Use Press Releases to Get the Word Out About New Equipment

Last week, Fire Enterprises (FEI) marketing maven Marka gave savvy salesperson Zoot some tips for using video content to connect with customers. This week, Marka tells Zoot how FEI can use press releases to spread the word about new equipment. Remember, fire=print.

Marka headed down into FEI’s torch-making factory, where she found Head Foreman Dimeto telling Zoot about the newly-installed Olympia 2000 Torchmaker.

“With this new machine installed,” Dimeto screamed at Zoot over the din of torches being molded and moved down an assembly line, “We can produce torches twice as fast as we used to.”

“So that means FEI customers will get their torches twice as fast,” Zoot said. “Or twice as many torches at the same speed.”

Dimeto touched his nose with his hand. “You got it.”

“This is a fantastic new machine,” Zoot said to Marka. “How do we get the word out about it? Sure, we’ll create a new brochure that I can hand out on sales calls, and we’ll develop appropriate messaging for sales and customer service staffs. But that’s just a start.”

“A new installation like this is big company news,” Marka said. “And one of the best ways to announce big company news is through sending a targeted press release. Press releases will help us spread the word to our customers about this new acquisition. Sure, we’ll announce this new installation directly to customers: via broadcast e-mail, social media, Website News page, direct mail, and any other customer touch points. But if we can get this announcement picked up by some of the fire industry’s leading news outlets and blogs as well, it’ll convey an authority and sense of importance that our marketing promotions simply can’t match.”

“Tell me more,” Zoot said with curiosity.

There happened to be a whiteboard right behind the Olympia 2000, and Marka started scribbling on it: