Blue Bite
EXECUTIVE VISIBILITY | PUBLIC RELATIONS | EXPERIENCE DESIGN
The Challenge:
Blue Bite, a B2B SaaS company, had just launched a new offering for fashion brands. Its technology links a physical product to a digital experience through a QR code or NFC tag, so brands can tell the sustainability story behind each garment.
The timing was right. New EU regulations require textiles to carry Digital Product Passports, a digital record attached to each physical product. Fashion brands needed a solution, but most had never heard of Blue Bite. The company needed to get in front of the decision-makers who would be buying, and to establish its founder as a voice on the topic.
The Approach
I secured a speaking spot for Blue Bite on the main stage at Wear, Canada’s longest-standing circular fashion event, which draws top fashion brands and industry partners.
Instead of a standard product presentation, I drew on my journalism background and interviewed founder Mikhail Damiani on stage. The conversation format let him tell the company’s story in his own words, and let me steer it toward what the audience cared about: what the new regulations mean for their business, and how to turn compliance into a chance to tell a better brand story.
Then we took the conversation off the stage. We hosted an intimate dinner for leaders from 10 of the most influential companies in the room, including Frank and Oak, Lululemon, and Canada Goose. The keynote earned attention; the dinner turned it into relationships.
The Result
Blue Bite reached hundreds of ideal customers in a single day, and the dinner gave the founder direct time with the brands he most wanted to work with. The story also travelled beyond the room, with coverage in the trade publication Innovation in Textiles and other outlets. The event led to sales calls and new business.
The Learning
In B2B, visibility only matters if it reaches the people who sign the contracts. The right stage builds credibility with a whole room; the right dinner builds relationships with the ten people in it who matter most.
