Going niche to drive widespread brand credibility

One of the advantages of being in a niche industry is that you don’t need CNBC or The New York Times to reach critical target audiences. But that doesn’t mean keeping your head above water is no big deal.

Our insurance technology client needed to raise awareness about how its platform would create streamlined efficiencies and faster growth for insurance underwriters. This might have created yawns elsewhere, but our energetic approach and savvy use of resources compelled the entire insurance industry to gobble it up. We built brand awareness through:

• Placements in several industry outlets, including Property & Casualty 360 and Insurance Innovation Reporter. 
• A feature by a Forbes columnist.
• An appearance on a top SiriusXM show which reached one of the client’s niche targets.
• At least six industry newsletter round-ups about partnerships and clients.
• Shaping the client’s narrative for a longer-term media strategy.