness.
XYZprinting is the world’s leading manufacturer of 3D printers. The brand create some of the most affordable and accessible 3D printers and accessories designed to help bring the ‘maker revolution’ to homes, schools and small businesses.
Our aim was to launch XYZprinting’s line of affordable 3D printers to the UK market and build awareness of their brand amongst consumers. It was important to communicate how XYZprinting were breaking down the barriers to entry for 3D printing through accessible and easy to use models. XYZprinting also wanted to position their CEO, Simon Shen, as an expert in the 3D printing industry.
Originality & Creativity
It was vital to get journalists hands-on with the 3D printers, to demonstrate their ease of use as well as the range of creations that could be printed with the range. We also wanted to promote XYZprinting’s expertise in the sector through thought leadership articles and business interviews with their CEO.
Strategy & Implementation
We invited key technology journalists across the national, technology and trade press to showcase days to try the printers out for themselves, securing multiple reviews of the printers as a result. We also organised journalists to meet with XYZprinting representatives at key technology events across the globe, including CES, IFA and Computex.
We set up a national 3D design competition with secondary schools to introduce the printers to the education and regional press. Christmas gift guides were also an important strand of activity to reach an audience of parents.
To raise the profile of Simon Shen, their CEO, we arranged a number of meetings and interviews across the broadcast and online press on the topic of the rise in 3D printing. We also created thought leadership articles for SME titles to explain the impact 3D printing can have on small businesses.
Results & Evaluation
We secured numerous review articles and launch pieces for the printer ranges, and multiple recommendations of the printer in national Christmas gift guides. Simon’s interviews were also broadcast on international platforms. Coverage included BBC News, The Guardian, Mail Online, Daily Telegraph, CNBC, International Business Times UK and Tech Radar.