New Product Network

Its hard work, it has taken long enough to persuade the techie to think about marketing at all, then it was benefits rather than features and now we have to go back and say re-think it all as the economic climate has changed.  A good example is the number of new clean-tech products I see where the only marketing message presented is about the reduction in the carbon footprint, that’s great but it will probably save you money as well and this year that counts.  So keep reminding yourself that your marketing has to align with your potential customers’ need and these can change – recognising and reacting to these changes are the mark of a successful company – even in a recession.
Mike Herd