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How to Differentiate Start-up Technology in Europe

pg.4

By Andrew Lloyd & Jacque Noels

Tactics

LCD Technology
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Now that we had a business and market story to tell, the Company's tactical focus was to carefully select market influencers to carry the new positioning messages to the market We worked to prepare educational and promotional material for influencer consumption, including management-authored pieces discussing e-paper business issues. In addition to traditional influencers covering LCD as a technology, we had a story that allowed us to attract key business community editors and display market analysts. In addition, we reached out to the printing industry with application-oriented discussion and education on electronic shelving and barcode use in supermarkets.

Due to the location of the Company's target customers, we were careful to follow a few important guidelines for effective communications in Europe:
  • Focused, country-by-country marketing: France, Spain, Germany, Sweden
  • Targeted English-speaking countries and influencers, as well as a few US contacts, as these tend to be respected in non-English speaking countries
  • Prepared materials in English, with the exception of France, where they were localized because of reluctance to use international terms
  • Prepared special press releases and related material for the French market on issues of government funding, but without overall e-paper category impact