How do you gain exposure and recognition?
Our solutions (facial recognition, shopper studies, people tracking, etc) were born in Academia with a proud publication history. Now we seek to get them out of the lab. How do I get them in front of the businesses in need of them?
Expert Answers
Sort by Date
Sort by Votes
May 15, 2014
Gordon Borrell is a great example of someone who has done a great job in taking his companies research with online marketing habits and behaviors to a very specific target market. I am sure you can take some lessons from how they do it. https://www.borrellassociates.com/
May 15, 2014
I assume you are through the TTO process. I would identify 10 target customers and contact them. Get their reaction and input before you go more broadly. Let the customer define your message.
May 15, 2014
Marketing, advertising, word of mouth, referrals.
Determine your target customer and ideal client. Develop marketing content using the marketing equation and place where your target market goes to find their buying information. Don't guess or assume - you need to know - and it might not be Facebook.
Don't worry about branding now as it is much too early. You need to generate revenue first and foremost.
May 15, 2014
Jason
In order to give specifics on marketing, getting more specifics from you would be needed. If you have identified your target market, that is a big step. Once you know who your target market is, you can figure out how to best reach them, which would determine marketing specifics. The more marketing options you can utilize which will reach your target market, the better.
I agree that LinkedIn in-mail is fine to intros, but sending spam marketing mail will not get you far.
If you wish to talk more about marketing specifics, feel free to contact me.
May 14, 2014
Hi Jason. I visited your website to try to get a better feel for your product. I think it is awesome and can add tremendous value to market research, analyzing buying behavior and more.
If I understand your question correctly, you already have a target market in mind. My first question is who are you trying to reach? Is it market researchers who can use your tools to assist them with their research? Or is it companies who want more information about prospects? If you have defined your market already, the first step is to resonate with them. While you do a good job describing your products, you need to take it a step further and connect the dots. When you are writing your copy, whether it is your website or sales collateral, begin with the problems your prospects face and then show how your products provide the solution. In essence, you need to think like the people who will invest in your service. What are their pain points? How can you help?
Next, I would begin to gather testimonials from people you have helped already. With your background and expertise, I recommend video testimonials. Make sure the person giving the testimonial starts with the problem they had, the steps they took to correct it that did not work (e.g., labor intensive) and how that changed when they began to use your product. Host the videos on You Tube and put them on your web site so that as you begin to market the product, people can see a practical application for them.
I need more information on your target market to help you determine the best promotional mix to use. In general, it is a combination of tactics that support your overall marketing strategy. Having said that, I would begin with building your network - in person and on line. Use your network to provide introductions and then hit the phones - yes, good old fashioned sales. Lead with the problems you have identified and offer to provide a demonstration or training and testimonials to interested prospects. Again, the best approach depends on who you are trying to reach. If there are industry specific publications, you may also consider advertising or providing case studies and then letting prospects know how to get more information. Continue to use the same format - lead with the problem and show how you have the solution.
I hope this gives you a starting point. Good luck with your efforts and feel free to reach out to me directly.
May 14, 2014
Find out the big result you can deliver through your solutions and target a market looking for that result.
For example: Chiropractor specializing in students 12- 21
He would build relationships with coaches, teachers, fitness trainers, parents of these students for referrals. He would advertise in all the game programs, field sponsorships, and high school events.
Does that make sense?
May 14, 2014
Jason I read your reply to Stephanie and it gave me a different perspective from the original question, leaving me confused. Are you asking how to close the gap between your target audience and company? I am not sure how Stephaine's plan wouldn't work.
You ask if InMail or SalesForce work. It depends on what you want them to do or how you are using them. SalesForce is a CRM so you can use that for marketing efforts. InMail can be a great way to get an introduction. I don't suggest using it as a sales tool.
Am I off base yet?
May 15, 2014
I agree, Michelle. I am not personally acquainted with SalesForce, but I know that I would view any sort of mass-marketing of InMail as spam. InMail can be a good way to inform others on a more personal level, however, I would go through larger means such as company websites and emails for a sales tool.
May 14, 2014
Marketing and branding. Find your target audience. Establish a name for yourself. Push, push, push! Remember the value of long-term when building relationships.
May 14, 2014
Thank you, Stephanie, for the quick response. My question was asking more for specifics. Does LinkedIn "InMail" work? Should we consider a SalesForce.com approach? We have a target audience and an established name, but there is a gap between Them and us. Thanks again! Much appreciated!
Fiona, great idea to visit his website and learn more about his background! Jason, I think Fiona's advice should be helpful to you.