Problem: A company’s first major customer had policies in place that prevented it from participating in any marketing activities other than a joint press release. Solution: Reuse the release in every communications medium possible to get the news out. As part of the pre-release planning, potential negative industry reaction about the customer signing was identified. A release was staged before the customer announcement to address the biggest anticipated objection—that the company wasn’t big enough to handle the customer’s business. The actual customer release was placed on the wire, pitched to trade media, mailed to prospects, used in collateral packets and posted on the company’s web site with a link from the home page. Press pick-ups were also posted on the company’s web site and reprinted for collateral packets. The news was so visible that the customer's CEO was even asked about the deal when interviewed by CNBC. Customer
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