Chinsay:

Messaging, marketing, and PR for commodity and shipping technology

Chinsay, a technology company traditionally focused on the shipping industry, was planning to break into the commodities markets in 2019. The company needed to establish its new product’s messaging and have a plan for future communications for its overarching offering. We were contracted to develop the new product’s messaging and positioning, and act as an outsourced MarComms department. Moonlight and Chinsay worked together for 4 years until the company was acquired.

Problems:

Chinsay was an established technology company in the shipping industry, but its new product was an innovation in the commodities and shipping markets. The challenge was to position the new product in the market and build awareness with its target audience. To do so, the company wanted a one-stop-shop communications company that was already well-versed in the market.

Solution:

We started by holding a messaging session for the new product to understand its USPs, benefits and positioning. Following the session, we provided Chinsay with the name for the product and recommendations on its positioning. Because of its innovative aspect, the target market needed to be educated on the benefits and understand the need for the product. Our go-to-market strategy included a press release, website page, marketing collateral and social media announcements.

Our long-term marketing and PR strategy was focused on a combination of press releases, award entries, contributed articles, newsletters and social media. We focused on partnerships and clients to give credibility and overcome a state of inertia with the target audience.

Results:

With our expertise in and knowledge of the commodities and shipping sectors, we were able to position Chinsay as the top innovator in these markets. In our first year alone, we achieved:

• 87 pieces of coverage 
• Energy Risk Asia award win for its new product
• Over 150,000 organic impressions on social media
• 12 interviews, including coverage in FOW, CTRM Center, The Global Treasurer, Risk.net