B2B Magazine has finally recognized a marketing technique which has been a major reason for Venmark International’s success since 1977. In their May 14, 2012 issue, they had a front page lead article entitled, “Solutions Marketing a complex mix for B-to-B.” We have recognized the importance of creating problem-solving content from the outset.
At Venmark, we know how to arouse interest in products and have skillfully created “solutions based” product publicity since 1977. Our focus on solutions marketing using publicity as a marketing tool has distinguished us long before a company could pay an internet news distribution service and get “news” published all over the web, regardless of whether it was really newsworthy.
In fact, back in 1994, we received a fax from a client, VAT Incorporated which stated, “I just saw the press release you did in the June 1994 issue of Semiconductor International. First, there was the idea to do some application-based releases. This one was for pump isolation, our biggest application. Next was to tie it to some key selling points, present the whole valve family, and clearly identify the major pumps are ideal for, all in a brief press releases…. which you did. Now, it gets picked up in one of the most important journals in our industry. Finally, they took your release and did an excellent job presenting it. Thanks!”
There are many benefits to solutions marketing from a product publicity perspective. A major benefit, of course, is getting published in leading publications and media outlets within an industry segment. This enhances the credibility of a company and produces highly specific leads from readers seeking solutions to their problems.
Another client, Mass-Vac, Inc. wrote, “Great job Steve, this is right where we want to be. You hit a homerun!” This was in response to one of their products being featured in Photovoltaics World, a market niche that was very important to them.
Visit http://venmarkinternational.com/sales_leads/Lasers_Optics-MV_Products-15-4.php to see many examples of the solutions-marketing publicity approach we’ve been pursuing with Mass-Vac, Inc. since 1978.
© 2012 Steven M. Stroum