“Brenner Associates has been instrumental in helping us think through our PR strategy and develop the messaging that gets us media attention fast.”
LaVonne Reimer Young
CEO, Cenquest
For the past ten years, Brenner Associates has been helping its clients receive their unfair share of marketplace attention.
We have particular expertise in three core industries
Technology Industry Marketing
Over the past decade, Brenner Associates has helped introduce high technology products to the marketplace and launch consumer electronics products to the public.
Medical Industry Marketing
Brenner Associates are experts in medical marketing - from medical devices, labs, clinics, software solutions, medical technology and services.
HVAC and GREEN MARKETING
Brenner Associates works hand in hand with HVAC and energy-efficiency companies, providing the marketing expertise that continues to deliver results.
Our secret formula for getting that attention is simple: specific knowledge of your industry plus skills in a full spectrum of marketing tactics, over a strong foundation in the marketing expertise you need to ensure these tactics get results.
In other words, we are not simply HTML coders that can make a pretty website or technicians that can help you get on the first page of search results - we are professional marketers that infuse everything we do with the critical marketing expertise needed for results.
Case Studies:
Hewlett-Packard
Situation:
There was building concern among analysts and other HP pundits that growth of the printer market was flattening. More importantly, there was a growing perception that HP was losing its competitive edge due to lack of vision and innovation.
Objective:
Public relations was asked to develop a plan that would position HP as a company with an exciting growth strategy and a commitment to innovative technology.
Strategy:
After a variety of discussions with various internal organizations, PR believed that HP did indeed have exciting products and plans for the future. Unfortunately, the compartmentalized nature of the company often made it difficult to see these products and services as a cohesive business strategy. The public relations team recommended folding various projects under a single umbrella called “HP’s e-services strategy” and publicizing some of the company’s most exciting works in progress.
Action:
The following are examples of tactics used to help HP gain back its reputation as industry innovators.
- Commissioned IDC to research and quantify the printing e-services market opportunity. PR used the IDC estimates to build a case for how HP was the one company best positioned to capture share and revenue of this burgeoning market.
- Organized nationwide analyst tour to build support and momentum for a printing e-services launch.
- Developed messaging and press materials supporting the launch of the e-services campaign.
- Conducted press tour and granted select interviews with HP CEO.
- Created high-level, memorable press event in San Francisco designed to create visibility and communicate the importance of the announcement.
Results:
The public relations team surpassed its coverage expectations and received numerous comments of praise from HP management. Key competitors subsequently announced similar campaigns that were viewed as “copy cat” tactics by the media. Pre and post customer audits indicated a dramatic improvement in the perception of HP as a strong, innovative company.
MicroMem
Situation:
Micromem came to us with an amazing story. They had a new technology that they claimed would replace all data memory technology in use today. Their new memory was cheaper, faster, more durable, less volatile and more flexible than any technology currently being used. The ramifications for the computer industry were enormous. They wanted to know if we could help.
Objective:
Our first step was to conduct a two-day strategy summit where the Brenner Associates team met with key Micromem executives to review and examine all aspects of the company's market including their competitors, their potential customers, the company's current image within the industry and various related market conditions. From this in-depth review, we were able to make some clear recommendations concerning the marketing steps needed to help Micromem succeed.
Strategy:
Brenner Associates worked with Micromem to develop and implement marketing strategies that would help the company meet their first stage objectives: gain industry recognition and credibility; form new business relationships with valuable industry partners. Some of these strategies included:
- Identify and focus initial marketing efforts solely on industry that would be first to use new technology.
- Create product positioning statement and messages that speak directly to the focus market and its customers.
- Identify and train company spokesperson to speak with the media.
- Create materials that explained the new technology in terms accessible to the general press while at the same time, develop more sophisticated materials for the technical press.
- Meet and form relations with key industry analysts.
- Leverage existing partners and build credibility through association with these better recognized companies.
- Garner coverage in mainstream and business press.
Action:
The following are examples of tactics used to help HP gain back its reputation as industry innovators.
- Commissioned IDC to research and quantify the printing e-services market opportunity. PR used the IDC estimates to build a case for how HP was the one company best positioned to capture share and revenue of this burgeoning market.
- Organized nationwide analyst tour to build support and momentum for a printing e-services launch.
- Developed messaging and press materials supporting the launch of the e-services campaign.
- Conducted press tour and granted select interviews with HP CEO.
- Created high-level, memorable press event in San Francisco designed to create visibility and communicate the importance of the announcement.
Results:
Using the strategy outlined above, Brenner Associates was able to garner coverage for Micromem in several key business publications including the Wall Street Journal. As a result, Micromem caught the attention of several highly respected fortune 500 companies and formed several partnerships that have been fiscally and technically invaluable to the company's ongoing growth and success.
Toshiba
Situation:
Toshiba was the first company to introduce and popularize the laptop computer. Over the years however, several other companies joined the market and Toshiba found themselves losing significant market share.
Objective:
Brenner Associates worked closely with Toshiba America to better understand the industry and the cause of the company's slip in the market. Market analysis clearly indicated that as the laptop industry matured, competitors positioned themselves in such a way as to leave Toshiba with little identity. Public relations research showed that while competitors were known as the "laptop company with great customer service" or the "inexpensive laptops" the Toshiba laptop brand had little if any clear identity with potential customers.
Strategy:
Market experts at Brenner Associates knew Toshiba needed to distinguish themselves within the industry. The positioning had to speak to a large segment of potential laptop customers. Brenner Associates recognized that there was a growing "movement" of mobile workers within the professional workforce. These were folks that spent a considerable time away from the main office. They needed the flexibility that mobile technology offered. Brenner Associates recommended a marketing campaign targeting this new mobile workforce.
Action:
The strategy was to identify with and associate Toshiba laptops with this exciting new movement. Examples of activities implemented included:
- Develop articles by-lined by the CEO of Toshiba America that spoke directly to this workforce and their specific needs
- Write and publish on-going advertorials in top-tier business publication: note from the CEO.
- "Think Freedom" advertising campaign
- Toshiba's internal "Freedom" campaign: publicly highlight how the company itself is organizing to reflect this new thinking.
- Speakers program aimed at identifying with the mobile workforce.
Results:
The Toshiba "Freedom" campaign is currently in progress. In the initial weeks of its launch, the company realized considerable attention from the press and other industry influencers. Over the last nine months, sales of Toshiba laptop computers have more than doubled.
Innovative Partnership
Situation:
Ruth Scott was president of the Association for Portland Progress (APP) and clearly one of Portland's most visible civic leaders and visionaries. She approached Brenner Associates for help with the launch of her newest venture, an organization being formed to tackle Portland area's most persistent community problems.
Objective:
Ruth's new organization needed a name, an image, and a local buzz. More importantly, it needed support and donations from some of Portland's most influential advocates.
Strategy:
Over the course of a few months, Brenner Associates met with Ruth and her new team of non profit professionals to create the materials, messaging and strategy needed to introduce this new venture to the city of Portland. Brenner Associates played a critical role in creating the organization's name, developing the logo and brand image, creating the collateral and press materials that would attract positive media attention and various other activities related to the organization's initial launch.
Action:
At the same time, Brenner Associates worked with this new venture to organize and promote the non-profit's first fund raiser. Some specific strategies included:
- Leverage Ms. Scott's notoriety and civic credentials to attract media attention.
- Develop a marketing campaign aimed at creating a pre-launch buzz.
- Develop speeches for notable speakers presenting at fund raiser.
- Create newsletter aimed at current and potential supporters.
- Develop collateral materials that reflected the desired image of the organization.
- Set up meetings with key Portland-area columnists, reporters and other media.
- Garner coverage in regional press.
Results:
Innovation Partnership's initial launch was a great success. Ruth Scott and her new organization was featured on the front page of the Portland Business Journal. Her organization was publicly endorsed by several notable Portland-area columnists and several articles featured information about the new non-profit and the unique approach they were applying to their efforts. Brenner Associates also scored an ongoing column by-lined by Ruth Scott regarding past and present civic work associated with the organization's goals.The initial media coverage and ongoing outreach was directly responsible in part for the overwhelming success of the organization's first fund raiser. Attended by Mayor Katz and other Portland area leaders, the event was a standing-room only affair. Donations far exceeded expectations.
Cenquest
Situation:
Cenquest was a new private enterprise in the e-learning industry. The company was pioneering new concepts in online education for working professionals. At the same time, there were many new e-learning companies vying for recognition and industry acceptance. Following the e-commerce market plunge, however, many of these companies were closing their doors and the initial enthusiasm expressed by the press and the public was quickly dwindling.
Objective:
Despite the sudden and definite halt to venture funding in many e-commerce enterprises, Cenquest was seeking a new round of funding and was looking to secure the confidence of their current investors. The company was also looking to make new partnerships with companies wanting to improve the ROI on their employee-reimbursed education programs.
Strategy:
Brenner Associates worked closely with Cenquest to understand and articulate the company’s unique business proposition (one that would resonate with their target customers). Once clearly understood by all, Brenner Associates worked with Cenquest to develop the messages and the marketing campaign that would convince investors, customers and the industry at large that Cenquest was one of the few exciting e-learning companies to watch.
Action:
To accomplish this, Brenner Associates developed and implemented several strategies including:
- Identify and clearly articulate Cenquest’s unique business proposition.
- Develop a company story that was compelling to the media.
- Leverage existing partners and success stories to illustrate company’s leadership role.
- Win endorsement from key market analysts and other industry influencers.
- Create image of company as pioneers in a new concept of education. Focus messaging on ROI-related benefits.
- Obtain coverage in industry press as well as main stream business press.
Results:
Cenquest has enjoyed on-going coverage in both education industry publications and top-tier business press. The story they tell has been crafted to be both interesting and compelling to the press and their target audiences. The perception of the company has grown from an unknown to a well respected leader in the industry.
Cenquest recently obtained a new round of funding that included past as well as new investors. The company’s e-learning programs has been implemented by a growing list of notable corporations including IBM, Microsoft, Intel, Hewlett-Packard and others.