One of America’s most prestigious finance companies faced stiff competition when selling its commercial finance products and services to dealers and distributors.
Recognizing it would be outspent by larger advertisers, the company strategically chose to focus its efforts on earning coverage in the editorial pages of key trade and business magazines.
We targeted high-potential vertical markets and related magazines with interviews, customer testimonials and bylined articles that showcased the lender’s expertise. Stories generated sales leads and sales reps were equipped with reprints to send customers and prospects.
“Salesmanship in print” helped the company exceed its sales goals — even in a tough economy.