Promotion and PR of gadgets, computer electronics, and technical devices

We analyze effective PR and marketing solutions for high-tech brands together with Nina Zinchenko, co-owner of 2L. Niche features and promotion specifics.

Since 2002, we have been developing expertise in the field of technology brands. 2L Communication Agency focuses on the IT sector, including computer technology, smart devices, consumer electronics, and the gaming industry. We share our practical experience gained over the years in this article.

Features of PR in technological fields

1. In the face of fierce competition in the market of information solutions, electronics, games and modern technology, it is necessary to react flexibly, quickly and effectively present your innovations.
2. Without regular interaction with your target audience, you accept the risk of ceding their attention to competitors.
3. Technicians and enthusiasts, who form the basis of these markets, choose products based on criteria of reliability, quality, and subtle nuances of functionality. Therefore, working with these niches requires a narrow competence and the ability to build interaction adapted to a specific audience.

Nina Zinchenko, co-owner, lead account manager of 2L:

«The experienced copywriters of our team are able to solve the opposite problem – to make complex technical information understandable to a wide audience. This is especially important when promoting high-tech household devices, whose main value lies precisely in their technological complexity».

Information channels for the promotion of technology, gadgets, electronics

• Computer, gadget, and gaming themed platforms show maximum performance by accurately hitting the target audience.
• YouTube bloggers’ reviews and integrations remain a strong tool for promoting technology, despite the difficulties of the site’s operation in Russia. Authors with a loyal audience maintain high viewership rates, and subscribers to techno-bloggers are not the ones who will find it difficult to master a VPN.
• Habr and specialized media in the IT/gaming industry are the most effective platforms for publishing articles.
• VKontakte and Telegram are effective for publishing infographics, provocative posts that provoke discussion, holding contests, and challenges.
• Exhibitions dedicated to games and technology are an ideal arena for communicating with the audience in the real world.

It is worth noting that publications on technology and gaming resources, such as VC or Habr, require a willingness to receive an active reaction from readers, which is not always friendly. Users of these sites often comment on articles with considerable toxicity.

«When we use these channels, we involve ORM specialists and trusted «partisans,» Nina Zinchenko said. – They skillfully communicate with both aggressive audiences and technically competent critics, and provide informed, accurate responses to even the most sarcastic comments. Dealing with negativity should not cause concern – with the right approach, even critical users can grow into dedicated ambassadors.».

Promotion tools and formats

Despite the need to adapt to specific business tasks, there are proven solutions in the IT sector that show stable results. Among them:

• Collaboration of computer labels with video game developers. Promotional campaigns based on such collaborations expand the reach for both sides favorably due to the complementarity of their products.
• Influencer marketing. Profile bloggers and influencer gamers play a special role in the promotion of computer equipment, gadgets and technology. They can be both one of the channels for spreading the message, and the central element of the project: for example, we did a raffle, in order to participate in which we had to find the letters «Easter eggs» hidden in the videos of several bloggers.
• Game mechanics. Interactive elements and mini-games demonstrate high efficiency in the promotion of technology and electronic goods. The public sector audience is receptive to such formats and is easily included in them.

Our failures in choosing platforms and tools

For more than twenty years of work, we have gained not only positive experience. Of course, there were failures. For example, we used the programmatic only once – it demonstrated minimal effectiveness in attracting traffic. This does not mean that this method of promotion is bad in principle, it just did not work in a particular campaign. By the way, it was at the dawn of his appearance. Perhaps a modern implementation would have yielded completely different results.

We had another bad experience with targeted advertising on Twitch. It was also a one-time experiment, but for different reasons. Targeting on Twitch has shown good results in the CIS, but there is no geo-targeting in its settings, so it turned out to be impractical for campaigns aimed exclusively at Russia.

How can we take the warm seats vacated by our Western colleagues?

Russian manufacturers are faced with a promising opportunity after many Western companies have left the market. However, putting your own analogues on the shelves is not enough. Trust needs to be earned, recognition needs to be raised, loyalty needs to be earned. It is necessary to engage in promotion and PR: take the vacant place in the information field, and only then can you count on a place in the heart of the consumer.

Unfortunately, few domestic players have adopted such a strategy. But Chinese representatives were actively involved. Take a look at the news agenda: Russian business is heard in the context of import substitution, but often even without specific names, whereas Huawei, Xiaomi, Oppo and other Asian brands are already well-known. Chinese manufacturers are methodically mastering the vacant segments.

The phenomenon of Western companies maintaining their informational influence even after leaving the Russian market clearly demonstrates the power of a well-built brand. This is the fundamental difference that Russian business must realize: if advertising campaigns have a short-term effect without a long-term impact on the image, then PR promotion strategies provide the foundation for recognition and consumer loyalty for years to come.