O&Y Services: Demand Creation

Marketing High Technology Companies
William Davidow

Davidow's book is quite interesting — it demonstrates, in layman's terms, that while "great devices are invented in the laboratory, great products are invented in the Marketing Department." Here, an experienced practitioner from a first-rate high-tech company tells the "inside truth" about the ingredients required for marketing success. And it's an easy read, because it says everything so well and convincingly.

In particular, his discussion of the cost of entering a well-established competitor's market should be required reading for all marketing managers and chief executives. This book is definitely worth your investment in time.

Demand Creation

Demand creation provides companies with tools to help them acquire and retain customers. For O&Y, demand creation is more than just lead generation and conversion. It's about leveraging the Web to create demand (and fill the pipeline) through integrated marketing activities and providing customer-focused content. Taken together, these help to build brand equity, increase market share, and enhance customer loyalty. Demand creation programs are targeted, measurable, and can directly improve the bottom-line. O&Y provides a variety of services in support of demand creation:

Demand Creation Program Design and Implementation

Direct-Response and Email Marketing
- Market definition and segmentation
- Development of testing strategies for optimal response
- Lead generation, maturation and conversion
- Offer creation
- Copy writing and editing
- Creative development management
- Production supervision
- Fulfillment supervision
- Campaign results analysis, reporting and recommendations
- E-Newsletters
Web Marketing
- Web site development, upgrades and overhauls
  - Content development
  - Copy writing
  - UI and navigation
  - Usability audits
- Search engine marketing (SEM)
- Search engine optimization (SEO)
- Paid inclusion and Pay-per-Click (PPC)
- Social media strategies
- Podcasts
- Corporate Blogs
Advertising
- Online, print, and broadcast
Sales Tools
- Sales Presentations
- Multi-media and interactive presentations
- Customer case studies
- Solution brochures
- Product and service data sheets
- Product demos
- Phone scripts in support of campaigns and programs
Events
- Webcasts
- Seminars
- User Group meetings
- Client Conferences
- Industry events and trade shows

Learn More
Do you have a marketing challenge that you just can't afford to ignore, but that you simply can't afford to tackle? Give us a call at 609 586 4286, or drop us an email, and learn more about how O&Y can help you meet your marketing objectives!

Product Marketing for Technology Companies
Mark Butje

Born in the Netherlands, Butje has held marketing positions with Apple, Wang, Castel, and Brodeur Europe, before becoming an independant tech marketing consultant. This book coves a wide range of tech marketing topics, including selecting target markets; creating positioning statements; writing financial paragraphs; motivating others; and outlines how to act as a bridge between sales, development and finance.

It describes how to focus on the whole product and create solutions that match real market needs. Certainly worth a read, especially for those new to technology product marketing.

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