Competing against giants
TIDAL Software is a technology company producing back office operations software to help manage processes within large business applications (now a part of Cisco Systems, Inc.)
TIDAL Software was a small player in a legacy market and both garnered little attention from the press. The privately held company had very little chance of getting traditional product and news stories in business and trade journals. G2 Communications had to find another way to grab the attention of the media and TIDAL’s prospects.
The Public Relations Strategy/Solution
G2 Communications focused on leveraging the company’s less traditional PR assets, one of which turned out to be its CEO. Thomas Charlton had not only turned the company’s financials around and its culture from lackluster to high-performing, but he was also hitting the boxing ring on nights and weekends. We established a connection between Charlton’s prowess in the boxing ring and his ability to “fight” for TIDAL’s success. Over the course of a few months, stories and profiles about Thomas Charlton appeared in numerous publications as well as on TV.
The company won away 90% of new deals from big players like IBM and Computer Associates – and attained the biggest revenue results in its history.
TIDAL made the cover of Inc. magazine. New York Times, Bloomberg/Business Week and Bay Area TV networks also ran favorable stories.