Goal: Launch an off-premise ATM pioneer into new financial and retail markets.

Stephenson Group’s mission was to leverage Triton’s status as the first ATM manufacturer to envision the potential of off-premise deployments, increase exposure in the financial services market and extend awareness into off-premise retail markets.

Tactics:

To support Triton’s business strategy of capturing the financial services market and then expanding into retail (and to take advantage of Triton’s first-mover status before it was too late), Stephenson Group (SG) sought to quickly boost awareness of the benefits and credibility of off-premise ATMs with a fast launch at the industry’s most important show, BAI’s Retail Delivery Show, followed by an ongoing awareness-building program of media and analyst outreach and speaking engagements.

With only two weeks notice, SG launched Triton into the banking arena at the industry’s most important trade show: BAI’s Retail Delivery. During the show, SG announced Triton’s two new products to the press, and secured numerous press meetings with major banking publications. An analyst and press tour two months later continued the relationship-building process. SG then established an ongoing communications program encompassing news releases and bylined articles along with proactive story pitching, speaking engagements, and pursuing editorial calendar opportunities.

Results:

Triton emerged from the pack of “other” ATM manufacturers, recognized as the leader in the off-premise market and one of the “Big Three” U.S. ATM manufacturers. Triton was named three years in a row to the Inc. 500 list of fastest growing private companies in the U.S. and was named one of America’s top 25 most successful small manufacturers by Industry Week’s Growing Companies before being acquired by Dover Industries in early 2000.

Triton is mentioned in nearly all roundup stories on the off-premise ATM industry and comments from Triton’s executives are actively solicited by journalists for most stories covering the off-premise market. SG obtained over 380 placements for Triton, including 147 in banking publications, 114 in retail publications, and 119 in general business and consumer press.
Placements include prominent coverage in American Banker, ABA Banking Journal, U.S. Banker, Bank Systems + Technology, ATMmarketplace, Convenience Store News, Hotel and Motel Management, Red Herring, and BusinessWeek.