Inkcups: Expanding KC Media Relationship Leads to Strong North American Media Success
Background
Karis Copp Media had been managing European PR and communications for Inkcups, a leading supplier and manufacturer of direct-to-object printing equipment, for close to a year when the company opted to expand the relationship, appointing Karis Copp Media as its global PR agency.
Karis Copp Media serves a global client base, and we work hard to maintain our knowledge and expertise across geographical markets. We also work closely with a wide range of international editors and content creators. Broadening our remit with Inkcups was a privilege that we were ready for, and we were excited to get started!
While the agency was already very familiar with Inkcups technology, operations, and market position, representing Inkcups’ communications interest beyond Europe required a deeper insight into its priorities and goals in the rest of the world, as well as an understanding of differences in existing and potential customer bases and how best to engage with them.
Distinct Media Landscapes
The European print and packaging trade media landscape that Inkcups targets is diverse, thanks to a need for regionally and nationally specific content and linguistic and cultural differences, as well as the prevalence of smaller, sub-niche publications.
Conversely, the B2B print and packaging publication environment in North America is more consolidated. Publications are more likely to cover broader market segments and deliver content tailored to a range of professionals in sub-niches in conjunction with general industry-specific content.
Our Approach
Inkcups was keen to replicate our successful European media outreach in North America. Our initial work with Inkcups supported the company’s scale up of its European presence, increasing brand and product awareness and taking a targeted regional approach to communications. In North America, where Inkcups is headquartered, brand recognition was already strong, and we modified our media outreach approach in order to:
Highlight Inkcups’ expertise and technology capabilities in key application areas such as drinkware and reusable bags
Demonstrate the opportunities for diversification into new revenue streams available with Inkcups technology
Bolster Inkcups’ authority on the topic of direct-to-object inkjet printing
Position Inkcups spokespeople as subject matter experts
With strong relationships already in place with our target global media, we identified some media targets whose readerships were particularly relevant to our objectives. We then established upcoming feature opportunities in these publications and crafted clear, relevant pitches to editors offering our expertise on the topics.
With other target media, we created thought leadership pitches for articles that we knew would be compelling to the editor, beneficial to the outlet’s audience, and would support Inkcups’ North American communications goals.
Our Results
Thanks to our targeted and strategic media outreach approach, we attained five feature contributions and two thought leadership articles in leading North America-focused publications, all secured in June 2024. This resulted in reaching a total estimated audience of 126,500 print readers and 71,000 online readers, with newsletter and social amplification expanding that reach even further.
“‘Drinkware printing is profitable – and pre-treatment is paramount’”
6,000+ print copies distributed to members
14,000+ unique website visitors per month
PRINTING United show edition, with a number of additional copies available at the expo
Bylined article in Specialist PRINTING Worldwide
‘How to capitalise on the reusable bags opportunity with direct-to-object inkjet printing’
Print distribution circa 100,000
Average monthly website visits: 2,500
Social media audience: circa 150,000+
This issue distributed at PRINTING United Expo and LabelExpo Chicago
Feature contribution in Print & Promo Marketing
‘How Distributors and Suppliers Can Use Contract Decorators for Difficult Jobs’
Total community of 121,000+ buying and selling professionals
26,000+ readers a month
18,000+ subscribers to newsletter
Feature contributions in Industrial Print Magazine
UV curing for direct-to-object printing and Equipment Highlight – XJET Switch
8,500 print subscribers
52% of readers plan to purchase or lease a digital printer in the next two years
Feature contribution in The Apparelist
‘Why Offering Promo Products is a Great Idea for Apparel Decorators’
Apparelist total audience – 20,000+
75% of audience are apparel decorators or promotional products distributors
Guest article in Plastics Decorating
Digital Decorating Personalizes Promotional Drinkware, Boosts Sales
12,000 readers each quarter
8,500 website page views each month
“We have worked with PR agencies in the past, but none have demonstrated the level of expertise and professionalism that Karis Copp Media has shown. Their deep knowledge of the print industry, combined with their strategic approach, has elevated our global presence and significantly strengthened awareness of Inkcups across key markets.”
Riley Mann, Digital Marketing Strategist at Inkcup
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