Case Study: Bluetooth SIG expands into new IoT markets with INK Communications Co.

Bluetooth Special Interest Group boosts priority-market coverage 21% with INK Communications Co.

The Bluetooth Special Interest Group (SIG), a standards organization for Bluetooth technology, faced the challenge of pivoting into new industrial IoT markets after achieving near-universal consumer awareness. They needed to move beyond their reputation as a universal consumer technology and connect authentically with specific audiences in smart buildings, smart industry, and smart cities. To address this, the SIG engaged their long-term communications partner, INK Communications Co., for a tailored public relations and marketing strategy.

INK Communications Co. implemented a highly customized solution, redefining the SIG's messaging for each target market and adjusting its media relations and social media strategies to focus on these new verticals. This resulted in a significant shift in their communications impact; within one year, media mentions for priority markets increased by an average of 21%, with 61% of all coverage focused on these new areas. Furthermore, INK's revamped social strategy successfully attracted a more technical audience, growing their Twitter following to include 23% developer and IT professionals and 35% executives.

Bluetooth Special Interest Group (sig)