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Background information on preparation of this press release.
A company prepared the following release with a recycled content
plastic fencing, that had not performed well in the distribution
channel. So, they worked hard to find out why distributors were
not buying. They did extensive market research, took the results
and greatly improved the product quality and packaging, and re-engineered
production in order to reduce lead-times to satisfy distributors.
Despite these changes, this company's past performance had already
affected the demand for their products. They were faced with changing
their image with distributors to convince them they could provide
a quality product on time. Public relations is the right methodology
to begin to regain a positive image and convince distributors
that consumers would be interested in the product. They also needed
to develop interest and awareness in consumer markets, so the
distributors would know consumer demand existed.
This news release is targeted at Industry trade magazines. It
could also serve as a product announcement to retailers. Photo(s)
of their new point-of purchase display would be beneficial.
This is not the right release to send to consumer magazines.
Consumers would need to know how to use the fence, how easy it
is to put together and where they could buy it. A good black and
white photo of the fence in front of a home would be appropriate.
Since the product had suffered from poor quality and gotten bad
press, the manufacturer has to convince the buyers and distributors
that they have worked through the problems and can supply it quickly
to meet customer requirements. It is a re-introduction of an upgraded
product.
This press release worked to re-educate their customers - the
distributors who will sell it to the end-user. They also used
this release as part of a sample direct mail program created to
send to industrial distributors inviting them to try the product
again.
The campaign resulted in calls from distributors and the company
made sure they successfully supplied the product consistently.
How did they know they were successful? They followed up every
shipment with phone calls. They supplied the distributor's sales
staff with product information. They checked in regularly and
asked questions about how to better support their sales activities.
This effort brought in enough cash flow to expand the product
line.
For Immediate Release July 15, 1995
For more information contact:
Jane Doe, Sales Manager
Retron, Inc.
1-800-xxx-xxxx
Recycled Plastic Fencing Has Matured With Age:
Looks Just Like Cedar But Lasts Twice as Long
Tallwood, RA - Today John Doe, President of Retron announced its
new line of high quality, pre-packaged fencing systems made from
100% recycled post-consumer plastic, PermaFence. In the past, the
fencing product was plagued with irregularities, warps and low quality
appearance. "Now, " says Doe, "Retron has conquered
such quality issues in their production process and process blend.
We now manufacture a beautiful fencing product. In fact, we'll guarantee
any board that is sub-standard and replace it instantly. And, the
price is competitive with other wood product package systems so
retailers can earn the margins they are used to."
Retron has unveiled its new "just-in-time, just what you need"
delivery system for fence retailers and installers in the west.
Packages come ready to assemble, in four, five foot, six foot and
ten foot sections. Need a six-foot high fence for a four hundred
square foot area? Order 200 of the Four Footer packages and you'll
get all the hardware and installation instructions. We can get it
to you tomorrow if you need it that soon.
"We know it's hard for some retailers to carry inventory.
So we've designed a great point of purchase display that requires
little space. What you see on the display is what you get. Your
customers can see the product in use, touch the components and see
how easy it all fits together," Doe says showing the 30"
wide by 72" attractive display.
We hope our quick delivery system will convince the fence industry
we're here to serve them and we'll be around a long time to make
sure their customers can rely on our products.
To get samples, order the point of purchase display for your store
or to find out how you can represent PermaFence, call 1-800-xxx-xxxx.
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