|
 |
|
| |
|
Original Thoughts is a series of promising new businesses ideas, highlights and approaches–whether it’s product news, market research findings, brand launches, creative design, industry happenings, hot trends, unique approaches, or entertaining developments, Zion & Zion is always keeping an eye out for innovative and entrepreneurial concepts that help us to help you, our clients.
|
|
| |
|
Leveraging B2B PR for B2C purposes
|
| |
|
Posted by Aric
on Monday, January 5, 2009
|
|
in categories
Advertising,
Communications,
Customer Relationships,
Mrktng Communications,
Public Relations,
Sales and Operations,
Social Media
|
|
|
When people think of PR, they often think of consumer media attention, however, we encourage broader thinking. It is often the case that trade (or B2B) media attention can be leveraged to advantage with our clients' consumers.
|
A recent Zion & Zion client example serves to illustrate this. We recently facilitated trade industry coverage of VanDenBosch Doors and Windows, the current Phoenix Metro Area market leader in the combined Doors and Windows market. The trade industry coverage related to VanDenBosch's recent acquisition of the client base, sales staff and work order backlog of their competitor, Vista.
In the same trade industry publication however, the recent "employee sit-in" of Republic Windows employees trying to obtain their promised severance pay was covered. In fact the Republic story and the VanDenBosch stories were two of the four lead stories.
So, what does this trade publication coverage have to do with consumers, and how does Republic relate to our client VanDenBosch?
Good questions. Here's how we advised our client to leverage the coverage (which they have successfully done)...
Basically, we suggested that our client show their potential business and consumer customers the trade coverage and use it to explain how these days it really wasn't safe to do business with just anyone--i.e. show the trade pub to a potential client and reference the Republic story.
At the same time, point out the contrast in the VanDenBosch story--i.e. contrast for the client how, while many such as Republic are unsafe bets in the current economy, others such as us (i.e. VanDenBosch) are actually emerging to take the top leadership spots.
Moral of the story, try to think in a PR savvy way as to how any press at all can be leveraged, and consider using bad news about competitors, in subtle ways, as part of your sales strategy.
|
|
|
|
|
|
|
|
|
|
This Entry Has No Comments
|
|
|
|
|
|
The author does not allow comments to this entry
|
|
|
| |
|
 |
