Industry analysts can have a crucial influence on the success of many companies and their products. The increasing importance of Asia, its companies, and its goods and services means that stakeholders are increasingly seeking expert opinion – and endorsement – to assist in their decision-making. The constituency of analysts is also growing – and Burson-Marsteller Asia-Pacific is committed to helping clients identify, interact with and engage analysts who can have a significant impact on their business.
We have established relationships with the analysts most respected for their understanding of developments in our region and who also cover our clients’ worldwide markets. We develop and implement analyst and influencer relations programs to leverage this important group’s support in a wide range of industries. Short-term, our strategic counsel and industry analyst relations (IAR) programs result in positive report mentions and media quotes that support our clients’ messaging and positioning.
At the same time, our clients gain positioning counsel, competitive intelligence, sales pull-through, message validation and executive visibility from the analyst community. Over time, the sustained dialogue we help our clients achieve with analysts shapes the influencer community’s research agendas, and published/spoken opinions to our clients’ greatest advantage.
Our objective for each client is to achieve a significant change in their relationships with the analysts who can influence market opinion. We aim for an evolution of each relationship from:
- sharing information to establishing a dialogue;
- being included in reports, to influencing report content before publication
- being listed in reports, to being named on preferred/recommended short lists
- establishing analyst awareness, to generating their active endorsement
- acknowledgment as an industry player to acceptance as a market leader.
Industry analyst programming continues to grow as customers turn to analysts for guidance on making cost-effective business decisions with finite resources. In an increasingly competitive environment, our IAR team is committed to helping clients establish the relationships that matter in Asia-Pacific and beyond.