SnapTrack had a cool technology: wireless location software. And wireless handset manufacturers and service providers needed it. Yet SnapTrack had no customers — and no revenue. Why? Because the target hadn’t heard of SnapTrack. M/C/C ’s public relations experts developed a strategy to create top-of-mind awareness of SnapTrack and its products. By leveraging positive product test results and media hype about public safety, M/C/C garnered an onslaught of press coverage, including CNN, U.S.News and World Report, USA Today and Business Week. As a result, SnapTrack ranked first in perception of importance in its category, and had an impressive 100 percent recognition among the targeted audience. M/C/C ’s strategy worked so well that Qualcomm acquired SnapTrack for $1 billion.
