Doubling down on application stories is a good bet
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 Unique applications of its bearings are doing double PR duty for the Kaydon Bearings Division, first in press releases to the trade media and then as featured opportunities in the quarterly newsletter to the sales team.
While new product and personnel announcements are staples of any publicity program, unique applications have much higher reader interest. In the first nine months of this year, high-interest examples like the Mars rover and a star-tracking spectrometer in Hawaii have increased editorial exposure to design engineers 180% over 2011.
While the investment to develop these articles is modest (thanks to telephone interviews), getting a second use out of them really maximizes the ROI. Brewer turnkeys the press releases and the newsletter (the Kaydon Connection), which is emailed as a PDF file with helpful links for downloading referenced brochures and other materials.
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Banner stands showcase Air Force research
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While the banner stands Brewer makes for clients are usually ticketed for trade shows, these portable billboards have many other uses. A set we produced for the Applied Neuroscience Branch (ANB) of the Air Force Research Laboratory does multiple duty:
- Tells visitors how ANB supports the USAF mission
- Brands ANB as a research leader
- Summarizes capabilities for prospective clients
- Puts advanced technologies in perspective
- Supports staff presentations at conferences
In addition to working as standalones, these banner stands reinforce the PowerPoint presentation we developed to introduce ANB to research partners and other visitors.
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Trend Watch
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B2B media revenue in first half of 2012 (up 3.3%) - American Business Media
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Projected annual growth for business email, 2012-2016 - Radicati Group |
 Share of 2011 emails (20 trillion!) that were spam - Return Path study |
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