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News Story |
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... in the Feb'06 issue of the VigilantVoice, the internal newsletter |
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Maximum Exposure: A New Foray for Yokogawa It is a rare occasion when opportunity rises up and nips you in the behind—it is even rarer when opportunity literally calls you on the telephone. In late August, Yokogawa was extended an invitation to present an article in a major weekly publication. Only 15 or 16 companies are carefully selected to be invited to present their "advertorial" piece in the Special Feature section that reaches 1 million-plus readers. Steven St. Laurent, Creative Director, fielded the phone interview that led to Yokogawa’s first exposure outside the standard trade journals. "The sales rep called and asked a lot of questions to see if Yokogawa would fit in the publication," Steven said. "I answered his questions favorably, but he’s not a very excitable person. I read him the very first paragraph from the first VigilantPlant bulletin, and I thought he was going to fall off his chair." YCA’s Business Unit managers immediately understood the potential gain from this exposure. YHQ, when presented with the opportunity, immediately agreed to pick up the tab. Shin [*] gathered and doctored copy from VigilantPlant materials. Con [*] and Steven polished the copy, headline and corporate profile. The article is required to be educational in nature, with no apparent embedded marketing. The short corporate profile does allow for a marketing tie-in. Look for Yokogawa’s first-page feature in the Manufacturing Solutions Special Feature in the October 31st issue of BusinessWeek. [*] = name withheld for privacy |