Decision time: there’s a sale on a GPS at what seems like a decent price. There are bold, red letters letting me know that this item runs a “high sellout risk.” Do I pull the trigger? Not quite yet.

I need to hear the experience of others. I want to know first-hand if someone is pleased (or displeased) with their item. First I check the reviews on the site. Then I try the reviews on Amazon, followed by a quick Google search for other opinions. Finally, I check the warranty and return policy and, if comforted by my findings, make the purchase. If a $200 GPS warrants this amount of research, I can’t imagine the effort put into making purchases in the thousands or higher.

I’m not the only one that likes to hear it straight from the horse’s mouth. I was recently speaking to a client who commented that customers are always asking for first-hand examples of the company’s capabilities in specific target markets. This particular client’s sales staff, however, was hesitant to ask their customers for a short testimonial or participation in a case study.

This unwillingness to share customer information is understandable, though it can’t be the end of the discussion. The biggest hurdle is the ladder of buy-in. It’s our job as PR and marketing professionals to support the internal marketing team in communicating the importance of the satisfied customer voice. We need to get the sales staff and their supervisors on board and ensure that they understand the powerful influence that a testimonial can have. We’ve seen success through internal communications and reward programs that incentivize staff to push just a little harder to get customers to participate.

Case studies and testimonials are marketing gold. They allow a company to showcase a success story while controlling the content. A case study, unlike unmoderated, user-driven content, ensures a positive message that is peer-driven and promotes sales.

Not only is a case study handy in the sales room - it’s also a key part of a PR professional’s toolkit. It’s like an Ace up my sleeve – if an editor is hungry for content, a case study is almost always a welcome addition to any publication or web site. If customers are looking for case studies in the dealership, they’re most certainly looking for them in magazines or online. We can always squeeze a few more placements out of a case study, use the selected images or pull quotes for an upcoming editorial piece.

When looking to create a piece of collateral, it’s advantageous to produce something that has almost infinite uses. The case study, applicable in the salesroom, the boardroom and the newsroom, is that piece of the puzzle that reinforces the high level of quality, service and support that are the foundation of a brand.

It seems that North American trade press has been hit even harder than mainstream news. What’s the future of B2B communications while print flounders?

For many, the answer is a move to digital media - whether by offering an optional digital format of the magazine or a full-service Web site that includes articles, blogs, comments and news feeds. Content that is consistantly updated in real-time is the lifeblood of these sites and has become integral to the SEO strategies of companies fighting to maintain relevancy in a saturated online market.

The move to all-digital formats makes sense for many of these publications. After all, many of their readers are stationed at a computer or near their Blackberry/Palm/iPhone most of the day, so a digital media form makes sense.**

In order for these endeavors to succeed, these publications will have to become integrated; that is to say, it will likely have to go above an offering of a .pdf version of a magazine.  These sites should become the “hub” for their readers; a place where content is shared, readers become part of the conversation and remain engaged and informed. for digital magazines and Web sites for many of these trade publications.

Among all trade publishers, Reed publications have generated arguably the largest online media presence. Many have adopted not only a digital format (which I’m thankful for, on behalf of trees and my recycling bin), but also blogs, vlogs, Twitter and Facebook accounts. They saw the writing on the wall, got creative and adapted at a breakneck speed, exceeding the expectations of many. These sites do not behave like stereotypical, flat B2B trade pub Web sites – they are dynamic, interesting and content-rich. What more could you ask for?

I have faith that these publications, bolstered by their web-savvy editors, will emerge from the chopping block even stronger than before. I hope that investors can see the value in these publications, the bargain price they’re going for and, moreover, the influence and respect they have in their respective markets. To all of the editors that we have worked with here at Koroberi, we will see you on the flip side – and be sure to comment on your blog.

*(including the construction units Reed Construction Data US & Canada and RS Means, entertainment units Variety, Marketcast, LA411 and Buyerzone)

**I did see a few copies of a familiar B2B software magazine at the gym a few weeks ago, where admittedly reading from a screen is a bit difficult.

Koroberi, Inc. announced that it has joined the North Carolina Sustainable Energy Association (NCSEA). NCSEA is a non-profit organization comprised of individuals and businesses committed to creating a sustainable future based on renewable energy and energy efficiency.  Through education, public policy and economic development, the NCSEA works to ensure a sustainable energy future for North Carolina.

As a member of NCSEA, Koroberi becomes part of the leading organization for energy policy in North Carolina. Koroberi stands at the forefront of NCSEA’s goal of laying the foundation for a green economy that will retain or create tens of thousands of jobs in manufacturing, building retrofits, new construction, renewable energy and energy efficiency industries by providing incentives and requirements for the greater use of sustainable energy solutions.

“Joining NCSEA is only a small part of Koroberi’s commitment to sustainable energy and the environmental future of North Carolina,” said Kathryn Olive, president of Koroberi. “As a North Carolina-owned business, we recognize the significance that NCSEA could have on both our state’s environment and economy. We are dedicated to remaining environmentally conscious and are proud to be a member of NCSEA.”

For media information on Koroberi, Inc., please contact Samantha Devine by telephone at +1 919.945.5566 or by e-mail at samantha@koroberi.com

About Koroberi, Inc.
Koroberi, Inc. is a full-service marketing firm serving the strategic, creative and tactical marketing needs of a diverse list of business-to-business clients. Ranked among the top 100 business-to-business agencies in the country in 2007 and 2008 by B2B Magazine, Koroberi was also named by the Triangle Business Journal as one of the region’s top three interactive agencies. In addition to its marketing services, Koroberi also provides research and technical communications services to a range of global business-to-business industrial firms. The agency is based in Chapel Hill, North Carolina, adjacent to the state’s Research Triangle Park area, with an office in Brooklyn, New York.

Press Releases

The power of Koroberi PR creates 24/7/365 outbound messaging and leverages brand reputation across the globe

High Powered Journalism

Koroberi builds relationships with key journalists and editors to ensure that our clients are included in both editorial coverage and news features

Press Events

Planning, organizing and executing media events and press tours promotes key messages and increases company brand awareness

Media Monitoring

Koroberi offers real-time media monitoring and reporting to track ROI, manage client reputation and gather competitive intelligence

Raising Awareness

BtoB media coverage across horizontal and vertical markets raises our clients’ profile and ensures messaging is delivered to target audiences

Online Coverage

Thought Leadership

Koroberi’s ability to communicate complex ideas and concepts establishes client credibility, positions them as category leaders and drives sales leads

Social Media

Koroberi leverages social media tools for use in the BtoB space, keeping brand reputations in check

Media Training

From speeches to seminars, Koroberi prepares company leadership for presentations, interviews and media interaction

Crisis Management

Koroberi helps organizations prepare for and deal with unpredictable events that threaten harm to the company, its stakeholders, or the general public

Corporate Sponsorship

Koroberi helps evaluate and manage sponsorship events and planned giving to ensure that corporate responsibility and branding objectives are met

Launching a Brand

Tours

Koroberi increases brand awareness through client-hosted events, generating media and customer attention

Tradeshow Support

Employee Relations

Branding efforts often begin on the inside; we specialize in helping our clients grow from a house of brands to a branded house

Internal Communications

Koroberi newsletters, intranets and employee incentive programs build brands from the inside

Now all they need to do is open a Teleflora-like Vertikal Flower Service and we’re good to go.

Detail of Mary Lou and Her Other Sister, 1992 Acrylic on Canvas

Fashion designer Prada is throwing open the doors on an art gala celebrating provocative pop artist John Wesley. A little more nuanced than your typical Lichtenstein, but just as compelling.

Complimenting this furious output of homegrown moviemaking was a series of film posters that more than anything else serve as a time capsule to the early days of  surfing and the artistic sensibilities that surrounded our culture at that time.

The posters in many instances have a common type usage and format similar to the popular film posters of graphic designer Saul Bass but begin to play off in wildly imaginitive tangents, each one a small document to the heady days of the burgeoning surf scene.

The films themselves had their world premieres in locales such as the Santa Monica Civic Auditorium and Van Nuys High School. The venues may not seem that impressive in comparison to their Hollywood counterparts, but these locations, these movies and these incredible posters all played a seminal role in influencing generations of young surfers and skaters – such as the legendary Z Boys of Dogtown – creating a youth culture phenomenon that continues to this day.