Beating sales targets by 500%

When British manufacturer ADEY Professional Heating Solutions appointed Target in 2010, they already understood the potential impact that public relations could have on their business growth.

This faith in PR was rewarded when the sales of a new product, launched primarily through Target’s PR activity, rocketed beyond its original sales target by 500%.

Haimish Mead, ADEY’s Marketing Director, is clear that Target’s involvement has been central to this success. “UK installers have been quick to grasp the benefits of the MagnaCleanse® RapidFlush Filter, a product we launched last September at an industry trade show.

“While we have a comprehensive marketing strategy in place, we believe that education and evidence are the most persuasive factors when introducing products to customers, particularly within a technology that is still relatively young. And it’s the level and quality of press coverage Target secures that allows us to talk in real depth to our customers, through well written, interesting features.

“The credibility that comes from editorial in a well-read publication works on a number of levels, not least that our sales team gets a great reaction from taking articles to show prospective customers.

“Our key customers are installers and heating engineers, but we also have some important messages to deliver to housing associations and local authorities keen to reduce their maintenance costs while meeting environmental targets to reduce carbon emissions. Target’s PR expertise allows us to confidently engage with each of those audiences in a meaningful way, and I have no doubt that that translates into sales.”