Industries and categories don’t matter that much to us, but for some, it is important to see experience in their particular category. We say, bring us in, let us learn about your company and category with a fresh perspective. We’ll be inquisitive, we’ll bring fresh perspective and we may think more like your target consumer than an insider. All of this can be a valuable perspective from the agency you are going to partner with.
That being said, there are some industries we enjoy, and some in which we have very applicable experience. If you see your industry here, great, let’s talk about how we will still think differently for you as we approach it. If you don’t see it, don’t run away without giving us a chance. Call us. Let’s talk about it. If it is something that can get our heart beating a little faster, then we’ll enjoy working on it and that always makes for the best outcome. If it bores us, then maybe we are not thinking about it correctly or we haven’t been able to wrap our heads around it. Either way, we will tell you it might not be a fit.
As far as PR goes, a lot of firms will swear that experience in a category matters most of all because it’s all about relationships. To a degree. And we have experience in a diverse group of categories. But what we think matters even more is pitching the right story at the right time. In other words, give them what they care about when they care about it. That, and a really big rolodex of contacts (we call it our super-duper, crazy extensive database that allows us to dig into any industry and find the influencers).
And what do we think about B2C versus B2B? We like both, but B2B clients need to be willing to try doing something new and different for their category, or try an emotional (humor, heart-felt, frightening, etc.) approach.