Page 46 - FINAT Yearbook 2011

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      
public relations
FINAT bolsTers preseNce IN key
        
mArkeTs wITh New pr ApproAch
      
 
      
 
the challenge
that significantly raised FINAT’s profile,

Last year, after 4 years of experience with UK based Franklin Associates, FINAT changed its PR approach. Having successfully
     
drawn the label and packaging trade media’s attention with a series of editorials outlining the benefits of self-adhesive

labelling and of FINAT in general, the next step was to penetrate deeper into targeted end-user media and events. FINAT

embraced a ‘pull’ PR strategy and chose Duomedia from Belgium as its new PR agency to increase exposure in the labelling
      sector itself and in vertical markets like food & beverage, pharma and logistics.


      

  
  
MariaLauraLombardi, DuomediaPRDirector  
  
   

 
  
FINAT had a number of objectives when particularly in the food and beverage it embarked upon the new PR pro- markets. Together with FINAT and its
    
gramme. The organization wanted to members high-quality content, such as promote theuseofself-adhesives in thefeaturearticles and opinion pieces,

food industry and in particular the were prepared for publication in the
      beverage market, where self-adhesive organization’s target press. Interviews

labels are under-used. Another key goal appeared with leaders of FINAT in      
membershipofthe technical require-In targeting the foodandbeverage ments of self-adhesivelabelling. Finally, market, FINAT enhanced the profile of
      FINAT needed professional support to the Label Printers Forum as a platform
was to raise awareness among the selected packaging titles across Europe. 

promote the collection and recycling of for dialogue between end-users and the       secondary label materials and raise the label segment. Although interest among

industry’s image as a sustainable player. targeted end-users to participate in such
  
highlights  
    dialogue was disappointing, the special
Beer Label Printers Forum on the
    Together with Duomedia, a strategy was occasion of Brau proved a useful vehicle
drafted before devising a PR programme to collect valuable information and
and raising the profile of the self-
 
  
  
 
 
  FINAThasstrengtheneditsexisting
 
  
  
  
relationships with journalists, and forged
Olsson (Flint Group), “Duomedia gets
 
our membership a better return on its
    create exposure in the specialized beer

 
 
shown in the first year of the new

adhesive label industry in general.
and beverage trade media. An important

    side effect was also the ability for

The Board and Marketing PR sub-
  

participants to visit Brau and establish or maintain contacts with target groups.
committee are pleased with the results
results
transparent reporting and professional
 

Just one year into the new programme,
conduct of the agency. According to PR SubCommitteeChairman Niklas

  

new relationships with target media, particularly in the food and beverage
impressive results by challenging us to
    press. FINAT members have benefited
leave our comfort zone and try new
from the exposure created by the
much more than generating media
    programme, and have made valuable

coverage. Itsactivitiesaredirectly
    contributions to the association by
improving existing content or generating
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    Lut Verschueren, Duomedia PR Consultant new, translating news for local markets,
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 
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partnership, and the responsiveness,
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
initiatives. Their programmes are about
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linked to our business objectives, giving
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PR investment.”
FINAT yeArbook 2011 |