Connecting Niche Marketers with PR

If you are a Business-to-Business advertiser or niche marketer, we’re sure you have seen the need to change the way you market over the past year. Many traditional print trade publications have declined in circulation, losing share of voice to online trade resources. Partner that with the fact that marketing budgets have been reduced, and that the budget for paid media placements is not as ample as in previous years, and you may be unsure where to turn.

So what are many B2B advertisers relying on today? Public Relations. Pairing traditional PR with a mix of online PR efforts—such as blogging, white paper development, social networking events and webinars—B2B marketers can build a more impactful marketing campaign than in the past. One of the most significant trends we have seen over the past year is that many editors are hungry for stories about product innovation, especially as it relates to helping the economy or the environment. So, PR stories with these angles have a good opportunity to secure unpaid placement.

One recent example of how EGC was able to create editor-interest and generate brand awareness is seen in our new PR campaign for Flame-Spray Industries. Flame-Spray provides engineering solutions for surface protection through the use of advanced thermal spray technologies. Flame-Spray is focused on using thermal spray processes to develop and apply metal coatings for applications in the automotive, petrochemical, infrastructure, aerospace and military industries as well as other industrial applications. EGC has focused PR efforts on the benefits of the application that include energy efficiency and on Inventors Keith Kowalsky, Daniel Marantz, David Cook, Ph.D., and James Baughman, who were all recognized in regional publications for their receipt of the 36th National Inventor of the Year Award, along with automotive giant Ford Motor Company.

By focusing on just these two angles, Flame-Spray has been mentioned in over 300 national news outlets in just a few short weeks. By generating awareness of the award-winning product and its many benefits and applications, EGC will continue to build credibility for Flame-Spray and will also increase their brand recognition within multiple industries.

If you’re looking to grow your brand through PR, call Nicole Larrauri today at 516-935-4944.

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