From the Radio Show: Hawks Eye on Business
International Market Development
For some it may sound counter-intuitive, but one of the best places to look for solid, sustainable business growth over the long term is in international markets. While most companies have a presence in EMEA (Europe, Middle East and Africa), Latin America and Asia Pacific, the presence is typically limited to the more traditional markets, such as the United Kingdom, France, Germany, Japan and other leading nations.
One of the critical success factor in your post-recession growth plans is your customer base. Your customer base is as valuable an asset to your business, as your people and products are. And your customers can represent the quickest growth opportunity you have.
Boise, ID – June 14, 2010 – Deborah Matus has passed the Association of International Product Marketing and Management (AIPMM) exams for Certified Product Manager (CPM) and Certified Product Marketing Manager (CPMM). The certifications verify Deborah’s exemplary understanding and use of global best practices in the field of Product Management and Product Marketing Management.
See how, once again, how Apple makes competitors default to the “better tech” message in an attempt to catch up to the iPhone
Jay Longwell and Greg Mower from Stratus are conducting a seminar for the UCLA Anderson School of Business Alumni Network on successfully launching technology products worldwide. The event is on March 24th in San Diego. Here is the link for the event — check it out.
B2B Tech Marketing: Marketing Embedded Imagers
View in PDF Version
For embedded components of tech-products, the lore of the ‘Intel Inside’ ingredient branding is a ‘siren’s song’ promising strong consumer identification and untold sales. Like most stories of easy money and innovation in marketing, there is much more to tell. While Intel has achieved ‘brand nirvana,’ the initial capital outlay for the ingredient marketing co-op easily measured in billions of dollars. The advertising co-op that paid for a portion of computer manufacturers ads was heavily supplemented with television advertising, further increasing the cost beyond most marketing budgets.
MARKETING TO THE U.S. BUILDING BRIDGES IN THE DESERT
By James Longwell and Greg Mower View in PDF Format
In virtually every industry other than technology, the marketing function drives product development. A detergent company will spend several months of research and testing to determine a new scent to put in its products. By the time it’s launched, the sales and marketing teams will have a very precise financial proforma and business model for exactly how this innovation will affect share. In the technology world, a company will spend years and millions of dollars (even hundreds of millions) in R&D and product development only to throw the new product “over the fence” to sales and marketing who are then tasked to find the customers.
I remember seeing it and going hmmm. Eagles TE Brent Celek catches a TD pass on Sunday night and then strikes the “knee-up” Capt. Morgan pose. Turns out it was a guerilla campaign that awarded dollars to charity for every time a player “struck the pose” in the end zone. The NFL cried foul and it was immediately banned. Now I wonder how much time, money and effort was put into a campaign that never had a chance from day one. http://sports.yahoo.com/nfl/news?slug=cr-celekpose111209&prov=yhoo&type=lgn