Marketers today strive towards a mutually beneficial relationship between brand and consumer. More and more companies are recognizing the advantages that press releases deliver to marketers in distributing owned content that educates their target customer. Visteon Corporation’s recent press release “3-D Gesture Recognition, Virtual Touch Screen Bring New Meaning to Vehicle Controls,” reminds us that the brand mention doesn’t have to be front and center. Instead, the customer benefit is the focal point of this announcement.
Get to the point, literally. An easy-to-read bullet point list outlines the benefits of Visteon’s new invention. 3-D gesture recognition is a complex concept for people to understand, so it’s important to eliminate jargon when introducing new information.
Include visuals for further understanding. I was personally intrigued by how this new technology functions in everyday practice. Visteon offers a look at how their new “automotive cockpit” concept actually works by adding short and to the point video to their release demonstrating each of the features highlighted in the bulleted list.
Provide research that validates a need for your new product or concept. For instance, Visteon noted that 70 percent of the participants who test-drove the cockpit concept were very interested in not having to search for a physical volume knob. That’s a large majority!
A focused call to action linking to Visteon’s blog, offers more supporting evidence and drives reader traffic directly to the company’s owned content.
Given the complexity of this topic, this press release serves as a great example of how to leverage distribution in order to effectively communicate and educate consumers. Nice job, Visteon!
Author Alyse Lamparyk is a Customer Content Specialist for PR Newswire. Follow her on twitter @alyselamp.