Every electronics OEM needs to formulate a business story and develop related media pitches and awareness campaigns. Creating success just takes a bit of preparation and adherence to a few key pointers. Use management time wisely We're not ordering pizza here. A substantial amount of management time is needed initially to get the story nailed…
In marketing to engineers and technologists in the electronics supply chain, it's all about teaching and helping the people important to your business keep up with rapid change. Keep in mind that you're dealing with a community of eager tech learners. The nature of business content, to be useful, must be informative rather than promotional.…
A well-planned business development program has the potential to build the organization only when implementation is equally strong. Once guidelines and controls are in place, campaign action comes next. Last month, I covered the challenges of creating a well-understood business development program, including accountability for your company as sponsor and your marketing partners in part…
Automation and integration permeate the electronics industry supply chain. But how well integrated is your marketing connected to your suppliers and distributors? Probably not as well as you would like. Fortunately, there are some simple and useful ways to strengthen your marketing links with your most important business partners. Recommendations here presuppose that your company…
Writing in established technology media is one of the most cost-effective ways for supply chain companies to create awareness and credibility. The really good news is that you don't have to be a giant distributor to get stories published. What's essential is developing a brand-agnostic story that truly informs target readers about what's new or…
Like any business, a supply chain company needs to form its business story and build intelligent campaigns. A few key preparations link directly to a successful outcome. Management attention Management needs to invest a chunk of time initially to get the company's story nailed and incorporated into the communications effort. The thread needs to be…
Recent posts have discussed adding personality and communicating visually. Those ideas are applicable here, but let's dig deeper into how your brand can stand out or overcome a boring image. When I first worked in a Silicon Valley PR agency, most people wanted to work on consumer accounts with companies that had cool products. Hey,…
An unfortunate truth in tech marketing is quite often when a company attempts to begin promoting its brand or products, but it's missing some important preparation for effective communications. Technologists may be smart, even brilliant. However, their technical training likely hasn't prepared them very well for the storytelling needed to attract market attention, demand, and…
Recent Savvy Tech Marketing posts have included injecting personality into your brand, and there's been lots here about standing out from competitors or differentiating. Another way of achieving that is applying lots more visual content into your communications. The reasons are simple: Its far more effective than print-only; a large portion of your customers and…
There are two ways to approach a competitive environment-based marketing program: As a field general or as a bean counter. Guess which approach works better? More on that later, but first, attitudes regarding budgets vary greatly. Some believe in creative financing, such as having their PR or ad agency invest in their company: We expect…