How to Differentiate Start-up Technology in Europe
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By Andrew Lloyd & Jacque Noels
We also tailored our materials to address the European marketing communications mindset. Often these communications err either on the side of garish and grating, or on the exact opposite side of too-subtle and soft. As a general principle we found that pushing towards a tighter, more professional phraseology is always worth doing, either dampening the exaggeration, or directly addressing key issues that strengthen the message. It is also helpful to understand the difference between a strong American statement, and a strong, but less forceful, European phrasing of the same thought:
- American claim: "The availability of a reliable high volume source will bring about a radical change in the marketplace for e-paper displays."
- European phrasing: "[company] is delighted to solve a reliable source problem for high volume bi-stable LCD display modules that the industry has been facing for years."
The development of a compelling business and market story, backed up by the Company's specific sales and manufacturing achievements, allowed us to reach analysts, editors, channel partners, and others we had not previously. The messages not only heightened awareness of the Company as a viable and growing business, they rekindled enthusiasm for e-paper as a category. As a result of these changes in perceptions the Company saw its sales leads double during the campaign. Finally, because we invested in education on behalf of the category we began seeing our Company singled-out for mention alongside the hot U.S. start-up as the other player of note in zero power LCD solutions when influencers discussed the future of e-paper.
