The first time you say to a friend, "I've got a great idea for a startup company," you have begun your marketing communications and brand building.
Many people think marketing communications begins with the launch - the day the product is ready to ship; your service is available for purchase; or your website is open for business. Indeed, with your "launch" you start a PR storm and meet with the press to tell them the NEWS about your revolutionary concept with the hope of garnering an article on the front page of the Financial Times, EE Times, and a hundred other publications/websites that will result in customers and sales.
In reality, as a high-tech entrepreneur you spend much of your time and energy talking about your company well before the launch. Though you may be using a safe and conservative strategy of remaining "stealth" until your product is ready to go out the door, the seeds of your future marketing program are being planted.
Each lunch meeting with bankers, "non-disclosure" presentation with lawyers, venture capitalists, and accountants or catch up meeting at the pub with your buddies is a chance to start your "under the radar" marketing campaign. Done well, you will begin to build marketplace awareness that can be crucial to your ultimate success.
A little hard thinking before the whispers begin can provide tremendous positive momentum and establish you as a serious player right from the start. Of course, it starts with an idea for a product or service that provides meaningful value to its target customers. Once you have decided the idea has "legs" and you're going to build a company around it, you will want to think through some key marketing communications opportunities.
Key elements of "under the radar" startup marketing communications - from first whispers through product launch.
Does your small or medium-size business need a new phone system? Then you're in luck! Our new, updated comparison guide helps you cut through superfluous information and narrow down your list of solution providers. Get the latest data on phone system features, pricing, and performance metrics in an easy-to-use format. more
The holiday season is filled with frenzy and excitement for businesses and consumers alike. Consumers prepare gift lists, compare brands and prices, and begin shopping with a vigor that is not present most other times of the year. For many businesses, the holiday season accounts for a large profit bump at the end of each year, and companies strive to exceed their goals and keep customers happy during this rush late in the year. more
There are a lot of possible reasons you might want to switch to a new phone system. The old one might cost too much or be too troublesome to operate and maintain. It might not be flexible enough. It might not be reliable enough. Or it just might not have the kinds of features and capabilities that you need in today’s competitive business climate. more