Another for the collection

No, we're not talking about Wayne Rooney's winner against the Ukraine last night.

Or, indeed, yet another reason why goal-line technology should be introduced sooner rather than later (well done John Terry - four words I never thought would be seen together).

We're talking about the Motor Transport Awards and our win in the Training category on behalf of a logistics client.

Félicitations tout le monde!

The Grudge Match

In the spirit of Euro 2012, which is just around the corner (as is another sporting event that I'm struggling to recall), we wondered what would happen if Public Relations played Advertising.

Let's kick off...

Think about the last time you read a newspaper or magazine. It doesn’t have to be a ‘worthy’ title – if it was this morning’s Sun, then it was this morning’s Sun. (After all, this is just between you and us!)

Can you remember some of the stories you read? What were they about?

Okay, now thinking about the same publication, how many advertisements can you remember?

Over the years, we’ve asked these questions to many clients and potential clients and the answers are always the same – they remember what they read and nothing (or next to nothing) of the advertisements that were in the same publication.

Public Relations 1 Advertising 0

Now, looking at the stories you remember, how much of that editorial did you believe? Put another way, how much of what you read did you think was a pack of lies? We reckon your answer to the latter is zero.

That’s because a publication’s readers accept that the editor has filled his or her pages with information that he or she believes is credible and genuinely of interest. The vetting process has already been completed. The printed results can be taken at face value.

Can the same credibility be attached to products and services featured in an advertisement, or is there an obvious bias?

Public Relations 2 Advertising 0

Half time. Break out the oranges.

Now don’t get us wrong. Advertising has a significant role to play in the marketing mix assuming (a) you have the budget required to achieve the impact you need and (b) the resulting sales justify the expenditure.

Taking out advertising space enables you to say exactly what you want about your business and to present those messages in an eye-catching format.

Public Relations 2 Advertising 1

But what if you don’t have the budget necessary to make the campaign a success? Normally, one advertisement won’t do. You’ll need a campaign over a period of time. Cutting your coat according to your cloth may mean cutting the size of the advertisement, but a small advertisement – or even a series of small advertisements - can be easily overlooked.

Placing a full-page advertisement in a well-targeted trade press journal can set you back £1000 just for the space. But what if your potential customers have, say, three or four well-targeted journals to read. What if your customers are ranged across different market sectors, each of which has their own relevant publications?

An effective advertising campaign can quickly go beyond the reach of the vast majority of businesses out there,

Yet for the price of one full-page advertisement or less, a public relations campaign could secure editorial coverage for your business across a range of relevant titles and over a period of time – giving you the opportunity to reach a bigger target audience and to enhance your prospect of sales.

Public Relations 3 Advertising 1

Full time. 

And no need for penalties.

Do they do awards for award success?

I ask the question because we have just secured the Mobile News Best Airtime Distributor award for one of our major clients. And we have now achieved a shortlisting for them in two more award schemes that will enable them to raise their profile in important market sectors, even if they don't win.

In addition, we have another client shortlisted in the Motor Transport Awards in the supply chain industry.

All in the space of six weeks, which I reckon is quite impressive.

If there was an award for award success, I think we'd have a chance.

Whether we'd have the time to enter is another matter.

We'd have to hire ourselves to get the job done!

Helping to make Lutterworth Ecolighting shine

We're delighted to announce we've been appointed to handle public relations activity on behalf of energy-efficient lighting specialists, Lutterworth Ecolighting.

Lutterworth Ecolighting designs, manufactures and installs energy-efficient lighting solutions in warehousing and industrial operations throughout the UK.

The company’s key message is a biggie for business.

Lutterworth Ecolighting's fully automatic lighting systems only operate when required by incorporating individual motion detection and daylight dimming technology. This results in customers regularly achieving savings of more than 70 per cent in energy costs.

I'll say it again - savings of more than 70% in energy costs. AND the light quality makes working environments brighter and safer places to be. PLUS the energy saved helps significantly with the user's carbon reduction commitments.

Lutterworth Ecolighting is a quality company managed by great people, with an excellent product range and a fantastic sales message.

It's going to be a pleasure working with them.