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DJI

DJI needed to build brand awareness as a Chinese company coming into the American and European markets. PRIME implemented a furious press relations campaign that ended up making the company the largest success in the drone industry.

$400M

Increase in Sales in First Year

4

Keynote Speaker Slots

About DJI

SZ DJI Technology Co., Ltd. or Shenzhen DJI Sciences and Technologies Ltd. or DJI is the world’s largest drone manufacturer. DJI manufactures commercial unmanned aerial vehicles for aerial photography and videography.

The Challenge

Upon initial engagement with DJI (Chinese consumer drone maker) in November 2012, the company had no brand awareness in the US and had secured no coverage amongst mainstream or vertical media (outside the APAC region). PRIME|PR was tasked with rapidly building the DJI brand and helping to change the negative perception of drones in the North American market.

PRIME|PR Strategy

Initially, DJI was a complete unknown outside China when they were ready to launch the first-ever consumer drone – the Phantom quadcopter.

PRIME|PR first worked to recreate the company’s messaging to better target an American launch and then updated the DJI website with a fresh approach and new video.

Scoring wins like 60 Minutes, WSJ and nearly a thousand other articles, PRIME|PR rocketed DJI into consumer tech celebrity. Within one year the company was listed everywhere and even had appearances in TV shows and movies.

Website Design

Content is king and video is the best medium to tell your story. We design content and websites only after messaging is completed so that every aspect of the site tells the right message at the right time.

Messaging

Before a company can tell the right story to the right people, strategic messaging must be completed to ensure we are working with the right story from the start. We find that in most companies, especially start-ups, there are as many disparate messages as there are executives.

Thought Leadership

Local and national organizations/ conferences often request our subject matter experts and thought leaders. We will pitch you for panels, interviews, podcasts, and books, and prepare you if your presentation or speaking skills need polishing.

Event Management

Both PRIME|PR and our strategic partner, Method Three, have more than 10 years in event production and brand activations. We are also the only marketing group that owns venues for high-quality activations made easy.

Results

Within six months, DJI was hailed as the new “Apple” and had secured hundreds of articles highlighting their innovative quality and benefits of the product to professional and amateur videogr aphers alike. When the engagement ended in April of 2014 (due to all operations going back to China), PRIME|PR had secured more than 600 unique, proactive articles (1000s of additional reactive articles) for an ad equivalency rating of more than $80M, positioned Colin Guinn (DJI NA CEO) as the absolute expert for US-based drone/UAS discussions and placed Colin Guinn in more than 20 top-tier speaking slots and four keynotes.

$400M

Increase in Sales in First Year

4

Keynote Speaker Slots

87%

Share of Voice

1900+

Articles Secured

Testimonial

Wallace Chen

VP, Operations
“PRIME|PR was instrumental in getting DJI to a power position with the media. In just a year, we increased from $1M in sales to $400M.”

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Get In Touch!

Thanks for stopping by, visting the PRIME | PR website, and your interest in working with us.

Whether you just need a quick PR-related question answered, an unbiased review of a press release, a sounding board for whether your pitch should be offered to everyone or as an exclusive – PRIME|PR is ready to help.

If you need more – top level strategy on messaging and branding, creative pitch creation and execution to get more ink, or a fully integrated PR and marketing campaign from scratch, PRIME|PR is your agency. Let us show you what we can do.

At PRIME|PR, we understand that selecting the right public relations partner is crucial for your business. To help you make an informed decision, we’ve compiled a list of frequently asked questions tailored to the overall industry and specifically to our agency.

Answer:  At PRIME|PR, we have extensive experience in technology and B2B industries, successfully representing a diverse range of clients from start-ups to Fortune 100 companies. Our team of experts stays up-to-date on industry trends, ensuring we have the necessary knowledge and expertise to effectively represent your company. Our founder, Nicolia Wiles, was a Gartner analyst before starting PRIME|PR and has some of the best tech expertise f any PR professional today.

Answer: This is one of the most important questions to ask any PR firm. Unlike other firms that have different bills rates for staff according to title/position, we use a single bill rate of $150/hour for everyone that works on your account – but one of the biggest differences for our firm is that we have no junior staff, so you always work with someone with at least 15 years experience (which is typically $400+/hour at other firms).

Answer: This is one of the most important questions to ask any PR firm. Unlike other firms that have different bills rates for staff according to title/position, we use a single bill rate of $150/hour for everyone that works on your account – but one of the biggest differences for our firm is that we have no junior staff, so you always work with someone with at least 15 years experience (which is typically $400+/hour at other firms).

Answer: In almost every client engagement, we start with foundational messaging to ensure you are telling the right story to the right people. We’ll then update all marketing material (including your website) and create a 12-month Communication Plan that we’ll use as a tool to make sure we are building your brand in the most effective way possible. We’ll then create individualized monthly plans that we’ll use to prioritize activity together – this also ensure that everyone from the CEO down knows exactly what is happening, what to expect and how to judge success each month.

Answer: Absolutely! We are proud of our track record and are happy to share case studies and examples of successful campaigns we’ve executed. Our portfolio showcases our strategic approach to public relations and demonstrates our ability to deliver results. Our Case Study page provides some immediate examples.

Answer: We measure success by assessing various data metrics, such as media coverage, audience reach, and impact on brand reputation. We work closely with our clients to set realistic expectations and strategic KPIs custom to their individual pain points and goals. We use multiple software packages to track everything from media engagement to sales.

Answer: Our strong media network is one of our core strengths. We have established relationships with key journalists, influencers, and other relevant media contacts, enabling us to secure valuable coverage for our clients. Prior to starting PRIME|PR, Nicolia Wiles was an analyst at Gartner and created strong relationships with media that contacted him for intel, making him a true resource with media.

Answer: PRIME|PR offers a wide range of services, including media relations, social media management, and event planning. We are committed to customizing our services to meet your company’s unique needs and requirements.

Answer: We value open and transparent communication with our clients. Our preferred methods of communication include regular email updates, phone calls, and in-person or Zoom meetings. We are always available to handle urgent situations any time of day.

Answer: We are happy to provide client references upon request. Our clients can attest to our professionalism, working style, and the results we deliver. We believe their testimonials offer valuable insights into our performance as a PR partner. Immediate testimonials can be seen at our GMB page.

Answer:  Our team at PRIME|PR is committed to seamless integration with your existing marketing and communications efforts. We develop strategies for collaboration and coordination, ensuring a cohesive and effective approach to achieving your goals. We work best with a client when we have an integrated team approach where we are part of the team vs a PR vendor. We are often brought on as interim CMO and marketing departments for companies that have not yet expanded those roles.

Another question?