Learn Strategies for Effective Positioning, Branding, and Launching Technology Products
The single most important technology marketing deliverable to sales channels, and ultimately to customers, is a clear articulation of the product’s value proposition, and support for that value proposition in product or company brand image. Taking Technology Products to Market delivers practical advice, useful tools, and strategies for market positioning, branding technology products, and launching products effectively, addressing new business realities such as the power of Internet information and influence, the dynamics of corporate organization and partnering, and the need to communicate the message through increasingly complex sales and distribution channels.
Benefits
Contents
Who Should Attend
Instructor
Hours & Credits
Attend this course to prepare for today's changing technology markets:
Develop company positioning and branding that carries a clear and credible promise of value for the future—to get you on supplier short-lists and gain early access to customers’ new programs
Create compelling value propositions that address not onlybenefits, but also how you’ll help today’s resource limited customers deal with the costs of adoption
Learn how to win the hardest positioning and branding battle – inside your own company
Develop unified post-M&A product and company positioning and branding
How to blend identities or distance yourself from past associations
Retain and leverage individual brand strengths and correct key gaps
Learn when and when not to create a new category
Determine the proper take-to-market timing
Solutions to the pressures created by shorter launch runways, limited budgets, and temptations to pre-launch
Technology Positioning and Branding
Business-to-business and industrial technology marketing versus traditional consumer mass marketing
The value of leadership positioning
Why high-tech branding is important in both rapidly changing and maturing markets
Positioning Development
Defining your space in the marketplace
Signs of ineffective positioning
Perceptions, reality, and the customer mind
Strategy checklist: is your organization ready to position your product
Matching positioning elements to the stage of the market
Competitive positioning options and strategies
The positioning statement
Corporate positioning: can you position a company
Exercise: Develop and test a positioning statement for your product and market
Internet and the customer-managed brand experience
Exercise: Develop and assess the fitness of your own brand
Market Infrastructure Communications
Why market infrastructure is critical to positioning and communications
The influence-reference model
Amplifying your communications
Developing and managing the infrastructure marketing plan
Messaging: communicating your position and brand
Messaging tests
How the Internet is changing the traditional market influence model
Launch Planning
Why a technology product launch is so important
Launch readiness tests
Launch sequencing and timing
Making the launch last—why post-launch is as critical as pre-launch
What to do when the product is behind schedule
Launch strategies and styles
Taking Technology Products to Market is for business to-business and industrial high-tech marketers. You’ll walk away with practical strategies, insights from industry colleagues, and tools to better confront your marketing challenges today.
Bring your executive team to plan your product launch and gain a shared understanding of how to position and brand technology products.
Schedule
Day 1 - 8:30 AM to 4:30 PM
Day 2 - 8:30 AM to 4:30 PM
"After attending this course I will reevaluate the steps we have taken on the launch, positioning and branding of a new product. The course is very well structured and the instructor, Jim Blakeley, keeps the content interesting and relevant. Caltech IRC is very professional and pays attention to details."
Randy Noland Director of Marketing Esterline Advanced Input Systems
"The instructor Jim Blakeley’s presentation was extremely strong. I found the exercises we did on product and company positioning very valuable. I can immediately apply what I learned to my job and to the benefit of my company."
David Turner General Manager, Fibers Division TechmerPM