The Wilo Group, which originated in Germany in 1872, is one of the world’s leading manufacturers of pumps and pump systems for: heating, ventilation, air conditioning, water supply, sewage disposal, and wastewater treatment. Yet, Wilo USA was relatively new in the U.S. market and had a modest market share compared to its North American competitors. Wilo USA management understood that increasing company and brand awareness were critical for penetrating the U.S. market and turned to Interline.
When Wilo USA opened a distribution center in Thomasville, Ga., recently marking an important step in the company’s U.S. expansion, Interline invited members of the press across the U.S. and local dignitaries to attend an open house event at the facility. The media open house, which included a plant tour, one-on-one interviews with Wilo USA professionals and time to socialize, was well attended. Interline media relations specialists handled both onsite and follow-up press requests and needs.
Interline also executed an ongoing public relations strategy. Interline publicists issue media kits for industry trade shows, write and distribute press releases for product launches and general corporate news, write and schedule social media as well as write and place case studies about successful customer installation sites in print and digital publications.
The media open house resulted in numerous stories in the press, touting Wilo USA’s distribution center, its products and services, and its aggressive plans in the U.S. pump market. By building relationships and recognition with the trade press through the open house and other efforts on behalf of Wilo USA, Interline enabled editors to readily acknowledge Wilo USA’s presence in the U.S. and its expertise in commercial and industrial market segments. Editors are aware that Wilo USA is an up-and-coming company in the American pump market and now look to Wilo for editorial content and comments on industry matters. Interline’s publicity measures also reach specifying engineers, building managers and other influencers to keep the Wilo USA name front and center.