When sales were sluggish at Precision AirConvey (PAC) during the depths of the 2002 downturn, layoffs appeared imminent and competitors were throwing in the towel. But PAC executives invested in new product development. Several of these new products were ready for launch as the economy improved. To capitalize on this opportunity for market domination and begin recouping the R&D investment without the support of any advertising budget, epr recommended launching a high profile PR program designed to:
- attract qualified sales leads
- establish name brand awareness and credibility in new markets
- enhance name brand awareness in existing markets
- provide reprintable materials suitable for direct mail, trade shows, Web site
Featuring a consistent, planned program of business and product news releases, case study feature articles and white papers, the campaign introduced new products, revealed case study successes, unveiled new products and services and highlighted key applications. Driven by an aggressive yet subtle media relations effort, this coordinated PR campaign increased qualified sales leads by more than 500%, according to Precision AirConvey, en route to helping the company shatter its monthly and annual sales records.
“epr has done a remarkable job and increased our sales leads by 500% over the previous year, most of which came from news releases featured in trade publications. We couldn’t be more pleased with the quality of [the] work.” – Chris Lavelle, Precision AirConvey