My writer drove around half of Waltham, as he described it, trying to find Custom Fabricators, Inc. Why? Because in his mind he was looking for a big factory, a facility consistent with the widespread exposure the company had been receiving in leading publications as a result of our work. You see, my writer only knew about the company from the press releases he had seen and the image that Venmark had created for them. That was his perception.
Custom Fabricators was featured on the front covers of the leading industrial and material handling publications of the time. That was the only impression that my writer had of the company and he was shocked to find a very small firm with a tiny facility. How significant. We created an image about Custom Fabricators that affected our own writer’s perception. Imagine what prospective customers of the company thought?!
That was a terrific example of the power of publicity. Because of the internet, this marketing tool is even more powerful today. Publicity can enhance your company’s image and credibility, drive traffic to your website, generate sales leads, reinforce your brand (after helping to create it), put you in front of millions of prospective customers, improve your SEO, and much more. In fact, there is no other marketing tool as versatile and effective.