If you’re struggling to find “big news” to promote your B2B company, it’s time for some deep digging. Even if you’re not currently launching new products, your company is still newsworthy to your B2B audience. It just takes some introspection into your company’s capabilities ‒ and some creativity. There is always something to share with your customers, prospective clients and trade media. Here are some tips:

Launch a Specialized Group

If you are looking for a way to draw attention to an existing line of business that has been around for a while but could use a boost in recognition ‒ launch it. This solution is ideal for a business area that many of your current customers and prospects are unaware of, even if it’s been a part of your company for a long time.

To create awareness about the “new” unit, brand the division with its own unique name and tagline that reflect its connection to your company. We’ve found you get the best results when the new group name embodies the unit’s focus and the accompanying tagline provides more detail about what it delivers to the market. Thoroughly review competitive brands to learn if they promote a distinct name or position for similar product offerings. If very few are staking a definitive claim, jump at the opportunity to create a meaningful and distinguishing identity in the marketplace by launching this specialized group within your organization.

Preparing for Change

Change can make people anxious ‒ even when the change is good. Identify your key audiences and strategically structure your message so that it excites ‒ instead of alarms – each respective group. Audience groups would include customers currently using the products involved, company-wide clients who are interested in your organization as a whole, prospects and employees.

Helpful communication tactics connect with each audience and address their anticipated concerns to ensure a successful and positive rollout. Send letters to customers that express thanks for the opportunity to serve them and set the stage to share the exciting news. Convey that the high level of service your company is known for will continue. Explain whether or not their customer service representative or purchasing process will change. Communications to employees should assure them that the company ‒ and their jobs ‒ are secure and that the new group is being created to improve your customer reach.

Spreading the Word

Marketing materials supporting the launch could include an email blast to clients, press release to targeted trade publications, group-specific web page, capabilities brochure, updated sales presentation, new tradeshow graphics and advertising in print and online trade publications. Also, reach out to your industry’s trade media through public relations and social media promotion of the group’s launch. Press releases and editorial contact should highlight specific product lines and their applications, technical services and personnel leading the new unit. Check the editorial calendars and offer a leader from the new group as a subject matter expert.

Ready for Take-Off

Through analysis and imagination, your company can breathe new life into an existing product line to create marketing buzz. By rethinking, reorganizing and repackaging established offerings, your company can launch an exciting, newsworthy platform that will get people talking about your brand.

Lisa Goetz is a public relations executive at Schubert b2b, where she primarily writes content and manages media relations. She brings 20 years of editorial and communications experience to Schubert b2b and holds a PhD in English literature from Duquesne University. When not in the office, Lisa likes to take excursions with her husband and hang out with her cat and a good book.