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?
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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 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
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!
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
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 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
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
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
Recognition should come from doing the right thing as opposed to doing things right.learn or ask what the right thing is or help create by asking questions.Always go the extra the extra mile.try to do something no one has done.
May 15, 2014
Contact NARMS National Association for Retail Marketing Services
www.narms.com
There are numerous trade publications/publishers & websites.
Chose target audience(s) where there they could benefit most from your solutions.
Write articles which can be published or encourage to be interviewed,
Call/write editors/publishers of media that could be interested.
Contact the mainstream business publications Fortune, Forbes & BusinessWeek, & WSJ.
Contact Yahoo your story could have an interesting video showing examples of your solutions.
Contact all the broadcast news for their news magazines.
Create your own video(s) for your web site showing your solutions.
May 15, 2014
Jason this all depends on exactly who your target audience is. For example, selling to governments (which I could see as having huge potential) is going to be an entirely different process than selling to an organization like Simon Properties.
1) First identify you target market(s).
2) Understand how they gather information to make their buying decisions (government entities are highly dependent on RFPs for example whereas Simon Properties will take a phone call).
3) Orchestrate your efforts around those decision making processes; i.e., participation in trade shows, scrubbing the internet for RFP's related to your product, filters for news feeds related to your industry targets, etc..
Think small at first. Don't try to sell the US government your idea. Too many organizations fail waiting for the whale account to be landed. Gather momentum with small very satisfied customers in just a few verticals. This conserves marketing resources and keeps you more focused in your efforts.
Ultimately you're going to want to land one or two big players who lend instant credibility to your product/services. To do so you may have to make huge price/service concessions but in the long run it will be worth it.
Good Luck - sounds like a great product grouping.
May 15, 2014
I am a brand builder and it starts with capturing your "unique value proposition" and developing a marketing campaign to broadcast your brand to the target markets that have the greatest propensity to engage your services. You may need a marketing expert to help you in this endeavor because unfortunately Academics do not have a reputation as great marketers. If I can help let me know.
May 15, 2014
Go find out who needs your services the most, verify they have the resources to pay for them (and, hopefully execute a solution), and then you need to market.
"Show" them you know their pain, that you know the solution, that you are the best provider of that solution, and ask for thier business.
I looked at your website and it doesn't reflect copywriting from the market's perspective i.e. "what's in it for me?" benefits in their language. Your site is, well, academic or "clinical." You might consider creating a number of spin off divisions that could pitch to specific audiences.
BTW, lots of interesting info on your site, reminds me of the book "Emotionomics" and Dan Hill's work at Sensory Logic.
May 15, 2014
First determine if the businesses know if they need your services. If they do need your services, then you need to explain it in terms they understand. Focus on the problems. Why should these people choose you? Why do they need you? What will you help them achieve and how will that benefit them? If that piece of your marketing isn't clear, then nothing else you do will matter.
May 15, 2014
You have received lots of great answers. One added recommendation is to add speaking engagements and personal appearances. People to business with people they know, like and trust. Building trust takes time. And face-to-face networking tends to speed up the trust factor.
Think about submitting papers, presentations, and proposals to professional organizations, associations, conferences -- that YOUR TARGET CLIENTS are attending. Search for business and networking groups that your target clients attend. Go where your clients go.
I have a Marketing and Client Attraction worksheet that helps your find the right target client, narrow your niche market and focus on the places where you'll get ROI. If you are interested in subscribing to a complimentary worksheet, just use this link: http://eepurl.com/UOzuL
But I think you have lots off good suggestions at this point.
May 15, 2014
Jason, there is one single truth when it comes to recognition. You must give the client what s/he needs. Period. This should be the main purpose of the marketing - to determine the needs of the clients and to build a product that would satisfy these needs. However, lots of people nowadays try to do things vice versa and trying to convince and then sell to the client something that he/she doesn't need.
Unfortunately, the latter practice is really widely spread in academia as well. I know plenty of scientists who have something they have worked on and trying to sell this to clients. It simply doesn't work like that. In order to succeed they need to go to the client, determine his/her needs and build the product according to these needs.
Now back to your question again. You need to find what your potential clients want and then try to adapt your product in the best possible way to these needs. It is as simple as that.
May 16, 2014
Here are some things you can do to get started:
1. Create a company page on Linkedin with specific keywords in strategic locations on the page (like the title). This will help you get noticed and found if executives are searching for your solutions.
2. I also advise you to write an article about your solutions and publish it to Linkedin. They now offer analytics and keep track of the number of people who read and share your articles.
3. Posting to Google+ will rank you higher on Google when people are searching for your offer.
4. Make sure the keywords you use are actually words people are searching for. Use Google's free keyword tool to locate words that relate to what you're offering and the solutions people need.
5. Write an article about your solutions with tips and publish it on MosaicHub.
6. You must give before you receive. Offer something free as a way to give people a taste for what you do. If they like your offer, they'll want more.
May 16, 2014
my captive audience are mostly local, so direct mail, a lot of local networking, joining association, local speaking engagement.
websites search engines are a must these days, good exposure with local and or wider audience.
Fiona, great idea to visit his website and learn more about his background! Jason, I think Fiona's advice should be helpful to you.