Getting more than your share of voice.
Armstrong
Over the past ten years, Armstrong’s overall PR share of voice has been 54%. That’s a pretty loud voice receiving more exposure than all of Armstrong’s competitors combined.
So how did we turn up the volume? Well, with a bit of creativity and intelligence, of course. Our research showed that architects, interior designers, building owners, facility managers and acoustical contractors respond well to third-party endorsers because they’re always interested in what their peers are doing and why. So we decided to use real-life case studies to build product awareness and trust. Testimonies appeared on Armstrong’s website and were placed in trade publications and on relevant websites.
Because the PR efforts were so well handled, Armstrong asked us to take on their media planning and buying as well. Before our involvement, Armstrong had experienced annual rate increases averaging in the 15–20% range. But since we took over, the average rates have been held between the 10% and 2% range, including premium positioning at no additional charge. And the negotiated added-value has extended the client’s media presence from 18% to 23%.
