While many small companies envision themselves in the pages of the Wall Street Journal and the New York Times, don’t underestimate the power of trade media coverage to improve search, and increase web traffic, product demand and quality sales leads.
One of our clients, a branding/advertising agency called Jocoto Advertising, serving the medical device and life sciences industries was definitely distinctive and edgy in its branding campaigns for lesser known medical device companies, who, being in a highly regulated industry, were inclined to be more conservative. Looking at the campaigns the agency created for its clients, one knew that Jocoto Advertising was different. But when it came to differentiating its own company, Jocoto tended to use the same language as its competitors so it was hard to see what set them apart. G2Comm had to find new words to promote the agency’s uniqueness.
We developed a platform about the conservative notions of branding in the medical device industry coupled with Jocoto’s unique approach. Our strategy focused on articulating branding pitfalls in the industry and how Jocoto’s proven approach helped its clients increase sales leads and revenues, presenting this story via news generation, case studies and ghost-written bylined articles appearing in biotech and other trade publications.
Jocoto saw a surge in new business accompanied the PR campaign which shined a spotlight on the company as a branding expert in its industry.