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 For most types of businesses customers respond best when they can see a product in action. But the customers are not all in your office, they are spread around the world. One very good way to reach them is with web-based videos. Technology is readily available which can capture images from your computer screen. These video clips, mixed with some PowerPoint slides, some music,and the right messaging, can provide users with the motivation to move closer to purchasing your products and services. Randysan Marketing can help you produce these videos, and our website and intranet development services can help get them up and running on your website.
We recommend using TechSmith's Camtasia software to capture live motion images from your computer. You can do this while speaking as well. If your product runs on another type of system (Camtasia is Windows-based), we will assist you in finding other software for capturing the content from your system. Then we will produce the video on our Windows machine using Camtasia. Our services can be scaled to match your technical abilities and budget. To watch our video on Camtasia Production Methodology please click here. |
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This is your roadmap to your first customers. What you are going to sell? What is your positioning strategy? How will you price it? Will you license it? What are the right target accounts? What marketing materials will be needed and when? Trades shows? What sales channel will work best for your technology? What do you need for contracts? How many initial customers can you handle? What are the constraints to additional sales? Carefully planned execution at this complex stage can make a big difference in product and company success. |
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Large companies have staff in place to assure their sales channel, direct or indirect, is well trained and equipped to sell their products. Additionally, channel marketers are especially keen in understanding the needs of the channel and the challenges the channel is facing in moving products. Typical channel marketers support $20M-to$100M in channel sales volume. Clearly this is unaffordable to the technology start-up. The solution is to develop Channel Marketing procedures that maximize the use of existing personnel. This is most effective when deployed with the Sales management practice whether managing direct sales personnel or distributors. The routines should be reviewed annually to make sure they continue to support the business as it develops. |
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Brands matter whether you are selling technology or toothbrushes. A good brand makes your product easier sell or fetches a higher liquidation price should you sell your company later. Successful brand development and implementation require expertise, but not necessarily a lot of time or expensive advertising |
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This critical function should be staffed directly by company personnel whenever possible. Initially the founder or CTO plus other engineers may handle these functions. Ultimately direct staff must be hired to support the deeper technical needs of product planning, demo development, applications engineering, and quality assurance. Depending on the technology area, Randysan Marketing may be able to offer temporary support for this function until appropriate staff are in place, though we cannot overemphasize the critical nature of this position and the need for our clients to keep this function internally. |
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Press agents are a good conduit to get messages to the trade press. An effective trade press strategy is by far the most cost effective means to communicate your message, and have the third party credibility that advertising alone can't match. . Randysan Marketing can assess where you are in your efforts with the press, determine what to do going forward, and grow your team in this area when needed with inside resources or hiring the best PR firm to implement your unique strategy. This area can also include the event planning, design/planning, implementation, and maintenance of your corporate website. |
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Of all of the marketing functions this is the one that must execute correctly for a technology company to succeed. As soon as you can hire someone with expert knowledge of your target market and strong product marketing skills you should do so. Until then, Randysan Marketing can provide leadership for the development of product collateral, presentations, brochures, datasheets, and other materials in support of your Sales, Business Development, Investor, and PR programs. |
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Consulting 
