The main challenge in getting coverage for SaaS marketing clients is convincing the press to pick your company over their competition. In this sense, the challenge comes long before the opportunity arises. Working on the brand’s reputation via social media presence, thought leadership, an expert blog, award nominations (and wins), and previous press pitching all led to YellowDog being front of mind when ITV needed a growing company to interview.

YellowDog first came to ITV’s attention after winning the Start Up of the Year award from the Bristol Post. With an easy to find and easy to navigate website, they could see that the company was vibrant, growing, and media friendly. Lists of awards, a frequently updated blog feed, and engaging social media all demonstrated that this was a company likely to be happy to speak to the press.

And of course, we were. After liaising with Engine Shed to secure permission to film, gaining insight from Rupert ahead of time about what he wanted to speak to Gareth, the founder of YellowDog, about – giving him time to prepare – and briefing the YellowDog office about what was likely to occur, we met with Rupert and Luke, the cameraman and editor from ITV, to start filming.