Showcasing your company’s expertise by authoring an industry trend story, tutorial or case study lends valuable credibility and provides material for creating collateral pieces/handouts for customers.
Special Events. Hosting an on-site demonstration of your products, a tour of your facilities, or an exclusive preview of your company and/or product roadmap helps garner editor and analyst mindshare during slow news periods and builds/reinforces valuable relationships that become critical during launch time.
Leverage Partner Relationships.
Team up with partners, vendors and suppliers to evaluate relevant joint ventures, whether it be co-exhibiting at tradeshows, issuing joint press releases or collaborating on educational whitepapers.
Community & Philanthropy.
Find a local story angle to increase your company’s presence in the community. Recognizing employees for their achievements or participation in community events/philanthropies helps build employee morale and can demonstrate an unknown side of your organization to the public.
Do Your Homework.
Many editors work on stories that aren’t listed on the magazine’s editorial calendar. Stay in touch with them on a regular basis to see if you can lend your voice through a quote or interview. Just because you don’t have a new product or customer win to announce, doesn’t mean you can’t offer relevant insight regarding an industry topic or trend.
prezblog
The Big Bang
Last month we publicly announced the launch of our new consumer PR arm, The Domino Group. Created from a fusion of select Ardell staff and consumer gurus Drasnin Communications, The Domino Group has already doubled the size of its client portfolio.
It's an exhilarating venture, and the air here is rich with cross-pollination. Neither firm had ever merged or made acquisitions before - these were two standalone stars that found that the chemistry, philosophies and timing aligned. We're sharpening each others' PR tools and experiencing a thrilling growth path that has no end in sight, while vigilantly maintaining our focus on and commitment to the respective industries Domino.
As we reflect on the path that has led us to this great new vantage point, we want to thank you - our colleagues, partners and clients - for making every step of this amazing journey worthwhile.
- K.S.
ardell case study of the month: “Getting a First, but lasting look: Ardell and ASI SIG ”
Situation
At the outset of 2005, The ASI SIG (Advanced Switching Interconnect Special Interest Group) was moving into a critical stage of its existence a "make or break" period. The ASI standard itself had to move from a phase of education into one of implementation and adoption. The Ardell Group was tasked with helping the ASI SIG raise this visibility and prove to the world that ASI was a standard gaining real traction in the industry.
Solution
The Ardell Group
designed a global press tour for Silicon Wave, utilizing two trusted Ardell agency partners to provide on-the-ground support in Asia and Europe. Ardell drove all strategic messaging, release creation and tour preparation, synchronizing on-site, multi-country travel schedules and coverage to maximize the impact of the company's Gen3 platform news.
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The Ardell Group:
Worked with the ASI SIG in creating and organizing an event (First Looks) to prove that ASI was in its implementation and adoption phase by enticing as many members as possible to “officially” launch products and solutions to the public, simultaneously at the event;
Secured a venue that we knew would attract our core audience of press and analysts. This was a private suite at Wrigley Field in Chicago during the week of SUPERCOMM when key press and analysts were in town;
Facilitated a press conference in the suite, followed by food, one on one time with company spokespeople and executives and baseball;
Drove the themes of “ASI is real” and “The ASI SIG is a united front” in all press materials and presentations associated with the event.
Results:
Attendance from several leading press and industry analysts including outlets such as Investor’s Business Daily, EETimes. Linley Group and LightReading.
More than 30 pieces of coverage in publications such as EETimes, EDN, Electronic DesignElectronic News and Light Reading.
An additional 5 editorial opportunities resulted from the meetings at the event.
100 percent of press and analyst attendees said they would attend an event like First Looks again.
