THE FRESHWATER TECHNOLOGY PORTFOLIO
Press relations
Product PR – Ideal Industries
Launch of the LANTEK LAN cable tester
Ideal Industries is one of the world’s largest manufacturers and suppliers of quality tools and test products supplies for the electrical and data communications markets. Established in 1916 the company offers more than 6,000 proven products to professionals across the electrical, construction, maintenance, data communications, telecommunications, cabling and original manufacturing industries.
The LANTEK range of cable testers from Ideal Industries broke new ground for LAN installers when it was launched in Europe in March 2002. With a capability to test to higher frequencies than anything that had gone before, and a collection of innovative features designed to cut the cost of test significantly, LANTEK was a major step forward for the cable test industry.
Public relations activity played a vital role
in raising brand awareness, communicating complex messages
and differentiating Ideal from the competition. On recommendation
from another client, Ideal engaged Freshwater Technology to launch
the LANTEK range to the press in the UK, communicating the
key messages of low cost of ownership, functionality and productivity.
A four month PR programme was planned.
Objectives
Strategic objectives
- Increase awareness of LANTEK technology
and the business benefits
- Increase awareness of the Ideal brand
- Present Ideal as experts in data cable test
- Gain coverage in relevant trade press including editorial
comments, opportunities for technical articles and press releases.
Measurable PR objectives
- Arrange and manage a press tour
- Write and distribute four news releases
- Build and maintain UK media mailing lists
- Monitor features list for relevant opportunities
- Supply cutting service and evaluation report at the end
of the four month programme
Considerations
The LANTEK launch was Ideal’s first step into the cable
test industry, following the acquisition of the LAN test division
from communications test specialist Acterna. LANTEK was the
first new product to come from the acquisition and the flagship
of Ideal’s drive into this new market. The clear business
benefits for its target audience meant that generating good
quality PR material was easy. However, what Ideal didn’t
have was any reputation in the market or with the technical
media in that sector. In order to meet the tight launch schedule
the company’s reputation as a key player needed to be
elevated quickly.
Plan & strategy
Freshwater Technology devised the PR campaign using a structured
approach based on research, planning, implementation and evaluation.
The activity ran as part of an integrated marketing communications
campaign coordinated by Ideal which also involved advertising
and direct marketing to communicate the Ideal brand effectively
and the technological and business benefits of the LANTEK
product to key audiences.
Target audience(s)
- data cabling installers in the UK
Execution & implementation
A media relations campaign focussing on the new product pages
of four key data cabling titles – Network Cabling News,
Cabling World, Electrical & Mechanical Contractor and
Professional Electrician & Installer – was implemented.
In order to communicate the technical and business benefits to the key influencers, Freshwater Technology developed a number of media platforms. The strategy centred on a series of one-to-one meetings with editors of the four leading cabling magazines, a series of press releases announcing the products and identifying opportunities to write longer technical articles airing the technology and business issues raised by LANTEK.
One-to-one press briefings
A series of one-to-one briefings was arranged by Black &
White with the editors of key cabling titles. Ideal’s
sales manager Tony Kumeta and LAN specialist Jason Holroyd
were given the opportunity to demonstrate the product to these
key influencers who quickly saw the significance of this technology.
The face-to-face meetings were a good vehicle to get across
the strength of the product and the pedigree of the brand.
It also gave the opportunity to establish credibility and
to build lasting relationships with these editors.
Product press releases
The key messages of Tony and Jason’s presentation were
echoed in the product press release which focussed on the
benefits of the new technology for the installer audience.
The release was left with all the editors on the press tour
and mailed to a wider distribution list.
Technical articles
Freshwater Technology was able to use the press meetings to identify
opportunities to write longer articles for the magazines airing
the technology and business issues related to LANTEK.
Results & evaluation
Because it was the first time Ideal had conducted PR in this
market, there was no benchmark against which to evaluate the
success. However, as a result of the tour, all of the leading
magazines in the sector ran strong product stories in their
next issues with further coverage from the wider distribution
of the product news story.
During the initial four month LANTEK launch programme 12 pieces of press coverage were achieved in target magazines which added up to an advertising value equivalent of £9,439.
Following this success Ideal has continued working with Freshwater Technology to provide PR support for the LANTEK and other products from its data communications division, as well as raising brand awareness of Ideal in this market. In 12 months the four leading titles, Cabling World, Network Cabling News, Electrical & Mechanical Contractor and CableTalk had all run generic by-lined articles from Ideal on the technology behind LANTEK. Over 18 months more than 50 clippings have been achieved; a total advertising equivalent of £35,900.
Tony Kumeta, Sales Manager, Ideal Industries, says, “Freshwater Technology has consistently shown an understanding of our products and our key corporate messages and communicated these effectively into the new market that we have identified. Since awarding the PR contract to Black & White we have seen our media coverage increase enormously and our sales leads increase as a result. The hard work and results achieved by Freshwater Technology on our behalf are apparent in all our external communications. More than that, they provide a flexible and proactive contribution to the team.”
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