By Francis Moran and Leo Valiquette
Over the past six months since we launched our new blog, our Commercialization Ecosystem series explored what works, what doesn’t and what must change to get technology to market. We featured the perspectives of dozens of entrepreneurs, venture capitalists, angel investors, business leaders, academics, tech-transfer experts and policy makers from across North America and the U.K. Your feedback was outstanding and your support of this approach drove us to easily beat almost every traffic objective we set for the blog.
So, what’s next?
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By Linda Forrest
Outbound news is just one aspect of a company’s PR program, but it’s an important one. While there are ways to generate coverage without making announcements, it’s likely that your company has plenty of newsworthy announcements to share with its marketplace.
We’ve all heard the adage “if a tree falls in the forest, and there’s nobody around to hear it, does it make a sound?” The corollary in marketing might be the title of this post, “if your company does something and you didn’t tell your marketplace about it, did it actually happen?” First, let’s examine what sorts of news is best suited to a news release versus a story pitch, benefits of sharing your news with the marketplace, objectives besides market awareness served by sending out news and a brief story about missed opportunities and the ripples that they have across marketing channels.
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By Alexandra Reid
At Social Media Breakfast Ottawa yesterday, Sam Ladner presented her research on the mobile work life, which seeks to add to our current understanding of the smartphone and its impact on work/life balance, practically, culturally and symbolically.
According to Ladner, smartphones fundamentally transform the way we communicate at work, at home and in between. We are now contacting people as they move through multiple social contexts through an array of channels, including voice, text, email, calendaring and other applications. In her opinion, the complexity of the mobile space has been swept under the rug. Mobile phones are reconfiguring our habitual social interactions, yet we know little about how and in what ways those interactions are changing. Ladner’s presentation brought to light a number of important findings.
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This is the next entry in our “Best of” series, in which we venture deep into the vault to replay blog opinion and insight that has withstood the test of time. Today’s post hails from May 2009. We welcome your feedback.
By Leo Valiquette
Recently, Francis fielded a question on LinkedIn about the value of running a survey to generate media coverage.
Surveys can be used effectively to position a company, but not if the company is perceived simply as a sponsor of an external survey. Francis cited the example of one IT consultancy that, on inmedia‘s counsel, did away with its external survey of CIOs and instead realized much better media traction from publishing the results of an internal census of its own IT experts. The spotlight was shifted from a group of faceless CIOs to the consultancy’s own knowledge keepers, positioning the consultancy as an authoritative subject matter expert rather than a mere survey sponsor.
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This is the 32nd article in a continuing series that examines the state of the ecosystem necessary to successfully bring technology to market. Based on dozens of interviews with entrepreneurs, venture capitalists, angel investors, business leaders, academics, tech-transfer experts and policy makers, this series looks at what is working and what can be improved in the go-to-market ecosystem in the United States, Canada and Britain. We invite your feedback.
By Francis Moran and Leo Valiquette
While there will no doubt be the occasional post that will still fall into the Commercialization Ecosystem category, today marks the official end of this series with which we launched our new blog back in February. Next week, we will introduce several new series, but first, let’s conclude our three-part recap of what we have learned about getting technology to market.
Two weeks ago, we began with insights and practical advice on securing investment capital and finding champions to help get your technology to market. Last week, we continued with commercializing university IP, the value of mentor capital and what it means to be lean. Today we conclude with the strategic role marketing must play from day one of a startup, engaging with your community and what role government should play.
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August roundup: What does it take to get technology to market?
September 02, 2011 by admin
Thank you for being with us for the seventh month of our blog. In case you missed them, here is a recap, in chronological order, of our posts from August, which covered a great swath of topics, including intellectual property, planning your 2012 fiscal budget […]
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Fiction: PR can’t be measured – Take 3
September 01, 2011 by Francis Moran
As part of my continuing series of Francis’s favourite PR fictions, subtitled “Everything I know that’s wrong about PR I learned from technology company executives,” I have written a couple of posts on PR measurement addressing the common myth that straight […]
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File early, file often to accommodate changes in U.S. patent law
August 31, 2011 by David French
In about 18 months, U.S. patent law will undergo its most dramatic change since 1952, possibly since 1836. These changes will have an effect on Canadian businesses who seek to obtain U.S. patents, but those changes are not so profound as to require a significant […]
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How to write content for the social web
August 30, 2011 by Alexandra Reid
Social media has transformed the way we communicate online, but creating content for the social web does not require a revolution in the ways we have traditionally produced content. News value and proper writing style still apply; what’s changed is the environment […]
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30 considerations for getting tech to market: Part II
August 29, 2011 by Francis Moran
Last week, we began a three-part recap of our Commercialization Ecosystem series with insights and practical advice on securing investment capital and finding champions to help get your technology to market. We continue this week with commercialization out […]
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A new season for marketing: things to consider as you plan your fiscal 2012 budgets
August 26, 2011 by Linda Forrest
Now that those lazy, hazy, crazy days of summer are drawing to a close, many marketers will be looking at the fall as a time to make plans for the year ahead. We’re big advocates of maintaining PR activity all thoughout the summer, especially in the modern era […]
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On the hunt for the ‘unambiguous value statement’
August 25, 2011 by Leo Valiquette
In our work at inmedia, where we strive to engage with the editors of specific trade and industry titles to sell them on the merits of a client’s story, enthusiastic reference customers who can articulate the pain points that were addressed by our clients’ products will […]
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Social media predictions for 2012
August 24, 2011 by Alexandra Reid
It’s the middle of the summer and the New Year still seems a long way off. But while we’ve all been enjoying these nice manageable months, strenuous September has creped up and now lurks around the corner […]
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By Francis Moran and Leo Valiquette
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The Future of A&R – Walabe : [...] http://francis-moran.com/marketing-strategy/top-10-questions-every-strategic-communicator-should-ask... [...]
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, [...]
It’s Summertime…and the Networking is Easy? | THE MERRAINE BRAIN : [...] In fact, summer is perhaps one of the times least used to network, yet at the same time has shown to be the most productive time to network. People tend to be in a brighter mood compared to during the gloomy winters-especially where I am from in England! Networking needs to be fun and not approached as another chore, like mowing the lawn. (http://francis-moran.com/marketing-strategy/social-media-strategy-why-meeting-in-the-real-world-matt...) [...]