Global marketing for a next-gen wireless power technology company

About the Company

Innovative tech in need of market acceleration

As a global wireless power standards provider, AirFuel Alliance engages a wide range of audiences—from member companies like Samsung and Huawei, to engineers and product development decision-makers—so they needed a multifaceted marketing team who could provide strong and nimble full-service capabilities.

Challenges

AirFuel’s primary goal is to bring in new member companies, help them build products with proprietary wireless charging technology, and win the race for tech dominance as the standard for wireless power technology.

The main challenge is that the market is dominated by a large competitor who controls most of the market share. So our challenge was to position AirFuel technology and membership against theirs and build awareness for the AirFuel brand globally.

When AirFuel came to us, they did not have a marketing team. So we had to operate like a big agency and move like a startup. Our team provided full-service marketing for everything from email newsletters and designing one-sheeters, to planning tradeshow involvement and branding their technologies.

When marketing a wireless charging technology, our team also had to overcome a consumer knowledge gap and myths about safety issues with wireless power. Other companies had been promising world-changing wireless power for decades, and failed to deliver, so the market was dubious and needed clarity and reassurance. To combat that, our team launched a webinar series in 2019 (before everyone was doing webinars), to provide education and answer frequently asked questions.

It was also important to earn our audience’s trust in AirFuel technology—to build credibility while we bootstrap their products in market. Our team solved this by working with member companies and leading a case study series where we collected insights, wrote the content, published, and promoted via social media and our email platform.