When it comes to exposure, you’re the David. They’re the Goliath. So what’s the right ammunition for winning results?
A market research firm found its upcoming forecast report —which focuses on alternative media research— at a disadvantage before it was even launched since it was issuing the report just after one of the largest US research organizations had issued a similar report. The company needed a smart, unorthodox way to win the day.
MarX Communications created a business to business public relations campaign and offered exclusives to select reporters, using the interactive space to generate curiosity and let reporters cherry-pick data. We linked the press release to an informative podcast and a special media site where media could access data on the report – all to make their job easier. We also provided ready-to-use, visually compelling charts and an easy-to-understand executive summary. The release was also tied to a landing page where anyone reading it could get more information and purchase the report. The result was that we made it exceptionally easy for the press to create a great story. The research report became the subject of more than 175 stories, including mentions in Reuters, the Associated Press, USA Today, the Financial Times, Dow Jones, Businessweek, CNBC, CNNMoney, Forbes and The New York Times.