Safety experts earn good vibrations and get recognised with tech PR success

HAVmeter Vibration Safety Tech PR Effective PR campaign delivered transformation in fortunes of vibration safety sales team Monday, May 27th, 2013

Safety experts earn good vibrations and get recognised with tech PR success

HAVmeter Vibration Safety Tech PR

Effective PR campaign delivered transformation in fortunes of vibration safety sales team

Challenge

Frontline staff are the eyes and ears of any business and for Reactec those belong to the sales team. Despite having an ingenious, affordable and effective safety product, the sales team were coming back with a clear message: “Our name isn’t well known enough.” Reactec is the market leader in vibration safety. It developed the HAVmeter solution which simplifies hand arm vibration (HAV) management, crucial in sectors including construction, grounds maintenance, oil & gas and automotive, where employees work with power tools. Overexposure to vibration can result in the crippling condition Vibration White Finger (VWF), leaving organisations open to insurance pay outs and expensive legal action. The HAVmeter solution removes all guesswork from the monitoring of staff exposure by automatically logging, measuring and recording tool usage. While Reactec was making headway getting its name known in target sectors, progress was painfully slow.

Objectives

That target was to raise name awareness for Reactec, especially in the key sectors where workers regularly use power tools. Sales staff were frustrated by a lack of name recognition causing hurdles to getting appointments with HR or health and safety staff in main target sectors. They also reported that HAV safety was not often seen as a priority because of a lack of knowledge and understanding of the cost-saving and risk reduction benefits of the HAVmeter. This meant another target was to raise awareness and understanding of VWF and the risks it poses to business. We agreed to achieve coverage in specialist and niche titles, aligned with the industries and sectors being targeted by Reactec and to raise awareness of both HAVmeter name and the risks of poor HAV management.

What we did

It was essential to elevate the discussion about HAV beyond the technical sphere of the health and safety niche. So, we identified general interest stories likely to attract wider attention to reach influencers beyond the HR/H&S departments. These included case studies in unusual or unexpected sectors, like Everton’s Premiership football stadium and various well-known sites managed by Historic Scotland. We refined memorable key messages, highlighting the risk and associated costs of poor HAV management, against the benefits of the HAVmeter solution. Tailored briefings were sent to specialist trade media in sectors ranging from aggregate and plant hire, to luxury car manufacture and hazardous offshore environments. Reactec experienced an immediate and pronounced increase of coverage in target trade and specialist titles and mainstream business media. Sales staff reported a marked increase in name recognition and far greater success in booking appointments with decision makers.

Results we delivered


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Articles in local, national and trade media

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Online news coverage

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Number of articles with at least two Key Messages

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Led to appointment of in-house head of marketing and comms