Data-driven insights are invaluable for PR, because journalists are often looking for solid sources of evidence to create newsworthy stories. Fortunately, startups and other new-to-market brands are often sitting on treasure troves of data without even realising it. In this article, we explain how these insights can be turned into compelling PR and marketing campaigns that will help your brand stand out from the crowd.
Most of us have tried our hand at ‘Where’s Wally?’ and would probably agree, Wally’s got a bit of a differentiation problem. In spite of his stripey attire, he still doesn’t easily stand out from the crowd.
And the hard truth is, fading into the background is something many startup businesses can relate to – especially considering 2023 saw a record 900,000 new companies incorporated in the UK, joining the 5.51 million small private sector businesses already established at the start of last year.
The good news for new-to-market brands, however, is that there’s a super effective (and cost-efficient) tactic that can help amplify visibility and credibility among this crowd…
…Data.
Proving the value of data
When you’re an emerging brand, credibility is your currency. And data, particularly from well-executed market research i.e. surveys, is a goldmine for credibility.
It provides concrete evidence to back up your claims and insights into your market and audience. This not only bolsters your authority in your target space, but can also make your brand more appealing to the media.
You can suddenly leap from being ‘just another’ tech solution to being a trusted advisor to a whole industry: someone who has impartial and here-and-now proof points on very specific challenges facing businesses in this sector, with actionable expert insight on how to overcome them.
Turning data-driven insights into compelling PR narratives that will deliver results
We recently worked with Clix, a startup at the forefront of mobile-first technology solutions for retail businesses. While Clix works with some big household names in the retail and smart locker sector, it is still at an early stage in its growth journey. Despite good progress being made with media coverage to raise awareness, it’s part of a noisy sector, so standing out was tough.
By asking just five questions to 2,000 UK consumers, through our partner research agency, we helped Clix achieve some remarkable results, highlighting the powerful role data can play in building credibility:
- An audience reach of over 1 billion
- News placements in key retail and tech trades including:
- Thought leadership and comment opportunities
- Strategically timed placements ahead of an exhibition, resulting in an interview for Retail Technology Show’s latest episode of ‘5 Minutes with...’
Telling a PR story with the data
Don’t be under any illusion: the results didn’t happen because of the raw data alone. Sure, there’s some impactful stats to be shared, but without context, they mean nothing.
To truly harness the power of data for PR and media relations, you need to weave it into a compelling narrative. This involves interpreting the data in a way which tells a story that will resonate with your target audience and align with your brand’s message.
Think of your data as the plot points in a story. Your narrative should connect these points in a way that engages and informs your audience.
For Clix, the narrative centred around the evolving needs of UK shoppers and how retailers can redefine the Click + Collect (C+C) service to meet these demands (and cash in on the C+C pie). This narrative not only provided valuable insights but also positioned Clix as a thought leader and pioneer in the retail technology space.
Holistic data-driven insights for marketing
A holistic marketing approach ensures that your data-driven narrative reaches and resonates with a broader audience. This involves integrating your data into various marketing channels and activities.
The arrowhead of your campaign is a well-crafted press release that can create meaningful impact and noise where it’s needed most. It opens doors to media coverage, conversations and connections.
Amplify your data’s reach by sharing it across your social media platforms. Engage with your audience by highlighting key insights and encouraging discussions.
Use your data to shape thought leadership articles, secure speaking gigs and participate in webinars. This not only extends your reach but also further cements your brand as an authority in your industry.
While your media-facing content will necessarily lean towards being non self-promotional in nature, your comprehensive whitepaper can shout your capabilities from the rooftops and delve deeper into what the data means. Not only can this help you with lead generation, but you can also squeeze the life out of it to feed your PR, social and marketing efforts across channels.
Leverage your data at industry events to drive footfall to your stand and open meaningful sales conversations with media, prospect customers, and potential partners. Clix did just that by strategically timing the release of their data ahead of an exhibition to maximise its impact.
Data is the differentiator
In a world of Wallys, data is the friend that helps emerging brands stand out in a crowded marketplace. You can amplify your brand’s voice and secure the visibility you deserve when you:
- leverage data to build credibility,
- craft compelling narratives and
- adopt a joined-up marketing approach.
Get in touch with the Luminous crew and find out what small but strategically crafted data sets can do for your brand.
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By Amanda Bunn
Amanda is a strategic communications leader with over two decades’ of experience delivering award-winning PR campaigns for global consumer brands to helping ambitious startups build brand awareness, authority and momentum.
Meet Amanda
