Proactive Marketing is for the most part me – John Ellis. 

Proactive Marketing was established in 2002 and currently runs media relations campaigns for 10 electronics businesses. 

These businesses are international manufacturers and UK distributors of electronic components and systems. 

I hold both an electronics qualification and a marketing qualification and had some 30 years’ prior experience in the electronics industry, including nearly 15 years in sales management and marketing roles before moving to providing full time external marketing services. 

My technical background and experience provide me with a good understanding of the  technologies I am involved in publicising and greatly simplifies the client briefing process. 

For most of my clients, I can produce a press release from no more than a data sheet and some suggested applications, making the process simple and timely. 

Editors also appreciate my background knowledge and clear explanations. 

Product areas covered include power conversion, embedded computing, IIoT/M2M  communication, EMC and Emech components and systems, HMI, connectivity (including  RF/uW/Cryogenic/Motorsport), contract manufacturing and component sourcing/supply chain. 

Markets covered include electronics, test & measurement, industrial, defence, medical,  automotive/motorsport. 

Geographical coverage is UK, EMEA, and where required, the USA via a partner agency in California. 

I like to describe my function as Media Relations rather than as a PR Agency. Creating, mailing and following up technical press releases is my main function. 

On top of these, I can create new articles, edit and re-submit existing ones, write case studies  and white papers for publishing and place comment articles where appropriate. 

I forward feature monitor magazines for any relevant special features which would be of interest  to my clients – well written and illustrated press releases will get published regularly – submission to relevant special features has even greater effect. 

And I ensure that, when possible, my clients meet and develop relationships with relevant key editors. 

The purpose of this is to raise the client’s profile with the editors, increasing the likelihood of  PR being published and encouraging them to make direct approaches for relevant special feature submissions.

PR is widely regarded as the most cost-effective external marketing activity and has several benefits for clients. 

The main benefit is to promote products in, and generate enquiries from, the traditional print and growing online technical media – including postings on LinkedIn and X (Twitter). 

Additional benefits of published PR include: 

Direct links to client websites from online media resulting in lead generation and improved SEO 

Online PR and articles with inward links become a permanent cache of client content and also  keywords, further improving SEO 

Once published, PR should be placed on the client’s website to provide a steady stream of new  content, much liked by search engine robots and improving organic search engine ratings 

Publishing PR on client websites also indicates to visiting customers that you are an active company with lots going on 

PR also has a positive effect on internal company engagement, is a resource for distributors/channel partners and for distribution companies will improve relations with principles and suppliers, by demonstrating share of mind. It is also a beneficial way to  communicate with existing customers who will be interested in your company’s activities and  reassured by your continued innovation and success 

If required, I can call on a network of experts in the fields of web design, SEO, media buying,  graphic design, high-quality PR photography, videography and technical translations 

Costs for using these additional services are agreed before commencing work – this “networked  agency” business model avoids unnecessary overheads for clients 

The only regular cost is the retainer for my services. 

Media information: 

The technical media available to us can be roughly categorised as Design and Product  magazines. 

Design magazines feature news and technical content for systems designers. 

Product magazines have had to reinvent themselves to become more relevant since it is now  common to use web searches to find components etc. In addition to just product news, they  now feature industry news, comment and market focusses. 

Traditional print magazines are still very popular with publishers, readers and hence advertisers.  While there may be no direct electronic link to advertiser’s websites, they offer the best  mechanism for branding and establishing technical credentials. Print is recognised as better medium for reading and sharing longer and more complex articles. It also has a longer “shelf  life” and offers read-on opportunities over anything digital, which is by its nature transitory. 

Almost without exception, print magazines now have digital versions which look and feel exactly like the print version (even down to corner page turning and paper rustling sounds) and have the advantage of hyperlinks to advertiser’s websites, offering direct lead generation, web stats and improving SEO. 

A number of print magazines now also have App versions on Apple and Google Play. 

The digital and App versions mean that even notionally single, country-based magazines now  have global reach. 

Print magazines with independently audited publications typically have circulations around 8- 10,000 requested readers. 

Digital versions will have additional similar sized circulations including some subscribers who  wish to receive both versions. 

Digital only magazines tend to be more specialised or serve markets (technical or geographical)  where the cost of physical printing is uneconomic. 

They will have the same live links as the digital versions above. 

Digital content platforms – websites which deliver real time new product news to the global  electronics industry are web based information sources, usually separated into vertical market  segments, that publish product news and articles and send newsletters to subscribed readers. 

Newsletter circulations are typically greater than 60,000 and mailed globally. 

In some instances, they produce digital magazines covering topics such as Design, Product,  Power and Test & Measurement, which frequently generally printed for circulation at exhibitions. 

Thank you for taking the time to read this. 

John Ellis, Owner 
Proactive Marketing