Using Publicity to Identify Business Opportunities
By-lined Article Targets a Niche Market

A major insurance broker identified large automobile dealerships across the country as prime targets for a new product that the firm believed successfully addressed key coverage concerns held by the majority of these businesses. However, it was critical that the dealership's insurance decision-maker first understood a complicated sales message. Sawmill recast the message into an "issue" by-lined article pitch that was immediately accepted by the editor of DealersEdge, a leading trade publication covering a wide range of business topics relating to owning and running an automobile dealership. Reprints of the page-one article were included in product information packets sent to dealership executives. Within six months of the article appearing, the insurance broker is in final contract negotiations with a couple of dealerships around the country.

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