Boston Marketing Firm Other Side Group Works to Launch Products Using New Media Strategy

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New client wins showcase focus on integrated marketing and new media strategy and implementation

Other Side Group

We are very excited to be working with Other Side Group at such an important time in our product development

New products used to get a traditional introduction to the marketplace; a company would send out a press release and advertise in the paper, on TV or on the radio, and a Web site would be created to highlight the new product's capabilities. But now, product launches involve a new strategy that focuses on social networking, SEO, link-building, Web site optimization and content creation, integrated into many of the traditional marketing and public relations techniques already in use.

This month, Boston-based marketing firm Other Side Group added two new clients to its roster, both focused on new product launches that require this expertise in new media and social media strategy. New client United Efficiency, Inc. will launch a mobile application to the marketplace in early 2009, and brought Other Side Group on to focus on search engine optimized content creation for the new Web site, as well as strategy and implementation of public relations efforts toward launching the application to the right audience within mobile communities.

"We are very excited to be working with Other Side Group at such an important time in our product development," said Stan Van Meter, president and CEO of United Efficiency, Inc. "They bring an expertise in new media and marketing to our project that we feel is vital to its success, and we look forward to working with them on a successful launch."

Other Side's second new client, Interfolio, Inc., will launch a new online product in spring of 2009. Interfolio needed a marketing strategy that focused primarily on building relationships with thought leaders in online communities, optimizing content for their new site, creating diverse content for external use to build links to the Interfolio product, and developing a communication plan for reaching out to bloggers and other press around the release date. Other Side will work closely with Interfolio over the coming months to prepare for launch, and will continue efforts through the launch phase to ensure the success of the new product.

"We chose to work with Other Side Group because of their focus on strategy and deep expertise in the social media space, and their unique approach to combining this social media focus with traditional marketing efforts," said Frank Fessenden, vice president of business development for Interfolio, Inc. "This approach will give us a strategic foundation for ongoing marketing and public relations efforts that are fully integrated with our social media tactics."

Integrating traditional media and marketing strategies with new media and social media services, Other Side Group offers a personalized approach to communications practices in areas such as marketing strategy and marketing intelligence, internal positioning and reputation management, brand management, public relations and media relations, small business consulting and global marketing practices. For more information, please visit


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Anya Woods
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