Corporate & Product Positioning
An intimate understanding of your business objectives, is critical to a successful and effective communications plan. We develop personalized communications strategies that integrate with and meet your business and marketing goals. It is a building block approach - once we have defined who you are today and where you want to be, we develop a series of core key messages to get you and your technology offerings to the next level.
Blogosphere & Viral Marketing Programs
With the growth of the blogosphere as a communications vehicle, it is increasingly important to connect with influential bloggers who cover your industry and leverage these connections in a way that builds a positive reputation around your product or service. Blodgett has established relationships with the key technology and social media bloggers and has been working in this space for years – long before it hit the mainstream. Corporate blogging and bloggers should be an integral part of your viral marketing and communications program. It’s critical to have a communications team who is not only ‘plugged-in,’ but knows how to navigate through the blog maze.
Message Development & Refinement
While new features are an important part of every product announcement, the real "news" is the solution you have developed. "What problem are you trying to solve? What are your customers and partners saying?” What excites the press and other key influencers may not necessarily be what you think is critical about your product or service. Perception is reality, so we help you identify what will be construed as "interesting and newsworthy." It's also important to link your product messages to your corporate strategy and ensure consistency across the board. This consistency of messaging and delivery to your outside influencers is one of the most powerful tools you can have.
Strategic Planning & Market Analysis
We’ll work with you to determine not only what the message should be today, but to map out a strategy and timeline of goals and deliverables to get you to where you want to be in the future. Understanding the competitive landscape is also a critical and integral part of the strategic planning and market positioning process, so we help you assess where the holes are and how we can use your strengths and our communications skills and network to move you to a leadership position.
Influencer Relations
The art of good ‘influencer’ relations is a critical part of any PR campaign and media and analyst relations are only two of your audiences. Blodgett's knowledge of high tech influencers is extensive based upon 20 years of experience in the field. As the number of communications channels grows, merge, fold and change, it is important to keep the pulse on who influences what audience and what they care about. The approach differs depending on the strategy we develop, so its important to utilize them all - from the web, to venture capitalist events, editorial roundtables, broadcast media outreach, and one-on-one casual conversations over lunch. We help you connect with them, educate them, inspire them and start a relationship that will mean something.
Press & Analyst Tours
Press & Analyst Tours build upon your existing media relations program. Nothing is more personal than an in-person discussion between you (the expert), and an analyst or reporter. The goal may differ - you may want to introduce your company to the U.S. market for the first time, announce a new CEO or head of marketing, launch a new product line, or simply test a roadmap in advance under NDA. Building relationships is key: connect with your influencers and make these relationships last a lifetime.
Product Launches
Product rollouts are an important and integral part of every corporate communications program. We handle the strategy and execution before, during and after the launch - from pre-analyst briefings, message development, writing the FAQ and talking points, to managing an event, press conference or road tour. When relevant, we also develop and manage the product review program with all the key horizontal and vertical market trade press.
Event Management & Press Conferences
PR needs to work closely with marketing and senior management to determine the most effective conferences that yield the best ROI. Blodgett identifies the right venues and manages all public relations (and often marketing) activities leading up to the event, at the event and follow up. "On the ground" is where the best connections are made, so we work closely to ensure you have the best executives armed with the right messages, tools and protocols at these events.
Speaking Opportunities
Speaking opportunities can be an excellent way to put your best executives forward to educate the industry on your market, corporate strategy and product offerings. And make connections. Positioning yourself correctly at strategic events is important. If you are perceived as a thought leader in your space, you will be invited back again, and again, and again. And if you become an industry thought leader, your customers and partners will come back again, again, and again.
Media Training
Even if you have had experience working with the press, everyone can benefit from media training. Dealing with the media changes as the dynamics of the high tech publishing industry change. Interviews need to be articulate, factual, strategic and consistent. Getting everyone in the organization to understand the importance of consistent party line messages is critical to a successful media relations program. Media training deals with these issues, as well as different approaches between bloggers, online influencers, print media, industry analysts and broadcast press. You may even end up with a new wardrobe.
The Blog Editor
If you and your team want to develop a corporate blog and don’t know where to get started, we can help. We work with hundreds of top-level bloggers who can provide guidelines, suggestions, write and edit blog posts for you. Blogs create community and are a win win internally for your employees as well as externally to more effectively reach your customers, partners, and other key VIPs.
VIP Networking
Connections, connections, connections. We find the events, develop the messages and work the room. We make the introductions, help you develop the right relationships and make them last.