1. Successfully secured 215 articles over four years
3. Helped create award submissions resulting in Go Instore winning and becoming finalists for Mage Titans Innovation Awards, Retail Week Tech Start-up Awards, Retailing Technology of the Year Awards, Intu Accelerate, and shortlisted for the Retail Insider Transforming Retail Awards
One of the first initiatives TechComms undertook was to create easy-to-understand messages that both described the solution and captured the company’s pioneering technology spirit. With the foundations complete, TechComms developed a strategic and detailed communications plan to provide the Go Instore founders with increasing exposure, and to position them as thought leaders in the retail, technology, customer experience, start up and augmented reality markets.
The communications plan included the creation of press releases, award submissions, analyst briefings, print and broadcast media interviews, customer case studies, support at industry events, and social media content to generate leads, increase potential customer confidence in the Go Instore solution and create investor interest.
To maximise Go Instore’s press coverage potential, TechComms worked closely with a variety of media, including national, retail, trade, business, consumer, business computer, start up and augmented reality publications across print, online and broadcast. This highly specific media mix gave TechComms the opportunity to drive thought leadership commentary and bylined articles for Go Instore.
TechComms also focused on securing regular briefings with leading industry analysts such as eMarketer, IDC and Canalys. Our strategy and analyst outreach support helped Go Instore to remain top-of-mind with key industry analysts, increased the appeal of the company for potential investors, and helped achieve coverage in analyst reports.
Customer case studies
Although Go Instore had limited customer news due to their start-up standing, TechComms created campaigns around key client stories and defined unique angles to pitch the stories across different media types. This component of the communications plan enabled TechComms to raise interest and secure engagements for Go Instore founders with reporters and editors of retail, technology and vertical trade publications.
To maintain and boost momentum achieved through other communications initiatives, TechComms leveraged a variety of global industry events, including Mobile World Congress to give Go Instore founders a platform to share their knowledge and expertise, develop sustainable relationships with leading analysts and journalists, and provide them with opportunities to pitch commentaries on the industry’s hottest topics.
To achieve maximum coverage and raise brand awareness, TechComms managed Go Instore’s social media channels. This involved posting regular updates, including Go Instore media coverage, industry news, company news and Go Instore announcements on the company’s LinkedIn and Twitter profiles.