Industrial Giants Demonstrate Snappy New Media Touches

Posted on January 26, 2010. Filed under: Public Relations | Tags: , , , , , , |

It’s instructive to see how established industrial companies are adapting their public relations and marketing communications strategies to capitalize on social media opportunities. Here are a couple of companies whose work bears watching.

Tool Company Snap-On Grabs Hold Of New Marketing Tools

• Well-tooled marketing from Snap-On Inc on Twitter (@snap-oninc>): Just as rust never sleeps, Snap-On isn’t snoozing while the marketing world marches on. The company uses Twitter to drive traffic to other corporate staging areas on the Internet, such as Youtube.

Very adroitly, Snap-On places long-form marketing videos on the venerable Youtube site, to inform, educate, entertain and sell complex new products such as the Snap-On Video Inspector Scopes, BK6000 and BK5500. (Mission Possible: See What Others Can’t)

These products let the professional mechanic peer inside the heretofore virtually impenetrable depths of automotive mechanical systems with ease – a truly great tool that seems to have captured the attention of the mechanically minded on both sides of the Pond, based on the comments posted beneath the video.

Numerous other Snap-On videos are listed in the right-hand sidebar for further product exploration. The video itself is very well-done, with good production values and an interesting story line. See it at Snap-On Youtube video.

The new product machine at Snap-On gets a full workout on the web, as evidenced by the Twitter references to the company’s new product catalog pages for information on more mundane new tools such as the Snap-On 1 1/2” drive SAE shallow 6 point socket (Your Price $236.00). See it at 6 Point Marvel

Snap-On has sure-handedly gotten a grip on the Twitter and Youtube marketing levers, and to good effect. More than 600 people had viewed the Scopes video as of January 26, a goodly number for a product that is decidedly technical and aimed at a fairly narrow audience of automotive service specialists and, assuredly, automotive enthusiasts with healthy discretionary spending power.

3M Displays Its New Marketing Game

3M goes high-touch: Judging by the flurry of Twitter posts in early January, 3M apparently came out swinging on behalf of its new 22” multitouch display, a product from the 3M Touch Systems business unit (@3MTouchSystems). The company made a big splash, earning “coolest gadget” kudos from CNN Money – a fact that was appropriately posted to Twitter.

3M 22" Multitouch Display

3M 22 inch Multitouch Display Was On Display At 2010 CES

A link from Twitter, announcing the unveiling of the multitouch display at CES, brings the wandering linkster to the main corporate web page for the display. It’s an attractively designed, well-organized page with the news about the company’s big breakthrough in multitouch display screens prominently featured (here it is) 3M Multitouch Display.

Meanwhile, back at the old CES ranch in Vegas, @3MJane, aka Jane Kovacs, a 3M PR executive, fired off a few timely Tweets intended to draw CES visitors to the company’s show booth.

Here’s an example of another well-known, well-established company that’s seizing the initiative and effectively blending new media with old PR tactics such as the trusty old in-depth news release to get the word out about exciting new products. It’s good to see, and judging from what I’ve seen so far, 3M is just beginning to tap its potential for reaching out through the multi-verse.


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One Response to “Industrial Giants Demonstrate Snappy New Media Touches”

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Appreciate the kudos, Doug!


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