The other side of event marketing

Article Abstract:

Innovative computing companies are forsaking conventional event marketing techniques and plying their wares in more alternative marketing venues in an attempt to better control the mind share of the particular market segment in which they operate. Serving as keynote speaker at industry functions has become a point of distinction for many companies' management personnel, allowing various firms to establish their services, products, technologies and innovations at the forefront of new industry trends. Certain industry trade shows have become more exclusive than others, providing company executives that are invited to attend with the feeling that they serve as vanguards for the future of computing. Startup companies have the most to gain from computer conferences, in terms of establishing themselves as credible forces within their market segments.

Forecasts and trends, Industry trend, Trade shows, Trade show

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Dead chicken parts and other tools

Article Abstract:

It is often a company's top management who hinder and restrict the potential benefits that some innovative marketing campaigns can bring, soliciting second opinions from too many additional sources. A company's marketing executives must often overcome loosely reasoned objections, advice and suggestions from other top personnel not trained in marketing strategies, making the entire process extremely burdensome. Marketing personnel who are attempting to receive a CEO's support for a particular campaign should attempt to collect as many anecdotes as they can from actual customers and use that material to buttress their position. Marketing managers should remain insistent that their CEOs consistently echo the underlying message of a new marketing campaign in order to convince customers that the company iis attempting to provide useful solutions.

Planning, Marketing executives

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Stop, look, research

Article Abstract:

Many marketing divisions within computer and high-tech companies rely too heavily on statistical marketing research to justify their advertising expenditures, failing to recognize the true utility that such numbers represent. Companies should consider the effect of proposed marketing research and the methodology that is used to gather before assigning too much importance to its results. Existing research may also provide a company with the information it is attempting to ascertain from a new marketing study, including the size, product categories, demographic considerations and purchasing elements which may apply to a new product. Many previously conducted research studies are available for significantly less than the cost of conducting a new study, and the results are often quite similar.

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