How High Tek Partners with PMMI Media Group to Reach the Right Buyers

High Tek, a manufacturer of multi-head weighing scales and packaging equipment, built its marketing strategy from the ground up with support from PMMI Media Group. Lisa Lorraine, Marketing Director at High Tek, shared how her one-person marketing team leveraged PMMI Media Group’s industry expertise, targeted audience segmentation, and year-round advertising programs to increase brand visibility, generate qualified leads, and support long sales cycles. Through integrated trade show promotion, digital campaigns, and strategic guidance, PMMI Media Group has become an extension of High Tek’s marketing department—helping the company connect with packaging buyers and strengthen its presence across the industry.

Author —

Amber Miller

Read Now

This article is hosted on our partner's website

The Challenge Facing Packaging Equipment Manufacturers

Marketing industrial equipment is not the same as marketing consumer products. Equipment purchases can cost hundreds of thousands of dollars, and buying decisions often take six months or more. For many OEMs, marketing teams are small—or even a one-person department. That was the case for High Tek, a manufacturer of multi-head weighing scales used in food and packaging operations.

Building a Marketing Department from Scratch

When High Tek hired its first marketing leader in 2022, the goal was simple: build a marketing function that could support the company’s growth. The challenge? There was no existing infrastructure. However, there was already an estabkished relationship with PMMI Media Group, and that partnership became the foundation for its marketing strategy.

Why High Tek Partnered with PMMI Media Group

High Tek needed a partner that understood the packaging industry.

PMMI Media Group offered:

Verified industry audiences
Packaging-focused marketing channels
Strategic guidance
Trade show promotion
Digital and print marketing programs

Instead of building everything internally, High Tek leveraged PMMI Media Group’s expertise to accelerate its marketing strategy.

The Power of Year-Round Marketing

Trade shows like PACK EXPO remain one of the most important events in the packaging industry. But relying only on trade shows can limit marketing impact. High Tek discovered that year-round advertising programs—including LinkedIn campaigns, industry directories, and digital placements—help keep the brand visible between events. This continuous presence helps nurture buyers during long purchasing cycles.

How Audience Targeting Improves Results

One of the biggest advantages of PMMI Media Group is its ability to segment and target specific packaging audiences.

For example, High Tek can reach professionals in:

Food manufacturing
Healthcare packaging
Emerging brands
Cannabis packaging

This targeted approach allows the company to reach decision-makers more efficiently.

Q&A with Lisa Lorraine, Marketing Director at High Tek

Why is brand visibility important in your industry?

“Sales leads are important, but branding is everything. When buyers recognize and trust your brand, they’re more likely to come back when they’re ready to purchase.”

What role does PMMI Media Group play in your marketing strategy?

“It’s literally like having an extension of our marketing department.”

What advice would you give other OEM marketers?

“Build a relationship with your PMMI Media Group representative and let them help solve your marketing challenges. Even if you start small, they can help you reach the right audience.”

Why OEMs Should Consider PMMI Media Group

High Tek’s experience highlights the value of working with an industry-focused media partner. By combining targeted audience access, trade show integration, and year-round marketing programs, OEMs can reach qualified buyers more effectively. For companies with limited marketing resources, that partnership can make a significant difference.

‍