nodes’ skills survey: marketing
DESCRIPTION
NODES’ SKILLS SURVEY: MARKETING. www.heptech.org. CONTENT. Introduction Presentation of the outcomes of the HEPTech nodes’ skills survey – section “Marketing” Conclusions and recommendations. INTRODUCTION. The HEPTech nodes’ skills survey covered 7 advanced and 9 early stage TTOs - PowerPoint PPT PresentationTRANSCRIPT
NODES’ SKILLS SURVEY: MARKETING
www.heptech.org
CONTENT
IntroductionPresentation of the outcomes of the HEPTech
nodes’ skills survey – section “Marketing”Conclusions and recommendations
INTRODUCTION
The HEPTech nodes’ skills survey covered 7 advanced and 9 early stage TTOs
Analysis was made on the basis of comparison between the advanced and early stage TTOs
This presentation will give an overview of the outcomes of the section on “Marketing”
MARKETING TOOLS
All possible marketing tools are part of the marketing approach of the early TTOs and for most of them there is a parallel between the two types of TTOs. The difference is on-line marketing - absolute favourite of the advanced (6 out of 7 use it) and almost neglected by the early TTOs.
MARKETING TOOLS (2)
Advanced – On-line marketing (25%) and direct marketing (21%), promotional materials and match-making events (17%).
Early - Marketing through associations and chambers (19%), closely followed by marketing through Promotional materials and Match-making events (with 18% each).
CONCLUSIONS
• The advanced TTOs have already identified their target audiences for marketing purposes so they rely mostly on on-line and direct marketing;
• Early TTOs are still in process of identifying their target audiences and therefore, they prefer using associations and chambers as intermediaries;
• Irrespective of the main preference, promotional materials and match-making events remain powerful marketing tools for both types of TTOs.
• There is no single universal marketing tool and in order to approach the target audience a variety of marketing tools is to be used.
EVALUATION OF THE MARKET OPPORTUNITIES
Half of the representatives of the two groups evaluate their market opportunities as probably equal to the others. The difference is in the other half where the advanced are unanimous that their market opportunities are probably better than others while only 15% of the early TTOs consider the same and 30% evaluate their market opportunities as potentially outstanding.The more experienced TTOs have a more realistic view on the market situation and its fluctuations while the early TTOs strongly believe in their own potential that is not yet fully market proved.
RECOMMENDATIONS
The early stage TTOs should be supported to develop their marketing strategy and to exchange good practice. • Support should be provided through appropriate
mechanisms of and within the Network to enable them to fully realize their potential on the market.
• Marketing strategies should be developed using mainly on-line campaigns and web-based communication channels.
Actions:(i) Workshop on marketing of science and technology(ii) Development of a Marketing strategy model
