The Melbourne-based start-up has been developing the product for almost four years, but now needed a communications campaign on a limited budget to build their profile in order to attract investors for their Series A funding round.
It was up to us to make sure that Brauz didn't just get good brand exposure, but got under the noses of the investors that would be helping the brand get to the next level.
In order to meet the needs of Brauz, we deployed it’s start-up focused package, an intense three month media centric strategy that focused on generating heavy hitting results, fast.
First, we developed an integrated press and social strategy to promote the technology as well as the leadership team to a retail and technology investor audience. News hooks such as the Future of Retail expo at the annual Online Retailer event, and the impending launch of Amazon into the Australian market place were used to position Brauz as the next big thing in shopping technology, supporting local brands as they look to improve their customer experience in an omni-channel environment, and compete with global powerhouses.
Media training and executive coaching for the leadership team was a key part of the campaign as Brauz began to engage with external audiences such as investors, press and prospects. We ensured that each media facing spokesperson was well drilled in not just the key messages, but also how to navigate some tricky lines of questioning.
With the understanding that the first thing an investor is going to do after reading an article about a brand they’re curious about is search for the founders. So we worked with Lee Hardham, the founder, to get his online profile up to scratch. Optimising his Linkedin and ensuring there was the right level of content positioning him as an innovator and thought leader.
Introducing Brauz to Australia’s startup, business, technology and retail press helped generate significant interest to support Brauz’s events and exhibitions, resulting in multiple TV and radio appearances.
In addition, five profile articles about founder Lee and Brauz in start-up press, where investors are looking for the next big thing, generated, not only buzz, but prompted the right conversations with the right people.
Ultimately, the media coverage brought about some legitimacy for Brauz and investors who were previously ignoring the team’s phone calls were now picking up and scheduling meetings.