New Feature Launch in New York and LA (2010)
In 2010, Wiredrive simplified the way to integrate videos into websites using media RSS (mRSS) feeds. This was revolutionary at the time because companies hired web design firms or freelancers to manage their websites. Whenever companies wanted an update, it would be an additional expense and it would take a long time. They wanted greater access to and control over their content.
No one knew this better than Wiredrive. We not only developed software, but also designed many of our clients’ websites. We charged a lot of money to build websites with customized “back ends” that allowed clients to administrate their own content. Of course, we still made design changes or structural changes, but the client could control the text and media.
So, when Wiredrive offered the ability to feed videos from Wiredrive into a website and use it as a “back end,” it gave clients the freedom to present their work in a million different ways. It empowered entrepreneurs and small businesses to compete with bigger companies.
As VP of Sales and Marketing, I managed the marketing and account management strategy. When we launched, I issued the press release and produced trainings in New York and Los Angeles that were attended by over 150 people.
I strategized the timing of the New York workshop to coincide with Internet Week, and registered it as an official “Internet Week Event.” Although our priority was to target clients, the buzz around the feature update generated new business as well. Our following on Facebook grew 8% and our Twitter following increased 14% compared to Q1. We created a lot of content, which boosted our SEO and established Wiredrive’s presence in the digital and interactive space.
Finally, I produced an email marketing campaign that drove people to a landing page with case studies, educational resources and developer materials.
After the workshops, inquiries flew in faster than we could handle. Within a couple months, we landed a ton of new business and over a dozen websites were created using mRSS feeds. This generated additional case studies for marketing.
