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Electronics PR: Why spec sheets aren’t enough to sell

Posted by Ben Smith on 10th September 2021

How much of your comms planning is dictated by the product pipeline? How much focus is there on marketing collateral, press releases and yes, the humble spec sheet? How much time is spent rinsing and repeating the same process for every product launch?

Yes, products are important, but electronics brands have a tendency to obsess over them — to the exclusion of everything else.

If you’re going to build a brand that people remember, you need to think bigger.

Be visible, be bold and demonstrate your understanding of wider trends of the industry at large.

Your target audience will buy into your expertise as a business — it’s a big part of what makes you an attractive partner — but banging the drum about your own products is only one way to demonstrate that expertise.

Think outside the four walls of your organisation. Comment on design trends and the impact they will have on feature sets in future devices. Talk about major market dynamics, like the chip supply issues that hit the industry in 2020. And take a view on the deals and moves that have big implications for your customers.

Show your audiences where you stand, not just what you sell. That’s the difference between an electronics supplier and an electronics brand.

Want to find out more? Download our ebook on Why electronics PR doesn’t have to be boring.

Ben Smith

Ben’s deep knowledge of sectors as diverse as electronics and IT, cleantech and medtech means he has a wide range of experience to draw on for his clients – ensuring that no two campaigns are the same. Ben’s expertise lies in helping his clients to raise their profiles beyond trade media and he has a proven track record in running campaigns that deliver coverage in national, business and consumer publications.