Online Business Directories
CP Communications were engaged to raise the profile of Catch, an online division of Reed Business Information Australia. Catch subsidiaries include Fatcow.com.au, Ferret.com.au, FranchiseBusiness.com.au and Infolink.com.au, which are online business directories servicing specific industries in Australia.
So how do you get PR for an online business directory that only a specific vertical is interested in?
Also, by managing multiple brands, we are building the thought leadership profiles of five spokespeople rather than one. So essentially we have five clients within one client! Further, the service they offer is not immediately obvious to potential customers. However, through a dynamic, tenacious approach we have achieved great coverage for Catch.
CP Communications ghost-writes articles and case studies and pitches them to industry magazines, pitches interview opportunities to radio, newspapers and magazines, searches for speaking opportunities at conferences and seminars, writes and distributes media releases and manages a LinkedIn group.
We look at each brand individually, because each has a different target audience and industry specialisation. We have been working with Catch for fourteen months and in that time have tried that many different approaches! If one doesn’t work, we change tactics.
A particularly successful tactic has been commenting on industry issues. With the introduction of the national broadband network (NBN), we pitched the spokesperson for Fatcow.com.au, a directory for agricultural businesses, as an expert in how businesses can take advantage of the NBN with their online marketing. This approach resulted in three radio interviews and a newspaper article.
Another successful tactic has been ghost-writing articles about online marketing that can be applied to any of the brands. For example, ‘Does your business need a website?’ We have pitched these articles to industry magazines, online and radio and achieved great coverage in all three forms.
Some of the coverage highlights have been numerous radio interviews and articles on NETT.com.au, DynamicExport.com.au, in Rural Business, Master Builder, Australian Manufacturing Technology, Australia’s Best Building and Construction just to name a few.
Some examples of coverage:
FranchiseBusiness.com.au - NETT.com.au
FatCow.com.au - Rural Business magazine
Ferret.com.au - Australian Manufacturing Technology magazine
Infolink.com.au - Australia's Best Building and Construction magazine