Many people mistakenly think high-impact thought leadership initiatives require large budgets. Not so - it is the quality of the ideas that matter, not the amount of money spent.
A great example of such a high impact, but low budget, initiative, was our recent campaign for ambitious tech SME Capacitas, which stops businesses' websites and other critical systems from under-performing and crashing. Website failure is a huge danger for large retailers, particular around Black Friday - one of the busiest online shopping days of the year.
We worked with Capacitas to position them as leading experts on this issue, and from
a standing start our campaign netted them over 320 items of media coverage and interviews on the New at Ten and Sky News.
The secret wasn't lots of money nor PR dark arts (I have no idea what these are, but many people assume I have them).
Instead the secret was all about finding a really straight-forward way to communicate the numerous elements that go into a website's performance and illustrate this in an attention-grabbing manner.
Numbers are important too for successful B2B PR
Journalists love numbers, especially punchy quotable statistics) and they also want clear impactful charts and graphs.
So we made sure the PR campaign around Black Friday had plenty of numbers and a really great chart. After all, if you give the media what it likes then it becomes much easier to secure prominent coverage. This also applies to social media too - again something where the campaign featured prominently, especially on the blogs of many newspapers.
So, what are the results so far?
Besides firmly positioning themselves with the media as the go-to commentators (and the little matter of 320 items of press coverage) the campaign delivered more traffic to its website in a week than it usually gained in a year.., and leads from the campaign, some from household names, are already being followed up by the sales team.