This one was a last-minute rig-delivery. The story came so fast that when I received the text to go, the plane tickets had already been purchased for me. I just needed to grab my camera bag and suitcase.
There was a time a job like that would have made me panic. But the adrenaline rushing through me on this story wasn’t nerves. It was excitement. That’s because today I know the impact the story is going to have for our client, their customer and the industry.
Ellcom is a full-service public relations agency whose reputation is as content generation specialists. I am never out to get just another “customer-buys-the-product” tale. I bring back the photos and sound bites our team uses to create dynamic stories that resonate with our clients’ current and potential customers, the industry’s product engineers and project owners.
And I am the first one to see the story unfold.
Waiting for a connecting flight, I was already making calls and Googling what I could find. Product specifications and capabilities, applications – those are all a given. Anyone can report those. I am looking for more. I think of it more as being a storm chaser, looking for all the elements of the perfect storm, predicting where will strike, and racing against all other storm chasers to be the first one – if not the only one – in the best place to report it.
We aim to show the reader how this successful customer uses our clients’ products to stay ahead of their competition. What advantages made them choose our client as their vendor? How has the reliability and productivity of our client’s product lines helped this customer? Genuine, honest testimonials of product support and customer service come from their lips, in their own words. They decide the talking points, not I.
But that’s still not enough. I am vigilant for any insights that both advance the industry and increase market demand for the customer’s services, as well as our clients’ products. I want it all.
This is why so many magazines want to publish Ellcom’s stories.
Waiting for this customer to join us in his office, the sales rep and I still didn’t know exactly how this is going to play out. The rig is the most advanced on the market. The customer is a prominent drilling and blasting company in a construction consortium whose work takes them across the United States and include some of this country’s largest projects.
These were details vital to my story, but it still wasn’t my perfect storm.
The customer entered, we introduced ourselves, and BAM! It struck. Yes, better fuel economy, reduced downtime – but the customer also now had the ability to fully utilize the market’s newest, most precise face-profiling technology. If I wanted, I could go to the job right now, talk to the blast engineer and watch the surveyor using the new system before I got photos of the rig actually drilling that very pattern. So that’s where we headed.
The drilling and blasting contractor wins by showing its market that it has this new capability. The manufacturer wins by having the industry know it was their rigs and their product support that enabled this customer’s success.
Each story is a new perfect storm. That’s what I live for. That’s what the content generation team at Ellcom delivers.
Joe Bradfield is senior writer for Ellenbecker Communications.