Marketing tips from technology business start-ups by Rebecca Sloan

I recently went to an interesting event hosted by the Chartered Institute of Marketing entitled “from concept, to innovation, to a $multi-million exit in a few years”.  The event offered some great advice on how to ensure your product/service is profitable.  Here are their top tips:

Three crucial tips to successful marketing

1)      Know your product/service – make sure you’re able to articulate what you’re selling and why it matters. You’ll know you’ve got it, once you’ve perfected your 10-second elevator sell.

2)      Know your market – the reason for developing your product or service may not be the reason why your customers will want to use it.  Check the buying and usage patterns of your clients and customers as they can provide insight into where the real value lies.

3)      Innovate and renovate, don’t hibernate! – make sure you respond to customer requests – especially in the early stages. Going the extra mile to make your customers happy will pay dividends as you will turn early-users into brand-ambassadors.  Giving them a feeling of input in the project will pay dividends as many will feel a sense of ownership and become your leading advocates.

They’re simple messages based in common sense, but it’s surprising how many companies rush into things without first fully understanding their customer-base or product/service benefits.

Taking the time to understand what you’re in business to achieve, what your unique selling point is and the ways in which you’re going to meet your objectives, makes a significant difference to the effectiveness of a brand’s communication. That’s why, when working with a PR agency (or any other contractor), it’s important that they take the time to understand these core principles.  It’s also why, at Kinetic Communications, we work with you to make sure your messages are clearly defined before we start your campaign.


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