This is the second article in a continuing series that will feature case studies and anecdotal stories from entrepreneurs, consultants and veteran marketers about their efforts to develop, implement and measure marketing programs to bring technology to market and grow market share. We invite your feedback.
By Francis Moran and Leo Valiquette
In last week’s post, we introduced BlueArc, a maker of networked attached storage (NAS) systems for managing unstructured data in high-performance computing applications, and Ken Rosen, a corporate strategy and marketing consultant who worked with the Blue Arc team in the mid-2000s.
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By Linda Forrest
If real estate is summed up by the expression, “There are three things that matter in property: location, location, location,” PR could easily misappropriate a slight variation of that: “there are three things that matter in public relations: timing, timing, timing.”
This post is just a sampling of the many ways that timing matters in PR.
To every news release, there is a season.
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By Francis Moran
It was with a mixture of delight and trepidation that I learned a few months back of technology visionary Geoffrey Moore’s new book, Escape Velocity. You see, I’ve been using the phrase for years to describe what I think is a critical requirement in the marketing of new technology — the harnessing of sufficient resources to escape the pull of existing conditions and catapult a product or company into new revenue territory. So my delight lay in having someone like Moore use the same metaphor; my trepidation was that maybe he was using it in the same way. No cause for worry; Moore applies the metaphor in a far more comprehensive, considered and well researched analysis of what companies must do to escape the pull of their past activities so they can better address the challenges of finding new opportunities.
I may use the metaphor in a far narrower context but it remains valid nonetheless. Let me explain.
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As part of our series examining the ecosystem necessary to bring technology to market, David French, a senior Canadian patent attorney with 35 years of experience, now provides his next commentary on the importance to a company of protecting its Intellectual Property.
By David French
In the previous postings in this series I talked about the importance of having an IP Co-ordinator on the team and the three principles that apply if the objective is to obtain meaningful patents, This time, I will address how “loopholes” can seriously undermine the value of a patent.
Everybody has heard that patents can have loopholes. Often, the truth that a patent has loopholes is only appreciated when an attempt is made to enforce the patent against a competitor. When this occurs, the competitor, after consulting with a specialist, may be able to modify its product so that it does not fall within the scope of the claims of your patent. How does this unfortunate situation arise?
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Thank you for being with us for the eighth month of our new blog. In case you missed them, here is a recap of our posts from September.
Last month, we concluded our Commercialization Ecosystem series and launched two new series, Technology Marketing 101, which features anecdotal stories about how a successful marketing program was developed, executed and measured, and A Startup’s Story, which will explore individual startups as they work to bring their technology to market. We welcome your feedback.
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Part I: BlueArc’s challenge to get past the low-hanging fruit
October 03, 2011 by Francis Moran
Last month, BlueArc Corp., a 13-year-old maker of network storage systems based in California, was acquired by Hitachi Data Systems for a reported $600 million. BlueArc’s business was networked attached storage […]
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Is public relations in the public interest?
September 30, 2011 by Francis Moran
My valued colleague, and an associate here at Francis Moran and Associates, Caroline Kealey, drew my attention yesterday morning to a Twitter disagreement she is having with McMaster University’s Dr. Terry Flynn, an assistant professor and interim director of the […]
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High-fidelity PR requires open communication between agency & client
September 29, 2011 by Linda Forrest
This one goes out to R.E.M., a band whose breakup last week reminded me of their full discography, including New Adventures in Hi-Fi, hence the focus of this post. Wikipedia describes high fidelity as follows: high fidelity—or hi-fi—reproduction is a term used by […]
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Demo Daze: Five ways to turn a demo from dull to dazzling
September 28, 2011 by Ron Weissman
The setting: A buffet line at a Silicon Valley VC pitching event. An entrepreneur, not on the program, recognized me as a VC who had heard his pitch before […]
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Facebook’s new features: What B2B businesses need to know
September 27, 2011 by Alexandra Reid
Mark Zuckerberg rocked the Facebook boat again as he introduced a handful of new features last week that have since received mixed reactions from the sites’ 750 million users […]
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Meet CommentAir Technologies
September 26, 2011 by Francis Moran
Siblings Katie and Luke Hrycak are in that category of entrepreneurs who could be called reluctant innovators. They found themselves in the midst of a problem they felt compelled to solve […]
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Former PostRank CEO Carol Leaman inspires at this week’s Girl Geek Dinner in Waterloo, with tales from her experiences with technology startups
September 23, 2011 by Linda Forrest
It’s been a busy week, with Francis Moran and me visiting Waterloo and region for a number of events, client and business development meetings. We kicked off our trip by attending the Girl Geek Dinner, which took place Tuesday evening at Waterloo restaurant […]
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Are trade shows the zombies of marketing?
September 22, 2011 by Francis Moran
Following so soon after a recent post that declared, “Your customers aren’t werewolves; stop looking for a marketing silver bullet,” today’s title might suggest that I am stranded in a double feature at the marketing equivalent of a b-movie drive-in […]
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By Francis Moran and Leo Valiquette
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Traditional Marketing is Dead – Long Live Bikini Waxer Marketing | Scalexl : [...] pointed out by Alexandra Reid on the Francis Moran website content marketing is becoming more and more like journalism. So, it is not just about the content, [...]
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