A conversation with:
Business Development Representative
For this Case Study, we reached out to Mihael Gelo, a Business Development Representative who has been a part of CircuitMess since early 2021 and focuses primarily on developing B2B channels and a distributor network. We discussed how Mediatoolkit impacted the outstanding success of their DIY Batmobile crowdfunding campaign.
“Maximizing the success of the crowdfunding campaign was CircuitMess’ top priority”, Mihael says. The goal was to track and identify people mentioning their company or products in order to be able to contact them and ideally turn them into backers. They were aware it was nearly impossible to track that manually, which could have led to missed opportunities.
Prior to working at CircuitMess, Mihael was aware of media monitoring tools but had no experience with using one. However, at the very beginning of his tenure, one of the main tasks was to get acquainted with Mediatoolkit as the company was already using it. Having “great UX/UI” and being “very easy to use,” Mihael learned the ropes in no time and quickly started utilizing the tool to boost their efforts with the crowdfunding campaign.
What Mihael deems had the most impact on the crowdfunding campaign was the ability to easily track mentions of their company and products, especially the ones that positively reacted to their previous efforts, all in one place. Thus, they could simply reach out to the authors of those posts and encourage them to either support the campaign promotion or participate in the affiliate program.
Some of the features, or better yet metrics that Mihael really liked are the engagement rate and influence score that can be found under each mention. It enabled them to filter out the results and contact those users and authors with the highest influence and engagement score, as the two were a great performance indicator.
When asked what advice would he give to people who are thinking about purchasing Mediatoolkit, Mihael said: