Tag Archives: machine vision

2 Myths and 10 tips for Effective PR

For many small-to-medium sized B2B organizations we work with, we recommend a very targeted PR effort that maximizes limited resources through consistent product and company news, ideally on a bi-monthly to quarterly basis to start.

When we lead PR efforts for our clients, we remind them of two myths and follow ten rules to make sure outreach is done effectively and is a win-win-win…for our client, for the editor, and for TREW’s long-term relationship with both!

Houston Chronicle coverage of TREW client TAMEST K-12 STEM Education report.

2 Myths

  1. PR is “free” – on the contrary, PR is probably one of the most expensive types of marketing there is. Why? It takes time, patience and a consistent drumbeat over months and years to achieve lasting, impactful coverage. While advertising has hard costs – you place an ad, pay your bill, and poof, your company is in print or on a website – for PR, you can pitch many times before you finally achieve coverage. There are no guarantees, but either way, you have spent your time and resources.
  1. PR drives sales – have you ever thought to yourself “My product was covered in the press, but my sales not rising, so PR does not work.”  Well, let me ask you, when was the last time you read an small blurb, or better yet a page-long article, about a product you hadn’t heard of before and then got your credit card out and bought it? Likely, the answer is not very often, if never. Getting coverage should be the first “touch” in a series of touches that are needed to drive someone to give their name as a lead, much less place an order. PR is just the first step, and it requires consistent coverage over time combined with other types of marketing to see the collective payoff in leads and sales.

Quote from MoviMED product launch coverage, led by TREW.

10 Tips

  1. EDITORS and reporters have very little time, and very little patience. They also receive, on average, over 200 releases a day from companies all over the world. CONCLUSION: They will probably not read your release.
  2. EDITORS are very specialized, and they change their specialty quite often. CONCLUSION: Make sure that each editor receives the information that relates to his/her specialty.
  3. EDITORS, REPORTERS AND THE PRESS IN GENERAL know their jobs. They do not need to submit their stories to you, they do not need your help in writing them and they will not give you a preview of the story. CONCLUSION: Either take over the publication, or don’t ask to help.
  4. EDITORS are human AND always on deadline. They have a need to get their job done quickly and efficiently. CONCLUSION: The quicker you meet their needs, the quicker you get into print. Ensure that you know those needs before you meet (e.g., what’s the best/worst day to contact them), and make sure that you can meet them.
  5. EDITORS are not interested in advertising. CONCLUSION: Do not mention advertising to editors.
  6. STORIES are whatever the editor chooses to make out of your information. CONCLUSION: Once the story is written, there is no call back, no complaining and no post editorializing. The only exception is if there is a factual inaccuracy, which may warrant a followup and correction. Otherwise, it’s done.
  7. STORIES can be placed into very simple categories, but the editor does the placing. CONCLUSION: Determine what type of story you are presenting, and accept that the editor will do the categorizing.
  8. STORIES are, by order of interest- fast-breaking disasters, slow-breaking disasters, people of importance doing important things, new break-through products in new categories, older products doing new things, new versions of old products. [Then there are] the trash news stories that will only be placed by being a nuisance. These include: strategic alliances between two unimportant companies, me-too stories, design wins, personnel changes (unless the president shoots a VP), following major trend, obscure technical factoids, etc. CONCLUSION: Be realistic when pitching coverage, and place your story in its true category.  If you don’t, the editor will.
  9. STORIES become obsolete the moment they appear anywhere. CONCLUSION: For maximum effect, do not leak your story to a favorite editor, keep it for a complete roll out.
  10. OFF THE RECORD never is. CONCLUSION: Don’t ask, and never, ever assume.

To read more about our work in PR, read the TAMEST or MoviMED case studies. To read more about PR and securing coverage for your product or company, visit our blog post  TREW Top 9 List to Increase Your Product Launch Coverage.


TREW Client MoviMED Launches New Machine Vision Module

Today, engineers and scientists in robotics, medical device design and test, and industrial control can begin adding vision capabilities to their National Instruments CompactRIO systems thanks in part to the new MoviMED AF-1501 analog frame grabber module.

Featured announcement on www.ni.com/news

MoviMED's AF-1501 module pictured at right next to the NI CompactRIO controller.

Key to this launch has been the partnership with National Instruments, a leader in PC-based control and maker of innovative programmable automation controllers, like CompactRIO. The launch of Vision for CompactRIO is a win-win for both companies as NI continues to further expand the capabilities of its strong and growing control platform, and MoviMED strengthens its industry position as a knowledgeable leader in machine vision with the first-ever, innovative frame grabber module for CompactRIO.

Below you can see a simple setup with an analog video camera pointing to a shiny and reflective Christmas decoration bulb. Video was recorded using the new AF-1501 framegrabber module for through an NI cRIO-9073 controller. The software was coded in LabVIEW and took less than 5 minutes to put it together.

Through ongoing coordination with MoviMED leadership and the NI marketing team, TREW co-developed the launch strategy and plan, including messaging; news and web content development; customer testimonials; and the key tactics, owners, and project timeline for the announcement.

“TREW’s experience marketing technical products to engineers and scientists made them a great partner for us,” said Markus Tarin, CEO of MoviMED. “Their strong relationship with National Instruments and knowledge of the robotics and control markets helped us be an effective product partner and deliver an innovative solution to our customers.”

The announcement is featured on both the MoviMED and NI websites and is the top story in NI e-newsletter, NI News. In addition, check out some of the coverage already coming in below.

Advanced Imaging magazine features NI and MoviMED announcement.

Advanced Imaging magazine features NI and MoviMED announcement.

Congratulations to MoviMED and National Instruments. If your company has a new product to bring to market and would like help developing the product launch strategy and plan, give TREW a call.

MoviMED Selects TREW Marketing to Launch First-Ever Machine Vision Module for NI CompactRIO

We have some great news to share at TREW Marketing. We have been selected as the marketing agency of choice by Markus Tarin, President and CEO of MoviMED of Irvine, California, a leading supplier of integration services for the machine vision market. Our primary focus will be the launch of the first-ever analog frame grabber module for National Instruments CompactRIO platform. The MoviMED AF-1501 analog frame grabber module was previewed at NIWeek and will be formally announced later this fall.

The AF-1501 analog frame grabber module for NI CompactRIO is the first of many new machine vision products to come from MoviMED” said Tarin. “TREW Marketing was a natural choice to serve as our marketing partner in this launch given their deep experience and relationships in the machine vision space and with National Instruments.”

TREW Marketing will provide a range of marketing services, from initial product launch strategy and goal-setting with partner National Instruments, to content development, media relations, and e-marketing management.

“We are honored and excited to work with MoviMED on their launch of this first-ever machine vision module for the highly successful NI CompactRIO platform,” said Rebecca Geier, principal and co-founder of TREW Marketing in Austin, Texas. “With our long-standing knowledge and relationships in the test, machine vision, robotics and industrial control markets, we look forward to applying our broad set of marketing services to this important launch for MoviMED.”

For more information about the MoviMED AF-1501 analog frame grabber module for NI CompactRIO, contact Markus Tarin at m.tarin@movimed.com.

For more information about TREW Marketing, contact Rebecca Geier at rebecca.geier@trewmarketing.com.

Read TREW Marketing’s past blog post, Top 9 List To Increase Your Product Launch Coverage here.