How to Become a Household Name

As counterintuitive it sounds, here at Ditto, some of our clients’ media placements that we’re most proud of are the ones we didn’t pitch.

Allow me to explain.

When many of our clients first start working with us, they’re not household names. There’s usually at least one clearly established leader in their industry that dominates not only market share but also media coverage. Our clients just want to be mentioned in the same story as their biggest competitor -- maybe, if they’re feeling ambitious, in the same sentence.

The day this happens, we know we’ve done our job.

A couple day ago, John Wasik published a story for the New York Times called, “For Young Entrepreneurs, College Debts Can Snuff out Start-Up Hopes.” A company we had worked with for more than a year -- a student loan refinancing platform called Credible -- was featured alongside its biggest competitor:

Entrepreneurs who took out private college loans also have some refinancing options through services such as SoFi and Credible.com.

This one, simple sentence is an acknowledgement that our client is now on the same-level playing field as its industry’s behemoth.

A similar mention -- also in the New York Times -- served as a turning point for another client, the coding academy Flatiron School, about eight months after we started working with them:

The Obama administration points to coding schools like Galvanize, Flatiron School and Hack Reactor, which offer accelerated training in digital skills as a way to “rapidly train workers for a well-paying job.”

Flatiron School approached us wanting to be mentioned in the same breath as the more widely recognized players in its space. Once the New York Times story crossed the wires, we turned our attention towards establishing them as the most prestigious and effective company in its industry -- its leader.

When you’re starting a business in an industry where your competitors are already household names, it can seem impossible to significantly move the needle on awareness and capture market share. But with a competent PR team that cares about you and your business, and is working on your behalf every day to get you into the news, it’s entirely possible -- as the two examples above demonstrate.