Proactive PR Delivers for CEM Specialist

Prior to the acquisition by Tektronix, Customer Experience Management (CEM) specialist Arantech had used a number of different agencies for its ongoing media and analyst relations activities, with varying levels of success. In June 2009 Pinnacle Marketing Communications was appointed as the agency of record with the brief to ‘significantly raise the organization’s profile and establish the company as a thought leader within the CEM space.’

Historically, the PR challenges facing Arantech were those experienced by many companies – the nature of the business means few new product launches; customers are (at best) reticent about engaging in cooperative promotion meaning case studies and endorsements are scarce; the executive team have many pressures and responsibilities beyond focusing on media and analyst relations; finally media and analysts have differing requirements – often not taking take product news stories and submitted articles.

Pinnacle has encountered all of these challenges many times before and does not believe that any should be a barrier to a successful campaign. Drawing on many years of experience and knowledge, Pinnacle’s specialist account team – including technology specialists and ex-technology editors - created a tailored PR plan for Arantech designed to ensure success. This plan was based on a thorough understanding of the company’s business and positioning and a full audit of the media and analysts that could reach the target audiences. Key to the success of the plan was Pinnacle’s highly proactive and creative approach to engaging with editors and analysts including tactics that can mold delivery of Arantech’s key messaging to specific individual requirements.

In the short time that Pinnacle has been working with Arantech, the agency has already delivered significant return on investment, with campaign highlights including:

  • Ten editorial/analyst interviews (including Informa, Light Reading, Frost & Sullivan, Mobile Europe, Ovum Research, etc)
  • Generation/placement of five articles (in IET Engineering & Technology, Global Telecom Business, etc)
  • Management of a highly successful Webinar in conjunction with VanillaPlus
  • Production of a ‘podzine’ interview for Telesperience magazine
  • Identification of key award opportunities (World Vendor Awards, GTB Innovation Awards, TM Forum Excellence Awards, etc)
  • Identification and submission for high level speaking opportunities (Management World 2010, Mobile World Congress 2010)
  • Preparation of 2400 word contribution to TM Form market report on CEM

Creation of key written content for media and analysts including press releases, biographies and corporate profiles