Program Highlights

  • More than 1.9 million online impressions during a two-month campaign
  • 150+ media placements
  • Key features: Three-page spread in Internet Retailer, New York Times, Investor's Business Daily, BtoB Magazine, Smart Money Magazine, Chain Store Age, Mobile Merketer, Media Post, L.A. Times' "mobile" blog, ABI Research, among others.
  • Built awareness among 500 of Acquity Group's targeted business prospects
  • Web visits increased 50% following the bulk of PR outreach

Acquity Group Mobile Audit Research

Multichannel Commerce Company Excites the Internet Retailer 500 with Mobile Audit Research Campaign

Acquity Group is a brand eCommerce and digital marketing company that helps global Fortune 500 companies to extend their brands digitally. Providing solutions spanning from strategy to design to technology, Acquity Group equips clients—such as Kohl's, Adobe, and Motorola - with the right tools to effectively develop, execute and manage today’s most cutting-edge digital technologies.

The Problem

Acquity Group wanted to increase its awareness among major e-retailers in the mobile commerce (mCommerce) space. The Internet Retailer Top 500, a list of top e-retailers such as Amazon, Barnes & Noble, and Overstock, had been identified as a key prospect list. The primary objective was to reach brands on this list that might consider investing in mCommerce initiatives.

The Solution

Walker Sands developed a strategy to tailor data specifically for Internet Retailer, using the publication's Top 500 list as the research sample.

In an integrated effort with Acquity Group's marketing team, Walker Sands helped create an mCommerce research program designed to produce interesting, statistically relevant and actionable data about what was happening in mCommerce today- and where there was room for improvement.

The Acquity Group Mobile Audit took an in-depth look at the Internet Retailer Top 500 companies to evaluate their level of adoption in the mobile space; not only with their mobile functionality and capabilities, but also with compatibility across browsers and several other factors.

The research revealed key information for top e-retailers including:

  • The percentage of sites compatible with mobile browsers and those optimized for specific devices such as the iPhone.
  • Percentage of companies that had downloadable apps for mobile devices.
  • Those companies that followed the generally accepted “m.” standard for their mobile sites.
  • Percentage of companies featuring customer-driven mobile commerce, including the ability to check out, through mobile microbrowsers.

The study also identified "Best-in-Class" winners and those that had significant room for improvement in the mCommerce arena.

"Walker Sands fostered good will with the publication while creating a tantalizing feature topic."

Armed with this powerful research, Walker Sands pursued a three-prong strategy to share this information with the media:

  1. Obtain an exclusive in the main target media outlet: Internet Retailer. By providing rich data on the publication’s own list and offering an exclusive, Walker Sands fostered good will with the publication while creating a tantalizing feature topic.
  2. Secure supporting press in the trade and business media that would reach this group after the initial exclusivity period. By broadening the exposure of the Audit, we could reach decision makers who weren’t exposed to Internet Retailer magazine. This would work to support the Internet Retailer rankings and attract senior management at these companies to secure sales meetings.
  3. Directly engage companies in the Audit with our data through their own PR teams. This meant reaching out directly to these groups with the data and offering press release templates for those named “Best-in-Class.” The idea was to reach our target audience directly and let them spread the word to the competition through their own PR efforts. We drafted press release templates and compiled relevant summaries and quotes about the Audit with timing recommendations on when Acquity Group was to make their official announcement.

The Results

Media outreach went very smoothly, with key business media, trade media, analyst firms and national consumer media also requesting the research. We were also able to secure a three-page feature story in Internet Retailer , complete with charts, current state-of-the-industry information and actionable data from the Mobile Audit research. Along with the article, Acquity Group data was featured on every company’s full-analysis page. In short, every targeted company saw their level of mobile adoption with a direct credit going to Acquity Group.

Most importantly, our direct outreach generated interest from several of the brands listed in the “Best-in-Class” category , including Barnes & Noble, Overstock.com, Indigo Books & Music, ShopNBC, Target and Sears. ShopNBC and Sears opted to tout their awards by publishing a press release, distributed across MarketWire and PRNewswire, respectively. Based on these distributions several companies contacted Acquity Group to learn more about what they could be doing for their own mobile strategies. Target also chose to publish the news on their corporate blog.

As the primary measure of success of this PR initiative was awareness, we had to ask a critical question: Did more individuals know about Acquity Group’s services and thought leadership in the mobile space as a result of this effort? Web analytics showed that the AcquityGroup.com web traffic spiked by 50% in the two months following our outreach efforts. The press coverage yielded reach of more than 1.9 million online impressions.

Acquity Group also saw a direct impact on sales and revenue opportunities, as many of the 500 companies who were evaluated subsequently made inquiries to determine how they might go about improving their mCommerce capabilities. This includes organizations like Sears, ShopNBC and Target, who released information on their distinction, as well as the countless others who requested more information based on their rankings.

Ready to make your business growth goals a reality?

Contact Us Today

Careers at Walker Sands

At Walker Sands, our employees enjoy coming into the office each day. How do we know that? Because they tell us.

Find a career you love.