Recent Tech Savvy Marketing posts have often advocated getting connected with editors and reporters covering your market as a way of gaining awareness, credibility, and interest. This column discusses the rather simple rules for media engagement and how to become quite effective in gaining a share of editorial interest exposure and creating some publicity for…
There are some activities that shouldn't ever be attempted unless they're adequately funded. Advertising is a good example. Unless a campaign can be adequately sustained, putting a few ads online or in print probably isn't going to buy you much. One email barrage probably won't either. Rule No. 22 in marketing gurus Al Reis and…
I've been talking with media people tracking various tech sectors for over two decades, and it's very clear there's a huge amount of time and money being wasted on public relations. While some want to debate whether the news (press) release is dead, I suggest there are far greater tech PR problems that can be…
Many companies, including high-tech manufacturers, often assume they have a vibrant marketing strategy, but they may simply be recycling old ideas that have ceased to resonate with their varied audiences. In the first part of this blog, I discussed two indicators that executives can use to confirm the lack of a strong marketing program. This…
In this lightning-fast technology business, all too often the marketing strategy is just “Do something.” Executing is certainly essential, but having a clear vision while operating at high speed is also a pretty good idea. Effective navigation is equally as important as speed. A lot of companies don't have a marketing strategy. I have no…
This post provides a bit of applied behavioral science to help technologists who are asked or required to fill marketing roles in their organizations. A degree in electrical engineering or computer science probably didn't prepare you well for this role. This is a very short course that should help. When developing strategic messaging, target-audience analysis…
Companies create and execute PR campaigns for lots of reasons. They include management habit (we've always had one), helping to drive demand (a reasonable move), getting a company mentioned in the news media (very old school), and, of course (for public corporations), conforming to Securities and Exchange Commission regulations. But PR support of tech brands…
Product marketing involves creating an identity or a brand image for your services that separates what you do from what's available from the competition. One of the best ways for doing this, as I described in the first part of this blog, is to offer information that is not available from rivals. Companies are hungry…
When you've created a Website, you're instantly in the publishing business. This is dawning on tech marketers, and they're creating more information-valuable content to refresh their sites constantly for use in a range of marketing channels. The truth is that no new information equals no new or returning visitors. But there's an even more important…
Successfully building a company's public awareness and establishing its credibility is a task that should involve every key member of management. Whatever your title — CEO, General Manager, Product Manager, Director or VP Marketing, or VP Engineering — public relations needs to be as important an element of your work as forecasting, budget control, hiring,…