Kristin M. Kraus
Key Skills & Services
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Product Launch Events
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Press Releases & Briefings
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Investor, Press & Influencer Event Materials
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Customer Events
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Executive Speech Writing
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Acquisition Management
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Strategy, KPIs and & plans
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"Day in the Life" & customer touchpoint mapping
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Storytelling
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PR Plans & Execution
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Customer Stories
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Testimonials
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Trade Shows
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Metrics & analysis
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Content creation & editorial calendar development
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Best practices & implementation insights
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Product Claim Development & Substantiation
" “Authenticity requires a certain measure of vulnerability, transparency, and integrity. "
- Janet Louise Stephenson
Mommy Bloggers Event
Opportunity: Create a fun, collaborative way to connect with a group of highly-coveted influencers -- mommy bloggers -- and get their gut reactions to new products and features on Kodak Picture Kiosks. Give them a sneak peek and let them create anything they want with their own photos.
We worked with this CA-based business owner on a completely new store concept and design as he transitioned his business to digital. New equipment, workflow, design and Kodak-recommended merchandising. Time to celebrate and introduce his re-juvinated store to our leading influencers.
Results?
Great press and social engagement by the mommy blogger guiests, plus content for so many marketing uses. Genuine, excited, engaged customers - a marketer's dream wish list. Watch for the baby's reaction . . . :)
The new store design and release of retailer video clips from the event also sparked more retailers around the world to create their own product demo videos with Kodak kiosks - bonus! Can't beat the competitive spirit of smart business owners.
Additional Related Video on my YouTube Channel:
New store design - installation of Kodak APEX Solution (B2B)
Kodak Kiosk Influencer - Experience Story
Kodak Kiosk User - Blogger Experience Story
Editorial + Customer Success Stories =
Win. Win. Win.
Challenge: Take one typically long sales cycle for a new solution that represents a major system/process change at a hospital. Hmmm.
The Strategy: Begin mining the excellent process in place at Getinge for monitoring customer satisfaction - from a marketing perspective. Target early adopters also known for very demanding standards (and a desire for some good press of their own).
Objective? Case study gold.
Reached out to key publications with news of potential customer POV vs the typical quotes from manufacturers. Key editors? Sold.
Results?
Within 3 months on the job, I went from responding to editors with names of the right product managers for a quote to add to their story, to regularly sharing ideas for features based on customer case studies and industry-leading research.
Great selling tools. Solid opportunities to sell potential case study customers on the benefits of good press for their hospital.
We promoted these customer stories in all our marketing materials, encouraging direct connections among interested prospects and our customers. Also invited conference attendees to candid Q/A sessions with them at a major conference, in our booth.
We had squeeky-tight ad budgets, but ran full-page ads when stories appeared.
Viewed as a bit of a risk early on internally at Getinge -- would customers participate? -- but this paid off well beyond the PR goals.
Win. Win. Win.
" People may hear your words, but they feel your attitude. "
John C. Maxwell
Press coverage that delivers
This web technology company needed help driving some priority projects for their firm. PR was a natural fit as they had some very good stories to share and testimonials had proven quite effective in the past.
I worked with the their new client, Norwalk Furniture, to create a PR plan to get the word out to key publications. Their technolgy was being used in a new commerce site selling the furniture line
from popular designer Candice Olson, star of HGTV.
We focussed on pitching the story to a few key target publications where the story would generate some great buzz for Liquid Pixels and Norwalk.
Internet Retailer picked up the story and ran a feature in their next possible issue. The LiquidPixels team got a great sales tool plus a happy customer who was highlighted for their wise investment and focus on a quality shopping experience. Win. Win.
IAHCSMM Trade Show Intl Association of Health Care Central Service Materials Mgmt
This is one of the most important trade shows for Getinge for their Health Care division.
Key products promoted:
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Getinge Assure SafeStep Contamination Monitoring System
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Focus of the booth - major product announcement and demo
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Pre-show sampling to attendees
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CEU Course Book on Biolfilm
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RD Rapid Disinfector
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New technology for this audience
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T-DOC Instrument Tracking
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Customers available in the booth to share their challenges/successesand answer questions
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Results?
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Leads up 200+(3x) from previous year
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Immediate email follow-up from the show floor - fast sales response to inquiries
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Piloted pre and post show email and telemarketing - shipped sample kits of SafeStep for rapid launch into key hospitals
