THE CHALLENGE
Competitors overpower the media landscape with large revenue and customer announcements, making it difficult to position Rufus as a comparable leader. With little to no media footprint prior to BAM, we needed to focus on bringing awareness to Rufus Labs’ offerings and highlight how they are different from their larger competitors.
THE GOAL
Rufus Labs engaged BAM to increase its brand awareness as a software company that increases productivity and efficiency in warehouses across the country. There is a distinction between wearable technology and robots, and BAM's overall mission was to highlight the benefits of wearable technology in the workplace.
THE SOLUTION
BAM worked closely with the Rufus Labs team to identify key topics and trends in the industry that the CEO, Gabe Grifoni, was comfortable speaking to. BAM brainstormed proactive media angles on a weekly basis and secured bylines, podcast opportunities, and thought leadership opportunities for the team.
BAM’s strategy to secure coverage was to keep pushing Rufus Labs’ messaging by placing executive bylines, on behalf of the CEO, across key trade media. BAM targeted not only warehousing outlets but appealed to verticals that Rufus Labs works with, such as manufacturing, retail, and food, to diversify coverage.
Additionally, BAM scoured the media regularly to get familiar with current industry trends for newsjacking. BAM brought new articles to each weekly call to gather the team’s perspective on bigger stories and developed quotes on behalf of the CEO to pitch out.
