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13/10/2008

In the current economic climate many businesses are starting to feel the pinch which means every pound spent on marketing needs to work really hard. Historically, it is businesses that continue to invest in their brand that perform well in challenging times and promoting that investment is an important part of the strategy. Spend on Public Relations is often one of the first budget casualties when times are hard but a good PR campaign can deliver excellent results and can be the most cost effective way to promote a brand.

Plasti-kote believes firmly in the power of PR and makes a significant investment in the activity each year. "A good public relations campaign creates consumer demand for your products and services, which will increase your sales. It may not happen overnight, but like the best word-of-mouth campaigns, the media's nod of approval can be one of the most powerful sales tools in your arsenal." said Donna Howard, Marketing Manager.

"We have focused on the Colour category this year, introducing new colours and finishes in our Super and Metallics ranges" continued Donna. "Our PR agency has made sure that key publications have received exciting releases accompanied by great photography and sample products. The coverage we have received as a result has been extensive and we are confident it has had a positive effect on our sales. Despite volume sales in the specialist paint market being down by almost 9% in the first eight months of this year, we have seen a 2.49% increase in sales with an impressive 12.9% increase in the Colour category."

Britain's industrial leaders are regularly asked what factors they take into account when making judgements on companies. In poll after poll, they rate brand reputation as a company's most valuable asset.

Philippa King, MD of Shaker PR comments "PR campaigns must be targeted and supported by strong photography. We achieved 110 million opportunities to see this year for the Plasti-kote brand in a cross section of media from The Sunday Mirror to Elle Decoration. Over 90% of the coverage achieved includes both the web site and stockists information hotline."
Donna Howard, Marketing Manager at Plasti-kote comments: "Third party endorsement is one of the most valuable tools a brand can harness. If I tell you we are brilliant...that's advertising. But if someone else tells you we are brilliant, that's PR."

For more information contact Donna Howard on 01223 492005 or donna.howard@valspareurope.com