Gerber Technology
“Raising visibility in a competitive Product Lifecycle Management market”
The Challenge:
In December 2007 LP&P won the Gerber Technology account. At the time, Gerber Technology had a very deep history and was a very successful solutions provider in the CAD/CAM marketplace. The company had always handled its public relations using in-house resources, but decided it was time to augment its internal team with an agency in order to start securing a more consistent stream of coverage, as well as greater share of coverage for their expanding software business in Product Lifecycle Management (PLM) applications. Furthermore, the company wanted to leverage public relations to drive company leadership in the PLM for fashion and apparel market, in order to differentiate themselves with competitors.
The LP&P Difference:
LP&P worked with Gerber Technology to build a strategic three-pronged public relations program, encompassing news, bylines, editorial calendar management, and thought leadership opportunities. Heavy emphasis was placed on defining the difference between traditional PLM systems and PLM systems designed for fashion and apparel companies and establishing Gerber Technology as the undisputed leader of that market. These objectives were met through the cumulative results of several programs including:
Program 1:
An aggressive news program supported by consistent meetings with tier-one targeted media in fashion and apparel
Program 2:
A proactive media relations campaign that promoted Gerber Technology spokespersons as experts on PLM subject matter as it affects the fashion and apparel markets. Through this program LP&P was able to establish Gerber Technology spokespeople as “sources” for the press on trend stories in publications such as:
- Manufacturing Business Technology, “PLM Fashions Industry Know-How” - May 2008
- Industry Week, “PLM’s Natural Evolution” – August 2008
- A byline program, which since commencing has resulted in three placements across a targeted group of fashion and apparel publications
The Results:
Prior to engaging with LP&P, Gerber Technology coverage was non-existent and often grouped in with its parent company’s financial performance coverage during quarterly earnings. As a result of LP&Ps efforts, more than 80 pieces of coverage were secured for Gerber Technology in just six months, boosting coverage by more than 500 percent. More importantly, the quality of coverage improved dramatically with the company now being positioned as a solid provider of PLM solutions and a pioneer in the apparel specific PLM marketplace.
Some of the recent results worth noting include:
- More than 80 pieces of coverage since starting to work with LP&P;
- Consistent editorial placement in top-tier publications each month;
- Placed thought leadership byline in targeted outlets;
- Placed number 42 on the Apparel Magazine’s 100 Top Innovators list for their work with adidas.
Highlights of secured coverage include:
- Apparel Magazine, April – Mervyns Tackles Opportunity (cover story)
- Just-Style.com, April 10 – Gerber Opens $1m Advanced Technology Centre
- Apparel Magazine, June – Gerber Technology Releases Accumark™ 8.3
- Apparel Magazine, May – Apparel Top Innovators Awards
- Manufacturing Business Technology, May – Fashonistas Say They Know was Much About Innovation and Outsourcing as the Others
- Just-Style.com, June 11 – Gerber Technology Launches New Cutting Series
- AutoTech Daily, June 25 – Supplier Touts Efficiency, Flexibility of New Cutting Machine
- Apparel Magazine, July - Thinking about PLM? Don’t Forget the Front End
- Industry Week, August 1 – PLM’s Natural Evolution
- Fashion Manuscript, March – Focusing on the Future of Fashion
- Fibre2Fashion, July – How can the integration between CAD and PLM solutions increase the sales forecast accuracy and accelerate the product development in the apparel and fashion industry?
- Fibre2Fashion, August – How can Web based product document management software speed up design development and modification in the textile and apparel industry?