One of the difficulties in selling a new process is educating the audience. This was especially true for one as technically involved as a unique surface treatment. LPB needed to be translated from scientific research papers to something the average purchasing manager could understand. I undertook a campaign to gain coverage in key outlets. It began by distilling the essence of the process down into a clearer version and then writing releases and proposals to send to editors.
We were published in major industry news outlets, local papers and won and R&D 100 Award. In three years, we gained 20 unique PR placements.
I also developed a series of ads, sales collateral and event giveaways that expanded on the theme.
