Bold Assertion Helps Startup Create a Brand
He just started his business and arranged to get himself on the agenda as a speaker at a major electronics industry trade show in Texas. Naturally the exposure at the show was helpful and even generated purchase orders.
Here’s the rest of the story. Back in the late 70s, this client attended an industry trade show in California and noticed there was only one vendor involved with static control as it related to electronics manufacturing and that was 3M. Further research proved 3M was the only company in the space.
Given the above, my client created a company for the purpose of producing and supplying static control products to electronics manufacturers. Eventually he invented and patented some fabulous products himself. However, in the beginning he just made certain popular products from the 3M catalog and began to sell them direct and through distributors.
We partnered and began an aggressive product publicity program which generated leads and a lot of credibility for attracting distributors. Hey, when your products are consistently featured in the leading industry media outlets, it matters! Just look at Apple and the impact on their stock price.
When my client spoke at the Texas trade show, he boasted in the show materials that he was president of the “second leading manufacturer of static control materials in the country.” A bold assertion indeed! Moreover, we then distributed a press release describing the event and repeated the assertion.
The assertion was certainly “true” since there were only two companies in the industry at that time! Repetition of a message, as you know, is essential to creating a brand. Within a few years he sold the company for several million dollars. Oh yes, we used publicity to increase the selling price dramatically! And since he sold to a Fortune 1000 company, we announced that too.
© 2013 Steven M. Stroum