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Business to Business

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Heidi Raker

on 26 January 2015

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Transcript of Business to Business

Raker Goldstein At-A-Glance
This US-based, international producer and supplier of non-woven and coated fabrics for the apparel industry and industrial market applications contracted us to raise the awareness of their rapidly growing company and position it as a credible and skilled manufacturer of goods across a vast range of markets. Targeting national as well as international trade media throughout Europe, China, India, and the greater South East Asia region, we secured multiple media placements in publications key to reaching PCC’s customer base, including company profile and byline articles. We also manage identification and coordination of global and domestic conferences for the company to participate and build synergistic relationships through. We also conduct outreach to their customer base to develop strategic relationships with new and existing customers.
Established in 1986 to represent innovative companies with distinctive products, services, management and approaches
Division of The CHR Group, a marketing holdings company comprised of best-of-breed firms in each major communications and design sector
Solid experience, creativity, extraordinary sensitivity to the news industry, ever-expanding circle of media contacts, no-nonsense approach to problem solving and ability to deliver results on time and within budget
Excellent track record serving start-ups, small and mid-size companies and several Fortune 500 companies with personalized, high-quality service and campaigns with impact
Broad-based client roster spanning food and beverage, restaurants, healthcare, financial services, consumer products, business-to-business, and technology
Wide network of consumer and industry associations for co-sponsorship of events and marketing programs
Particular expertise in New Jersey special events and grand openings
Personalized service led by seasoned 35+ year industry veteran
Access to a roster of ecommerce, experiential marketing, digital services, advertising, and branding firms within The CHR Group
Collective team approach to account service
Hands-on, fully accountable
Attention to detail, monthly reporting, thorough due diligence
Easy to work with, flexible group of professionals
Experienced in multiple industries, providing dimension & depth
Ability to get the job done on time and within budget
Emphasis on publicity and ability to balance media needs with client needs
Determined, resourceful, can-do! attitude
Solid track record in grassroots marketing
Experts at building community buzz and good will for businesses
Why Raker Goldstein?
Services
Strategic counseling and message creation
News bureau management and story angle development
Critical buzz and relationship building
Corporate and editorial writing
Media relations and publicity generation
Community relations and grass roots marketing
Spokespeople identification and training
Product launches and brand revitalization, grand openings
Corporate and industry alliance development
Special events, seminars, speaking platforms, panels, press conferences
Advertising consultation and design
Website consultation
E-marketing consultation/initiatives
Social media development and ghost-blogging
Creating the Buzz
Raker Goldstein can create a strategic public relations and marketing campaign aimed at increasing visibility, brand presence and revenues. Some initiatives that could be undertaken in the campaign include:

Serving as your “news bureau,” writing, designing and distributing press releases about company developments, industry findings, products and more to keep your organization/brand top of mind with green/lifestyle media, bloggers, consumer media, television producers and others on a national, regional and hyper-local level
Increasing consumer awareness about your products by developing powerful branding opportunities to increase visibility amongst the consumers, the trade and news media
Creating targeted industry alliances, coordinating high-visibility special promotions and cooperative marketing efforts
Creating year-round whimsical, educational and promotional exposure opportunities Increasing website visitors by building relationships with synergistic websites that promote your message while maintaining a website that works hard as a 24/7 sales tool
Acting as your social media networking persona on sites such as Twitter and Facebook to disseminate missives that build brand equity, educate consumers and position your company as credible, trustworthy and a maker of pristine products
Relevant Representation
Our accomplishments on behalf of this innovative Chapel Hill, NC-based clinical research organization, consistently selected as one of the nation's fastest growing private companies by Inc. magazine, reflect the slow build up required to build relationships with the news media. We set out to help the client define core marketing messages and practice conveying them adequately through numerous regional media interviews with critical Triangle Park newspapers. This region of the state is densely populated with pharma organizations, so the ability to clearly distinguish our client was a critical first step. We built a strong case for corporate profiles which were published in The Herald Sun and The Charlotte Observer and then turned our attention to national publications including influential drug trades and national as well as international business and news media. Following another profile of the company in an Associated Press southern state distribution, we generated interviews for the company’s chief executive officer and executive vice president with The Wall Street Journal, Dow Jones News Service, The Financial Times, The New York Times, The Economist, The Star-Ledger, R&D Directions, SCRIP, and Business Week. These interviews were opportunistically generated by jumping on hot drug issues in the news or those we anticipated becoming newsmakers and offering swift provocative insights from our client. We were then able, after 18 months of media representation, to coordinate a profile of our client in the prestigious Entrepreneurs section of Forbes, and interviews on CNBC’s “The Edge” and on the popular CNN program, “Entrepreneur’s Only .“
This investment banking firm contracted us to spearhead the firm’s image as a solid Wall Street player with finely honed expertise in the following industry sectors: Media and Communications; Healthcare; Shipping and Transportation; and Retailing. We developed and fortified relationships amongst lead bankers and top equity analysts with key financial editors/reporters, influential trade publications and targeted regional dailies through analyst round table discussions at the firm and one-on-one interviews. We built relationships with ABC, CNN, CNBC, and Bloomberg producers, which resulted in firm analysts repeatedly invited to speak on industry-specific subjects. We locked in a regular guest spot for the firm’s Head of Trading department on World News This Morning/CNBC. Additional coverage included The Wall Street Journal, The New York Times, CNBC, FNN, Fortune, Forbes, Newsweek, Bloomberg Business Radio, Dow Jones Service, Advertising Age, Business Week and Institutional Investor.
While this major multi-billion dollar French conglomerate had a very strong presence in Europe, it was little known in the U.S., a country it was eager to build economic and investor ties with. We created and managed a national financial media campaign that highlighted the most newsworthy qualities of the company’s management style and service capabilities, engineering editorial board meetings, interviews and/or background sessions with Forbes, CNN, Business Week, Variety, The Financial Times and other influential news media. Forbes ran a highly positive profile on this company that was also the featured cover story in its international edition. We also handled a number of 11th hour breaking news assignments in the U.S. for the company’s announcements of acquisitions resulting in senior executives interviewed by CNNfn, Bloomberg TV, Ad Week and Business Week.
When this Totowa, NJ-based manufacturer of non-wovens entered the bed bug encasement market, Raker Goldstein was hired to help name, brand and launch the line which would be called SlumberShield. In addition to writing all content for the website, we wrote and disseminated press releases targeted at consumer and business media along with the hotel trade, executive housekeeping, facility management, condo and multi-family housing trade and NYC apartment dwellers. In addition our activities included reaching out to area hotels, colleges and universities, pest control companies and other targets to encourage bulk sales. We also established a news bureau to educate the news media and consumers about the need for proper encasement application and use in the fight against infestation. Our goal has been to educate the trade and consumers about proper mattress, box spring and pillow encasement as a preventative measure against costly bed bug infestation.
This San Diego, CA-based company, committed to empowering resource conservation, contracted Raker Goldstein to generate publicity for EcoView, a real-time energy and resource monitoring and control system for residential and small business users. Raker Goldstein worked to achieve media placement in targeted green an online media along with targeted trade outlets.
Business -To- Business Representation
Heidi Raker
Founder & President
Phone: 212-863-4108
heidi@rakergoldstein.com
www.rakergoldstein.com

333 Seventh Ave., 6th Floor
New York, NY 10001
Great job from beginning to end—solid service, great to work with and very pleased with the results.

Michael J. Rosenberg, MD, MPH, President, CEO
Health Decisions, Agile Clinical Development
Chapel Hill, NC
We recommend Raker Goldstein & Co. for any business looking to skillfully enhance its public relations and marketing tactics.

Scott Tesser, CEO Precision Custom Coatings
Totowa, NJ
Raker Goldstein is a GEM when it comes to PR agencies.... thought provoking, original, enthusiastic, talented and creative prowess like no other - as well as turning over every stone for THE STORY!
I am proud to call them MY agency of choice! Raker Goldstein Rocks!!!

P.Pellegrin, Marketing Sales Manager, Henschel Steinau, Inc.

Henschel-Steinau, a retail marketing solutions company based in Allendale, NJ contracted Raker Goldstein to manage their marketing, social networking and buzz generation. Raker Goldstein has generated multiple trade industry spotlights on Client projects, recommending media buys for strategic advertising, provided creative for year-round e-marketing and newsletter initiatives and managed the company's multiple social networking platforms.
Full transcript