Our approach for Micrium was to plan and implement a wide-ranging communications plan, relying on tried-and-true tactics such as public relations, speaking opportunities, tradeshow exhibitions and pitching publications for coverage. In addition, we engaged a wide range of digital marketing activities, including direct marketing campaigns, search engine optimization, landing pages, blogs, AdWords campaigns and social media.

Important to our strategy was positioning key personnel within Micrium. Founder Jean Labrosse “wrote the book” on real-time operating systems (RTOS), making him a valued industry expert. By keeping him in the field offering training session and conference presentations, we were able to leverage his recognition to amplify our messages and product awareness. At the same time, Vice President Christian Légaré was quickly becoming recognizable in the IoT space.

We positioned him as the expert in embedded systems and protocols for IoT. For both, we leveraged their personal social media profiles in addition to the corporate one.

Finally, content, content, content! We consistently reached out to customers via newsletters and targeted mailings. To support that outreach, we developed a vast library of content and started a corporate blog. We published contributed articles on a consistent basis, targeting both traditional embedded markets and IoT. By supplementing these activities with one or two press releases each quarter, we were successful in achieving a solid mix of coverage types and securing a high volume of placed media.