Signtouch KX Launch Event

Context: 

UK PropTech start-up Signtouch came to Attract & Engage to develop a supercharged on and offline marketing communications strategy and launch its pioneering digital platform, developed in partnership with Samsung.  The Signtouch platform unifies the best of Samsung touchscreen technology, content management, footfall analytics and customer experience via one seamless platform.  The result is an all-in-one tool that enables housebuilders to respond to home buyer’s increasing expectation for a customised, interactive, on and offline experience. 

Challenge: 

The issue Signtouch faced was complex. They needed to persuade the house building industry that there was a better way of delivering a digital sales centre and that Signtouch offered a more efficient, effective, and profitable, way of marketing new home developments. 

Approach: 

Before starting the PR outreach, a marketing communications strategy was developed to ensure that external communications had focus and purpose. Target personas were developed, as well as compelling messaging, with senior leadership engagement a must. The messaging was then embedded into the business and the launch event planning and PR outreach began. 

• Thought leadership-led launch event   

 A thought-leadership approach establishes authority, fast. We delivered creative concept development, stakeholder invitation email journey, social media content, spokesperson management, spokesperson briefing, script writing, media relations and post event prospect outreach. The launch event allowed Signtouch to supercharge its entry into the industry and translate leads into initial customers within a matter of days. 

•  Impactful content 

 A bank of thought leadership ideas which closely aligned with the pain points and challenges of our target personas. The creation of a bank of assets including social videos, images and infographics that allowed Signtouch to build early exposure and amplify the reach of thought-leadership via social channels. The delivery of engaging email journeys resulting in higher than anticipated event attendance from senior leadership targets. 

• Media partnership 

 Structure and management of media partnership with trade media title Showhouse including delivery of PropTech supplement, advertising features, database marketing and digital banner ads. 

• Media Relations 

 Frequent announcements on new API integration partners, service offerings and partnerships pre and post event to ensure Signtouch was seen as a dynamic force within the industry. 

The campaign displayed empathy with its target audience, in particular the pain felt around home buyer’s increasing expectation for a customised, interactive, on and offline experience.  It demonstrated Signtouch’s value to the market as well as its understanding of the critical challenges facing its target buyers. Signtouch successfully launched its brand and established early leadership position, credibility, and authority as the go-to digital sales centre expert.