Entrada Group PR Case Study 2
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How do you expand your corporate brand to a new, international market? Entrada Group wanted to increase its visibility as the leading offshore manufacturing service provider for those wishing to move their operations to Mexico, and capture new customers from the German automotive sector.
Only a few German automotive manufacturers had heard about Entrada Group or its value proposition. Entrada provides an established operational infrastructure and support services in Mexico to international manufacturers, enabling them to set up offshore production quickly and efficiently. Simply put: Entrada’s objective was to enforce the notion that if an international manufacturer is looking to establish operations in Mexico, they should not pursue such a venture without first consulting with Entrada Group.
Mach Media worked with Entrada, a longtime client, to execute a public relations/thought leadership event and supporting campaign to raise brand awareness with a German automotive audience.
For all strategic initiatives, Mach Media implements the IMAP steps to find a solution for our clients’ challenges.
In an effort to establish Entrada as an authority for Mexico manufacturing within the German market, Mach Media developed and executed a half-day workshop in Frankfurt. Mach Media developed the program content, selected speakers and managed outreach efforts for the event.
Working with Entrada’s European business unit, Mach Media identified prospects who had already engaged with Entrada at recent tradeshows and conferences, and who had expressed an interest in learning more about Mexico manufacturing. Mach Media also identified a group of potential prospects that may not have Mexico on their radar yet, but are actively seeking an offshore operation in North America. Mach Media then identified the key challenges (perceived or actual) hindering German manufacturers from executing a business plan that includes Mexico.
With that intelligence in hand, Mach Media created a PR campaign to encourage automotive prospects to join Entrada for a half-day, onsite workshop in Frankfurt. This event was billed as a VIP thought leadership summit – not an Entrada sales and marketing event – for decision makers/executives.
Mach Media executed a direct mail and email campaign to publicize the event, and partnered with the Financial Times out of the United Kingdom to moderate the sessions and present a keynote speaker. This established third-party validation for the event.
Thematically, the program focused on how to successfully establish a manufacturing operation in Mexico. It showcased case studies of existing Entrada clients successfully manufacturing in Mexico already, the state of the global manufacturing landscape, and why Mexico is the right location for German manufacturers looking to produce for the North America market.
The event hosted nine top-level decision makers from German suppliers to automotive manufacturers. From those in attendance, three requested more information and one included Entrada in its final round of offshore consideration planning. The Financial Times covered the event with a blog post about the event.
Mach Media also crafted a white paper post-event with expert takeaways from the workshop, spotlighted it in the next client newsletter and recommended such an event could be repeated every year or two to continue building the Entrada brand in the European market.
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