"600 datasheet downloads in two days - I'll never advertise again" John Fairall managing director, RF Solutions
Objectives: To get a consistent regular message to RF Solution’s customers and prospects via email
Strategy: Pinnacle created an email database of some 5,000 individuals and put in place a process for building this database from visitors to the website or from other activities within the business. Pinnacle developed a single standard template that allowed both existing and new material to be sent on a regular basis to RF's customers and prospects via email.
Results: On average 600 datasheet downloads resulted from each e-mail, with up to 200% open rates (multiple opens and forwards) AND a proven increase in business.
It is a fact that it is easier to sell to people who know who you are!
Database of prospects grows threefold after concerted email campaign for comms client
Objectives: To get a consistent regular message to an ever growing base of customers and prospects
Strategy: Pinnacle set-up a database collating various lists for email. Special controls were put in place to make sure the list was opt-in, while sign up code was placed on the client’s website.
Results: Regular newsletter delivered with feedback to the client covering leads and areas of interest of recipients. The list has grown threefold in two years and is constantly updated with over 50% of the original list ‘churned’.
KioskCom Interactive Kiosk Excellence Awards, Las Vegas
Objectives:To ensure Zytronic won the award
Strategy: The KioskCom Interactive Kiosk Excellence Awards are internationally recognized as one of the most prestigious in the kiosk industry. The awards honour and recognise the best interactive self-service kiosks implemented over the last year. Pinnacle was asked to prepare a professional award submission based on the use of Zytronic technology in the Pro-Tech kiosk
Results: Three weeks before the Show, Zytronic and Pro-Tech received notification that they had been selected as finalists for the awards.
Zytronic and Pro-Tech were pronounced winners of the 'Most Creative / Best use of an Input Device in a Kiosk Application' during the KioskCom awards ceremony on the night of 27th April.
By the 28th, Pinnacle had an 'award-win' press release ready, which was immediately issued to all key US and UK press. Less than a week after the event, we started to see coverage in both the US and the UK. Zytronic also received local press coverage.
European press tour secures sustained press coverage for 6 months
Objectives: Communicate company and strategy messages to key European press and establish CEO as key industry spokesperson.
Strategy: CEO press tour in Germany, Sweden and the UK.
Results: 20 pages of editorial coverage in German, Swedish, UK and pan-European titles, with the CEO continuously appeared in the media for 6 months.
Launch of new technology delivers 33 pages of editorial coverage
Objectives: To launch and obtain sustained coverage for a media processor architecture.
Strategy: Planned and sustained PR programme across all key European regions comprising multiple activities including press conferences, technology announcements and technical articles.
Results: 18 press conference attendees and 11 article placements leading to 33 pages of editorial coverage, three front covers and sustained coverage over a 6-month period.
PR support at Electronica results in 42 pages of editorial
Objectives: To maximize editorial coverage for client around Electronica.
Strategy: PR support before, during, and after the show.
Results: 11 articles placed and appeared before/during show. The client featured in 13 exhibition previews, had 32 press meetings during show, and achieved 42 pages of editorial coverage including three front covers.
In excess of 80 article placements in Asian, European and USA electronics press in one year
Objectives: Maximise technical article coverage globally.
Strategy: Generation and placement of tailored technical articles in various local languages.
Results: Over 80 technical articles placed in local languages in Asia, Europe and USA in a 12-month period.
PR campaign increases company’s market awareness by 26%
Objectives: Raise profile of displays client across Europe.
Strategy: Sustained PR campaign targeting design engineers and purchasers through the technical and trade press.
Results: In the EPN brand study the company’s awareness increased by 26% in a single year.
Targeted PR delivers multi-million dollar order from tier one prospect
Objectives: Generate leads from target companies.
Strategy: Targeted technical PR campaign across Europe.
Results: Amongst the many leads generated, one was from a target company that the client had long wanted to break into. The lead allowed them to finally secure appointments that ultimately lead to a multi-million dollar piece of business.
PR generates new business from existing customer that client sales team had been unable to identify
Objectives: Generate leads from target companies.
Strategy: Targeted technical PR campaign across Europe.
Results: The company’s sales team claimed to know the target company ‘inside out’ – a common theme! A lead from a PR story came directly to Pinnacle and was instrumental in the client winning new business from a previously unknown design team in this existing customer.
€300,000 of coverage from just three articles
Objectives: Maximise ROI for editorial budget.
Strategy: Generate, translate and place focused technical articles in multiple European publications.
Results: Generate, translate and place focused technical articles in multiple European publications.
PR campaign delivered €250,000 editorial coverage from €37,000 investment
Objectives: Obtain coverage in European technical press to raise profile and generate leads.
Strategy: Targeted technical PR campaign across Europe.
Results: Sustained coverage over 12 month period with an equivalent advertising cost of €250,000 - including 24 article placements during the year.
Editorial coverage in Asia at a fraction of the cost of employing Asian agency
Objectives: Obtain coverage in Asian technical press to raise profile, generate leads and support client entry into new market.
Strategy: Targeted technical PR campaign across Asian region in local languages.
Results: Extensive coverage in China, Korea, Taiwan and Pan Asian press.
Eight clients short-listed for Elektra Awards
Objectives: Facilitate short-listing for as many clients as possible for 2006 Elektra awards (to be held in Munich, November 06).
Strategy: Working with clients to identify the best possible topics, products and technologies for award submission.
Results: An unprecedented eight clients made shortlist for the awards.
Innovative approach to 3GSM Congress PR nets 30 pages of coverage
Objectives: Maximise coverage before, during and after the 3GSM show.
Strategy: Pre-show briefings tailored to the requirements of individual publications.
Results:30 pages of coverage in the telecoms press.
Global PR campaign leads to TV coverage
Objectives: Significantly raise profile of UK-based manufacturer.
Strategy: Global campaign of marcom activities.
Results: Significant increase in company awareness leading to TV coverage on BBC business digest programme.
Technically focussed publication written and produced for distributor 22 times a year
Objectives: Generate enquiries and web traffic for distributor’s franchises.
Strategy: Write, produce and distribute a technical publication containing up to 30 engineering orientated articles per issue.
Results: High quality publication that delivers measurable leads.
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