Industry analysts relations

How important is it for your company to be in regular contact with key opinion leaders? To influence the influencers within the European hi-tech market?

There's no doubt that the industry analysts - the consultants who work for companies like Gartner, IDC, Meta and Ovum - are among the most important individuals you will ever meet.

Analysts earn their reputations as independent global industry gurus and opinion leaders by spending all their time tracking technology trends, markets and companies. They are at the centre of the "hi-tech circle of influence" - called upon by end-users, the media and hi-tech vendors to provide insights into what will happen in the future.

When your customers and prospects research technology purchase decisions they consult the industry analysts. They are listened to by every serious print and broadcast journalist, and they also attract some of the biggest audiences at major industry conferences.

Ignoring them can severely hinder your progress - particularly when the market is weak - but a well-briefed analyst can be your strongest advocate in the public domain.

However, unless you're engaging the analyst community, you can't be sure they have the latest information about your company - and they may not know that they should be recommending you.

Insight can help you put in place a dedicated programme of communication to significantly increase your chances of:

• Being included on the short-lists of potential suppliers that the analysts put together for their consulting clients
• Ensuring a positive and extensive profile for your company in the research reports used by potential technology buyers
• Gaining an independent perspective on your company's strategy and positioning in the marketplace

It's imperative to remember that industry analysts cannot be treated in the same way as journalists. They require different types of information, they operate to different timescales and they have different interests. For that reason, Insight has always had a dedicated and independent Analyst Relations practice.

How can we help?

• We Focus - Insight's Industry Analyst Relations team focuses exclusively on communications with the analyst community; we do not mix it with PR. This approach has won widespread approval from the analysts themselves who have rated our analyst services as the best in Europe.
• We Target - We have developed personal relationships with more than 700 European industry analysts and as such we take great care to ensure that your programme reaches only the right ones. It's this approach that enables our clients to realise the full force of the analyst community's influence.
• We Get Results - The fact that we run Analyst Relations programmes for some of the biggest names in the hi-tech industry proves it. Our clients include Adobe, Amdahl, CSC and Veritas. New start-ups and emerging technology companies have also achieved success with the analysts through Insight.

Our services

Our services are tailored to meet your needs, but broadly they fall into these three categories:

Strategic Consulting

• Message development and testing
• Executive marketing consultancy workshop, (delivered in conjunction with an analyst company)
• Perception audit
• Market audit
• Ongoing communications counsel
• Technology Analyst relations training

Analyst Communications

Custom-built communication programmes that ensure all relevant analysts have not only an accurate understanding of your strategy, achievements and products/services, but also a positive and sustained relationship with your organisation.

Analyst Pathfinder

A flexible, scalable and speedy approach for smaller organisations looking to communicate with the analyst community for the first time.

How does it work?

To ensure that you get the best return on your investment, we carry out a detailed initial consultation to help you understand how the analysts work and identify what you want your analyst relations programme to achieve.

Working with you, we then build a tailored programme to attain those goals and assign an account team dedicated to your needs. Through regular review meetings, we will report on the progress of the campaign and work with you to ensure that it meets targets.

Why choose Insight?

Insight has the most mature, sophisticated, hi-tech analyst relations service in Europe - one which the analysts themselves rate as No.1. Since 1995 we have developed an in-depth understanding of what works in analyst relations, what doesn't - and, most importantly, we understand why.

Established in 1991, Insight is part of chime online, Europe's largest hi-tech PR consultancy group. Through chime online, Insight is able to provide analyst relations coverage in the US and Asia Pacific as well as Europe.

How to find out more

For more information or to discuss your exact requirements, contact David Rossiter on +44 (0)20 8564 6398 or by email at info@sunesis-ar.com | www.sunesis-global.com