Five Rewarding – and Awarding – PR and Marketing Tips
Earlier this month, Arketi and some of our clients earned four Public Relations Society of America (PRSA) awards at the 2010 PRSA|GA Phoenix Awards Celebration, and an International MarCom Gold Award from the Association of Marketing and Communication Professionals.
Given annually, the PRSA|GA Phoenix Awards recognize excellence in Georgia’s PR community. The MarCom Awards is an annual international competition recognizing outstanding creative achievement by marketing and communication professionals.
Once the celebrations died down, we spent some time reflecting on what made these entries winners, and we’ve distilled five learnings which may be of interest to our fellow BtoB marketers.
The Phoenix Award for Marketing Business-to-Business Program went to Arketi’s “Seeing Green at Black Hat” campaign for Stonesoft, a provider of integrated network security and business continuity solutions. The campaign drove direct interaction with more than 1,300 prospects during the 2010 Black Hat Conference and generated business opportunities valued at approximately $750,000.
What we learned: The trade show lives! The response volume, the number of prospects requesting specific information, and the flow of identified opportunities generated by the campaign, make clear that trade shows can still deliver significant marketing sales value, especially when executed as part of an integrated marketing approach.
Arketi earned a Phoenix Award in Direct Mail/Direct Response Project for RelayHealth, a McKesson company that works to accelerate the delivery of high-quality care and improve financial performance. The lead generation campaign raised awareness for RelayHealth’s Payor Connectivity Services, with more than 50 lead appointments set. Representing nearly $1 million in potential revenue, this exceeded the program’s target by 69 percent.
What we learned: Direct mail remains a highly effective means of reaching prospects. They key is to make sure the campaign stands out, which is best done with concise content that addresses pain points and offers solutions. Visually appealing designs that “pop,” and accurate target lists are important, too.
Arketi took home the MarCom Gold Award for Publicity Campaign for our PR campaign for Cbeyond, an IT and communications company serving small businesses. The effort secured 550+ placements, generating more than 38 million impressions, including articles in InformationWeek, American Express OPEN Forum, Bloomberg BusinessWeek, Investor’s Business Daily, and Reuters. The program also garnered significant local media coverage in 40+ local media outlets and 30+ placements in Chamber of Commerce publications, while the companion thought-leadership webinar series generated nearly 1,000 leads.
What we learned: Maintaining a consistent flow of fresh news – balanced with thought leadership pieces in slow news periods – is critical to keeping your brand visible and positioned as a trusted leader in its industry. In addition, hyperlocal media outlets present some compelling placement opportunities.
|Arketi Principal Honored with Lifetime Achievement Award||Your Website: a Critical Connection to Business Journalists|
In the category Trade/Business News Release Writing, Arketi was awarded a PRSA|GA Phoenix for our work for The Network, a leading provider of governance, risk and compliance products and services. The team worked together to position the company as a thought leader through the release of its Quarterly Corporate Fraud Index which delivered more than 1.5 million media impressions.
What we learned: Research pays off. Analyzing publications beforehand can identify opportunities in the form of topics that are not being adequately covered, and can begin establishing relationships with the journalists. Mining a company’s data for newsworthy information can uncover rich thought leadership content that can feed an aggressive media relations effort.
The PRSA|GA Technical Writing Certificate of Excellence went to Arketi’s article “Go-To IT Transformation Expert” for management consulting firm Brand Velocity which appeared in CIO magazine. By targeting CIO, Arketi secured a 2011 article series by Brand Velocity’s CEO in the magazine’s “Innovation Zone” column – and thanks to the well-received article series, the CEO was asked to be a 2011 CIO 100 Award judge and CIO Perspectives Forum panelist.
What we learned: It takes more than a well-written article to gain national coverage – our success with CIO magazine was due to a combination of a strong subject matter expert, a clear understanding of what the magazine wanted to see in an article, and a willingness to start with a single piece and build that into deeper exposure.