In today’s competitive landscape, simply having a great product or service isn’t enough, especially in the fast-paced world of technology. Businesses, particularly B2B companies, need to actively build connections and strategically engage with their target audiences to generate awareness and establish credibility. Networking is a powerful tool in achieving this, and TechComms leverage networking opportunities for its clients and its own business.
TechComms, founded and led by Rahme Mehmet, who has over 20 years of experience in technology communications, focuses on helping clients identify their proposition and communicate it effectively to target audiences, aiming to generate increased awareness and credibility.
Enabling client networking
How does an agency like TechComms enable networking for its clients? It goes beyond simply attending events. Their approach includes a variety of methods designed to create meaningful connections:
· 1:1 Meetings: These can be face-to-face or via video.
· Roundtables: Facilitating focused group discussions.
· Industry events: Participating and exhibiting at key events, both in-person and virtual.
· Social media engagement: Leveraging platforms like LinkedIn to increase followers, likes, and shares.
· Introducing clients to influencers: Crucially, TechComms works to connect clients with influential media representatives and industry analysts.
A Client Success Story: Go Instore
The journey of Go Instore, a start-up client of TechComms, provides a compelling example of how networking can drive significant outcomes. Go Instore created a pioneering first-person shopping experience online, connecting online customers with in-store experts using immersive HD live video technology. Their value proposition offered brands a new channel for customer engagement and service.
TechComms helped Go Instore develop its core message and distribute client wins to raise awareness among key audiences. A significant part of their strategy involved building connections with influencers through networking. This included leveraging a global industry event, Mobile World Congress, where Go Instore showcased their technology using Epson video glasses. TechComms ensured the Go Instore founders had a platform at the event to share their expertise and build sustainable relationships with leading figures.
These efforts yielded impressive results:
· They secured 66 pieces of coverage and conducted 12 media interviews across retail, automotive, and technology sectors.
· Key coverage appeared in key publications like Business Reporter (distributed in The Daily Telegraph), Forbes, and Telegraph Connect for Small Business.
· They were featured on BBC Click, reaching millions of viewers.
· Go Instore was highlighted in eMarketer, a key resource for influential brand marketers.
· TechComms also worked on PR projects to maintain Go Instore’s presence with major retailers and brands.
The outcome of this strategic awareness-building and networking programme led to the acquisition of Go Instore was by Emplifi, a leading customer experience platform provider, in September 2021. Both companies expressed excitement about the synergy and ability to deliver even more powerful shopping experiences together. This acquisition demonstrates the tangible business results that can stem from effectively raising awareness and credibility through expert communications and networking.
Networking for TechComms
TechComms also actively employs networking strategies to raise awareness of its own agency. This includes:
· Awards: Participating in awards such as CIPR, PR Moments, and PRCA helps build recognition. TechComms won the 2024 PRCA Small PR Consultancy of the Year.
· Membership organisations: Being part of relevant organisations like CIPR and IIAR is key. TechComms is also a member of Collectivist, a global network of b2b tech agencies.
· Social media: Active engagement and content sharing build visibility of the TechComms brand.
· Media and analyst lunches: Building relationships directly with media and analyst influencers.
· Content creation: Regular blogs and podcasts on best practices and industry news position TechComms as experts.
· Collaboration and speaking events: Working with larger agencies and industry bodies provides platforms for visibility.
A notable example is TechComms’ partnership with Network Group, a trusted IT channel community. This collaboration aims to amplify Network Group’s message and increase awareness of its value to the IT channel. For Network Group, it gains TechComms’ expertise and networking capabilities. For TechComms, the partnership brings access to a trusted channel community of over 80 MSPs and channel software companies, increased visibility and credibility by aligning with a respected network, new business opportunities through collaborations and referrals, and event and thought leadership opportunities.
In essence, networking is not just a service TechComms provides; it’s a fundamental part of their own growth strategy.
As the case of TechComms and their client Go Instore illustrates, strategic networking is vital for raising awareness, building connections, and ultimately driving business success in the technology sector and beyond. Whether it’s through targeted meetings, event participation, building influencer relationships, or engaging within industry communities, consistent and
focused networking efforts can lead to increased visibility, enhanced credibility, and valuable opportunities.