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Group Commerce

Situation

Group Commerce is a white-label, full-service group buying platform built for the unique needs of publishers (media companies, email newsletters, social media channels, etc.) and merchants.

Challenge

For a brand new company, Group Commerce’s assets were impressive: founding partners from crème de la crème online advertising and tech brands, brand-name clients, and funders with stellar reputations. With all that it had going for it, Group Commerce still needed to define and establish itself. Because of its relationships with legacy media outlets that had not transitioned well to the digital age, the company also needed to justify the need for services to this beleaguered audience and silence critics inclined to see it as too little too late by conveying its key differentiator: offers based on interests, not just location.

Approach

RLM pitched the launch using a combination of an exclusive to a key media outlet as well as embargoes to influential publications. This created the opportunity to reach a vast audience quickly at launch, immediately establishing the Group Commerce brand and presenting the core messages and differentiators. Stories from these outlets were syndicated to many others.

To maximize media coverage during at launch and beyond, RLM employed a multi-tiered strategy that included continuing to pitch the launch angle, the founders, bylines and other news- and trend-based angles. These efforts positioned Group Commerce as the single best solution to help publishers improve their financial performance.

Results

RLM’s outreach resulted in coverage including: