Carving Out Your Niche: The PR Pro’s Guide to Category Creation
Picture this: It’s 2007, and you’re pitching a car service that doesn’t own any cars. Or it’s 1997, and you’re trying to convince people to stream movies over the internet instead of renting DVDs. Sounds far-fetched, right? Yet these once-outlandish concepts became Uber and Netflix – companies that didn’t just enter existing markets but created entirely new categories.
At Offleash, we’ve helped create categories with early movers like Alation (data catalog), Apigee (API management), Mist (AI networking), Snowflake (cloud data warehouse), and Sumo Logic (continuous intelligence), among other clients. These and other technology leaders recognized a need or a market shift before others. Creating a category isn’t all about technology—it is often about winning hearts and minds to shape a market.
Category creation is the holy grail of business innovation. It’s about more than just developing a great product; it’s about reshaping how people think about solving a problem. Whether you’re aiming to carve out an entirely new space or make waves within your current category, the path to success requires strategy, persistence, and a dash of audacity.
Let’s take a look at the key steps for creating successful categories and how important PR and marketing are in making it happen.
Gain a Deeper Understanding of Your Space
Before you can reshape the market, you need to understand it inside and out. Dive deep into market research. Analyze trends, identify unaddressed pain points, and look for gaps in existing solutions. Conduct surveys or focus groups with potential customers to uncover their frustrations and wishes. Look beyond your immediate industry for cross-pollination opportunities.
Our research practice specializes in uncovering these insights. We’ll help you identify not just what customers say they want, but what they truly need—even if they don’t know it yet. As Henry Ford supposedly said, “If I had asked people what they wanted, they would have said faster horses.”
Remember, you’re not just looking for a gap in the market, but a market in the gap. This knowledge will be the foundation upon which you build your thought leadership, marketing strategies, and ultimately, your new category.
Build an Impactful Thought Leadership Platform
Once you understand your space, it’s time to establish yourself as a visionary. Develop a strong thought leadership platform for your C-suite executives and key spokespeople. This isn’t about self-promotion – it’s about educating the market on the problem you’ve identified and a novel approach.
Leverage contributed bylines, podcast appearances, and media interviews to share your unique perspective. Create whitepapers, blog posts, and other content that showcase your deep understanding of the industry and your innovative approach to solving its challenges.
Our content and PR services excel at amplifying your message. We’ll craft compelling narratives that position your executives as industry visionaries, securing high-impact media placements and speaking opportunities that drive category awareness.
Get in the Mix
Creating a category isn’t a one-time announcement – it’s an ongoing campaign. Maintain a steady drumbeat of news to keep your company and category top-of-mind. Regularly announce new products, partnerships, customer wins, and funding rounds. This consistent flow of information helps normalize your new category in the minds of your target audience.
Invest in analyst and influencer relations for early message testing, to gain credibility, and expand your reach. B2B influencer marketing, unlike its B2C counterpart, involves meaningful collaborations that can amplify your category creation efforts. It can help grow your sales pipeline, drive customer loyalty, and enhance brand credibility.
Don’t shy away from industry events. Secure speaking slots and sponsorships to increase visibility and demonstrate your commitment to the space. Pursue awards and other recognition opportunities to further establish your category leadership.
By combining consistent news, influencer partnerships, and industry presence you create multiple touchpoints that reinforce your category’s importance and your company’s leadership within it.
Activate Your Champions for Third-Party Validation
Nothing validates a new category like success stories. Secure and leverage customer references and testimonials for both media and analyst relations. Consider implementing customer programs to incentivize participation in case studies or speaking engagements.
Don’t forget about your investors and partners. Their endorsement can lend additional credibility to your category-creation efforts. Maximize these relationships by involving them in media activities and events where appropriate.
Don’t Try to Be a Market of One
While it might seem counterintuitive, competition can actually help establish your category. If other companies enter the space, it validates the market need you’ve identified. The key is to differentiate yourself and maintain your position as the category leader.
Stay focused on innovation and continuous improvement. Keep refining your messaging to highlight what sets you apart. Remember, your goal isn’t to be the only player in the category – it’s to be the defining one.
Disruptors, It’s Your Move
Congratulations! You’ve just unlocked the roadmap to category creation. But here’s the exciting part: you don’t have to embark on this adventure alone. Think of us as your seasoned guides in this uncharted territory. We’ve just handed you the map; now it’s time to choose your travel companions wisely.
Imagine having a team of PR and marketing experts by your side, transforming your groundbreaking idea into a game-changing market category. We’re not just talking about making waves – we’re talking about creating an entirely new ocean.
So, here’s the million-dollar question: Are you ready to make your mark? To go beyond disruption and reshape entire industries? Our category creation experts are chomping at the bit, armed with the tools, experience, and passion to help you define and dominate your category. This isn’t just about building a business; it’s about leaving a legacy. It’s about looking back years from now and saying, “We didn’t just adapt to the market. We created it.”
Your industry is waiting for its next big revolution. The board is set, and the pieces are in place.