Electrical engineering PR : Customer self qualification in practice
1st September, 2012
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Stone Junction provides a mixture of media relations, social media, blogging, video and other forms of e-communications to maximise client results and compensate for the changing technical buying landscape.
The fundamental difference is that activity that would bring in 50 leads a decade ago now only generates two or three; the remaining number 'self qualify' using online and media content.
Without that content, there would be no leads.
Encouraging self qualification is evident in all our campaigns. For instance in electrical industry PR, battery manufacturer Accutronics' has had coverage in a series of pan European medical, electronics, electrical and engineering titles.
The company's Guide to building smart batteries generated 679 column centimetres of positive coverage, reaching a circulation of 74,805 and a readership of 261,818.
Stone Junction also wrote an award entry for Accutronics that resulted in the company winning its first business award; Small Business of the Year from The Sentinel newspaper, managed by the British Business Awards Association.
The following year the company won the IMechE's Best Factory award and was shortlisted for The Sentinel's International Export award.
"We've been working with Stone Junction for just over a year now," explained Neil Oliver, Accutronics' technical marketing manager in June 2012. "The team has been able to understand our highly technical product range and translate that understanding into pan-European media tactics that have been both effective and imaginative."
Online content was provided in the form of a blog, Professional Battery Solutions, e-mail newsletters, social media and search optimised content for the company's website.
There have been 38 other media clippings since December, some of which were generated when Stone Junction secured the opportunity for Accutronics to take part in an innovative journalist speed networking event. Self qualification has never been easier.