Stroud, Gloucestershire
Cantillion King has been providing business-to-business marketing solutions to engineering-, manufacturing- and industrial-based clients across the UK since it was established in 1987.
For all Clients, our objectives are to raise brand profile, differentiate you from competitors and give your customers reasons to buy.
Show more
Be the first to leave a review for Cantillion King Advertising.
What information do you need from a client before you can start work?
We get most of the information we need from new clients by listening and we start listening at the early stages of a relationship buy undertaking a promotional audit.
What do you love most about your job?
We get a kick out of listening to clients that are passionate about their business, their products and their services. Their passion makes our job of delivering their promotional requirements much easier.
What inspired you to start your own business?
We didn't want our clients thinking they were just part of a big business portfolio often associated with larger agencies.
Why should our clients choose you?
Our clients aren't fobbed-off with executives and managers once an account is won, they deal with the partners day-in, day-out. This ensures relationships are strong and briefs are delivered on time and on spec!
Press Relations
The strength of a planned and sustained Press/Public Relations campaign is its ability to communicate, inform and educate through the perceived impartiality of the press.
A creative PR campaign will also reach audiences that cannot be reached cost-effectively through advertising. In short, PR will make a positive contribution to the promotional effort by reaching the parts advertising cannot.
These aspects of PR are important to reach and influence the widest possible audience. And the content generated via a press campaign can be used for so many other marketing acitivites including your website, email marketing, social media, etc.
Clearly your promotional objectives will not be achieved by simply issuing press releases. Yet with a great deal of information to communicate to a large number of people, PR should be an important part of your promotional strategy. To influence the widest possible audience and reach the broadest possible range of publications, PR must:
• Be planned and carefully targeted
• Present your messages in greater depth
• Challenge conventional solutions
• Stimulate
Planned Targeted and Tailored Press Releases
Hundreds of press stories, features and releases are submitted to the media every day. To ensure that every press opportunity is fully exploited, the story should be immediately identified by the editor as relevant for his/her publication. We make sure that each press release is carefully targeted and tailored by making it relevant to each candidate media sector.
Pro-active PR for In-depth Editorial Coverage
PR planning at Cantillion King means regular contact with editors, journalists, bloggers, etc. to change press release opportunities into extended features. The stories are offered on an exclusive basis in advance of press releases. Meetings are arranged with important editors. Suggestions for articles are presented for consideration.
Challenging Conventional Solutions
Where possible press relations should be used to challenge conventional solutions in key product or market sectors. This helps to differentiate and provide positive reasons for customers to buy.
Stimulating Product PR
We will ensure that the PR programme is carefully regulated and that news releases are never dull! Each item should be newsworthy, stimulating and genuinely interesting. Photographs and applications information will be used to add interest to product stories and ensure that quality enquiries are generated.
Branding
Branding makes a company famous in its marketplace and requires a combination of impact and frequency.
To achieve this is really the job of advertising, which can be designed with impact and bought for frequency.
However, PR will contribute by providing brand support.
This will be achieved by ensuring that the newsworthiness of your products and services is exploited to produce sufficient quantity and variety of material to provide frequency.
Positioning
Positioning is important to ensure that your brand is differentiated effectively.
Besides an overall positioning, we will ensure that your considerable experience as a product, service or
solutions provider is highlighted.
Using PR to support your marketing activities will ensure that customers and prospective customers across all sectors understand and know your offering and have an accurate perception of your positioning.
Communicating
All forms of marketing can be used to communicate effectively at all levels, but we believe that press relations is ideally suited to cost-effectively provide the continuous flow of information necessary to continue to educate the target audience in each market sector.
However, communications will be improved by recognising the importance of a core proposition and taking a very single-minded approach to reinforcing and supporting it at every opportunity.
Supporting Sales
Press relations is an effective way to support strategic objectives because press releases in most media outlets are still viewed by many as unbiased editorial endorsements and are perceived to be more "believable" than advertising claims.
It is therefore not unusual for PR to generate higher numbers of enquiries than advertising.
Case studies that highlight conversions from competitor products/services to your own business also have the potential to generate better quality enquiries than the equivalent volumes generated by other marketing activities.
Press releases, case studies and technical articles/white papers can also be used as content for your website and social/email marketing purposes.