After generating impressive PR results for its aftermarket brand, Mintex, global brakes friction manufacturer, TMD Friction, turned to Pure Agency to help launch its new premium brake brand, Textar, to the UK market.
Armed with a strategy to increase stockists throughout the UK and Ireland, while raising awareness of the brand amongst mechanics and garages, Pure’s PR team got to work.
The client’s simple brief was to focus purely on making a splash in the automotive trade press, which led to Pure implementing a proactive and reactive press office strategy covering technical feature placement, press releases, newsletters and blogger outreach.
The PR tactics employed within this approach helped to seamlessly communicate the product’s key messages to an audience of mechanics and motor factors. Feature articles offered the opportunity to portray the product’s technical benefits, in a more in-depth and explorative way, and included topics such as best practice advice and the intelligent technology used within the Textar product range, to name just a couple.
Press releases worked to share news on the stockist uptake of Textar, which was a key driver in measuring the overall success of the range. This helped to offer a powerful third party endorsement that was generated through Pure’s PR team forging good working relationships with motor factors that stock Textar, to gather quotes and product testimonials, where necessary.
Engaging newsletter copy helped to provide snappy product updates to customers, while bloggers were enlisted to test and review the product, again, offering the powerful third party endorsement that makes PR so unique.
Working closely with TMD Friction’s technical manager, in six months the team generated 29 pieces of coverage for Textar, hitting all key titles within the automotive trade media. Why not take a look at a recent product review on the Motor Verso blog.