November 29, 2010

Q & A with E Ink’s Director of Marketing, Lawrence Schwartz

Q&A

“After the launch of the site, we found that initial traffic spiked to 5x the level we had before the launch. As for the video, it has been extremely popular, which is very gratifying. The views were over 50,000 in the first week, and for a while it was the top video on the site that is hosting it…At a fundamental level, Corey really challenged us to think about core messages that highlight what differentiates us from competitive offerings.” Lawrence Schwartz, Director of Marketing, E Ink.

Corey recently developed a new suite of digital communications (Web site, video, knowledge center) for market leader, E Ink, whose technology powers major e-readers. We sat down with Lawrence Schwartz, E Ink’s Director of Marketing, to get his read on working with Corey and of course to find out his preferred method of reading.

1. Corey recently redesigned E Ink’s digital communications- a Web site, a video and a knowledge center. Why did you decide to hire Corey for this important initiative?

LS: This year has been an important one for E Ink as we launched several new products, including color, and as eReaders have grown to become widely popular. We wanted a design company that would help us message our leadership role in a marketplace that has rapidly changed from niche to mainstream. Corey was a clear choice for this given their wide-ranging capabilities, multiple successes with known technology firms, and capable team with an impressive bench depth.

2. What was the most important message and experience you were looking to convey with the new digital communications?

LS: Our customers and partners keep coming to us looking for display solutions that are green, readable and rugged. We wanted these core messages to really come through on the website and on the video that Corey produced.

We also find that potential customers, product designers, and the general public are eager to learn more about ePaper and its many uses. Not just for eReaders, but also for watches, phones, indicators, etc…. For this, we built the Knowledge Center as a forum to provide articles and blogs on topics that are relevant to the space, covering both market and research activities.

3. What did you like most about Corey’s thoughtful process?

LS: As an outside consultant, they were able to shed light on long held assumptions we had and offer alternative viewpoints. At a fundamental level, Corey really challenged us to think about core messages that highlight what differentiates us from competitive offerings.

As designers, they took a lot of the key concepts and ideas we had about how we wanted to convey our messages and turned them into compelling graphics, copy, web design and a video.

4. Can you share any feedback about how the new site and video are doing?

LS: After the launch of the site, we found that initial traffic spiked to 5x the level we had before the launch. As for the video, it has been extremely popular, which is very gratifying. The views were over 50,000 in the first week, and for a while it was the top video on the site that is hosting it.

5. What path led you to E Ink?

LS: E Ink first hit my radar dating back to 2002-2004, when I was in business school and they were the subject of several cases in the program. I always thought the technology was revolutionary with huge potential. Several years later, I got to meet the team and that’s what sealed the deal for me. The company is teeming with bright minds with very diverse backgrounds, reflective of the company’s roots at the MIT Media lab. It is clearly a place where remarkable ideas can flourish.

6. So we have to ask-how do you read your books?

LS: Usually right before a flight I’ll download a few titles to have with me.

Two years ago, I got a lot of curious looks and questions from the person sitting next to me. Now, more often than not, the person next to me will be immersed in his or her own eReader instead.

See more of Corey’s work for E Ink.


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