TEchNOLOGy TRaNSFER MODEL - Javna agencija

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9 Product and Service Dissemination 9.6.3.6 Other means of dissemination The means of communication to transport the most important messages to the selected target groups are manifold. Let’s highlight a few here: • Events: Trade shows, fairs, road shows, industry forums, networking events • Offline Media: Project brochure, PowerPoint presentation, print ads • Online marketing: Website, search engine marketing, webinars, social networking • Public Relations: Press release, press conference • Viral Marketing: see Online Marketing, Personal Communication • Direct Marketing: Email campaign, cold-calling campaign, mailings • Strategic partnerships / cooperation / networking / industry clusters Events / trade shows Trade shows and fairs allow potential customers hands-on access to products. These platforms are very useful for a focused access to target groups and competition. The fairs are also very useful to assess your competition and to examine recent trends and opportunities. When using a cooperation of your exhibition with partners it is possible to establish a stronger industry position. Brochures and folders The communication by written media in printed form is a useful tool, which symbolizes credibility and professionalism. Here are some hints for creating a brochure: • Know what your reader wants – write it from the reader’s point of view • Motivate your reader to look inside – focus on cover design, stress benefits • Contents page – what’s in it? – pick out the important sales points, well structured content, no insider jargon • Describe your product – List of product features including “which means that:…” benefit; more than 1 benefit per feature • Make it a keeper – provide hints, back stage information, tips from the pros. • Alter the shape – A4? Shape of your product? • Make it personal – write in a direct “I’m-talking-only-to-you” style • Add atmosphere – share your feelings, ad photos, images and graphics • Get selling…fast – do not only educate your readers • Talk about your readers needs – Talk about your reader, not yourself • Give directions – good structure, provide clear signposts or headlines • Ask for action – provide responding possibilities and mechanisms Online Marketing An increasingly critical communication channel – to reach not only consumers, but also small groups of decision-makers - is the online sector. The foundation of one’s online appearance is a website to present the product including utilization of all technical functionalities (videos, animation, download-areas, photos, shop-applications, etc.) The website should also be optimized from the search engines perspective: • Page Titles – Make sure that your site’s page titles say something other than just your company name or “welcome.” • ext-Based Navigation – Search engines cannot read images. If your site’s navigation system is done with images (most are), you will need a text–based navigation system • Prominence of Targeted Keyword Phrases – It is not enough to have your keyword phrase(s) somewhere on the web page, the placement and prominence given to them also affects your search engine placement – CONTENT IS KING! • Site Map - Developing a site map that includes a well-organized list of links to all the important pages of your site • ALT and META data – These are tags not seen by the site’s users; they are embedded in the site’s html code • Clean up the Code – Navigation rollovers and other JavaScript-based code should be taken out of the code of each page and put into an external file • Maximize Quality Link Popularity – Link Popularity is the term given to the number of other sites linking to yours Search engine marketing (Keyword-Marketing) enables one to reach target groups that specifically search for similar products. Social Media Social media is a collaborative tool used for communication. It relates to the media—that is, those storage/transmission tools that relay data—but refers to that which allows users/members to be social and interact with one another. That said, social media in the online world relates to any online application that empowers two or more people together. In the age of the social Internet, we refer to the tools and content created by people using these interactive technologies as ‘social media.’ There are a lot of social media networking platforms besides facebook and xing where you can select different target groups and 151
KNOWLEDGE FOR BUSINESS IN BORDER REGIONS interact. The key issue of all social media sites is social interaction and relationships. Check if your target group is using facebook / twitter or other networks. A key question is: How is it possible to change friends / fans into customers considering that users of social media strictly defeat online marketing activities / selling interests on their communication platforms. Press releases Key messages of press releases are announcements of the latest products/services and their benefits, building awareness and credibility of new solutions, announcement of strategic partnership deals with other companies, pre-announcement of launches and brand building. In order to optimize the outcome of the press releases they should be integrated in the search engine optimization and online marketing activities. Email Marketing Email marketing is one of the most powerful and effective forms of marketing used today. It is quick to deploy, offers immediate highly measurable results, enables advanced segmentation and personalization, and delivers a high return on investment. But to achieve the maximum results from your email-marketing program requires experience, expertise and advanced technology. Figure 12:Success factors of newsletter marketing Viral Marketing Viral Marketing is a phenomenon that facilitates and encourages people to pass along a marketing message. Viral marketing exploits existing social networks by encouraging customers to share product information with their friends and peer group. The essence of “word-of-mouth” marketing is credibility that links directly to what public relations is about. There are many viral marketing techniques, but they all depend on voluntary action. An individual must find something of enough interest and/or importance to send it voluntarily to others, and those persons must also find that idea interesting and important enough to forward it themselves. Such action is usually done without incentives. There are many media formats used for viral marketing: • Videos • Photos • Articles / tutorials • Webinars • E-Magazines • Newsletters • Podcasts (audio / video) 152
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TEchNOLOGy TRaNSFER MODEL - Javna agencija

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