Business profile: NeonDrum
November 09, 2012
The boss: Nicky Denovan. “I studied English Literature at The University of Reading and have built my career in business-to-business marketing.
“My first job was a European marketing communications role, working for a US software company in Reading.
“From there, I moved to a local PR agency and then made the switch to an in-house position.
“In 2006, my business partner Lloyd Pople and myself struck out on our own, setting up our PR and web consultancy, EvokedSet.
“We enjoyed the challenge so much we established our sister company, NeonDrum, shortly afterwards.”
What is your business about? “NeonDrum is a press release distribution service specialising in online news and we make our customers famous online.
“The web is made up of people who are actively looking for information about your market area and activities, whether you’re speaking at an event, publishing a guide, or attending a trade show.
“This news might not make the front page of a traditional print publication, but it’s readily picked up by – and delivers huge value to – online communities that are important to your organisation. It’s what NeonDrum stands for: ‘be seen and heard online’.”
What products/services to you offer? “We distribute news releases to a hand-picked list of global online news sites, blogs, forums and social media.
“This generates three key benefits for our customers: increased brand visibility (press releases are seen by a global audience and instantly visible via search), search engine optimisation (improved keyword ranking in Google and major search engines), and a tangible boost in quality and quantity of web traffic (readers click through from online news to company websites).”
How and when did you start your business? “We set up NeonDrum in 2007 because we got so good at online press release distribution as a PR agency that we wanted to sell the service to corporates and other PR agencies.
“As users of ‘newswire’ services in the past, we felt we could harness our PR and web expertise to create a new breed of service that generated much better quality and quantity of online coverage results. Happily, our clients tell us we have succeeded.”
How many staff do you employ? “We have a core team of eight, supported by delivery partners who help us to provide a timely, streamlined service for our clients globally.”
Who are your customers? “Over 200 organisations use our service.
“We have blue-chip clients such as Reading-based hibu (formerly Yell) and we distribute news on behalf of major global companies such as Hitachi, but our service has also proven to be hugely effective in enabling start-up companies to punch above their weight in the online channel.
“We’re exclusively B2B and pride ourselves on great results across all industry sectors.”
What sets you apart from the competition? “We’re a small Reading company but we’ve developed an innovative service that is genuinely industry-leading.
“We believe – and our case studies support this – we are the best service in the world at generating online media coverage and driving quality traffic to company websites.”
How has the recession affected business? “I think times are still tough for everyone but since the beginning of the year we’ve seen signs that budgets are freeing up slightly and sales cycles are shortening, so that has to be a good indication for the months ahead.”
How do you feel about the future? “As an internet company, we run a very lean operation.
“We’ve always focused on producing the best quality coverage at the lowest possible price for our customers, so we feel pretty confident about the future.
“Strong online PR is now the most cost-efficient and effective element of the marketing mix and, because of this, we think this sector will only continue to grow in importance for companies of all sizes.”