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Structured Approach Raises Avnet Memec Profile

As a niche constituent of the global electronic component distribution organization, Avnet Inc, Avnet Memec had existed under a number of different guises before it settled into its current identity. Neesham PR was appointed by Avnet Memec early in 2010 with a programme designed to boost media awareness of the company in the UK and Nordic regions.

Avnet Memec in Europe
Following the acquisitions of both Azzurri Technology and Spectre Communications in 2008 and 2009, Avnet Memec had evolved into a major force within European distribution and positioned itself as a highly technical demand creation distributor with approximately 250 employees in every key European market. Avnet Memec

At the beginning of 2010 the electronic component market was emerging from global recession and allocation was beginning to bite. At this time Avnet Memec had signed new key franchise agreements with suppliers such as Silicon Laboratories and Norwegian start-up, Energy Micro, its UK business was growing and began to implement a vertical market business strategy. Outside of its home territory in Germany, Avnet Memec was punching well below its weight in terms of press coverage.

Neesham PR’s Strategy
Neesham PR recommended and implemented a PR strategy for Avnet Memec designed to:

    • Bring an improved structure to Avnet-Memec’s external image
    • Highlight Avnet-Memec’s technical and engineering expertise
    • Build strong, lasting relationships with key UK and Nordic editor

   These objectives have been achieved through:

  • A UK press launch of the Vertical Market Strategy with one-to-one editor meetings for the  major UK trade publications
  • A programme of regular press releases highlighting Avnet Memec’s technical credentials
  • Pro-active identification of further editorial, awards and interview opportunities in both mainstream electronics trade media and target vertical publications
  • A follow-on press briefing in London and Stockholm to celebrate Avnet Memec’s 5th anniversary

 As a result of the PR programme Avnet Memec has achieved:

  • Regular and high profile exposure of news announcements in key UK electronics trademedia
  • Interview requests for UK executives
  • Article requests from vertical aerospace and medical publications
  • An increase in news pick-ups by Nordic publications

Avnet Memec’s View
“Neesham PR’s industry knowledge and experience was obvious from the outset. Their strong relationships with key editors have enabled Avnet Memec to quickly establish a high media profile and reach out to a new audience. Each and every event and interview they have organised for us has been done efficiently and professionally enabling us to focus our efforts on getting our messaging across.”

Tom Oelschlaeger,
Director of Communications, Avnet Memec

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