Losing 65% of Revenue — and Surviving. How Public Presence Can Save a Business? Insights from PET Technologies Founder Oleksandr Suvorov
Can a Company’s Brand Save the Business in a Time of Crisis?Before the war, I hadn’t seriously considered that question. Everything changed in 2022, when PET Technologies lost nearly 65% of its revenue — the share that came from exports.
Contracts were suspended, clients disappeared — foreign partners weren’t willing to work with a company based in a country at war. Many of them assumed that business in Ukraine had come to a complete halt, especially a company as technologically complex as ours.
Over the following years, we were able to regain our market positions and attract new clients. What made the difference? A consistent, long-term effort to build our brand — a process we started well before the war, and one we not only maintained during the crisis, but intensified.Here are five key stages of that journey.
Consistency Beats Quick Wins
Our first tool for building reputation was trade fairs — a logical step to showcase our product and create a sense of presence. But the first three events in different regions ended in failure: no contracts, wasted time and resources.
It taught us a valuable lesson: reputation doesn’t form after one interaction. It requires consistency and recognizability. We selected a key exhibition in Germany and kept returning to the same location year after year. Eventually, leading manufacturers began approaching us — not just for the product, but because they were curious about our growth, professionalism, and communication style.
In this environment, everything is evaluated: how the team looks, how it communicates, what materials it presents, and how much trust it inspires.
Real deals begin with these conversations — first at the interest level, then at the negotiation table. We took part in six major exhibitions annually. And just as the system began working — the pandemic hit, and everything stopped.
When Offline Fails, Quality Online Presence Prevails
As lockdowns brought exhibitions to a halt, we had to find new ways to stay present. Cancelled events didn’t mean cancelling communication. We shifted to video conferences — and held about 20 over the course of two years.
The biggest advantage wasn’t cost-saving, but the quality of the audience. Only those truly interested in the product joined. Technically, it was simple: a camera, an online invite, and work hours. Where six trade shows used to cost us around €300,000 per year, 20 video meetings delivered the same communication value at almost zero cost.
That experience proved vital when the full-scale war broke out. Business was under enormous strain — but the communications infrastructure was already in place, and we only had to ramp up the intensity.
Expert Content Outperforms Any Ad
Alongside video formats, we invested in a long-term tool — editorial content. Even before the pandemic, we had started publishing articles in leading industry media around the world, building a professional presence in key information spaces.
Over five years, our internal team prepared and published nearly 250 articles — at no cost — in media across Latin America, the US, and Europe. We wrote about technologies, solutions, experiences, and real case studies — with no fluff or unnecessary science-speak.
Measuring direct ROI is difficult: in B2B, decisions aren’t impulsive, they follow analysis. But when a procurement team sees dozens of search results about your company — that’s a powerful argument. Especially when competitors are either invisible or rely on basic ad placements.
Real-Time Transparency Converts to Sales
During the war, our priority wasn’t talking about reputation — it was proving it. Through regular social media posts, we showed clients that the company was operational — despite the war.
Every day we shared snapshots of real life: production, our team, daily routines. This not only kept our audience engaged — it generated real business results.
One striking example: a contract with a client in Peru began with an online presentation and ended with the delivery of an automatic blow molding machine to Cusco, over 3,400 meters above sea level. To earn the client’s trust, we even installed a camera on the production floor so they could watch their equipment being assembled in real time.
More than 40% of new inquiries during this period came from companies we had never contacted before. The geography ranged from El Salvador to Djibouti. While social media isn’t typically seen as a core B2B channel, during the crisis it became our main source of trust — when other channels were unavailable.
Over two years, our LinkedIn audience grew by 35% and is now approaching 9,000 followers. More than 130,000 views — the result of consistent work with authentic content, without a single dollar spent on advertising.
Reputation Isn’t a Bonus — It’s a Ticket In
Every business faces a choice: stay local, or become a global player. If you choose the second, reputation is no longer optional — it’s your entry ticket.
Today, global attention — however temporarily — is focused on Ukraine. This isn’t just a window of opportunity; it’s a stage. Whether Ukrainian businesses step onto it with confidence and clarity will determine whether they become part of a new global economic landscape.Moments like this don’t come twice.
