Problem: Meech-Static-Eliminators, manufacturers of static control products, needed to promote an understanding of the ways in which their products work, and of how customers have used their products to solve particular problems.
Solution: To place feature-length articles covering a range of topics from particular customer applications to general overviews and topical environmental concerns.
Client Benefit: 9 articles, all over 1,000 words in length, were placed in under 10 months, raising Meech’s technical credibility and profile as a problem-solver.
Overview: Hitachi was launching a new range of electron microscopes, and needed to dispel rumours put about by the competition that their products were becoming prohibitively expensive and that they were cutting down the overall number of microscopes they could provide.
Solution: An intense 3-month campaign built around an “Exploding the Myths…” strap line, using an innovative advertising campaign, a direct mail offer and a special newsletter edition.
Client Benefit: The direct mail offer resulted in a 25% take-up rate for the free CD. The CD was highly regarded in university departments and has become a standard teaching tool.
This publicity campaign, linked to a pro-active PR campaign, turned around market perception within 3 months.
Overview: Tri-Ark needed to raise corporate and product awareness in order to retain repeat business and to generate new business.
Solution: A 3-step strategy of
- re-designing the corporate identity as expressed on all company communications from letterheads to packing-box sealing tape
- re-designing and developing the company’s website
- carrying out a targeted technical PR campaign
Client Benefit: Traffic to the website greatly increased. Rise in sales leads generated. Rate of quotations issued raised by a factor of 4. At least 10 new clients won as a direct result of marketing initiative.
Problem: Meech International, a leading manufacturer of products controlling static throughout industry, opened its first office in China, and needed to develop and execute a marketing strategy in this region.
Solution: Close liaison with the China/British Trade Council to provide a platform for negotiations with the leading trade and technical publisher in China, enabling the launch of targeted programme of advertising and PR both within China and throughout the Asian market.
Client Benefit: Planning for the campaign started in December 2004. The first coverage was seen in both English and Chinese on the industrysourcing.com website in January 2005, increasing Merech’s profile in mainland China
Problem: Precision-Optical Engineering (P-OE) designs, develops and manufactures optical components and electro-optical subsystems for military and commercial markets, as well as manufacturing interferometers for optical surface qc applications. The company also has one of the largest diamond turning facilities in the UK for the manufacture of optical components and mould tools. As individual sales projects can be time intensive, the company wanted a cost-effective way of maintaining regular contact with existing customers and prospects.
Solution: A series of regular e-newsletters featuring click-through links to P-OE’s website was planned and written by In Press. Using professional distribution software that provides full “unsubscribe” facilities and comprehensive tracking to show who has received the newsletter, opened it and clicked through on individual links, the newsletter was sent out to P-OE’s qualified e-database.
Benefit: Nearly 50% of the delivered e-mails were opened and there were direct clickthroughs from almost 15% of those who opened the mail. This high level of interest both kept existing customers up to date with the latest projects and highlighted specific interests which could be followed up as sales leads. Undelivered mail was also recorded which allowed the e-database to be further cleaned.
HHTC-EC
Overview: HHTC-EC (Hitachi High-Technologies Electronics Components Division) needed to improve their profile in the Broadcast and Electronics industries with minimum expenditure.
Solution: An intensive web PR campaign, using websites and newsletters. Using its comprehensive media database, In Press identified a total of 70 journals, online and print, interested in HHTC-EC’s products.
Client Benefit: In the first 3 months of the campaign, HHTC-EC achieved a return of twice their project PR fee to date in Equivalent Advertising Spend.
“This campaign is the best marketing investment we’ve made,” Lorna Garrett, Sales Manager.
ProMinent
Overview: ProMinent Fluid Controls (UK) Ltd needed exposure in a number of different markets in order to promote its specialised chemical dosing and water treatment equipment.
Solution: A highly-targeted PR campaign, using press releases adapted to suit specific market sectors and placed with relevant publications to achieve maximum editorial coverage.
Client Benefit: A good balance of coverage was obtained for the key water, food, processing and engineering industries, with more than half the coverage featuring new products. Penetration was also achieved in four new markets.