Why manufacturers should be sharing news about their innovations during COVID-19
As restrictions begin to ease it is expected that many businesses will soon reopen with social distancing measures in place and start to work on ways to recover from the effects of the UK lockdown period.
With thousands of people furloughed, non-essential shops, leisure facilities and hospitality and food businesses closed for the foreseeable and manufacturing in many sectors placed on hold; this really has been an unprecedented and uncertain time for businesses, families and individuals across the country.
Although the past few months have been extremely difficult, we have also seen many positives arise from the situation. Communities are working together more than they ever have, neighbours are looking out for one another and offering support to those who need it most; and importantly more people are choosing to shop local to support the smaller and independent businesses within their towns and villages.
We have also seen many businesses change the way they work to ensure they can continue to take an income and customers can get hold of essential food and other times. Restaurants have opened as takeaways, market traders, green grocers, butchers and even farm shops have introduced free delivery services. Many manufacturers have also adapted the way they work to support the health sector and retailers by creating items of personal protective equipment, machinery and parts.
Our client AMETEK Land for example, a business which manufacturers industrial infrared non-contact temperature measurement equipment, has used this period to develop VIRalert 2; a high performance, compact thermal imaging camera system designed for wide range screening of human body temperature measurements. The thermometer is ideal for use in high pedestrian areas like airports, train stations, key operational facilities.
We secured media coverage of VIRalert 2 in leading trade titles (in print and online) distributed throughout the UK, USA, Europe and Asia, as well as regional and national newspapers. Awareness of the products increased massively and people across the globe are also aware that AMETEK is using innovative techniques to support in the fight to prevent the spread of COVID-19.
There are many other businesses throughout Yorkshire and the UK that are also supporting the cause by adapting their engineering techniques to develop new products they have never worked with before. CBE+ for example has created valves for use in ventilators and Panel Systems is now making specialist protective screens for use in retail, healthcare, beauty and any other sectors that require face to face contact.
These companies are also using PR and marketing techniques to spread the word about their new products and how they are adapting during the pandemic, by doing so they are not only raising awareness, but also encouraging others to do the same. That’s one of the main benefits of public relations. Knowledge of your business, products and services increasing, and as a result so do sales, but it also showcases your business as an example of best practice. Whether that’s through traditional PR such as press releases and features, or through company literature creation and content and digital marketing.
As companies working in many sectors up and down the country look at ways in which they can recover from the lockdown period, now is the time to stand out against your competitors. Investing in a public relations and content marketing campaign, which includes drafting blogs and social media updates, to share news of your products and services, whether that’s a new launch or to simply share details of your existing range, is essential to raise awareness at any time, but now even more so.
PR is said to have seven times the value of advertising, so keeping activity at a constant level, particularly during difficult economical periods like the one we are currently facing, and securing coverage in your industry trade titles, regional business press and online, will help to keep your business forefront of existing and potential customer’s minds.
In addition, PR is a great tool for reinforcing a company or brand name and reminding customers of not just your work in the industry, but also any CSR activity and the support you offer to others, which can help build your reputation and customer loyalty.
So, if you have been working hard to offer support during the pandemic or you’ve developed a range of products that can help prevent the spread of COVID-19 or help our healthcare services, now is the time to tell the world.
A reputable PR agency that, like our team here at dragonfly PR, has experience in developing strategic campaigns and working to tight deadlines, will have the skills and knowledge required to tell your story whilst ensuring your messaging resonates with your audience.
Contact us for more information about how we can help. We are a friendly bunch of Public Relations and digital marketing experts with more than 15 years’ experience developing bespoke and strategic campaigns for business to business companies based in Yorkshire, East Midlands and the North West, with expertise in construction, engineering and industrial and FMCG and food manufacturing.
Email hello@dragonflypr.co.uk or call 0114 349 5345.