Our approach was three-tiered. We used a proactive press office function to raise awareness of Firetrace’s offer to the market and what sets it apart from the competition, with speed.
From there, we developed a thought-leadership position for the business, rallying the industry around a common cause with a report that revealed the lack of transparency and data on fire incidents.
Finally, we engaged our network and produced a ‘Virtual Round Table’, providing Firetrace with unique insights from industry specialists looking at the role of OEMs and insurers in driving fire-risk management, which informed a follow-up report.
Firetrace ended the year with a wind sector sales pipeline worth over $10 million, representing an x% growth over the duration of the campaign.
Supply chain businesses often find it challenging to engage their customers in the communication of commercial wins. This was especially the case for Firetrace, given the traditional reticence of the wind sector to talk about fire risk.
By using our knowledge of the market and media agenda, we were able to navigate this obstacle and celebrate Firetrace’s burgeoning wind industry order book by crafting a narrative that secured the interest of media and potential clients without alienating sensitive customers.
Also tasked to drive the issue of fire-risk with other industry stakeholders, particularly within the insurance market, we secured coverage in key trade media within the first month and continued to do so throughout the campaign.
To date, the press office function has delivered 40+ pieces of coverage and 12 contributed articles across energy, renewable and insurance trade media and, alongside the reports, has directly produced multiple qualified leads of over $1 million each for Firetrace.