Barcoding: Record Media Coverage Helps Lead to Increased Sales, Growth and Acquisitions

OVERVIEW

Barcoding, Inc. (Barcoding) is a supply chain automation and innovation company that enables organizations to be more efficient, accurate, and connected. With dedicated practices in Supply Chain Architecture and Analytics, Data Capture, Client Services, RFID, Consumables, and Software Services, Barcoding impacts tens of thousands of organizations in a wide range of industries by increasing revenue, reducing operational costs, and improving customer experiences. Founded in 1998, Barcoding is headquartered in Baltimore, Maryland, with offices across the United States, and is a proud sponsor of the #SupplyChainGeek Network. 

CHALLENGE

When Baltimore-based Barcoding approached DPR Group in 2010, the company wanted to build increased brand awareness and establish its executives as thought leaders. In addition, the company was on the verge of launching its Executive Forum event, a full-day customer networking conference in Baltimore designed to provide “Supply Chain Geeks” with the knowledge to succeed with mobile technology. Barcoding needed a public relations and marketing partner that could evaluate the company’s messaging to establish what makes it unique from its competitors. The company wanted to gain visibility in its target industries and create buzz around its new conference.

Key Goals

  • Build brand awareness
  • Establish executives as thought leaders
  • Generate buzz around Barcoding’s Executive Forum industry event

EXECUTION

In order to build brand awareness, DPR Group worked with Barcoding executives to develop bylined or “ghostwritten” articles on key industry topics like RFID technology, automated analytics, consumables and asset management. We helped raise Barcoding’s profile by securing placements about the company in key industry publications, such as Refrigerated & Frozen Foods, Wireless Week, Food Quality & Safety, Modern Materials Handling and Industry Today. In addition, DPR Group secured interviews with various editors that resulted in quotes from Barcoding executives being included in top industry articles in Food Logistics, RFID Journal, Field Technologies, Snack Food & Wholesale Bakery and Material Handling Product News. 

During the first year as Barcoding’s PR partner, DPR Group achieved three times the number of the initially projected media placements. Then, in each ensuing year, DPR Group garnered an ever-increasing amount of media attention. This culminated in 2016 when DPR Group secured 40-percent more placements for Barcoding than the banner first year!

For the Executive Forum, the DPR Group team spread awareness leading up to the inaugural event through traditional press releases and media relations and during the event with live Facebook and Twitter posts. Afterwards, to continue the conversation as well as build momentum going into the Executive Forum Encore event, DPR Group composed a series of targeted blog posts highlighting the different sessions at the event for the Barcoding website.

When DPR Group suggested creating case studies, based on current client projects, to build the company’s reputation as a leading systems integrator, Barcoding immediately realized the value. Ultimately, the sales and marketing teams found the case studies to be highly valuable when they met with prospective clients. DPR Group was also able to place the case studies with industry-related publications—further enhancing Barcoding’s reputation as an industry expert.

Over the past seven years, DPR Group has increased awareness and recognition of Barcoding and its services has increased and positioned its executives as thought leaders for wireless, mobile, handheld technology and the AIDC industries. Now, prospects recognize Barcoding as a viable solution provider, which helps the business development team close deals.

Recently, the company expedited its growth through a series of acquisitions. As the new companies, like POWER UPTM, CaptureTech and Versatile Mobile Solutions, are integrated into the company’s culture, Barcoding further engages DPR Group for PR and marketing services, extending its corporate-level successes to the new subsidiaries.

DPR Group Achievements

  • Raised Barcoding’s profile through abundant, targeted media placements and promotion of company executives as industry experts and thought leaders.
  • Created customer case studies for use in business development, as well as placement in key industry publications.
  • Developed and secured placement of bylined articles with key media outlets: Refrigerated & Frozen Foods, Wireless Week, Food Quality & Safety, Plant Engineering and more.
  • Built awareness for inaugural Executive Forum using traditional public relations tactics and continued momentum for future events through the use of social media and blogging.
  • Achieved record amount of high-quality media coverage– a 40-percent increase in 2016 over 2011, a record first year of engagement.

PERFORMANCE REVIEW

“DPR Group has been an asset to Barcoding’s marketing department since 2010. Through their expert writing, advice and connections, we’ve secured local and national media coverage, leveraged the power of search engine optimization (SEO) with a strategy of inbound content marketing, and strengthened our brand’s reputation as a leading systems integrator.”

– Jody Costa, Vice President of Marketing, Barcoding, Inc.

What People Are Saying

DPR Group has achieved results for DirectMail.com that have far exceeded our initial expectations. We look forward to a long-term relationship with DPR Group as an integral part of our corporate growth goals.

Robert Salta
DirectMail.com

DPR has been an asset to Barcoding’s marketing department since 2010. Through their expert writing, advice, and connections, we’ve secured local and national media coverage, leveraged the power of search engine optimization (SEO) with a strategy of inbound content marketing, and strengthened our brand’s reputation as a leading systems integrator.

Jody Costa
Barcoding

DPR Group is a trusted adviser to both Quality Associates, Inc. and DocPoint Solutions. DPR’s wide range of PR services ensures that our most important news is what our industry views first.

Scott Swidersky
Quality Associates, Inc.

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DPR Group has provided valuable public relations insight and helped us increase our marketplace visibility on a local and national level. Our partnership has enabled us to focus on growing our client base, while expanding our messaging and showcasing our unique services.

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Since 2007, DPR Group has been a trusted business partner providing expert public relations and marketing advice. DPR Group has secured tremendous positive media coverage for our firm, bringing visibility to our software and assisting our sales.

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