Five Tips for Making Retail Technology PR Successful.

B2B PR for technology companies often includes a strong focus on vertical markets. And as any PR veteran knows, each vertical industry has its own unique flavor. For retail technology PR, the secret sauce is how to approach the media, analysts and trade shows to build your brand and move the marker.

The retail industry is huge, with the U.S. market alone accounting for about $4.7 trillion in sales each year, according to the U.S. Census Bureau. Retail technology is exploding on the scene as retailers look to create a competitive edge with mobile apps, point-of-sale platforms, loyalty systems, inventory management software and other store and supply chain innovations.

Whether you’re an established player wanting to launch new products, or you’re a startup looking to generate brand awareness, retail technology PR campaigns are a proven way to grab retailers’ attention. Here are some tips:

Third-party credibility
The trade press is both abundant and of great value in the retail technology segment, offering a wealth of editorial opportunities that drive third-party credibility for your brand. Stores Magazine, RIS News, Integrated Solutions for Retailers and a handful of other trade publications are the bibles of the retail industry. Everyone in the segment either reads them or respects them, and coverage in these books is essential for getting your message across.

Knowledgeable analysts
The retail space also includes several industry analysts that have the respect and the ears of retailers. From international firms like Gartner, Forrester, IDC and Aberdeen Group to independents such as Retail Systems Research and IHL Consulting, make sure the key analysts know your company. Include regular analyst briefings as part of your retail technology PR strategy.

One show rules them all
The National Retail Federation’s Big Show dominates the retail technology segment. If you only pick one event to attend, this is it. Each January in New York City, more than 20,000 retailers, technology vendors and influencers gather to discuss trends and technologies in retail. So make sure to be there and be seen. One tip—skip a formal press conference at the event unless you’re an industry leader with huge news. The media and analysts prefer one-on-one booth meetings instead. Schedule those meetings at least six weeks beforehand.

Relating through relationships
Trade show meetings are great icebreakers, but they’re always rushed. Your retail technology PR plan should also include an in-person media and analyst tour, because they provide more time, more focus and more impact. The majority of retail media and analysts live in the New York and Boston areas, so you can easily arrange a 2-3 day tour with your spokespersons and jumpstart these vital relationships.

Case studies are king
The retail technology trade media want to understand your unique value proposition—what makes you different. They also want to know and write about the real-world applications of your offerings. You can almost guarantee a significant feature story—or even a cover—if you can provide relevant and timely case studies. The larger the retailer, the better chance you’ll be able to secure a major article (BTW, good luck with that 🙂 ). The hardest obstacle you’ll face will be getting a retailer to comment on any tech initiatives they consider a competitive advantage.