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Dates
Oct 06, 2008 - Oct 07, 2008
Feb 12, 2009 - Feb 13, 2009
May 12, 2009 - May 13, 2009
Oct 22, 2009 - Oct 23, 2009
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| Cost (2008): |
$2,495.00 |
| Cost (2009): |
$2,495.00 |
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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.
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Benefits
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Contents
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Who Should Attend
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Instructor
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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 only benefits, 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
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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
Technology Branding
- Branding myths and misconceptions
- Understanding brand identity and value
- Branding the experience, not just the product
- Brand positioning—more than product positioning
- Branding leverages—line extensions, naming, ingredient branding
- 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
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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.
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Jim Blakeley
Oct 06, 2008 - Oct 07, 2008
Feb 12, 2009 - Feb 13, 2009
May 12, 2009 - May 13, 2009
Oct 22, 2009 - Oct 23, 2009
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Jim Blakeley
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Jim Blakeley provides business-to-business and industrial technology product and corporate marketing expertise. His areas of specialty include scientific and analytical instrumentation, semiconductors, and a wide variety of computer and networking products. For five years, he was a strategic marketing consultant with Silicon Valley-based market consulting firm Regis McKenna, Inc.
Mr. Blakeley’s product marketing experience includes established companies and start-up environments. He has marketed technology products through distribution, resellers, and to OEMs. Mr. Blakeley has held marketing management positions for a variety of computer and instrumentation companies, including Rockwell Semiconductor (now Conexant) and its market-leading communications chipsets.
At Regis McKenna, Inc., and for his current projects, Mr. Blakeley develops corporate positioning market assessments, and take-to-market strategies for leading technology companies in materials, components, subsystems, enterprise software, medical devices, and biotech. He has also assisted government/defense contractors with commercial market strategies. Mr. Blakeley teaches the Caltech Industrial Relations Center course, Taking Technology Products to Market, Strategies for Effective Positioning, Branding, and Launch.
His clients have included leading technology companies such as Applied Biosystems, Baker Hughes, ChevronTexaco, Cisco Systems, Guidant Corporation, Hewlett-Packard, IBM, Intel, Leybold Vacuum, Nortel Technology, SAP, and Sun Microsystems, as well as start-up companies in networking and biotech.
Mr. Blakeley holds an MBA from the University of California, Los Angeles, and a BS in chemistry from the University of Redlands.
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| Schedule |
Day 1 - 8:30 AM to 4:30 PM
Day 2 - 8:30 AM to 4:30 PM
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CEU :
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1.4 |
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| Download Course Brochure (PDF) |
Special Feature
Participants are invited to attend a dinner the first evening of the course, providing an oppportunity to share information and ideas with the instructors and other participants.
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Comments from Past Participants
"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 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 Blakely’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
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