How to do International Tech Comms from Ireland by Paul Hayes
Paul has extensive experience in technology communications and notably developed the messaging for early Irish tech success stories such as Havok and Demonware. An accomplished host of many technology events in Ireland and abroad, he has delivered innovative marketing strategies at international trade shows such as GDC and SxSW. He was also a founder of Games Ireland.
Paul is CEO and Founder of Beachhut PR, where he drives strategy for a wide variety of tech clients in multiple verticals and geographies. He is known as one of the best connectors in the Irish tech ecosystem and has mentored over 150 startups.
Originally from Thurles, Paul has lately developed a passion for cycling and does Paris-Nice to support local paralympian, Peter Ryan.
Messaging for the company
What you are selling needs to speak to the needs of prospective clients or more importantly at this stage of the company, investors. How do you prick the ear of the right investor, at the right time, with the right message?
Sectoral segmentation messaging
Differentiating yourself in the sector is key, what is your niche, what can you define? Customers have specific requirements nowadays of what they expect from a platform, service, or product. You have to make the rules as to what your company expects at the very minimum from a sector and go beyond the customer’s expectations.
Behind the messaging of the the company, is the situation you found yourself in that was a pain point for many others and you strived to come up with the solution. Integrating this story with the aims and goals of the company and the overall messaging of the company personifies the brand and entices the sufferers of similar ailments to call on you.
Branding and language
Does your name make sense? What is your tagline? Who are your audience? What resonates with them in a world of casual instant communication, if you audience is corporate, your audience is not going to relate to gifs and twitter, they want to hear about how you can make their lives easier and the innovations you are bring to the sector.
What we find is the best platform for gathering like minded investors and clients are events. What can you showcase while showcasing yourself and becoming the spokesperson for your sector?
Taking your brand international involves research into the journalistic landscape of your target audience abroad.