Netherlands-based, e-commerce platform provider Channable realized that an effective stateside startup PR strategy was essential in achieving a US presence. They enlisted 180 Marketing Communications, renowned for launching successful international tech companies in the US.
Built to generate awareness, the PR campaign consisted of media relations, analyst relations, and thought leadership. Channable knew this approach would help attract customers and strategic partnerships in the US. The campaign began with crafting a compelling brand story, highlighting the company’s innovation in product feed optimization and campaign management for online retailers. The narrative showcased the company’s success in Europe, demonstrating reliability to a US audience.
The campaign
A series of expertly designed press releases were circulated in parallel with proactive pitching, introducing Channable to the US market. The efforts garnered coverage in Axios, E-commerce Times, Ecommerce Next, MartechSeries, Martech Zone, PYMNTS, Retail Touchpoints, and TechCrunch. 180 added bylines leveraging the company’s executives who shared thought leadership, tips, and their thoughts on e-commerce trends. Lastly, analysts from eMarketer, Forrester, and Gartner were engaged on an ongoing basis to review the company’s offerings. This connection provided a passive sales technique for generating awareness with their clients. Connecting Channable with journalists and industry analysts was crucial. This helped position it as a thought leader and foster credibility among potential clients and key stakeholders.
The results
These were swift and pronounced. Channable’s user base experienced a significant uptick. High-profile collaborations and partnerships were formed, including deals with leading online marketplaces and digital marketing firms. This enhanced their credibility and expanded their service reach within the US.
The overarching success of this PR campaign did more than just open doors in the US. It catapulted Channable into the spotlight of the global e-commerce industry. With its newfound visibility and an expanded global customer base, the company quickly transitioned from a continental leader to an international powerhouse – proving the transformative power of a well-orchestrated PR strategy.