Free workshop on marketing complex innovation held in Yokneam, Israel.
Steve Schuster’s presentation provides high-tech innovators with a walk through the process of successfully bringing complex technologies to the North American marketplace. Go-to-market mechanics will be discussed in detail, and a great deal of emphasis will be placed on creating solid strategic platforms that ultimately maximize the results of tactical execution, and maximize the return on marketing investments.
Tactical PR execution will be discussed in detail including real-world examples from the marketing trenches where a “better mousetrap” never achieves commercial success without the benefit of a robust, professional PR program (even super-innovator Thomas Edison possessed a rich and aggressive marketing acumen that rivaled his inventive genius).
The two-hour talk offers participants a practical and fundamental how-to roadmap that can be transformative for managerial executives, engineers and scientists who want to maximize the potential of their innovations. Attendees will leave armed with newfound insight and an ability to better manage the process of transforming technological breakthroughs into global market success.
Outline:
* The bright, shiny object — what have you innovated?
* Market disruption — evolution, revolution and reality
* Customers — speaking the right language
* Messaging — finding the “Big Idea”
* Market contexts — ecosystem positioning
* The long view — visionary product roadmaps
* Public relations — the myth of over-the-wall press releases
* Anatomy of an announcement — staging a product launch
* Analyst relations — influencing the influencers
* Contributed editorial — the secret weapon
* Market traction from PR — patience, work, and more patience
* Online communities and blogs - conversations in the many-to-many universe
* Measuring results — quality not quantity
* The real world — case study discussion
Who Should Attend:
This presentation will benefit C-level and VP-level executives, engineers, entrepreneurs and other technical innovators who want a practical perspective on the public relations process involved with launching complex technical products. This course’s introduction to the public relations process is an excellent blend of high-level strategic fundamentals with the nuts-and-bolts of tactical execution. The spotlight will focus on how investing in high-performance PR programs directly affect market awareness and ultimately create sales success in broad market geographies.
Registration at
www.elephant.org.il/headlines/how_to_market_complex_innovations.html