If you’d like advice on how to drive business value from your APC-funded project, call us on +44 (0) 1865 600 495 or book a call with the PR team at GroupWhistle.
Your APC-funded project is progressing – now what?
10 communications strategies start unlocking value from your project today
With nine months of development since September’s APC funding round, your consortium is likely making tangible progress.
Although your technology may still be pre-commercial, now is the time to raise your profile with the audiences that matter, whether investors, strategic partners or potential customers.
1
Develop a clear value proposition
Translate your technical progress into concise messaging that explains the problem you’re solving – and why it should matter to future customers or follow-on private investors
2
Build a funnel plan
Getting customers into a buying window can be a long process of up to 12 months. Start your awareness stage of marketing now, before your project product is market-ready. This allows you to condition your market before launch to shorten the time to revenue generation
3
Hybrid comms
Sure, getting trade media coverage of your project outcomes is essential BUT It is often the case that trade media articles are not seen by members of your product’s prospective buying committee. Never mind – capture your article and send it via CRM as a soft content engagement to precisely the potential customers who need to see it
4
Target key customers with paid social
You will be using LinkedIn organically to share your project progress with your own stakeholders, but to achieve sales outcomes including lead gen, use paid campaigns to target specific job roles in specific businesses
5
SEO
SEO delivers customers who already have a buying intent and are seeking actively a solution that your project may offer; ensure your company website keywording reflects the project scope, delivers a friction-free user-experience on buying pages and builds strong trust signals and subject-matter authority so you can bank these opportunities
If you’d like advice on how to drive business value from your APC-funded project, call us on +44 (0) 1865 600 495 or book a call with the PR team at GroupWhistle.
6
Case studies
Documenting project evolution is the cornerstone of building a good messaging platform for your project; ensure your documentation blends technical information with commercial context and use this to drive PR, sales content, SEO authority and social media output
7
Networking & press events
Generating alignment is notoriously difficult among project partners, but great value can be achieved by harnessing the reach of all consortia partners. Use this leverage to draw together events such as a media demo to exhibit project delivery
8
Build authority
Whether your project will evolve into a saleable product or service, or whether it will be integrated into other systems, use the lifecycle of the process to build authority in the market and grow company reputation – there’s most marketing value and interest in a project while it is live, rather than when it has finished!
9
Programmatics
The reality is in today’s media landscape that you are unlikely to reach all of your potential customers without spending some money. Alongside targeting on social platforms, programmatics that only serve messages to audiences that have a target persona – for instance mid-podcast host messages – are a very powerful way to talk to precise customer job descriptions
10
Product branding and go-to-market
Develop your product brand strategy to differentiate your new technology and help it cut through, while staying true to your corporate value and identity. Wrap your product proposition into a go-to-market plan that also can be prepared long before your project has deployable technologies
Speak to us
To discuss your communications requirements call us on +44 (0) 7899 065 985 or
Ready to elevate your project’s impact and attract the attention it deserves?
At GroupWhistle, we help innovation-led projects like yours to craft compelling messages, generate visibility and build credibility across capital and commercial markets.
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