TechComms started working with GoInStore in July 2015. GoInStore is a startup technology company that provides a new way to engage with customers, it had limited resources and budget so, TechComms took a strategic approach to help the company define their PR messaging and bring to the forefront the business challenges that GoInstore’s technology resolves. We looked at how it achieves this by using non-technical and plain English; why it’s important to deploy the technology and the real value it brings to both businesses and their end users. Once this was outlined, it soon became very clear that GoInStore’s technology was an exceptional solution for the online retail customer, with strong, differentiated PR potential.
One of the initial implementations was creating a descriptor for GoInStore (“UK-based creator of a pioneering first-person shopping experience for online customers”), which leveraged the “first-person” gaming terminology that many people were already familiar with.
GoInStore was founded in 2014 by retail technology veterans, but it immediately disrupted the way in which omni-channel businesses engage with their customers. Utilising the latest in “smart glasses” wearable technology and smartphones, the GoInStore service harnesses a proprietary technology platform – including server infrastructure and a unique artificial intelligence-driven Assignation Engine – to revolutionise the way consumers shop online.
Our PR Strategy
Our PR media relations strategy and plan involved working with a variety of media, including national, trade, business and consumer, helping us to regularly achieve coverage across a range of media formats: print, online and broadcast. We decided to use this approach to leverage a wider media reach to maximize GoInStore’s coverage potential. We also targeted virtual reality and augmented reality publications to drive thought leadership commentary and bylined articles resulting in key coverage across a wide range of publications, including ITProPortal and Information Age.
We targeted GoInStore’s core target retail trade media to introduce them to the GoInStore co-founders. This has resulted in 20 interviews to date with national, retail and vertical press including Malcolm Moore from the FT, Miya Knights from Plant Retail, Chloe Rigby from Internet Retailing, Lyndsey Dennis from Retail Focus and Gordon Lyster from Motor Trade News. In addition, we also secured, interviews in mainstream media including BBC Click, Forbes, The Telegraph and CNBC and much more.
Some of our largest coverage achievements include an article published in an FT Special Report: The Connected Business, where we pitched and secured interest with a GoInStore customer – Dawson Music, The Telegraph, where we pitched GoInStore as a pioneer in using wearable technology to change the shopping experience, CNBC, where we secured a video interview of the co-founder talking about the future of retail and Forbes, where we secured an interview and coverage with a reporter covering entrepreneurship in London.
Customer Engagement Case Studies
Although GoInStore had very limited news due to the premature stage of the business initially, we created campaigns around key client stories, defined angles to pitch the story to different media types and used industry events as a platform to engage with media and maintain momentum. This allowed us to raise interest and engagement with reporters and editors across retail, technology and vertical trade publications. Some recent and diverse coverage wins include the recently achieved coverage in Vapouround Magazine, a trade publication for the vaping industry, which covered Vape and Volts, a GoInStore customer by conducting a joint interview with Michael Carmel, CEO of Vape and Volts and Andre Hordagoda, Co-Founder ofGoInStore and coverage in a marketing publication, Mobile Marketing which covered the Marriott partnership news, as GoInStore recently partnered with them to provide virtual meeting tours.
Over the past 12 months, GoInStore has attended a range of industry events in order to raise brand awareness, and share its knowledge and expertise with retail customers, including Millennial 20:20, NRF Retail and MWC. We looked for opportunities to join the conversation by pitching the founders for commentary on hot topics, around features at shows and engaging with influencers attending these shows, such as technology analysts at global mobile events, including MWC 2016. As a result of our work, we secured eight meetings with well-known companies including eMarketer, IDC and Strategy Analytics. Bill Fisher from eMarketer also included comment from the founder in the UK Retail eCommerce report, which was accessible by eMarketer subscribers, including retailers, their core target market.
In addition, we pitched the GoInStore story as a new hot topic to broadcast media, helping to widen our target circle and included media contacts that had recently reviewed and written about new technology and products, as well as entrepreneurial and startup media too. As a result, we secured a podcast interview with Max Pepe from Rebelhead Entrepreneurs, Linda Lewis from Share Radio, and a written piece in Hot Topics, a site pitched at startups and fast growth digital businesses, plus a recent piece in startups.com.
Social Media Support
In addition to the media relations work, we have from day one co-ordinated GoInStore’s social media campaigns to run alongside our PR initiatives, to achieve maximum coverage and raise awareness with potential customers and users – the general public themselves. This has involved posting regular updates, media coverage shares, company news and announcements on GoInStore activity on its LinkedIn and Twitter profiles.