Taking an unknown consortium to an ANSI-accredited trade association
PEARL: Giving an old image new spark
The Professional Electrical Apparatus Recyclers League (PEARL), a trade association for electrical equipment reconditioners, spent most of its 11-year history in stealth-mode because their 70 small- to medium-size corporate members didn’t know how to leverage the media to reach their target audience. TECH B2B developed a public relations campaign that began with research on members, the association’s operations and technical standards, and the competitive landscape dominated by several large OEMs.
The result was a successful publicity campaign that leveraged media thirst for all things ‘Green,’ while combating competing messages that reconditioned equipment was less safe than new equipment. Within a few months, TECH B2B obtained more than a dozen feature stories in the electrical industries leading trade media and arranged for top editors to attend PEARL’s annual conference for the first time, leading to even more coverage.
Combined with press releases, feature placement, collateral materials, Web-content-sharing partnerships, a switch to e-Newsletters from printed newsletters, and other operational changes, PEARL was able to save money while increasing conference attendance by 20 percent, membership by 10 percent, and newsletter revenues by 40 percent.