Back on (down-to-earth) Dutch soil, reality kicks in. How do you prevent “what happens in Vegas, stays in Vegas” and avoid bringing a figurative hangover back to the office? Your business and marketing plans, carefully crafted pre-CES, now face the ultimate test: are they still relevant after CES? This blog is for all today’s tech scale-ups.
Hop on the hype train (time’s ticking)
The shine of CES fades quickly. Time flies, and you risk being forgotten. To keep your scale-up in the spotlight, now’s the time to make moves while you’re still fresh in people’s minds. Here’s an insider tip: there’s no magic formula, but it all starts with consistent communication with your audience. “Feed the Beast,” as we call it in marketing and PR. This involves not only staying in touch with journalists but also creating a rich mix of content shared strategically across social media, your website, and other channels. Product announcements may grab brief attention, but it’s the ongoing flow of engaging content that keeps you relevant.
Three tips to keep in mind:
- Feed the beast: Don’t rely solely on press releases or repetitive updates to keep your product in the news. Create a continuous stream of interesting and informative content across relevant channels.
- Reach out: Stay connected with the journalists, influencers, and industry peers you met at CES. Follow them on LinkedIn and keep the conversation going.
- Experiment: Don’t hesitate to try new approaches to see what resonates with your audience. Share milestones or industry news on social media, or finally take the leap into social media advertising. But above all: stay authentic, and stay relevant.
Leverage your network – especially other people’s
A common trap for scale-ups is the urge to handle everything on their own. That’s a missed opportunity. Even the leanest, fastest-growing company with its dedicated marketing team finds this challenging. The real secret? Leveraging others’ networks yields instant results. Partnering with an agency with the right connections and experience can be a game-changer, supporting your brand and media strategy and ensuring your startup doesn’t become a “so close” story. This way, you bring the full force of marketing and PR expertise to ensure your company isn’t just a flash in the pan post-CES. Additionally, it’s valuable to zoom out now and then with someone who can offer an outside-in view of your company, highlighting where opportunities and challenges lie. Founders especially benefit from this fresh perspective.
External perspectives: what to consider
- Work with an agency: an experienced PR and marketing agency has the resources and expertise to help you effectively scale your efforts.
- Bring in a brand consultant for scale-ups: a consultant can develop a strategic plan for your scale-up, offering valuable insights that you might never have considered.
Limited budget? Set priorities
“I don’t have the budget, but I want to make an impact!” Does this sound familiar? Making strategic choices about where to invest can make a big difference. Identify where your team is lacking—whether in knowledge, experience, resources, or firepower—and address these gaps. Collaborating with a brand consultant, training your team, and running small marketing experiments can provide valuable insights without exhausting your budget. This approach lets you quickly scale what works and learn from what doesn’t. Remember, Rome wasn’t built in a day, and creating multiple paths to success takes time (and money), so start small where it’s most needed.
Brand management starts now; lead generation follows
Many scale-ups focus solely on lead generation because immediate sales are essential for survival. Events like CES present great opportunities for this, but it’s just as important to think about the future. Building a strong brand foundation and focusing on brand recognition are equally important—one can’t thrive without the other. You might think brand-building can wait, but it actually forms the basis for successful lead generation. Your brand is more than just a logo; it’s about developing trust and recognition in your customers’ minds. Achieving this requires consistent, repetitive communication that gradually embeds your brand in their awareness.
So, how do you begin with brand management? Start by bringing together the right people within your company to shape this process. Tip: create a brand task force with team members from Marketing, Sales, Communications, HR, and Operations—but keep the CEO out at first. You want your team to feel free to share ideas without worrying about impressing the boss. Once a first draft is ready, only then bring the CEO back in for feedback, especially when you’re ready to talk about brand messaging and positioning.
The team should first define and track key milestones for your brand’s performance. Begin by establishing a strong messaging framework, mapping out the customer journey, and identifying your ideal customer profiles.
Here’s where your marathon begins:
- Develop a brand identity: Define what makes your scale-up unique. Instead of focusing solely on your product, think about the needs and pain points of your target audience. This will help you attract the right customers and build trust with them.
- Create consistent messaging: Ensure that your messaging and tone of voice are consistent across all channels, from your website to social media. This will help your brand stand out and consistently build brand awareness.
- Measure and track your brand performance: Identify the key metrics that matter most for your brand, such as brand awareness, recognition, and sentiment. Regularly monitor your brand’s performance and adjust as needed. This will help optimize your marketing efforts and ensure you meet your goals.
Become MORE than just a suc-CES-s story
In summary, your post-CES journey should be a mix of strategic actions, leveraging networks, smart investments, and a strong brand foundation. This approach not only prepares your scale-up for fleeting Vegas fame but also for lasting brand recognition and sustainable growth. After all, short-lived fame is fine for Vegas, but back home, you want to aim for enduring success.
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