Publicity
Read a letter from the Vice President of Sales for SoySoft, Inc. praising the publicity generated by Media Relations. Through MRI's efforts, SoySoft saw its sales in targeted areas "increase tremendously" and what began as a local publicity campaign has grown to an international level.
A grassroots publicity campaign involving media tours in targeted markets was created by Media Relations to compensate for many of the missing elements that would normally be used to create media interest for the client's product. Because of MRI's publicity efforts, distribution of Dr. Harris' Original Snore Formula reached a significant level in 50 of the nation's top markets.
Using company founder and nutrition expert Dr. Scott Connelly as the campaign's primary spokesperson, Media Relations was able to secure national print and broadcast interviews in the 10 largest U.S. markets. Focusing on pertinent, nutrition-related issues and using testimonials from professional athletes, the client reached its highest sales figures ever after its campaign with MRI.
The results of scientific studies and testimonials from well-recognized doctors were just a few of the tools used by Media Relations to educate the public on the newly-recognized health benefits of tomatoes and lycopene. By increasing the national awareness of lycopene, MRI helped promote the client's sales of Lyc-O-Mato®, its scientifically standardized, natural tomato extract containing lycopene.
Media Relations played an integral role in getting Federal legislation passed that benefited the 36 million Americans who wear contact lenses. By educating reporters on the issues and supplying well-versed spokespeople to speak on the topic, MRI was successful in making more than 52 million impressions over the first 2-1/2 years of the campaign.
At a time when the low-carb diet phenomenon was sweeping the Nation, Media Relations was an instrumental player in positioning a product, that uses an extract from the white kidney bean to significantly reduce the absorption of starch calories into the body, in the forefront of the public's eye. Testimonials and interviews from researchers and third party experts provided MRI's client the opportunity to reach and teach the public how a weight management program using their product could be part of a healthy lifestyle. After one year, the product had achieved complete worldwide market penetration reaching more than 721 million consumers.
