How an AI leader benefitted from Red Marlin’s communications agency experience

As a renowned communications agency, Red Marlin’s PR and marketing skills have benefitted clients across the automotive sector, not least for a high-tech AI company.

Given the global frenzy and interest levels in AI, it raises an interesting question of why didn’t an AI technology company rely purely on using rapidly evolving AI technology and tools, in its own marketing activities?

The answer…because this technology firm had the foresight to recognise that while AI tools are a valuable part of the communications toolbox, they cannot replace an experienced communications agency who can provide sound strategic support, action a host of key deliverables and make valuable introductions to their key industry contacts. Read on to find out more.

Setting the scene

An AI and machine learning technology company, Secondmind, needed to establish itself within the automotive industry following a strategic pivot. As part of this strategic shift, Secondmind called upon the support of Red Marlin, to act as an extension to their own in-house team, developing and delivering a bespoke communications strategy that would raise awareness about their cutting-edge technologies and help position them as leaders in this rapidly emerging field.

The brief involved defining, and setting out, the communications strategy, establishing the business within the automotive industry, highlighting how their expertise can save OEMs valuable time and money, as well as focusing on the opportunities of them being part of the Cambridge tech bubble. Red Marlin also identified numerous opportunities to introduce them to key industry figures along with positioning them as thought leaders and raising their profile at key industry conferences and events.

Bringing a story to life

An important aspect of Red Marlin’s work with the company was developing its media relations function with a particular focus on creating newsworthy press releases and key message development.

With a powerful mix of industry-trained journalists and certified marketing and PR professionals, we used our extensive skills to unravel complex topics and explain them in the correct industry terminology, as well as focusing on the appropriate media channels.

It was this expertise and experience that paid dividends for the client, resulting in more that 200 global media coverage pieces across business, trade, and consumer press – ultimately raising their profile in front of key decision makers across the industry.

People buy from people

An in-depth editorial or insightful interview, particularly useful when conveying a complex idea or message, has many processes, many involving human interaction.

This includes sitting down, and talking, with the client to unlock potential topics or areas they want to highlight.

It then needs the human touch to reach out to trusted editorial contacts at relevant publications who will be receptive to a pitch, or interview opportunities, due to a close working relationship that is beneficial to all parties.

It’s also important that these editorial contacts, such as in engineering and technology titles, have come to trust the source of information, like that provided by Red Marlin, knowing that it is correct, informative and interesting to their readership.

This approach secured incredibly valuable media exposure for the AI company in leading industry publications.

Raising profile through additional methods with a communications agency

Another important aspect of Red Marlin’s work for the AI company was through successful award entries which resulted in four award wins, one commendation and 10 shortlists in just an 18 month period.

Of course, AI can research which awards are coming up, but it’s our personal insight, and attendance at award ceremonies, that helps us know which ones carry the most weight, are the most respected and provide the best return on investment, such as time spent crafting a winning award entry.

Furthermore, we’ve been on the judging panel ourselves, meaning we know what’s involved behind the scenes and how to make an award entry stand out to judges.

The benefits of winning, or even being shortlisted, for a prestigious award can have many benefits for an automotive organisation, whether they are AI focused or have expertise in other areas.

It celebrates an organisation’s achievements, enhances its reputation and acts as an independent reference point and validation, which can help attract even more customers, open new business opportunities, boost staff morale and place a brand ahead of its competitors.

A communications agency that opens doors

In the case of the technology client, it had a strategic pivot, so working with a trusted automotive PR and marketing agency was significant for making introductions, or with speaking opportunities at events such as Cenex, Automotive Testing Expo and NAFEMS.

Red Marlin’s experience and close connections to influential automotive bodies, including not-for-profit organisations, can also be an incredibly important tool for unlocking access to influential decision makers or securing attendance at automotive events.

Established PR and marketing methods that complement AI

AI tools are constantly growing, improving and changing, providing huge potential to support our own skills and creativity.

Therefore, it’s paramount to always strive to learn more, appreciating they are tools to be used, and optimised, which is why they should be embraced to enhance creativity and efficiency, which is advantageous for our clients.

In this case, it has benefitted the AI client, including with significant new investment and increased awareness in the tech scene in Cambridge, widely considered a global centre of excellence in AI technology, where it is based.

Does your automotive organisation need a voice?

If you are an automotive company that needs to be heard, whether your business is AI focused or not, then Red Marlin could help, from content creation, government engagement, through to SEO and social media.

Please get in contact if you’d like to know more.