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Background：
MIPS Technologies
is enhancing its industry-standard architecture with DSP functionality
to provide a single design
environment that leverages a common tool set and knowledge
base. The MIPS DSP ASE
offers licensees a programmable solution for DSP
applications, allowing
adaptation to changing market needs and extending the life
of an
SOC design. The new DSP
extension comprises a set of new instructions and state in
the
integer pipeline of MIPS
Technologies cores and requires less than six percent additional
silicon area to implement
in a 24K-class core.
Tom Peterson, Director
of Product Marketing at MIPS, was present to speak at Processor
Forum Taiwan on Signal
Processing on the MIPS Architecture, and would also be using
the opportunity to talk
to media about the advantages of the MIPS DSP ASE solution
at
the luncheon.
Client Expectations：
The client would like to
introduce the MIPS DSP ASE solution to the media in an informal
and casual setting, instead of doing in a press event.
Challenges：
There are established international
DSP solution providers, how would MIPS take
advantage of the expertise
in the consumer electronics and communications market and
develop a successful DSP
solution for the SOC customers.
Since another competitor, ARM, chose
the same day to announce a competing DSP
product, how would MIPS
answer the inevitable media questions on product comparison
tactfully, while presenting
the full advantages of the MIPS DSP ASE solution?
Campaign：
Access PR developed the following strategy
for MIPS:
A media luncheon was planned
for to bring the casualness to the event
A press release on the
MIPS DSP ASE solution was distributed on the date of luncheon
Key daily, weekly, and
monthly journalists were targeted and invited
Invitations were distributed
prior to the luncheon
Phone follow-ups were
done to encourage attendance
Data kit preparation
Cross seating arrangement
was planned between the media and MIPS personnel to
encourage
more interactions
Results：
Product briefing was
well timed and controlled
MIPS personnel and the
media had good interactions in a casual and informal atmosphere
Press coverage was better
than expected with the key message on the MIPS DSP ASE
solution
communicated clearly and precisely. While journalists in attendance
was not in
huge numbers, we were delighted to see detailed
reports on the MIPS DSP ASE products,
and some feature article
on the DSP market in some publications. All in all, in the
two
weeks after the event, there were thirteen counts of coverage
in electronic and published
media and one cover story in an
electronic media.
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