Brand Awareness


Blu Wireless Tech PR Case Study

Blu Wireless Tech PR Case Study

Blu Wireless - Tech PR

How EC-PR built brand visibility in key target markets for Blu Wireless and achieved #1 Share of Voice in the UK amongst competitors

Context

Blu Wireless is disrupting the market with ultra-fast and seamless 5G mmWave solutions engineered for emerging connectivity needs – from smart city networks to connected vehicles and high-speed transport. Blu Wireless works with integrators, manufacturers and service providers to deliver the superior reliability and speeds of connectivity needed for the data-intensive applications of the future.

Challenge

Blu Wireless’ awareness in its key market segments was varied. In high-speed transport, it had a relatively high level of recognition but wanted to build strong thought leadership in key target publications. In other key target markets, such as defence, the brand needed visibility and wanted to gain recognition for their expertise in this field.

Approach

EC-PR proposed a 12-month media campaign titled ‘Leading with intent’ aimed at ensuring Blu Wireless becomes visible, valued and understood amongst its target customers (C-suite executives and technical experts such as Senior Engineers) across three core segments – public safety/smart cities, defence and high-speed transport, in both the UK and USA. The main objectives of the campaign were to increase brand visibility through thought leadership and establish a dominant share of voice on key messages.

The campaign was centred around a highly targeted proactive media outreach. This was underpinned by strong customer proof points/case studies, partnerships (Blu Wireless’ collaboration with Liverpool 5G Create), thought leadership content (an insight paper) and carefully crafted media narratives that highlighted the disruptive effect of mmWave technology on the future of the three vertical markets and the pioneering expertise that Blu Wireless could offer. 

OUTCOME

Within a year, Blu Wireless achieved #1 Share of Voice (61%) in the UK among its key competitors, with the next best competitor recording just 16% of the UK Share of Voice. The campaign generated tier 1 press coverage in key verticals, particularly in transport and defence-focused publications, such as Global Railway Review and European Security & Defence.

Blu Wireless’ partnership with the Liverpool 5G Project has also garnered a steady stream of coverage in key IT and telecoms publications, such as Computer Weekly, Government Computing, and UK 5G Innovation Briefing.

The ‘Public Safety Beyond Covid-19’ insight paper featured contributions from five authors, notably from the University of Liverpool/Liverpool 5G Create Project Lead and Connectivity Technologies Ecosystems Manager at Facebook, helping cement Blu Wireless’ authority and visibility in the 5G space.

Blu Wireless logo

EC-PR has become our strategic communications partner that delivers not just robust advice but also challenges us as a business. Their ability to create outstanding thought leadership is complemented with a highly professional, tenacious and transparent approach to campaign delivery.

Ciara Barron

Head of Brand and Communications, Blu Wireless

EC-PR’s in-depth understanding of the telecoms and transport industries has strengthened our thought leadership in these markets. What was particularly valuable to us was EC-PR’s strategic recommendation onto how to build awareness in the defence sector where we have started to see some positive results.

Mark Barrett

Chief Marketing Officer, Blu Wireless

Results

#1

Share of Voice in the UK against its key competitors

61%

Share of Voice compared to its nearest competitor who recorded 16%

Tier 1

Press coverage, such as Global Railway Review and European Security & Defence

Share of Voice in the UK against its key competitors

Share of Voice compared to its nearest competitor who recorded 16%

Press coverage, such as Global Railway Review and European Security & Defence

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technology pr

Technology PR

EC-PR is a B2B PR agency specialising in Technology PR and STEM industries. Read more about our Tech PR offering here.

 

Related PR services

GUARANTEED PERFORMANCE

Being in the right place at the right time… We will deliver feature length coverage to your target press… or your money back.

Socura Cybersecurity PR Case Study

Socura Cybersecurity PR Case Study

Socura - Cybersecurity PR

How EC-PR transformed the Socura proposition into a compelling media narrative, delivered outstanding thought leadership and valuable marketing outcomes.

Context

Socura offers a Threat Detection and Response managed service, often referred to as MDR. The service acts as an extension of clients’ in-house capability and is operated by a team of highly experienced security experts. Socura’s analysts work in partnership with the customer to detect and defend against cyber threats.

Challenge

Socura was a new entrant to the highly competitive cybersecurity market looking to establish its share of voice and make its brand visible, valued and understood amongst target customers.

approach

EC-PR proposed a comprehensive PR launch programme that spanned the development of a Brilliant Ideas Bank – a repository of engaging ideas for thought leadership and comment, and an insight paper titled ‘Cyber Security in a Post-Pandemic World’, providing the business with an ‘in’ to discuss with the media and provide the brand with relevance.

The launch campaign also consisted of a highly targeted proactive media outreach that was looking to secure thought leadership article placements, media interviews and brand mentions in cybersecurity and health and care press – two key sectors for Socura.

OUTCOME

The Socura insight paper launch had an immediate and powerful impact on the brand’s share of voice and visibility, including SEO rankings. Coverage in tier 1 tech publications such as Information Age and PCR was accompanied by influencer recognition on social media by the likes of Lisa Forte, a high-profile UK cybersecurity influencer.

The campaign continued with a steady stream of high-quality article placements, including in CISO Mag, Infosecurity Magazine, HealthTech Digital and Tech Native, firmly positioning Socura as a cybersecurity thought leader with a strong focus on health and care.  

Socura logo

EC-PR’s in-depth understanding of the cybersecurity industry has helped secure internal buy-in among our key executives and position them as thought leaders in the market. EC-PR’s strategic counsel has added great value to our PR function and empowered us to become more strategic in our approach to communications.

Andrew Kays

CEO, Socura

We have been totally sold on the value of PR. EC-PR’s expertise, dedication and the ability to transform our proposition into a compelling media narrative has not just built the foundations for our brand awareness and delivered outstanding thought leadership but also generated additional marketing outcomes, such as propelling forward our SEO ranking and social media engagement.

Anna Bancroft

Marketing Manager, Socura

Results

Visits to the
Socura website
increased by

Web-page engagement increased by

Engagement rate per session increased by

Visits to the
Socura website
increased by

32%

Web-page engagement increased by

54%

Engagement rate per session increased by

89%

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Cybersecurity PR

Cybersecurity PR

EC-PR is a B2B PR agency specialising in Cybersecurity PR and STEM industries. Read more about our Cyber Security offering here.

 

Related PR services

GUARANTEED PERFORMANCE

Being in the right place at the right time… We will deliver feature length coverage to your target press… or your money back.

How To Grow Brand Awareness In 2021

How To Grow Brand Awareness In 2021

How To Grow Brand Awareness In 2021

One way to grow brand awareness in 2021 will be to produce quality content and put your business, or a person within the business out there as thought leaders in your industry. Producing thought leadership content garners trust, recognition, and secures your reputation – all important elements of brand awareness.

You won’t be recognised for your views overnight, but you can make a start today.

Growing Brand Awareness with Thought Leadership?

Having a good content strategy and producing high-quality content is essential for any business wanting to make an impact, especially in the B2B sector where purchases are rarely impulsive or ‘a one-off’. In this sector, buyers will form most of their buying decision based on the content you send out into the world.

This can be on your website or via social media channels, relevant industry websites, or industry publications. Even back in 2016, more than 50% of B2B buyers relied on content when making buying decisions. This has continued to grow and will still be important in 2021.

But, with so many businesses now producing content, and lots of different voices in your industry, how do you set yourself apart from the competition whilst increasing awareness of your brand?

Thought leadership is one way to achieve this.

In the same Demand Gen study quoted above, 96% of their survey respondents wanted to see more content from industry thought leaders.

That is your prospective customers wanting your expertise, thoughts, and opinions. So, what are you waiting for?

 

The acid test of any thought leadership campaign is that it needs to be relevant to the target audience; distinctive from what the competition are saying, and demonstrably true. Relevance comes from demonstrating you understand your audience – their business context and their challenges.

– Simon Hayhurst, Coleman Parkes Research

By positioning either yourself or someone within your business as a thought leader you can meet the objectives of both your content marketing and brand awareness strategies.

With a reputation secured as the ‘go-to’ people for knowledge in your industry, more prospective customers will become aware of your brand, what you stand for, and why your knowledge is the most credible.

Positioning Yourself as an Industry Thought Leader

Before you position yourself, or someone in your business as a thought leader, some consideration should be put into choosing the best person for the job.

Who has a burning passion for what your company does? Remember, this might not necessarily be the most experienced person. Can you find somebody that has a good balance between loving what you do, and the knowledge and goods to back it up? Oh, and the ability to articulate their thoughts on what you do?

brand awareness 2021 and thought leadership grpahic

For many businesses, this should be the MD or CEO, but could also be the head of sales, the marketing director, or a salesperson.

Whoever it is, this person must be able to offer fresh insight and perspectives on what you do and your industry.

An important reminder though; thought leadership cannot be accompanied by a hard sell. The aim is to raise awareness, educate and provoke a response.

The Ultimate Guide to Increasing Brand Awareness

Thought leadership will be particularly important in 2021 as it’s a strong way of demonstrating you understand your customers, your industry and how you’re different from competitors.

Today, every business can easily produce content and get it in front of their target audience – the difference is to make what you’re saying, count.

Inside the ultimate guide to increasing brand awareness, thought leadership is one of the core elements we recommend you add to your brand awareness strategy. Download the guide now for further insights and tips on increasing your brand awareness in 2021.

Join our #B2BPR tribe:

If you’ve found this article valuable, you can get more useful insight here:

Download our ultimate guide to B2B PR campaign planning

READ this blog: can brand awareness generate measurable ROI?

watch our video: how to identify your target audience”

At EC-PR we are passionate about B2B communication. We believe your work is amazing and we want to help you tell the world how extraordinary it is. Get in touch.

The Definitive Media Lens Guide 2021 pdf

The Definitive Media Lens Guide

Find your business's maximum sphere of influence and equip yourself with the tools to reach it.

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Is Brand Recognition Different To Brand Awareness?

Is Brand Recognition Different To Brand Awareness?

Is Brand Recognition Different To Brand Awareness?

So far, we’ve dedicated January to all things brand awareness, covering the basics in our blog posts, and releasing the awesome, if we don’t say so ourselves, ultimate guide to increasing brand awareness.

Now it’s time to dive in a little deeper and get to the more complicated elements of your brand strategy. We’re starting by separating out a few terms that often get misused or mixed up when talking about brand awareness.

We’re talking brand awareness versus brand recognition; two terms we often see used interchangeably but shouldn’t be.

What is brand awareness?

We already wrote an article explaining brand awareness but here is a brief recap.

Brand awareness is the level to which people in your target market are familiar with your brand. Can people identify you amongst your competitors and remember key elements of your brand?

Can customers remember why you’re so well-known and what makes you so brilliant? When they have a particular need or problem, are you the first business they think of?

This is all brand awareness.

Increasing brand awareness is taking action to ensure as many people as possible get to know everything about your company, and products or services.

Brand awareness eventually turns people into customers as they become familiar with your values and what problems you can solve for them. Brand awareness also encourages repeat business and turns customers into advocates.

pink fishing nets

 Brand awareness eventually turns people into customers as they become familiar with your values and what problems you can solve for them. Brand awareness also encourages repeat business and turns customers into advocates.

What is brand recognition?

Brand recognition is one aspect of brand awareness and shouldn’t be used interchangeably. It’s an important element of brand awareness but is a much simpler concept, brand recognition is how recognisable your brand is.

The most obvious brand recognition elements are your company name and logo – important visual markers when it comes to recognising your brand. Brand recognition can also include your tone of voice, company colours, even a personality.

Brand recognition is great because it’s the shiny stuff that catches people’s attention.

 

“The first lesson of branding: memorability. It’s very difficult buying something you can’t remember.”

– John Hegarty

The more recognisable elements your brand has, the more likely it is to be remembered.

We’re sure you’ve played one of those quizzes before where you must guess the company name just by seeing a snippet of their logo, hearing a catchphrase, or seeing their brand colours?

Those types of quiz demonstrate how powerful brand recognition can be and why great branding is vital to your business.

Brand recognition vs brand awareness

Hopefully, the above demonstrates the key differences between brand awareness and recognition but this isn’t a ‘take one or the other situation’.

Arguably, brand awareness does play a larger role in your brand strategy because it makes your customers familiar with you on a deeper level than brand recognition. If recognition is the shiny thing that grabs attention, then awareness creates a lasting familiarity that eventually leads to sales, loyalty, and customers championing your brand.

But on the other hand, have you ever heard of a mega-successful company where customers don’t know the name of the business, recognise the logo, or know one detail about the brand? Not really!

In summary, Brand recognition needs to work alongside awareness to give a well-rounded picture of your company!

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If you’ve found this article valuable, you can get more useful insight here:

Download our definitive media lens guide to help you maxmise your sphere of influence

READ this blog: what is branding and why is it a key component of your PR strategy?

watch our video: how to identify your target audience”

At EC-PR we are passionate about B2B communication. We believe your work is amazing and we want to help you tell the world how extraordinary it is. Get in touch.

The Definitive Media Lens Guide 2021 pdf

The Definitive Media Lens Guide

Find your business's maximum sphere of influence and equip yourself with the tools to reach it.

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The Ultimate Guide to Writing a Press Release 2021 pdf

The ultimate guide to writing a B2B press release

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Our expert B2B PR guide with 9 steps to creating a press release that editors want to publish.

Download

Can brand awareness generate measurable ROI?

Can brand awareness generate measurable ROI?

Can brand awareness generate measurable ROI?

“Can brand awareness generate measurable ROI?”, is a reasonable question for any sensible business owner or marketer to ask; no business can afford to invest money on activities that don’t have quantifiable results.

Branding and brand awareness can be notoriously tricky to measure, especially when you’re looking at it in a vacuum. Although brand awareness sits right at the top of your sales and marketing funnel, it isn’t a clear-cut acquisition channel, more of an assistant to other acquisition methods.

However, there are a few key indicators of brand awareness you can measure – let’s have a look.

Can brand awareness generate a measurable ROI?

Brand awareness is needed – how would you ever make any sales if nobody has heard of your company? But, viewing it as a direct way to boost sales is perhaps the wrong way to frame brand awareness and instead, brand awareness should be viewed as an assist to sales.

For example, if you were to exhibit your company at a trade show, it would be fairly easy to work out the ROI of that exhibition, helping you decide if you want to invest money in this channel again.

Brand awareness isn’t so simple as it infiltrates every area of sales. Going back to the trade show example – a potential customer may look for your stand because they were already aware of your brand, once meeting you they may decide to buy. This may be more difficult to measure but brand awareness certainly played a part in that sale.

This example shows how brand awareness helps at every part of your sales funnel; the same example can be applied to an inbound phone call or email.

In summary, brand awareness will not be a big direct win and is more difficult to measure but is certainly an important aspect of your overall sales and marketing strategy.

pink fishing nets

Why measure brand awareness?

Last week on our blog, we explained what brand awareness is and we have also put together the ultimate guide to increasing brand awareness – we think raising brand awareness is important – even for B2B companies who may not have traditionally given much thought to brand awareness. 

89% of B2B marketers say brand awareness is their most important goal, ahead of sales or lead generation – Content Marketing Institute

Brand awareness increases familiarity in your audience and with familiarity comes trust – an important factor for many B2B companies, especially those providing services.

Have we convinced you yet how important brand awareness is?

If increasing brand awareness is an important part of your sales and marketing strategy, then it needs to be measured just like any other marketing activity.

How can brand awareness be measured?

One of the easiest ways to measure brand awareness is to simply ask your customers more questions.

Don’t underestimate the power of a good survey.

Surveying customers and potential customers needn’t be a onetime activity or a big deal either – just ask new customers where they heard of your company or product when they get in touch. Keep a record of answers so that you can evaluate which of your brand awareness campaigns are taking effect.

This is one of the more ‘low tech’ options when it comes to measuring brand awareness but it’s highly effective as you’re getting the information you need straight from the source.

A broader survey could involve asking a random selection of people who aren’t customers if they are aware of your company or products. Information gathered can be used to inform future campaigns and maybe look at how you are trying to approach your target audience.

pink fishing nets

Your website and analytical tools can also be used to measure brand awareness – one super easy metric to check is the number of hits your website receives via searching for your company name or any unique brand terms. You can use Google Adwords Keyword Planner, Trends, and Search Console to track this.

If customers are searching your name, the name of company-specific products, or services then they’re already familiar with you. Capture this information to gauge how brand awareness campaigns are working.

Social media is also a powerful tool when it comes to measuring brand awareness. How much your brand is mentioned on social is a good indicator of levels of brand awareness and can be used to track any changes.

Key metrics to take note of are the number of brand mentions, engagement, and reach. Tools like Hootsuite or Sprout Social are useful tools here.

Join our #B2BPR tribe:

If you’ve found this article valuable, you can get more useful insight here:

Download our ultimate guide to B2B PR campaign planning

READ this blog: what is branding and why is it a key component of your PR strategy?

watch our video: how to identify your target audience”

At EC-PR we are passionate about B2B communication. We believe your work is amazing and we want to help you tell the world how extraordinary it is. Get in touch.

The Definitive Media Lens Guide 2021 pdf

The Definitive Media Lens Guide

Find your business's maximum sphere of influence and equip yourself with the tools to reach it.

Download

Subscribe to our updates

Stay up to date with the latest insights, case studies, and PR guides.

The Ultimate Guide to Writing a Press Release 2021 pdf

The ultimate guide to writing a B2B press release

Revised for 2021

Our expert B2B PR guide with 9 steps to creating a press release that editors want to publish.

Download

What is brand awareness?

What is brand awareness?

What is brand awareness?

We’re starting the new year off with a bang – a big branding bang that is.

Starting with the release of our ultimate guide to increasing brand awareness, we’re dedicating January to all things brand awareness! We’re going to be covering absolutely everything you’ve ever wanted to know about branding, how to raise your brand profile, how to measure ROI, and what techniques we think are worth pursuing in 2021.

But first, allow us to take you back to the beginning with an introduction to brand awareness – what is it? Why is it important?

What is brand awareness?

Brand awareness is a level of familiarity with your product, services, or company within your target audience. There are many ways to define this, here is one of our favourites, and easiest to understand:

“Brand awareness represents how familiar your target audience is with your brand and how well they recognize it. Brands with high brand awareness are generally referred to as “trending,” “buzzworthy, or simply “popular.” – HubSpot

When customers are aware of your brand, they should be able to remember certain key aspects such as your unique selling points (USPs) or more intangible assets such as the ‘feel’ of your business and products. 

The ultimate test of brand awareness is to think of a generic product and see what brand pops into your mind.

For example…imagine you need to find information online and have to use a search engine – which do you choose?

Did you think about Google?

That is brand awareness!

Out of all the search engines available, the first to pop in your mind was Google.

Because Google has a high level of brand awareness, consumers can recall which search engine will satisfy their query – without even seeing an advert from the brand.

Brand awareness is the level of recognition and association by a potential customer towards your products and services.

Now, that level of brand awareness is top tier holy grail stuff and has come after many, many years of marketing – to the point where for many, the word ‘Google’ has become the verb for looking up information online.

So how, you might wonder does this work for smaller businesses, newer products, or B2B products and services?

Well, the concept is still pretty much the same. Brand awareness simply means making customers aware of your brand and your qualities, so that the next time they come to a situation where your product or service would fit, the first business they think of is yours.

You will already know who your target market is (hopefully), their pain points, and needs – your number one goal is to ensure your business is the very first they think of when it comes to those problems or needs.

Why is brand awareness important?

Brand awareness is the very first step in your marketing funnel – the concept used to gain new customers and sell products. Awareness of your brand at this stage is the very first your customer hears or sees from your brand which is why it is so essential your branding is correct in the first place, and why you go the extra mile to differentiate your product or services from the competition.

But brand awareness isn’t only important when you are casting your net wide – customers already familiar with your brand, whether you have already done business before or they are at the consideration stage can also be nurtured when you increase brand awareness.

pink fishing nets

Brand awareness campaigns are you telling customers old and new who you are and what you stand for. In the process, you will acquire new customers, encourage those thinking about becoming a customer and possibly bring old customers back.

Despite brand awareness playing such an important role in any marketing strategy, many businesses do not pay as much attention to raising awareness as they ought to. Which sounds crazy when you think how obvious it is that most buyers or potential clients would much rather work with a business they’re already familiar with!

How do you increase brand awareness?

Brand awareness may have slipped down your to-do list because for many people, the concept can sound rather abstract and well, a bit lofty! But no matter the size of your business you should be working on raising awareness.

Even B2B businesses who may struggle with the concept, as branding and brand awareness is something you may associate with consumer brands, should be paying more attention to increasing brand awareness.

If this sounds like you, we have good news:

EC-PR have created the ultimate guide to increasing brand awareness, packed full of actionable hints, tips from industry leaders and insiders, and just about everything you need to know when creating a brand awareness strategy.

Download your completely free copy here.

As mentioned, we will be posting all this month about brand awareness so keep your eyes peeled for further information on brand awareness ROI and some of our best tips for this year.

Join our #B2BPR tribe:

If you’ve found this article valuable, you can get more useful insight here:

Download our ultimate guide to B2B PR campaign planning

READ this blog: what is branding and why is it a key component of your PR strategy?

watch our video: how to identify your target audience”

At EC-PR we are passionate about B2B communication. We believe your work is amazing and we want to help you tell the world how extraordinary it is. Get in touch.

The Definitive Media Lens Guide 2021 pdf

The Definitive Media Lens Guide

Find your business's maximum sphere of influence and equip yourself with the tools to reach it.

Download

Subscribe to our updates

Stay up to date with the latest insights, case studies, and PR guides.

The Ultimate Guide to Writing a Press Release 2021 pdf

The ultimate guide to writing a B2B press release

Revised for 2021

Our expert B2B PR guide with 9 steps to creating a press release that editors want to publish.

Download