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Roher Guides Ireland's RedMere to Critical Success In North America For 'Active' HDMI Cable Technology

Sept. 10, '11 -- RedMere, the Irish semiconductor company and inventor of 'active' cable technology for HDMI, received more than 30 favorable product reviews this year from leading U.S. technology journalists as a result of the public relations program conducted by Roher Public Relations.

Without exception the reviews, in electronic and print media covering video, audio, home theater, mobile electronics, video gaming, computing, and travel topics, lauded the company's technology for producing HDMI cables that are 70-80% thinner, lighter, and more flexible than conventional HDMI interconnects.

"The fact the technology was introduced into consumer products more than two years ago required that we develop a PR strategy that wasn't built around a technology launch but that could still highlight the novel features the technology enables," said Richard Roher, agency president. "By focusing on trends such as mobility, the increasing prevalence of HDMI in portable devices, and emergence of HDMI as the first true global standard for consumer AV connectivity, we stimulated press interest in testing RedMere technology and verifying, for themselves and their audiences, how well it performed," said Roher.

"The absence of any negative or even neutral publicity in this campaign is a testimony to the efficacy of RedMere technology and to our firm's ability to ensure that reviewers' expectations were in line with product performance. The publicity produced from this program was extremely effective in conveying all the key consumer marketing messages that RedMere wanted to deliver."

"Since Redmere's technology is being employed by several top brands, we adopted a brand-agnostic position that allowed the media to endorse the technology without having to recommend a specific company's product. Typically, all of RedMere's brand partners were mentioned in each story, which only helped RedMere establish its brand credibility while building consumer confidence in its technology."

"One of the obstacles we confronted was the extensive and often misleading hype surrounding the marketing of cables," Roher said. "On our first go-round with many journalists, they simply dismissed the notion that there were meaningful differences between passive and active cables. As the campaign shows, we prevailed in overcoming that mindset and converted many serious doubters into believers and even advocates. You aren't going to achieve that kind of result just by emailing press releases or paying a wire service."