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mutual trust and respect, then proving you have something to
offer that’s of genuine interest.
And like a good sales process, the relationship doesn’t end
when you’ve made a sale. The relationships we’ve established
need constant nurturing, as there’s no shortage of companies
and organizations vying for the media’s attention.
It’s also well worth noting that, like every other industry, the
media has felt the impact of the economic downturn. In recent
years falling advertising revenue has brought significant
financial pressure, forcing many publications out of business,
while others have had to merge and cut back on staff.
THEN
ESTABLISH
AND
NURTURE
RELATIONSHIPS
…
And it’s in this challenging climate that our close relationships
with the media really pay off. Editors know that when we
contact them it’s because we have genuinely newsworthy
stories and articles to offer them. It’s all about relationship
building, good timing and delivering high-quality content – and
making sure all of which are aligned with the strategy and
objectives of the FINAT PR programme.
Talking of content development, we’ve been very busy on this
front. We’ve created thought-leadership stories on the key
issues in the (self-adhesive) labeling industry that have
resulted in multi-page editorial coverage in labeling / industry
titles, both online and print.
We’ve also been increasingly busy in the digital world,
bolstering our output on Twitter, Facebook, Linked-in and of
course the FINAT blog. The great thing about social media is
they enable us to engage and interact with our stakeholders,
and share news of FINAT’s activities with people and
organizations across the world.
“In close partnership, we agreed on a strategic route. duomedia
managed a result-oriented PR programme for FINAT, and did so
with the greatest care.”
(Jakob Landberg, Chairman of the Marketing Committee)
AND
FINALLY
RESULTS
...
We’re pleased to report that the qualitative and quantitative
results represent a healthy return on the membership’s
investment in PR.
From a qualitative perspective, we’ve received positive
feedback from the FINAT community, as well as editors and
journalists. We’re also fielding more media enquiries than ever,
enjoying an increase in editorial coverage, and seeing a growing
number of titles covering FINAT activities.
And now some numbers for 2012:
• 18 announcements distributed
• Strategic guidance and support for three FINAT events
• 47 online clippings generated per month, on average
• 165 printed clippings, of which 65% are highlights (≥ 1 page)
• A total of 265 A4 pages of editorial based on all highlights
added together
• The equivalent advertising value (based on 4.000 per full
page ad) is 1.060.000
Based on known media rates, FINAT’s PR results in 2012
resulted in an exposure (in terms of advertising value) of a ratio
of 17.8 x the original investment.
WHAT
’
S
NEXT
?
Deep into 2013, we remain focused on generating more stories
and delivering more impressive results. In the coming months
we’ll be focusing on the FINAT congress, award testimonials,
Labelexpo and industry news. Make sure you keep up to date
with our PR initiatives, press coverage and event highlights by
reading the biweekly FINAT newsletter, and browsing the
FINAT press archive.
Finally, a quick reminder that like all aspects of FINAT, the PR
programme is here to serve the membership. So if you have a
story that you think the media would be interested in, please
email lut.v@duomedia.com. We’re always very keen to hear
new ideas on how to promote FINAT and its members.
Matbaa & Teknik-August 3, 2012
Circulation: 9935
Matbaa & Teknik-August 3, 2012
Circulation: 9935
“duomedia pr has significantly enhanced FINAT’s profile and
strategic focus in both the general and vertical media. Maximized
content value has resulted in increased coverage in our target media.”
Jakob Landberg, Chairman of the Marketing Committee
Eine
fruchtbare
Lösung
Booklet-Etiketten für Fertigpackungen
26 · 2 2013 | moproweb.de
mi
| Verpackung
*FINAT ist der internationale Verband von ca. 600 Herstellern selbstklebender Produkte und damit in Zusammenhang stehenden Pro-
dukten und Dienstleistungen; er wurde 1958 in Paris gegründet und hat seinen Sitz in Den Haag, Niederlande. finat.com
A
uch wenn den Etiketten auf
Fertigpackungen
leicht
ver-
derblicher Lebensmittel nur ein
sehr kurzes Leben beschieden
ist, müssen sie ihre Hauptaufgaben, d. h.
die dekorative Aufmerksamkeit für eine
Unser Autor:
Jules Lejeune, FINAT*-Geschäftsführer
hohe Regalwirkung und die Angabe einer
beträchtlichen Menge von Produktdaten,
uneingeschränkt erfüllen. Auf kleinen Ge-
binden kann es schon schwierig sein, die-
se beiden Ziele zu erreichen. Dennoch be-
weist Harmony Fruit & Yoghurt Desserts,
dass dies möglich ist. Harmony Fruit &
Yoghurt Desserts ist eine Produktreihe,
die der führende Schweizer Qualitätsbä-
cker und Nahrungsmittelproduzent Jowa
AG für die Schweizer Einzelhandelskette
Migros entwickelt hat.
Molkerei Industrie-February 28, 2013
·
t
Labels and Labelling International-February 28, 2013
Circulation: 25911
29
FINAT YEARBOOK
2013
|