Nothing But Blue Skies Ahead — A Seasonal Update

Posted on April 28, 2015. Filed under: Public Relations | Tags: , , , , , , , , |

Much has happened since we last met, was it in January (that “month of empty pockets,” as Colette calls it).

Last week saw the last snowflakes of the season, so I ordain. (Not that the weather gods pay much heed to me. But still, it’s time for winter to take a breather.)

Revved Up About Transmissions

Although, speaking of winter, I did write up a white paper contrasting the mechanical and operating characteristics of the two main types of transmissions for snow blowers – the continuously variable transmission (CVT) and the friction-disk transmission.

CVTs emerged as the up-and-coming winner, but not just because my client produces them. They are a superior technology, as the white paper illustrated – and as proclaimed by one of the foremost industry bloggers, James Sikkema. (If you do anything in the outdoor power equipment space, you need to know Sikkema, a Wisconsin blogger whose influence rivals that of Consumer Reports.)

To get the white paper into the hands of consumers, I used a national newspaper syndication service as a primary media relations tool. The syndicated release generated a blizzard of placements in newspaper-related outlets across the country, even penetrating sun-drenched states like Texas and Florida. Good leisure-time reading for the snow birds down there!

Educating The Educators

I’ve also been busy on the education beat, producing and distributing a series of email marketing newsletters for educators in various states. Did you know there are 3.5 million teachers in the United States? My client hasn’t worked up the budget as yet to reach all of them via email, but it’s a goal. Working on this account has opened my eyes to the tremendous market that is education today, especially in edutech – an area of great activity in Minnesota.

I’ve rambled on about a few things I’ve been working on of late. The point I hope to make is that I’m still out here, available for project work and/or something more substantial should the need arise.

As always, I am here to serve. Contact me anytime at Doug Hovelson. Comments welcome too!

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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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