Question

Topic: Advertising/PR

How To Present Company As A Rock-solid Player In For The Long Haul, Specifically Through Print Media.

Posted by Anonymous on 4/27/2004 at 1:49 PM ET 250 Points
Our company manufactures products for the hospitality industries. Our division has only been in the U.S. marketplace for a year, but our German-based parent company is 75+ years old. Upon entering the U.S. marketing place our competitors attacked our quality but that proved to be useless as our products were soon recognized as superior because of our European influence. Our competitors are now flooding the marketplace with rumors that we are not here to stay in the U.S. The fact is that we are and we have made a huge commitment to this market. How do we make this known through editorial without specifically addressing our competitor’s remarks?
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted on 4/27/2004 at 2:17 PM Accepted
    Consider leveraging your European experience. If you've got long-term relaltionships with clients in Europe, talk about them, and how your focus on those relationships has led to client successes. Emphasize that you are bringing the same level of commitment to the U.S. market -- with European style.

    Be specific about the level of your commitment to the U.S. market. Talk numbers -- offices, warehouses, sales and distribution channels -- that reinforce that you have the infrastructure necessary to support your commitment.

    Develop a multi-level PR campaign on these two fronts and push it at both the local and national level, through business and consumer media as well as industry (hospitality industry) media.

    It will take 12-to-18 months to front-load this and have it start paying off, so BE PATIENT!
  • Posted by SRyan ;] on 4/29/2004 at 8:02 PM Accepted
    You said, "Upon entering the U.S. marketing place our competitors attacked our quality but that proved to be useless as our products were soon recognized as superior..."

    Was that an attack that your company actually took deliberate steps to counter, or did your quality stand on its own?

    You also said, "Our competitors are now flooding the marketplace with rumors that we are not here to stay in the U.S."

    My gut reaction was: SO WHAT? Do your customers really care about those rumors?

    I'm not suggesting that you pay zero attention to what competitors are saying... but playing Defense in the market will rarely put you in a position of strength. Focus on those company qualities that few U.S. businesses (in ANY industry) can claim: European sophistication and longevity, for example!
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Advertising/PR)