Transcript Success in the US Market

Presented by Jordan Chanofsky
CEO Fusion
Fusion is represented in Israel by
Todd Green
www.TheGreenLane.Biz
[email protected]
054 3099795
Jordan Chanofsky
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Founder and CEO, FusionPR
IBM, Sony, Ericsson, Motorola, Panasonic, Comverse, Pantech,
Nynex/Verizon, SGI
300 startups
Architect TSI
Spearheaded various modern approaches to media
Startup in electronic card systems
IBM physics and marketing groups
Physics and engineering degrees and MBA
IEEE, PRSA,
Quoted in Wall Street Journal, CNN, awarded on various
campaigns
Company Overview
Founded
 2000
Logistics
 Team of 50
 Offices in New York City, L.A., and London
Clients
 Digital lifestyle to diversified tech
 High tech specialists with work in biotech and clean technologies
 Years of work with Israeli companies
 Comverse, N-trig, Scitex, Expand, Epos
Media
 Strong relationships with national business, consumer, industry, vertical press
 Central Media: Top tier media strategy and SWAT team
 Social media relationships and know how
Staff
 Mix of tech and industry backgrounds and PR/marketing
 EE, physics, software, gaming, consulting, sales, banking
Approach
 Best of traditional and new media strategies
 Strategic, proactive approach to media relations
 Record of consistent success
Examples of Client Experience
Success in the US Market
The Five Top Misconceptions About US Marketing
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Sales is marketing
Timing is always better later
PR is about issuing press releases
I can start the PR program just in time
PR cannot be measured
A Common Playing Field of U. S. and Israeli Business
• Israeli companies listed on NASDAQ stand only second to North
America with running averages between 70-90
• More startups than any other nation after US at about 3500
• Estimated that more US VC dollars go to tech companies in Israel
than any other; total 2007 investment nearing $2B
• Microsoft, Intel, Moto, AOL Israel facilities lead to development of
the cell phone, NT, XP, MMX chips, AOL IM
• Between ’04-’07
• $2B in IPOs
• $18B in acquisitions
• Companies that do well in the US do well with marketing in the US
Media in the US
• Technology Leads, Marketing Wins
• Effectiveness
• US media is read or syndicated around the world
• Europe, Asia affected by US media
• Media in the US can be sophisticated and powerful
• Media affects buying decisions and valuation
• OEM and B-B
• Large Media World
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25,000 traditional media outlets
Thousands of blogs
Hundreds to thousands dedicated to tech
Diversity and segmentation…
Parallel Media Outreach
Horizontal Media
Technology
Developer
Marketing & Brand
Advertising
Mobile
Vertical Media
Preparing For US Marketing In Today’s Environment
• Tap individuals in bus dev, distribution to keep costs
down
• Consolidate management oversight of similar areas
• Outsource services to speed return on effort
• Keep your messages tight, they’re going to be
interpreted and then reinterpreted
• Have a go to market strategy and don’t procrastinate
(Invest in marketing smartly, but invest)
(the definition of insanity is doing nothing and expecting to change the output)
Approach to US Market Preparation Timing
 Strategy
 Messages
 Materials
 Release
 Analysts
 Databases
 Research
 Audits
 Early blogs
 Exclusives
Consumer
Typcial
Vertical
Complex
Prep
Seed
Educate
Launch
Establish
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12 Months Prior to
Beta/Product
Example
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Approach to US Market Style and Method
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Marketing before sales
Approach with confidence
Be committed to a long term strategy
Know the competition and how to differentiate
Get to the analysts early
Get creative and open your minds beyond the product
Don’t fear risk-return opportunities (business press)
$100K is a good rule of thumb for PR-Marketing efforts
Approach to US Market You Are The Publisher
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Most B-B campaigns reach a
limited audience
Reach multiple audiences –
VCs, OEMs, distributors,
customers, influencers
Build online thought
leadership
Leverage your site content,
videos, podcasts, etc. for
traditional and social media
Raise visibility with searchable
content
Link content to promotions,
product launches, events
BLOG
White
Papers
Bylines
Content
Engine
Case
Study
Wikis
Podcasts
News
letters
Strategies To A US Launch Maximizing all Sources
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Defining the launch
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Stealth launch versus full launch, rolling thunder
Get to the analysts early
Exclusives?
When and how to approach the blogs
What is viral and how can you make social media work for you?
• Youtube, Facebook, SecondLife, LinkedIn
• Quiz, email, survey marketing
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Well established techniques less used by Israeli companies
• Video
• Advertorials
• Events
Strategies To A US Launch Breaking Through The Noise
• Make your voice heard louder than competition
• Tell a story bigger than your company
• Work into issues and trends and then your brand
Example: Wireless Pen Taps Digital Paper
Example: Cultural differences influence outsourced development
Ending the dead zones for cell phones
Example: ARPU and Churn combine to influence growth in
mobile
• Example: Performance and security are not mutually exclusive
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video
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Strategies To A US Launch Campaign Elements
Level III
Level II
Level I
Issues Campaign
Experts Campaign
Competitive Campaign
Special Events
Case Studies
Road Shows
Conference/Trade shows
Tutorials, White Papers
Analyst Support
Press Releases
Editorial Calendars
Speakers Bureau
Press Bureau
Awards
Blog Roundtable
Guest Blogging
Social Media Release
Personalized Pitching
Mini-Exclusives
“Reviews” & Schwag
Blog Monitoring
Profiling
Commentary
Link Exchanges
Community Participation
Measurement
• Jointly set objectives / deliverables
• Measure by activity, by tactic
• Tactical and strategic reporting
1Q Coverage – Competitive Comparison
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• Weekly activities update
• Monthly clips
• Quarterly analysis
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Competitive comparison
Ad equivalency
Month over month results
Learnings and recommendations
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Competitor 1
Competitor 2
Competitor 3
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• Customized reports
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• Bi-annual media audits
• Benchmarking at the start
• 6-months & annual
Client
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• Online media tracking, analysis tools
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Expectations
• Results are based on:
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Quality of support
Involvement of company
Product and story
Commitment by management
Investment
THANK YOU
Fusion is represented in Israel by
Todd Green
www.TheGreenLane.Biz
[email protected]
054 3099795