Considerable IT market diversification makes it difficult for companies to reach potential customers with their message. Even high innovation and the quality of the equipment, software or services offered is not enough to make it become recognizable without adequate marketing support, favored by public relations activities. In order to promote your own solutions, it is worth using the services of a proven PR agency operating on a given market. The experience and insight gained by such an institution will allow you to reach the right customers with the message much faster than in the case of building your own structures from scratch, whether within the marketing department or another cell.

 

PR agency in Poland - benefits package

The main advantage of using the services of an external PR agency is the ability to reduce workload in the company. This in particular translates into cost reduction, and allows you to focus on the proper activity of the company in the field of production, distribution, installation or technical service of ICT solutions. A specialized PR agency has appropriate tools and developed standards that allow it to reach wide groups of recipients that are particularly interested in the IT solutions offered.

A PR agency specializing in the ICT market has proven databases of media, people and institutions from various IT areas. Thanks to this, it can quickly prepare and properly target a campaign for selected solutions and services. No need to build your own databases or buy the proverbial pig in a poke not only allows you to save money, but also time.

PR agency in Poland – wide range of activities

As part of public relations activities, the agency may prepare a comprehensive or narrow range of services. The activities include, among others, organization and management of events, preparation of stands at trade fairs, social media service, acquiring leads, telemarketing, organizing support from influencers, creating websites and mailings, as well as specialized articles, brochures and leaflets - including the process of preparation, printing and distribution to interested customer groups.

Many, if not most, PR agency activities are carried out on the Internet. The basic tasks include SEO and SEM support. As part of these activities, the agency can prepare evaluation of the client’s website and improve it in terms of search engines. Google Ads campaigns are also created, the purpose of which is to display advertisements to recipients interested in given data. By using proven tools, the agency allows you to significantly streamline this process and allocate advertising funds to activities that have a real impact on the sale of solutions and services.

PR agency in Poland – cooperation with the media

The role of the media, both traditional and online, is also important. A marketing agency operating on the market guarantees access to specialist journalists, and can also negotiate attractive rates for advertising or promotional materials. The preparation and posting of press and sponsored materials, as well as constant media monitoring are other activities that can be outsourced to the agency, which allows you to save both time and money. The knowledge of the publishing plans also allows to adjust the publications to increase the interest in the company’s products and services. Expert statements and publication of the case study in appropriate media are also part of the tasks of the marketing agency.

PR agency in Poland – social responsibility and HR

Help or preparation of activities related to corporate social responsibility (CSR) from scratch is also part of the PR agency’s activities. It can also support recruitment activities and the work of HR units, focusing on building employer branding, which allows to increase the perception of the company as an “employer of choice”.

Proper PR agency is essential

When choosing a PR agency, it is worth following the opinions and base of clients who use its services. Extensive portfolio shows that the agency is trusted and has a good understanding of the ICT solutions market. Especially for brands that are just entering the market, such support is extremely important, because the knowledge of the specificity and conditions of a given country translates into the appropriate selection of marketing techniques. It is also worth taking a look at the full profile of the agency. In the case of large institutions, services can be significantly more expensive, for instance because of the extensive team of permanent employees.

Although many distributors and business partners offer their own marketing and PR support, it can often be insufficient. This is due to the fact that distributors focus their efforts on solutions that bring them the greatest profit, which in turn translates into appropriate allocation of advertising budgets. In the case of an agency, we are sure that its activities will be focused on specific solutions and services.

Polish IT market has already undergone the phase of a double-digit growth, but still has not reached full maturity. According to IDC, it is the proportionate share of hardware, software and services sale that is a sign of market maturity. In Poland, in 2019 as much as 51% of the turnover was generated by hardware, 32% by services, and software was only responsible for 17%. The size of the entire ITC market in Poland is estimated at approximately USD 19 billion*. Therefore, there is no doubt that the Polish IT market is still growing and offers considerable development opportunities for hardware, software and ICT services suppliers.

Many suppliers in Poland do not have sufficiently developed sales structures and such large revenues to employ local marketing specialists here. They often rely on the support of a distributor or business partner. However, is that sufficient? A distributor or a reseller generally cooperates with multiple suppliers and focuses his/her efforts on the products that bring him/her the greatest profit. These are usually already developed brands, well known on the market. Thus, a kind of a vicious circle arises, as the product entering the market needs much more commitment to build brand awareness and reputation.

In such cases, it is worth using the services of a marketing agency in Poland. It is best if that is an agency experienced in cooperation with companies from the IT industry, knowing the realities and language of this market, as well as the entities present on it.

Marketing agency in Poland – how can it help?

A marketing agency in Poland can play the role of a local marketing department and provide comprehensive support for marketing activities in Poland: organize events, cooperate with the media in the field of (paid) advertising and Public Relations activities, run profiles in social media, organize campaigns for acquiring sales leads and telemarketing, collaborate with influencers, create local content (leaflets, brochures, articles, e-mails, websites).

Support of a marketing agency in Poland may also relate to the development of the sales channel - recruitment of new partners and activation of existing ones. The agency may support partners in joint marketing campaigns with the producer, ensure the effectiveness of these activities and proper use of resources from the marketing cooperation fund (COOP or MDF).

How to choose a marketing agency in Poland?

When choosing a marketing agency in Poland, attention should be paid to whether the agency has experience in working with companies from the IT industry. The IT market, and B2B in particular, uses a specific language and it is very important that your communication sounds professional to specialists in this field. It is very easy for an inexperienced person to make a mistake, which can be judged by the recipients as a lack of professionalism and knowledge, which in turn can have a disastrous effect on the brand’s reputation. Familiarize yourself with the agency’s portfolio, the list of its clients and their opinions. Choose a company that specializes in servicing IT companies and has international experience.

Marketing agency in Poland – costs.

What do the costs of servicing by a marketing agency in Poland depend on? Certainly on the scope of cooperation - the number of hours needed to perform the contract. If the subject of cooperation includes paid advertising activities carried out by external companies, for example press or online advertising, Google Ads or social media campaigns, or mailings, their cost is a significant element of the entire budget. The size of the agency itself can also be relevant. Large agencies have higher own costs, which are often reflected in the price level of agency services. International companies will surely notice that the costs of services in Poland are still lower than in Western European countries, which results from lower labor costs in particular.

* IT and telecommunications market in Poland -2020 report, Polish Chamber of Information Technology and Telecommunications and IDC