When speaking with prospects and new clients in the retail technology industry who have previously worked with a PR agency, we regularly hear that the agency didn’t understand what they did. Often the agency either specialized in B2B technology or in retail, but not both. This is why it’s important to specifically find a retail tech PR agency.
Our friend and advisor Karl Sakas explains this well. He says, “If you needed heart surgery, you wouldn’t hire a general surgeon. If your insurance was good enough, you wouldn’t hire a cardiac surgeon, either. You’d hire a cardiac surgeon who’s done your exact procedure 500 times before. When they have a choice, people tend to hire a specialist.”
With that logic in mind, we recommend that if you’re a retail technology company – whether you provide solutions for the supply chain, eCommerce, payments, or even a vertical specific technologies for grocers or apparel – you work with a retail tech PR agency to drive brand awareness and support your marketings goals.
Here are just a couple of reasons why.
Expertise in retail AND tech
It’s easy enough to find a B2B tech PR agency. A quick Google search retrieves thousands of results.
However, it’s a lot harder to find a PR agency that specializes in BOTH retail and B2B technology. But why should it matter? Simply put, a general B2B tech PR agency is trying to be all things to all people. Meanwhile, a retail tech PR agency knows your industry just as well as you do, if not better.
So, what does that mean? For Ketner Group, that means we live and breathe retail tech. When onboarding a new client, it’s easy for us to understand what the client does and to translate that into terms that retailers and brands understand.
This is especially important if you’re hiring an agency to do content development. If an agency is doing nothing but reading and writing about the industry that you serve, it’s easy to pick up your company’s tone of voice and style to create content that resonates with your target audience – retailers and brands.
Established relationships with retail tech influencers
Beyond having expertise in retail and technology, a retail tech PR agency has established relationships with key influencers in the space. This is particularly important for media and analyst relations.
When working with a specialized agency, it cuts down on onboarding time and the time it takes to gain media coverage. We don’t have to spend exorbitant amounts of time researching and building media lists from scratch. We use our proprietary media lists to customize and build a database of targets for each client.
With most of our new clients, Ketner Group Communications sees media mentions within the first month by leveraging our existing connections with media contacts in the space.
Same goes for analyst relations. We have established relationships with key industry analysts and are able to quickly set up introductory analyst briefings with the analysts who cover your space. Additionally, we help cut through the red tape (i.e. sales people) that solution providers often encounter when handling analyst relations in house.
Start working with a retail tech PR agency today
So, you’re convinced – it’s time to engage with a retail tech PR agency. Look no further.
Ketner Group Communications has specialized in retail tech PR for over 20 years. Our deep understanding of the industry makes us experts in retail tech content development and brings with it established relationships with key retail tech influencers – both media and analysts.
Ketner Group speaks your language and knows your target audience. Get in touch today to find out how we can help you drive brand awareness and support your marketing goals.