Building your brand narrative: Part II
Going to market can be unnerving. The pressure’s on to prove to investors, customers, reporters, analysts and maybe even yourself that your idea or product is worthy of investment, purchase or news coverage. One guaranteed way to instill confidence in the market is a solid messaging foundation on which to build your public relations, marketing […]
Components of a go-to-market release
Different products speak to different people. While they should all fall within your potential customer base, their needs, preferences and problems may be different. A B2B fintech company, for instance, may cater one product to an IT department, another to back-office operations, another to marketing and another for the C-suite. While they all encapsulate similar […]
How much should you set aside for a go-to-market communications strategy?
Building a communications plan to support a go-to-market launch requires more than distributing a press release and sending a few pitches to media. It should firmly entrench your brand in the market and provide a narrative that convinces customers to buy your products and reporters to jump on the phone with a spokesperson for an […]
Know your competition (don’t tell me you don’t have any)
Competition motivates so much of what we do both personally and professionally—who doesn’t love to win, after all—that saying you need to know who you’re playing against might be the understatement of the year. It’s why the best sports teams spend almost as much time watching game film as they do on the practice field. […]
Making the rounds: When and how to brief analysts
Analyst relations (AR) is one of the most valuable communications strategies a B2B brand can deploy. Some of the most prestigious market research firms—Gartner, Forrester, IDC—operate at the global level, employ tens of thousands of people and have wide influence. Finding the right analyst can be a difficult task in its own right. Coverage areas […]
pre-go-to-market PR checklist
Understanding the difference between a go-to-market announcement and a funding announcement starts by recognizing the end goal for each. When announcing funding, your release should cater to the reporter of a business journal or a “Techcrunch-esque” site to appeal to investors and showcase momentum or growth. To learn more about how to approach the press […]
The PR timeline for a go-to-market strategy
Go-to-market timelines can be tricky and can often be influenced by any number of factors. The constantly moving parts of product development, marketing, investor demands or expectations, the overall market landscape and even the news cycle all must be properly aligned for a successful launch. That’s how it should be anyway. Too many times, however, […]
What integrated communications actually looks like
Too often, we see potential clients seeking a PR firm that will help them achieve one goal: press coverage. Before the exponential growth of digital channels—websites, email, social media, YouTube—communicating to the public was predominantly accomplished through the media. This simply is no longer the case. Now, brands have their own Facebook, Twitter and Instagram […]
Your go-to-market strategy should accomplish these four goals
Rarely do we see an executive come through Red Fan’s doors with a communications strategy fully prepared to support the launch of a company or product. However, every now and then we see a gem of a business that has been refined, cut and polished to approach the press and other industry influencers. As a […]