While we had success in many regions, journalists in Germany, a key target region for ChannelEngine, were busy covering bigger stories happening in that market that week. The PRLab team isn’t one to shy away from challenges, and given the importance of expanding into this region, we didn’t want to return to our client empty-handed. So we adapted our strategy
, and in order to secure coverage, we instead developed some thought leadership
content for German publications so our client could begin to grow their brand authority in the region.
Having already researched the industry trends in that region, we produced thought leadership articles that would demonstrate ChannelEngine’s expertise, and begin building trust in the German audience. This meant that while their funding announcement might not have been successful this time around, ChannelEngine is still being established as a credible company in a new market.
The setback to the German market meant we had to adjust our strategy, and we successfully pitched the thought leadership content to 3 German marketing blogs, setting up ChannelEngine for future efforts into the German market.
This campaign was a huge success, and adapting our strategy made sure our client could continue developing their brand authority in addition to proving the quick thinking of PRLab and our commitment to helping our clients grow their business.