(By Kristina Richmann – 10Fold Big Data Practice)
If you’re on the security team here at 10Fold, trend jacks – the art of hopping on breaking news offering our clients as experts for commentary and garnering coverage – are second nature. But for a security-turned-big data girl like myself, trend jacks are very far and few between. When Amazon’s Prime Day rolled around in mid-july, we couldn’t resist.
Early morning on July 15, Amazon’s infamous Prime Day, we received a blog post 5 Lessons on Prime Day and Personalization from our 1 to 1 eCommerce platform provider client, Reflektion. The post spells the woes and dissatisfaction with Prime Day. One of our contacts at Reflektion was unsure if we would be able to use it with press, but we are so glad he shared the post with us because it spurred what he called one of the greatest media successes he’s seen to date.
As soon as we realized there was a commentary opportunity for Reflektion, we quickly hopped on the phone with the CMO and he riffed a few points of what we wanted to communicate around Prime Day. Ferociously transcribing every word, we packaged up the quote and sent it off to our key retail, marketing and business media. The results are astounding – a total of 9 stories including Forbes, Fierce Retail and more, all of which feature Reflektion CMO Kurt Heinemann as an eCommerce expert with his opinion on Amazon’s missed sales opportunity.
Moving forward, we will definitely be keeping an eye out for more of these trend jack opportunities and working closely with Reflektion to replicate this success and deliver great results. Check them out for yourself below…