Media spotlight shines on eMarketingConnected
Clever strategies, sound interview preparation and a PR team that understands your business are critical to a successful media relations campaign.
When we have specific PR goals in mind nothing can stop us! Recently we’ve been working with our client eMarketingConnected and the results have been very satisfying.
eMarketingConnected helps clients navigate the complex multi-channel business environment by providing everything from on-site training and impartial, strategic advice to workshops and industry research.
For this first campaign, our goal was to put the spotlight on eMarketingConnected and their fabulous, industry leading work. By accurately identifying appropriate news hooks and finessing the company’s messages we didn’t just meet our targets, we overshot them. The quality and quantity of exposure was fantastic, and eMarketingConnected received their highest level of traffic and membership sign ups while the stories ran.
To surmise, we achieved high profile interviews and coverage with The Age, Sydney Morning Herald, Marketing Magazine and Inside Retail—eMarketingConnected’s top priority publications in the business, marketing and retail sectors. In addition, we secured the team a byline with highly regarded business mag Dynamic Business, a podcast interview with BNET, and coverage with Australian Reseller News and Power Retail.
This level of exposure not only creates important brand awareness but it begins to develop strategic media relationships for the company.
Throughout the campaign, Solid Ink managed the interview process and tracked the results for eMarketingConnected, who were thrilled with the result.
Survey steals headlines
Using the company’s retail report as a news hook, we secured significant coverage across retail, advertising, marketing and business media.
At Solid Ink, we’re adept at taking one piece of news and turning it into a few pieces of coverage. We do this by creating breakthrough news stories or by finding angles for media commentary for our clients—whether it’s inspired by their own reports and surveys, or based on news from the company’s overseas PR efforts.
Last year, a Solid Ink client released a retail survey report from which we were able to secure eight pieces of coverage from their target media list, including AdNews, Marketing, DIRECT Magazine, Retailbiz and more. With this coverage, we were able to further cement Silverpop as a leader in its field and continue our efforts to build relationships with important journalists and their readers.
Reaching out to media for the first time
Solid Ink paved the way for Synetek Systems to secure strong coverage and build media relationships from the ground up.
Building meaningful media relationships is an essential part of any media relations campaign. This was especially true for local company Synetek Systems, who wanted to build its profile and share industry knowledge with the IT sector.
Solid Ink took this challenge head on and in just a few months we had secured a number of strong articles and—most importantly—built some great relationships with journalists on behalf of the client, including the IT journalists at The Australian.
Prior to working with Solid Ink, Synetek had very few media relationships. Yet by leveraging current news trends and positioning Synetek as a thought leader on various issues, Solid Ink paved the way for relationships to grow between the company and technology journalists. Since beginning the campaign, on a number of occasions journalists have contacted Synetek executives directly for comment on relevant issues.
Motorola chief meets tech journalists
Visiting Motorola executive briefs journalists on business direction and creates lasting relationships in the process.
When a senior executive from world-leading telecommunications company Motorola visited Australia, Solid Ink was called in to capitalise on the opportunity. Without any news or announcements to work with, Solid Ink worked to identify several interest points that might attract journalists’ attention.
Drawing on the company’s business strategy for Australia as the hook, Solid Ink was able to secure the attendance of ten key technology writers at a round table discussion held in Sydney. Both the executive and client company were delighted with the niche opportunity Solid Ink delivered, and the lasting media relationships that were created in the process.
