PR outdoes marketing
Escalate Retail is a e-commerce solutions provider, (now a part of RedPrairie Corp).
The Challenge
When Escalate retained G2 Communications it was starting its PR program from scratch. The product category, e-commerce order management for retailers, was not exactly destined for the pages of The Wall Street Journal … or was it?
The Public Relations Strategy
G2 Communications worked in partnership with Escalate’s marketing team and came up with an e-commerce story about integrated multi-channel retailers outselling their brick-and-mortar counterparts, with Escalate’s solution as the linchpin. That story became the basis of Escalate’s PR campaign and G2 Communications found every possible venue to tell it. We generated stories on trends that appeared in such retail trades as STORES, Chain Store Age and Internet Retailer. We developed bylined articles for the CEO and CIO, as well as customer case studies that also appeared in the trade journals, and arranged speaking engagements at industry shows and on radio talk shows. We also landed the consummate multi-channel retail story in The Wall Street Journal.
The Results
G2 Communications’ intensive PR program generated more customer leads than any of the company’s other marketing strategies – and helped Escalate meet its acquisition goal.
