Getting the Attention of Industry Analysts

Can't get an analyst to return your call? Analyst relations are a critical component to build a company's credibility in both new and established markets. Here are some tips we've gathered in our years of getting the attention of industry analysts.

1. Do your homework
Research the analyst's coverage areas and published research to gain insight on their background, subject matter expertise and personality.

2. Demonstrate your understanding of the market
It's a two-way dialogue! Being able to talk intelligently, thoughtfully and strategically about not only your company but also related market dynamics, competitive environment and future market outlook will exude credibility.

3. Understand your company's position
Clearly articulating your company's short- and long-term business strategy, unique position and differentiator in the marketplace will provide a solid entry point for further dialogue with an analyst.

4. Show clear product benefits and features
A market position and message won't stand on its own. Without a compelling product that provides value and unique features to your customers, analysts won't have a reason to learn more about your company.

5. Give to get
Many companies are intimidated by analysts and their depth of subject matter expertise. It's important to remember that without your contribution, they wouldn't have anything to write about. However, the strongest analyst relationships are built on mutual interest, strategic insight, intelligence and respect.

6. Subscribe to research services
Not only do you get rigorous data on your market sector, you may have direct access to analysts for briefings, one-on-ones and industry events. Subscribing to research does not "buy" you an analyst, but it does provide easier access with many other tangible benefits.

7. Don't be exclusive
Developing an exclusive relationship with one analyst or research company will not yield additional value. Analysts have different perspectives, personalities and agendas. The more analysts you can share your story and vision with, the better.

8. Enlist the support of an agency
Good agencies have existing relationships with analysts and can help establish credibility for your company while also helping to craft and fine tune critical messaging that will resonate with the analyst community.

9. Take a proactive not reactive approach
Many companies feel the pressure to make noise in the market without doing the appropriate due diligence. Your initial impression with an analyst will stay with him/her. Make sure that impression is a positive one, leaving them wanting to learn more about your company and its offering.

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06.28.07 // 09:41am