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Island House, Forest Road, Forest, Guernsey GY8 0AB, UKTel 01481 233080 (+44 1481 233080) nigel@vortexpr.com              ...
Remove the barriers to revenue…          • Barriers that the salesmen have to            break down at every sales        ...
Wouldn’t it be wonderful if...• Customers came knocking on your doors?• They already understood your technology?• They und...
While everyone else is         …you have invented thetrying to make a better        cat! And it’s really good.mousetrap…  ...
PR is fastest and best way to tell the                  world• A good story is viral in today’s connected  world – spreadi...
The Story• The Key is having a REALLY GOOD STORY that is interesting,  relevant and engaging• For that you need a REALLY G...
The barriers are removed so that...• You are a known and trusted  name• Customers understand the  unique technology and it...
Nigel Robson of Vortex PR     The Story Teller       • One of the leading technology PR consultants         in Europe     ...
PR goals are to establish…• Strong relationships with relevant media by  leveraging Vortex PR’s contacts• You as a leading...
Examples of key Media– Electronics   • EETimes, EET Europe, Electronic Design, Electronic Design     News, Electronics Wee...
PR Objectives• Build media awareness of your company and benefits of its  technology• Create significant coverage on web a...
Research phase–   Understand your technology, market and selling strategy–   Identify possible awards to enter–   Define k...
2013 activities• Maintain close contact with Sales and Technical staff to source ideas for  releases and articles• Target ...
CEO promotion• Electronics industry is a people industry• Editors value personal relationships with people that they  writ...
Measuring Success• Overall coverage of your company monitored via Google   – Key words chosen to identify specific stories...
Client Recommendations“I have had the privilege of working with Nigel at various times since I first met him in 1993 when ...
Examples of Activities                         17
Peratech• Engaged to publicise company and its QTC  technology as very low visibility• Helped Peratech win several awards ...
Worked example - Peratech credit card switch• Start up with solution to a problem that people did not even know they  had•...
Worked example - Peratech 3D touch screen sensorAgain entering completely new market1) Phone interviews with key news maga...
Examples of coverage for Peratech 3D sensor                                         21
Past year coverage for Peratech                                  22
Plessey Semiconductors rebirth• Engaged to help relaunch the company• Helped Plessey win several awards (IET &  finalist i...
Past year of coverage for Plessey                                    24
ESCATEC• Leading contract manufacturing and Design Services  company in Switzerland but very low profile• Engaged to build...
Past year of coverage for ESCATEC                                26
RFEL• Client for over 10 years• Helped company win several Elektra Awards  and Queen’s Award twice• Established the compan...
Past year of coverage for RFEL                                 28
Heliatek• Brought in to build global awareness as only known in  native Germany• Obtained extensive coverage for its award...
Past year of coverage for Heliatek                                     30
Worked example of MIPS smartcard launch• Completely new area for the company• Campaign   – Briefings with electronics medi...
Engaged to reposition ARC•   ARC’s reputation & share price was at all time low•   Media audit showed press had lost inter...
Philips Semiconductors rebirth• Engaged to help relaunch the company• 100+ journalists from around the world to Eindhoven ...
RadioScape• Complete change of direction for   the company into DAB• Launched the new identity• Established RadioScape as ...
Client base  New business is usually from recommendation or contacts moving to new companies.Current clients              ...
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Vortex PR - About us and what we do

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Vortex PR specialises in helping high technology companies communicate their stories to the world and generate sales leads.

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Vortex PR - About us and what we do

  1. 1. Island House, Forest Road, Forest, Guernsey GY8 0AB, UKTel 01481 233080 (+44 1481 233080) nigel@vortexpr.com www.vortexpr.com
  2. 2. Remove the barriers to revenue… • Barriers that the salesmen have to break down at every sales opportunity • Barriers that have to be overcome in other layers of a customer organisation • Barriers… = slow progress on sales = slower time to revenue & profits So how do we open the barriers?? 2
  3. 3. Wouldn’t it be wonderful if...• Customers came knocking on your doors?• They already understood your technology?• They understood how your technology compares to what they are using?• They understand how much better yours is?• They realised that your solutions helps them make better products? 3
  4. 4. While everyone else is …you have invented thetrying to make a better cat! And it’s really good.mousetrap… So you need to tell them... 4
  5. 5. PR is fastest and best way to tell the world• A good story is viral in today’s connected world – spreading rapidly under own steam• One story can reach thousands of potential customers around the world at once• Cost effective way to communicate to the world – advertising would be prohibitive• PR has much greater impact than advertising (~10x more) – information is coming as editorial from a trusted third party, i.e. a journalist• Ongoing communication ensures growing awareness• TRUST builds with customers and potential customers 5
  6. 6. The Story• The Key is having a REALLY GOOD STORY that is interesting, relevant and engaging• For that you need a REALLY GOOD STORY TELLER who knows his audiences and how to develop stories that have maximum effect “Tell me a fact and I will understand... Tell me a truth and I will believe... Tell me a story and it will live in my heart forever...” 6
  7. 7. The barriers are removed so that...• You are a known and trusted name• Customers understand the unique technology and its benefits – receptive and keen to engage• Customers are chasing you to solve their problems and save them money• Deals close more quickly generating new sales 7
  8. 8. Nigel Robson of Vortex PR The Story Teller • One of the leading technology PR consultants in Europe • Degree in Physics and Chemistry - really understands technology and technical staff • 30 years experience in high tech PR for major companies - Philips Semiconductors, Duracell, MIPS, ARC, Peratech, Baolab, Movea, RadioScape and Plessey Semiconductors • Long term relationships (7 years on average) with clients and gets results • Proven track record with journalists around the world - trusted source of quality stories • Very close working relationship with clients to deeply understand client’s goals, strategies and technologies 8
  9. 9. PR goals are to establish…• Strong relationships with relevant media by leveraging Vortex PR’s contacts• You as a leading international technology company• World wide awareness of your company as providing the best, high performance inertial sensors 9
  10. 10. Examples of key Media– Electronics • EETimes, EET Europe, Electronic Design, Electronic Design News, Electronics Weekly, Electronik I Norden, Markt & Techniq, Electronic Products, Elektronik, CIE, EPN, EDN– Sensors • Sensor Review, Sensors magazine, i-Micronews, MEMS investor Journal– Nanotechnology • Small Times, Nanotechnology, AZoNano– General technology • FT, BBC, Wired and New Scientist– Analysts • Gartner Dataquest, Semico, & Instat 10
  11. 11. PR Objectives• Build media awareness of your company and benefits of its technology• Create significant coverage on web and in the relevant media• Generate steady flow of quality leads – brings in people who are pre-qualified as being interested in buying = more potential sales• Create and maintain a positive awareness of your technology by customers – resulting confidence assists Sales to close deals quickly and successfully 11
  12. 12. Research phase– Understand your technology, market and selling strategy– Identify possible awards to enter– Define key messages and storylines– Prepare annual PR plan– Reposition focus of company from automotive to high performance stability control solutions 12
  13. 13. 2013 activities• Maintain close contact with Sales and Technical staff to source ideas for releases and articles• Target of research, write and issue press release every month• Target of write/edit/place a technical article every quarter• Target of research and write customer stories every quarter• On going monitoring of relevant forward feature lists for article opportunities• Completing entries for relevant awards such as Queen’s Award and Elektra• Support for trade shows such as Electronica – arranging media interviews, speaking opportunities etc.• Opinion pieces to position you as a thought leader• CEO interviews 13
  14. 14. CEO promotion• Electronics industry is a people industry• Editors value personal relationships with people that they write about• CEO profiles in the media build a public face for the company – achieved four in one year for MIPS & five for ARC & Plessey• Leads to opinion pieces in Electronics Weekly 14
  15. 15. Measuring Success• Overall coverage of your company monitored via Google – Key words chosen to identify specific stories – General check for your company• Hits to website – starting from zero but Google analytics will show steady growth in visitors as communication builds• Enquiries for more information via the website can be measured• Awareness of your company at customer visits can be noted by sales staff 15
  16. 16. Client Recommendations“I have had the privilege of working with Nigel at various times since I first met him in 1993 when his consultancy became PR agency of record for PhilipsSemiconductors. In my view, Nigel is one of the leading high technology PR consultants in the world today. He has strong abilities in all key areas of business-to-business PR: - A network of editorial and analyst contacts second to none, and he enjoys strong relationships with all of them. They know they can trust Nigel to deliverfactual and relevant information that fits with their news and communication strategies. - Strong strategic and tactical planning skills. Nigel has the ability to help planlong-range campaigns and then keep up a consistent drive to shape stories and deliver materials over time. This is a unique skill that I have not seen often. An importantelement of this is his ability to effectively help management craft a viable long-term story line that both supports and strengthens company positioning. - Greatteamwork skills. Nigel is very collegial and giving of his knowledge. Because of this, he works well with all levels of the organization and is a great teacher. - Excellentunderstanding of technology, technology trends, and market development. Nigel knows how to explain a product or service and position its value within the marketlandscape -- no one does it better. This is a large part of the reason why editors and analysts trust him. He is very astute at working with engineering and marketing tofind the key features and functions and can craft benefit statements that are meaningful for the key audiences.”Top qualities: Great Results, Expert, High IntegrityMelissa J. Jones. Hired Nigel as a Public Relations in 1993, and hired Nigel more than once“Nigel is the public relations consultant representing ARC International to the UK and European press. In this role he has performed above our expectation. ARC hasreceived wide editorial coverage thanks to his good work. I recommend him to anyone requiring PR representation.” Jonah McLeod, ARC.Top qualities: Great Results, Personable, High Integrity“Nigel is a great professional, and has solid relationships with many editors and influential journalists. He understands his clients business and that of the endcustomer, and is trusted by all parties to deliver.”Andy Mortimer, Sales Director, MIPS Technologies“Nigel is an excellent PR professional, delivering great results in short timescales and limited budgets. He now only understands his own business but that of his clientsas well. Highly recommended!”Top qualities: Great Results, Expert, High IntegrityAndrew Moloney, RadioScape“Nigel is a consummate professional in everything he does. His ability to quickly grasp both the technical and business aspects of his clients business is amazing. Nigelis a superb networker across many continents and continues to drive success in everything he does.” Kim Rose, Sales Director, Links Business Solutions“The editorial coverage that Vortex has obtained has been excellent and really raised our profile around the world. The front cover stories were tremendously valuablein generating a high level of quality leads from the major players in each of our markets.”John Summers, CEO RF Engines“We were already using a UK Public Relations firm who claimed expertise in the high tech sector. After their start-up budget was exhausted, all they had producedwas a press kit. I met up with Vortex PR through Tally Systems, who we were working with. Tally asked me if I could help them at a Press meeting that Vortex hadarranged. I had a first hand opportunity to watch Nigel Robson in action and immediately understood how little our own PR agency were actually doing for us. In fact,we were simply paying a monthly retainer for nothing. After Vortex PR came on board, our Press exposure went screaming up. Nigel immediately arranged productreviews with several IT journals, as well as free CDROM coverage on all leading UK PC publications.”Tim Hayes, President, IT-Map International
  17. 17. Examples of Activities 17
  18. 18. Peratech• Engaged to publicise company and its QTC technology as very low visibility• Helped Peratech win several awards including Queen’s Award 18
  19. 19. Worked example - Peratech credit card switch• Start up with solution to a problem that people did not even know they had• Demos with editors in London to show dangers of skimming and effectiveness of Peratech solution• Extensive coverage in New Scientist, EETimes, and electronic and credit card trade press• Resulted in 100+ enquiries from around the world• 20 solid leads for this solution – could be worth several million dollars• Plus enquiries from companies seeking solutions for their own particular problems 19
  20. 20. Worked example - Peratech 3D touch screen sensorAgain entering completely new market1) Phone interviews with key news magazines already resulted in quality coverage in EETimes, Electronics Weekly (top story of the day in newsletter), The Inquirer, Technology Review & New Electronics2) Web coverage exceeded 700 within 24 hours with sites such as NanoTechnology Now, Reuters, Hoovers, Yahoo & Wireless Developer Network that are rippling through the web building awareness. 4000 hits at 48 hour mark3) Blogs buzzing with the story from the wire and commenting on editorial stories on leading sites4) To be followed by monthlies such as EDN, Elektronik i Norden and EDN as their production cycles work the story through the system 20
  21. 21. Examples of coverage for Peratech 3D sensor 21
  22. 22. Past year coverage for Peratech 22
  23. 23. Plessey Semiconductors rebirth• Engaged to help relaunch the company• Helped Plessey win several awards (IET & finalist in Elektra Awards 2012)• Focus on two new technologies – EPIC sensor & MAGIC HB LED 23
  24. 24. Past year of coverage for Plessey 24
  25. 25. ESCATEC• Leading contract manufacturing and Design Services company in Switzerland but very low profile• Engaged to build global awareness through releases on new equipment, customer stories and articles• Wrote and presented video on company by Mentor Graphics. Link here. 25
  26. 26. Past year of coverage for ESCATEC 26
  27. 27. RFEL• Client for over 10 years• Helped company win several Elektra Awards and Queen’s Award twice• Established the company as leading global expert in DSP solutions on FPGA 27
  28. 28. Past year of coverage for RFEL 28
  29. 29. Heliatek• Brought in to build global awareness as only known in native Germany• Obtained extensive coverage for its award winning Organic Photovoltaic technology• Finalist in Elektra Awards 2012 29
  30. 30. Past year of coverage for Heliatek 30
  31. 31. Worked example of MIPS smartcard launch• Completely new area for the company• Campaign – Briefings with electronics media – Briefings with smart card media at leading trade fair for smart cards – 2 minute segment on CNBC demoing and explaining smartcard technology – repeated several times across Europe – CEO interview on Bloomberg and CNN – Double page spread in Shares magazine• Results – Extensive global coverage – Quality enquiries – $10M in license deals with 4 major companies 31
  32. 32. Engaged to reposition ARC• ARC’s reputation & share price was at all time low• Media audit showed press had lost interest in the company• No clear image for the company – Rival Tensilica had stolen the configurable cores company identity.• Campaign – New CEO on press tour round Europe – Refocused the company messaging onto configurable cores – Regular engagement with media and analysts with new cores and licensing wins to re-enforce messaging• Results – Media audit after one year showed new positioning was established – 5 front page covers with CEO – Share price went up significantly 32
  33. 33. Philips Semiconductors rebirth• Engaged to help relaunch the company• 100+ journalists from around the world to Eindhoven for two days of briefings using material generated by Vortex• Book loads of cuttings and Philips Semiconductors re- established as a leading innovator• Re-structured the communications operation from a datasheet driven press release system to strategic communications• Researched stories that addressed all levels in the customer companies from engineers to CEOs with coverage across the trade press, front cover stories and even the Wall Street Journal 33
  34. 34. RadioScape• Complete change of direction for the company into DAB• Launched the new identity• Established RadioScape as a leading authority on DAB• Demoed every step of the advancement of DAB to leading editors• Articles in Financial Times, New Scientist and EETimes plus trade media for electronics, FMCG, and radio• CEO said “We have never spent a penny on advertising. We are known thought the world though PR and our salesmen welcomed.” 34
  35. 35. Client base New business is usually from recommendation or contacts moving to new companies.Current clients ElectronicsRFEL (client since May 2001) ARC International (5 years)Peratech (client since early 2008) BrightCom Technologies (2 years)Baolab (client since 2010) California Graphics (1 year)ESCATEC (client since 2011) Duracell Batteries (7 years)Plessey Semiconductors (client since 2011) Encrypta Electronic Seals (20 years)Yole (project work since 2012) GEC Plessey Semiconductors (5 years) HP Labs (project work in 2001)Computing ITW Switches (2 years)Canon ATO (nine months) Loughborough Sound Images (2 years)DEC (project work over 2 years) MIPS technologies (6 years)Inmac (12 years) Mitron Europe (2 years)IT Map (2 years) Palmchip (1 year)Letraset Graphic Design Software (2 years) Philips Semiconductors (7 years)Penman Products (3 years) RadioScape (4 years)PEP PC (1 year) Trident MicroSystems (2 years)Protek (9 years) Varta Batteries (project work)Tally Systems (3½ years) Microtune (4 years)Varsys (3 years) Heliatek (1 year)WorkStation Source (3 years) Movea (2 years)Networking Business to Business and financialDAVID Systems (2 years) Beeson Gregory Private Equity (project work in 2001)LANart (3 years) Riskart (2 years)ML Electro-Optics (3 years) ItsWine.com (1 year)Nestar (5 years) The Shortlist (1 year)Xionics (2 years)Zenith computers (project work) Miscellaneous Du Pont Biotechnology Division (6 years) Oxonica – nanotechnology (3 years)

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