Reaching niche audiences: B2B specialist media relations in the automotive industry
EPAM Systems is an international transformation consultancy and IT services provider. The globally operating company supports customers from numerous industries in their digital advancement, including the automotive industry with a focus on software, platforms, IT architectures and industrial digitalisation.
Task: Brand building and service communication for the clearly defined, highly specialised target group of the automotive industry
Companies that sell their services internationally and across different industries often have only limited resources for individual target markets. TDUB was therefore tasked with establishing a basic presence for EPAM in several markets and industries through specialist PR. Among other things, we were to position EPAM in the German-speaking automotive trade press as a relevant technology and implementation partner. The focus was on conveying concrete specialist expertise on IT and digital topics in the automotive industry, beyond traditional product or corporate announcements.
Solution: B2B specialist media relations to reach decision-makers through earned media in leading and specialist publications
TDUB also took on ongoing trade media relations for the automotive sector. This was based on an in-depth familiarisation with EPAM’s service portfolio and project practice within the automotive industry. We identified relevant specialist topics, which we systematically placed as earned media in leading and specialist automotive publications. These included topics such as the self-driving, software-based vehicle, automotive IT security and open-source approaches in vehicle operating software.
Implementation was carried out mostly through specialist articles coordinated with the editorial teams, conceived and written by TDUB in close coordination with the client’s subject matter experts, and submitted for editorial consideration. The focus was on substantively robust contributions with clear technical and strategic depth, aligned with the requirements of the respective trade media.
Result: Ongoing earned media presence in automotive trade media based on technical expertise
EPAM achieved an ongoing presence among the automotive trade audience. The publications strengthened the perception of the company as a competent partner for digital transformation and IT solutions in the automotive industry and demonstrated EPAM’s specialist expertise within the sector in a lasting way.