We’ve got marketing management all wrong.
We’re defining the tactic – email, social media, trade shows, conferences, PR – without clear goals.
As Josh Cline wrote, we’re putting the cart before the horse – running forward before we have the goals or a plan.
Read MoreThe following is sixth in a series of posts about high tech marketing strategy based on Geoffrey Moore’s Crossing the Chasm
In order to win the battle for customers and revenue, you must define the battle.
One essential component to building a market is positioning.
Positioning is the image or identity in the minds of their target market for its product, brand, or organization.
Despite common misconception (and Wikipedia’s own entry), positioning is not a process but rather the market position itself.
Read MoreA prospective client recently contacted me after reading an article I wrote, “Debunking Myths of Cleantech PR.” We had a great conversation and he told me about his cleantech company – more than three years old, some partnerships in place, some impressive news coverage from about 6 months ago. All in all they seem like a perfect candidate for my agency to take on.
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By Josh Cline
I have met with over 200 companies, private investors, and angels since January 2011, both in the United States and Israel. Many companies have some market penetration, great ideas, and/or a product that can be sold or used today. But one thing that is almost unanimous is that they all need some type of funding. Whenever I meet with these types of firms, there are 10 questions that I always ask (which may seem silly). Here they are in no particular order:
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Today GigaOm Cleantech published a tribute article I wrote about my mentor, David Anthony. DA got me started in cleantech PR when very few people even knew what cleantech or clean energy meant. Working with DA was incredibly stimulating, and I will always be grateful for how much time he spent teaching me about everything from concentrated PV technology to remediation. Four years ago, when we first collaborated, DA wanted to raise his profile through speaking engagements and by-lined articles, which I helped him to write. That experience and close collaboration was what put the fire in my belly regarding cleantech and what continues to fuel my belief that cleantech is the solution to the world’s greatest challenges. The original article is republished below with permission.
In 1982, the Public Relations Society of America (PRSA) adopted the following definition of “public relations” that had remained in place until this month: “Public relations helps an organization and its publics adapt mutually to each other.” (For even-earlier definitions, you can see Wikipedia.)
On March 1, PRSA announced a new definition after a lengthy debate and vote by public-relations professionals: “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” The organization describes the new definition thusly:
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