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Williams Panel Brick
<ul><li>How we achieved a 10 to 1 return on our marketing dollars within 6 months after acquisition after 5 straight years...
<ul><li>Cuts through the clutter of industry counterparts </li></ul><ul><li>Builds third-party credibility </li></ul><ul><...
<ul><li>40-Year Old, Livonia, Mich.based company </li></ul><ul><li>Country’s largest manufacturer and installer of thin br...
<ul><li>News appearances (newspaper, radio, print or online) carry more credibility than ads </li></ul><ul><li>News placem...
<ul><li>Establish Fireside as a “go to” source in the hearth and home industry sector for credible and timely information ...
<ul><li>Drive traffic to existing Canton showroom </li></ul><ul><li>Successfully launch new Utica showroom </li></ul><ul><...
<ul><li>The Fireside retail venture has several stakeholders: </li></ul><ul><ul><ul><li>Existing and potential customers <...
Fireside Hearth & Home Messaging/Promotion Media Tie-Ins <ul><li>Educate the media regarding current industry trends with ...
Media Relations Tool Kit <ul><ul><ul><li>Basic Elements </li></ul></ul></ul><ul><ul><ul><li>Backgrounder </li></ul></ul></...
Media Relations Game Plan-Business Profiles <ul><li>Generates visibility for company at local and regional levels </li></u...
Media Relations Game Plan-Fireside is the Expert
Media Relations Game Plan-Prepackaged News Vignette
Media Relations Game Plan-Online Sources
Media Relations Game Plan-Design Publications
Media Relations Game Plan- Television <ul><li>Broadcast Affiliates </li></ul><ul><li>-NBC </li></ul><ul><li>-ABC </li></ul...
Events-Home Shows <ul><li>Reaches buying-oriented audiences </li></ul><ul><li>Provides opportunity for mailing list expans...
Events-Photo Session <ul><li>Holiday theme in-store photo event </li></ul><ul><li>Targeted homeowners without fireplaces o...
Events-Seminars <ul><li>Brings traffic to store </li></ul><ul><li>Highlights products and services </li></ul><ul><li>Provi...
Collateral Support <ul><li>Advertisements </li></ul><ul><li>-Print </li></ul><ul><li>-Radio </li></ul><ul><li>-TV </li></u...
<ul><li>Examine  </li></ul><ul><li>Past quality of work </li></ul><ul><li>Industry sector experience </li></ul><ul><li>-De...
<ul><li>Who ML&C is: </li></ul><ul><li>Full-service marketing and public relations firm </li></ul><ul><li>Founded in 1987 ...
<ul><li>Public Relations  </li></ul><ul><li>Media Relations </li></ul><ul><li>Marketing </li></ul><ul><li>Crisis Communica...
Questions?
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Marketing on a Dime

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How a low budget PR Campaign Helped Turn Around an Acquisition in 6 months

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Marketing on a Dime

  1. 1. Williams Panel Brick
  2. 2. <ul><li>How we achieved a 10 to 1 return on our marketing dollars within 6 months after acquisition after 5 straight years of losses </li></ul><ul><li>David Whittingham </li></ul><ul><li>CEO Williams Panel Brick </li></ul><ul><li>Fireside Hearth & Home </li></ul>A Case Study
  3. 3. <ul><li>Cuts through the clutter of industry counterparts </li></ul><ul><li>Builds third-party credibility </li></ul><ul><li>Generates a “must shop” level of buzz/enthusiasm </li></ul><ul><li>Builds brand equity through value-added event publicity and media impressions </li></ul><ul><li>Showcases Fireside initiatives and products for top of mind awareness </li></ul>Why Media Relations Should be Important to You
  4. 4. <ul><li>40-Year Old, Livonia, Mich.based company </li></ul><ul><li>Country’s largest manufacturer and installer of thin brick systems </li></ul><ul><li>Michigan’s largest installer of fireplaces and thin stone </li></ul><ul><li>SE Michigan’s largest hearth retailer </li></ul><ul><li>Without a retail store for five years </li></ul>Who is William Panel Brick?
  5. 5. <ul><li>News appearances (newspaper, radio, print or online) carry more credibility than ads </li></ul><ul><li>News placements offer a greater reach than traditional direct mail or advertising outreach alone </li></ul><ul><li>PR firms can prepackage specific messages and components for media ease of use </li></ul><ul><li>Strong reporter/retailer relationships generate media coverage </li></ul>Public Relations as a Means to Energize Traffic and Sales
  6. 6. <ul><li>Establish Fireside as a “go to” source in the hearth and home industry sector for credible and timely information </li></ul><ul><li>Enhance the Fireside brand name on local, regional and national levels </li></ul><ul><li>Increase awareness of the Hearth and Home Technology products among variety of audiences </li></ul><ul><li>Raise awareness among potential buyers </li></ul>Reinforce HHT Goals
  7. 7. <ul><li>Drive traffic to existing Canton showroom </li></ul><ul><li>Successfully launch new Utica showroom </li></ul><ul><li>Heighten awareness of Fireside and Williams Panel Brick brand awareness among </li></ul><ul><li> -Homeowners </li></ul><ul><li> -Architects </li></ul><ul><li> -Builders </li></ul><ul><li> -Designers </li></ul><ul><li>Create a launching pad for future expansion/locations </li></ul>Michigan Objectives
  8. 8. <ul><li>The Fireside retail venture has several stakeholders: </li></ul><ul><ul><ul><li>Existing and potential customers </li></ul></ul></ul><ul><ul><ul><li>Referral sources, including architects, interior designers and trade references </li></ul></ul></ul><ul><ul><ul><li>Builders </li></ul></ul></ul><ul><ul><ul><li>Apartment owners and property developers </li></ul></ul></ul><ul><ul><ul><li>Vendors, related suppliers and services </li></ul></ul></ul><ul><ul><ul><li>Managers and staffers </li></ul></ul></ul><ul><ul><ul><li>Print and broadcast reporters </li></ul></ul></ul>Targeted Audiences
  9. 9. Fireside Hearth & Home Messaging/Promotion Media Tie-Ins <ul><li>Educate the media regarding current industry trends with respect to seasonal products </li></ul><ul><li>Inform the media about your sales promotion campaigns </li></ul><ul><li>Invite members of the media to experience promotional merchandise first-hand in the store </li></ul>
  10. 10. Media Relations Tool Kit <ul><ul><ul><li>Basic Elements </li></ul></ul></ul><ul><ul><ul><li>Backgrounder </li></ul></ul></ul><ul><ul><ul><li>Fast facts </li></ul></ul></ul><ul><ul><ul><li>Biographies </li></ul></ul></ul><ul><ul><ul><li>Press releases </li></ul></ul></ul><ul><ul><ul><li>Photo Library </li></ul></ul></ul>
  11. 11. Media Relations Game Plan-Business Profiles <ul><li>Generates visibility for company at local and regional levels </li></ul><ul><li>Offers opportunity for Fireside messaging (our values) </li></ul><ul><li>Creates human connection to business community </li></ul>
  12. 12. Media Relations Game Plan-Fireside is the Expert
  13. 13. Media Relations Game Plan-Prepackaged News Vignette
  14. 14. Media Relations Game Plan-Online Sources
  15. 15. Media Relations Game Plan-Design Publications
  16. 16. Media Relations Game Plan- Television <ul><li>Broadcast Affiliates </li></ul><ul><li>-NBC </li></ul><ul><li>-ABC </li></ul><ul><li>-CBS </li></ul><ul><li>Cable </li></ul>
  17. 17. Events-Home Shows <ul><li>Reaches buying-oriented audiences </li></ul><ul><li>Provides opportunity for mailing list expansion </li></ul><ul><li>Hands-on demonstrations drive traffic to your booth </li></ul>
  18. 18. Events-Photo Session <ul><li>Holiday theme in-store photo event </li></ul><ul><li>Targeted homeowners without fireplaces or units in need of makeovers </li></ul><ul><li>Created opportunity for media coverage </li></ul><ul><li>Tied in to Hearth & Home marketing reminder of holiday installation deadlines </li></ul>
  19. 19. Events-Seminars <ul><li>Brings traffic to store </li></ul><ul><li>Highlights products and services </li></ul><ul><li>Provides occasion for calendar listings and photo opportunities </li></ul><ul><li>Supports advertising initiatives </li></ul>
  20. 20. Collateral Support <ul><li>Advertisements </li></ul><ul><li>-Print </li></ul><ul><li>-Radio </li></ul><ul><li>-TV </li></ul><ul><li>Direct Mail </li></ul><ul><li>-Postcards </li></ul>
  21. 21. <ul><li>Examine </li></ul><ul><li>Past quality of work </li></ul><ul><li>Industry sector experience </li></ul><ul><li>-Design </li></ul><ul><li>-Retail </li></ul><ul><li>Client Service history </li></ul><ul><li>Team members that will handle account </li></ul><ul><li>Overall chemistry with agency </li></ul><ul><li>Writing Quality </li></ul><ul><li>References </li></ul>How to Hire a PR Firm
  22. 22. <ul><li>Who ML&C is: </li></ul><ul><li>Full-service marketing and public relations firm </li></ul><ul><li>Founded in 1987 by Frederick Marx and Michael Layne </li></ul><ul><li>Today among Midwest’s top agencies with 45 professionals </li></ul><ul><li>Represents clients on a local, national and international basis </li></ul><ul><li>Counsels public corporations, mid-sized companies and small private enterprises </li></ul>Marx Layne & Company + Fireside— A Public Relations Partnership
  23. 23. <ul><li>Public Relations </li></ul><ul><li>Media Relations </li></ul><ul><li>Marketing </li></ul><ul><li>Crisis Communications </li></ul><ul><li>Investor Relations </li></ul><ul><li>Internal Communications </li></ul><ul><li>Special Events </li></ul><ul><li>Environmental Issues </li></ul><ul><li>Multimedia Design </li></ul><ul><li>Media Training </li></ul><ul><li>Advertising </li></ul><ul><li>Public Affairs </li></ul>Scope of Services
  24. 24. Questions?

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