The 3 “Rs”: Recognition, Recommendation, Reputation
When implementing a communication strategy for a startup, we can be certain of two fundamental truths: the first is that a good product or service alone is not enough to guarantee success; the second is that no amount of marketing can help a poor product or service win over the public.
For startups or projects in their early stages, the ability to make themselves known—whether to investors, partners, or customers—is essential and just as important as coming up with a unique value proposition or designing a sustainable business plan. In the eyes of the market, we only exist if we are visible and if we make the effort to reach our target audience.
In this initial effort to gain visibility, reputation and trust emerge as fundamental values. The lack of credibility and recognition that history and experience provide makes it easier for doubt to take root among the public, which can prevent companies from moving past the investment or initial purchase phases.
Given this trend, why would anyone simply wait for conversations about their product or service to happen organically?
The most common problem is that marketing professionals are often focused on gaining followers rather than interacting with their audience. The focus has primarily been on gaining followers and views across the various platforms where the brand is present, without making an effort to ensure genuine interaction. Having 100 fans who are committed to the brand is exponentially more effective than having 10,000 passive followers.
The challenge lies in giving followers something to talk about. The key could be an exceptional product, an original service, a great experience, or personalized support. This differentiating factor depends on how well you know your target audience—always one of the first steps in a communication plan—and on your understanding of their needs and what you can offer them.
It is to provide—and ensure—the framework, rationale, and message for this “something to talk about” that Say U Consulting developed the GO360ºPR4StartUPs model, an offering that emerged from the partnership established with the Believe in Portugal and its Entrepreneurship Contest, which remains relevant. In the year that Acredita Portugal celebrates its 10th anniversary, we remain focused on raising the profile of startups and emerging projects in the market.
Because we may be the best in the world at what we do, but we need others to know it.
Marta Gonçalves
Managing Partner | Say U Consulting