ONE EYE OPEN
USING COMPETITIVE RECON
TO YOUR ADVANTAGE
After researching the fintech space for a client project, the JOTO PR Disruptors™
team discovered there was little news or buzz about the issues the audience was
facing based on what its client did in its main verticals of automotive, hospitality and
government. The competition, it seemed, was not exploiting this. Neither was its client.
Yet, as Karla Jo Helms, founder and Chief Evangelist at JOTO PR, discovered, all of
the research pointed to the industry needing to know who the thought leader was for
rapid digitization in fintech and how COVID-consumer demand was driving matters of
speed, cost-savings and even issues of security.
The solutions the client offered solved all of these issues. They even solved other
issues of scalability—another pain point the client did not know to what extent. As
Helms recalls, there was a wide-open opportunity to make the topic of “conversational
commerce” and “message-based payments” synonymous with her client. No
competitor was claiming that position.