DriMark Authenticates HLD Public Relations as a Genuine Strategic Agency

2.23.2010 - DriMark Products, Inc. manufactures the leading counterfeit detector pen used by cashiers to authenticate currency at the register. With a new, technologically advanced product on the horizon, DriMark turned to Harrison Leifer DiMarco Public Relations to reinforce its position as a quality leader and to cultivate brand loyalty among retailers and other cash-intensive businesses.

HLD PR developed a strategy combining “push” tactics targeting customers with “pull” tactics targeting end-users to showcase the product in multiple channels. The agency spotted a big PR opportunity when it learned the U.S. Mint will be introducing a new $100 bill in 2010, which often leads to a spike in counterfeiting. Using this news hook, along with the public’s interest in all things illicit, HLD PR is reaching out to both trade and consumer media with information and tips about counterfeit prevention.