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Marketing article 1
Is your product market-ready?
All too often, your new product’s marketing "launch" is tagged on as an afterthought, squeezed between the prototype that finally works and first customer shipment. But in a highly competitive environment, your product needs a sustained marketing program created with an in-depth understanding of your target customers and the competitive situation, and a working knowledge of the effects of various marketing communications tactics...
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Marketing article 2
Marketing planning, pain or pivotal?
As a marketing company, we’re often employed to create a variety of marketing plans. Our own journey of discovery through the maze of planning techniques, planning theory, and presentation styles has resulted in a somewhat Zen approach: Simple planning processes focused on clear objectives that result in simple plans for a specific use, can speed plan creation, improve plan quality and remove planning pain...
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Marketing article 3
Is your product powerfully positioned?
Effective product positioning is the starting point for effective marketing. But regardless of the position you attempt to create for your product, only the position your product occupies in your target audience's mind is the one that counts. But what is effective positioning and how do you create it? This article breaks down the elements of positioning and explains some methods we've found to be helpful in generating a complete product positioning landscape for business-to-business technology products...
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Marketing article 4
Making product launches pay off
Why is it that having a wonderful product, a nicely documented strategic marketing plan, challenging objectives, great creative, and a busy marketing schedule doesn't bring the results you expect? We've been marketing technology products for over 20 years now, and in that time we've watched product launches fail spectacularly even though all the right pieces seem to be in place. Surely there’s something more fundamental that underlies a successful product launch? We think there is...
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