Looking at who Clearfleau needed to convince, we worked out which media would be read by their target their prospects. Whenever Clearfleau had news, we simplified their messages, tailored stories to appeal to different media sectors and made sure articles and stories focused on the benefits the solutions offered rather than the technology. This led to regular stories and features appearing in the energy, food, waste management and water publications.
Using our contacts, we made sure each new announcement – Nestlé, Diageo and Lake District Biogas was distributed as widely as possible and appeared everywhere – in all leading trade publications as well as Radio 4’s “Farming Today,” the Daily Telegraph, Steve Wright in the Afternoon, the Financial Times, Daily Mail, BBC Cumbria, Newsweek and Russia TV.
By following up with our contacts, we negotiated an additional 10 more articles to continue the flow of coverage in the trade media to keep the story alive.
Blogs, email blasts to customers and social media interaction optimizes the buzz and ensures all Clearfleau’s prospects can see the success of the customer solution and this integrated approach is directly leading to getting the phone to ring, helping Clearfleau to get closer to its customers and resulted in more business enquiries, website hits and visitors to trade shows.