Pointing the Way to Strong Tech Marketing Plans

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Ford Kanzler
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Re: Enable customer advocacy of your brand
Ford Kanzler   4/9/2014 11:42:06 AM
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My expereince in engaging dozens of tech brands is they do not have a clear strategy, many have multiple conflicting strategies (same as having none) or worse yet, they don't understand the importance of creating a differentiated story vs. competitors. A very large percentage prefer croaking the same overused buzzwords as their competitors. To prove this, go to 10 tech websites and read the About page and see if the company sharply defines what they do that's valuable to customers, that other brands do not do. Most claim "leadership" or "a leading supplier of..." Sorry that's not dfferentiation.

Strategy is too often missed and if something does exist, then its not widely shared by management so the whole organization understands what's going on. Its almost as if someone at the top said, "Now we have a strategy, let's keep it a secret among just a few of us."

Additionally, if your company is claiming the same value as other players, you're not claiming anything important. "Quality" is too often used this way. Do you really expect customers to believe that only your products are made with quality and every other supplier's stuff is crap? Claim something different that's valuable to customers. It may not even be about the product. Some imagination may be required. It can be especially challenging to get engineers to look at other brand attributes besides their beloved products.

 

Jacob
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strategy first, then tactics
Jacob   4/9/2014 3:58:43 AM
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"Answering some key questions and creating a positioning statement and key messages should precede everything else. This results in a communications strategy on which all tactics are based. Remember -- strategy first, then tactics."

Ford you are right about this statement. Strategy is important and it has to be formulated first and later various tactics has to be adopted to implement the strategy.

SP
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Re: Enable customer advocacy of your brand
SP   4/8/2014 2:30:51 PM
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Having a strategy at highest organizational level is good to have and almost all companies would have it. Sometimes strategies work sometimes they fail. But without strategy there is aboslutely no real work.

Ariella
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Re: Enable customer advocacy of your brand
Ariella   4/7/2014 9:28:56 AM
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@Ford "I'd disagree with the concept that the best products always win. " True, success is not just a function of quality. 

Ford Kanzler
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Enable customer advocacy of your brand
Ford Kanzler   4/5/2014 3:57:43 PM
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I'd disagree with the concept that the best products always win. There are innumerable cases where that's not occurred. I would agree about connecting customers with prospects adding the additional point of not just letting the customer speak for you, but actively encouraging and enabling the customer to advocate your brand. Many companies fail or do poorly because they are far too passive in connecting with or enlisting their often huge, satisfied customer base. There is enormous potential in actively enlisting buyer or user communities. This certainly is not news. But relatively few brands are making it happen.

_hm
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Let the product and customer speak
_hm   4/5/2014 3:38:00 PM
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Probably the best way for strong tech marketing is let the product speak about itself and let the customer be your best advertising media.

 



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