(PRWEB) December 8, 2004
John Elliott seldom goes with the flow. For the past seven years, as Founder and CEO of Power PR, he has led this marketing publicity firm that specializes in the industrial sector into a whole new realm of public relations, in fact a whole new category called Performance-Based Publicity. Elliott, not your typical PR man, mild-mannered and soft-spoken, is yet the architect of one of the most significant methodological changes to affect the public relations industry in years. Namely, guaranteed published stories, month-to-month contracts, and razor-sharp marketing strategies. Their manufacturing and industrial clients love it, getting more bang for their business to business marketing buck than they have seen in a long time, if ever.
ÂPerformance-Based Publicity can bring a company from non-existence into national prominence,Â says Elliott. ÂIt can educate prospects about a complex product at a fraction of the cost of display advertising. It can establish credibility for a company and its products like no other business to business marketing tool.Â
In the industrial sector, companies are more vertically dependent upon publications for exposure and lead generation. According to Elliott, ÂWe have a number of clients that are not just expanding, but rather setting record sales. In fact, we guarantee clients 5 articles per month, which adds up very quickly. Our clients clearly see there are real benefits of our program over traditional ÂunsecuredÂ PR.Â
ÂThe effectiveness of marketing publicity is based on the power of objective third party endorsement,Â says Elliott. Everyone agrees that word of mouth is powerful promotion. Our program is like having thousands of word-of-mouth messages happening at once. Because of the number of stories we get published, it is a very efficient form of business to business marketing when compared to advertising.Â
Power PR has the confidence and leverage to offer clients a month-to-month contract, which, of course, is very appealing to any client. The point being that if the program is delivering, clients have no interest in leaving.
ÂUsing traditional PR methods, no PR firm could offer a guarantee or a month-to-month contract and stay in business very long,Â says Elliott. ÂThe only way you could do it is to provide a performance-based program.Â
Power PRÂs program is not for everyone, however. First, the firm specializes only in marketing publicity. Second, localized or regional campaigns are not accepted. Clients must be willing to go at least national. And third, Power PR is very selective in what companies it takes on board, with only a limited number of clients accepted at any given time. Frequently, there is a waiting list.
ÂPower PR can deliver to your organization an audience exposure that is more cost-effective and credible than advertising,Â says Steve Johnson, Marketing Director for DPI Labs, Inc., an aerospace manufacturer in La Verne, California. ÂThey have shown a consistent ability to place within industry-specific publications high-quality, detailed articles about our products and services. The result has been our exposure into the minds of business prospects and customers Â hundreds, if not thousands of major decision makers.Â
As more and more manufacturers are exposed to the volume of published stories that result from effective business to business marketing publicity campaigns that are performance-based, it is only a matter of time until ÂtraditionalÂ marketing and public relations approaches become obsolete.