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1 Corso “Marketing dei servizi per l’innovazione” Milano, 31 / 22 febbraio 2005 Aleardo FURLANI Milano, 21 / 22 febbraio 2005 IRCs Marketing processes.

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Presentation on theme: "1 Corso “Marketing dei servizi per l’innovazione” Milano, 31 / 22 febbraio 2005 Aleardo FURLANI Milano, 21 / 22 febbraio 2005 IRCs Marketing processes."— Presentation transcript:

1 1 Corso “Marketing dei servizi per l’innovazione” Milano, 31 / 22 febbraio 2005 Aleardo FURLANI Milano, 21 / 22 febbraio 2005 IRCs Marketing processes in action

2 2 Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004

3 3 Benchmarks belonging to the Promotion and Assessment phases n Innovation News n Diapro Extra light n Euromanagment Benchmarks

4 4 Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004 Innovation News n A professional, carefully planned and well-targeted newsletter n powerful marketing /public relation tool n excellent means for conveying news to existing costumer n a sales tool that can inform and attract new clients n Increase client loyalty n Build awareness n Encouraging IRC assistance demand n Retention rate 38%, subscribers become IRC clients

5 5 Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004 Central components in the marketing programme of top professional service firm n Recommended to communicate with existing customers and to generate sales n 84% of clients find information relevant n 50% of those call the sender for an appointment n Enhance the firm’s Image n Improve name recognition Innovation News Newsletter: powerful marketing instrument

6 6 Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004  Page 3: TOs, TRs and Partner Request  Page 4: Information onTTT and R&D Events  Page 1: Information on European R&D projects  Page 2: Information on Calls for Proposal Innovation news : a professional 4 pages newsletter A key element for communication strategy

7 7 Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004 Methodology: page 1 Information on European R&D: Transnational technology transfer –Find partners –Offer support companies –Report on successful cooperation projects – Presentation of IRC services –Regional Innovation initiative Innovation action of the current FP

8 8 Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004 Current and future calls for proposal in the FP and not belonging to the FP: Presentation of the call - Fixed and standard - Differentiation between “call”, “deadline”, “budget” Information on new programme - Article summary of relevant information Methodology: page 2

9 9 Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004 Three tables: Technology Offers - Number, country, project description, status type of agreement requested. Technology Request - Number, country, project description, type of agreement requested Partner request for European projects - Number, country, project description, programme area, type of project contribution requested Methodology: page 3

10 10 Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004 Regional, national and European TTT and R&D events Fixed and structured structure presenting 6-8 events: –Double spaced headline, bold typed abstract of essential facts, place, date, contact –Differentiation between “call”, “deadline”, “budget” At the end –Presentation of the partners logo –Flag contact person, reference to exemption of liability Methodology: page 4

11 11 Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre similar version addressing : Disseminators who provide their clients with newsletter –Address field –“Fax reply form” –“Offer to order detailed information” –“Offer to order first information” –“More information about ITC’s services” IRC’s client directly –The two fax only differ in the “address field” Methodology: fax request form

12 12 Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004 The envelop has an attracting design Innovation News also encloses leaflets or other information material Logo of IRC Innovation programme Logo Innovation news

13 13 Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004 Process “Criticalities” n Professional and dedicated/committed editing team n Clear targeted group n Attractive and professional external aspect n Simple but well-structured n Text printed on high quality paper n Accuracy of the information

14 14 Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004 Performance Indicator n retention rate, percentage of subscribers that become IRC HRP’s clients of 38% n satisfaction rate of 92%, achieved during the period October 2000-January 2001

15 15 Corso “Marketing dei servizi per l’innovazione” Milano, 31 / 22 febbraio 2005 Database Decision pointActivity Process Input/Output Database Update Database Newsletter Editing & Design No Yes Identification of Target Group Innovation News Process Flow Innovation News Send Newsletter Are recipients interested? FAX Reply Request of further Information Send Information Start commercial Relationship IRC-SME Interest in services proposed? Information Search & Preparation for Publication Page 1 European R&D Topics Page 2 Information on Calls for Proposals Page 3 TOs TRs Partner Requests Page 4 Announce- ments of TTT & R&D Events Elaboration of a FAX Reply Form Envelop Design No Yes Information Collection & Structuring Proposal of IRC services Analysis of Information Needs Analysis of marketing tools to promote IRC services Editing Team Copyright ©2002 INNOVA EUROPE

16 16 Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004 Marketing Implications Client’s tracking procedure Knowledge Management Client Communication and interaction Product design Service revitalisation

17 17 Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004 Diapro Extra Light n Diagnostic tool n allowing a quick assessment of the companies needs and capabilities n Opening the door for further IRC services n 80% of the companies contacted have begun to actively engage in technology transfer activities, demanding further services

18 18 Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004 First phase First contact with companies come from: IRCs News letter IRCs web site Organisation of events Direct targeting The IRC appoints a specialised consultant who follows and assists the company through the process

19 19 Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004 Second phase n telephone interview carried out by the specialised consultant n analysis of what the company wants and what IRC can offer through : Diapro Extra Light a structured approach to gather all relevant information in a structured manner

20 20 Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004 Methodology “Diagnostic diapro extra light” 3 main parts: n general information about the company, its activity, know-how, added value, resources, international partnership experience, innovation experience, needs regarding n strengths, weaknesses, opportunities and threats n proposals to the company

21 21 Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004 SMEs needs and IRC’s lines of action

22 22 Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004 Process “Criticalities” Telephone interview between the IRC consultant and the company: to gather all relevant information in a systematic and well structured manner to identify the needs of the company and put forward a set of recommendations

23 23 Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004 Performance indicator 80% of the companies contacted have begun to actively engage in technology transfer activities, demanding further IRC services

24 24 Corso “Marketing dei servizi per l’innovazione” Milano, 31 / 22 febbraio 2005 Newsletter Website Direct Targeting Events Others EOI in TO/TR EOI in IRC action Information evaluation SME’s Records BBS Promotion Is the SME interested? No Yes Project without TTT/ European potential Awareness Assistance Full TO/TR text sent TTT process on-going Full TO/TR text sent No TTT process On-going Project with TTT/ European potential EOI with TTT potential Technology Watch SME interested in IRC further services & assistance? Yes No Start “long-term relationship” IRC-SME Database Decision pointActivity Process Input/Output Diagnosis? Diapro Extra-LIght Telephone Interview SME’s needs Identification Diapro Extra-Light Process Flow Phase 2 duration: Max 2 days Phase1 duration: 1 day 15 min. Phase 3 duration: 1 day onwards Copyright ©2002 INNOVA EUROPE

25 25 Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004 Marketing Implications/1 Marketing communication utilizing telecommunications systems combined with personal selling skills to keep close contact with potential customers and enhance business productivity. Telemarketing offers an alternative to the expensive personal visit. Benefits in terms of promoting relationship with customers that creates valuable information which is used in leveraging relationship with customers.

26 26 Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004 Marketing Implications/2 Telemarketing offers much more potential as a management tool. Influencing skills (used to influence how someone thinks or acts.) Anyone can learn them (taught to thousands of professionals in sales and management) How to engineer telemarketing scripts to get attention, get prospects to stay on the telephone and talk, to build and sustain rapport, and to influence buyers' decision- making.

27 27 Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004 Euromanagement n An classical audit methodology further improved by IRC D/CH n A powerful marketing instrument that facilitates the sales of specialized services n Establishing a direct link between the services offered and the clients needs n Defining a clear diagnosis of the innovative situation of the company n Helps the clients to understand “innovation” needs and opportunities

28 28 Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004 Euromanagement Providing an action plan for the future 72% of the SMEs audited have begun to actively engage in TTT activities demanding for further assistance A key service in the loyalty building process between IRC D/CH and its clients

29 29 Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004 Euromanagement’s objectives

30 30 Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004 Methodology The Euromanagement technology audit is structured into 3 main phases : Phase 1: Identification of potential SMEs to be audited Phase 2: Screening Phase 3: Audit

31 31 Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004 Methodology Identification of SMES to be audited First contact with SMEs come from: Intermediaries as banks, regional development agencies, SME federation, etc Direct contacts Screening Companies to be audited selected by telephone interview or visits by the companies at the IRC’s premises Checking the motivation of the company as well as the technology and innovation strategy in the company

32 32 Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004 Methodology Audit structured in 4 phases: n Internal environment analysis n External environment analysis n Technology goals and strategy n Action plan and recommendation Carried out through the Euromanagement “Handout“

33 33 Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004 Methodology 1st Step:Perform an internal environment analysis 1st Step: Perform an internal environment analysis n Company status – ability for trans-national co-operation n Evaluation of technological strengths and weaknesses n Vision- mission, arena, competitive role, products/services

34 34 Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004 Methodology 2nd Step:Perform and external environmental analysis 2nd Step: Perform and external environmental analysis n Technological opportunities ranked according to their attractiveness and their likelihood success n Technological threats classified n Technology watch n Benchmarking n Competitor analysis n Costumer analysis

35 35 Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre rd Step: Technological goals and strategy n What does the company want to achieve and when n A game plan for how to get there. n Cost leadership n Technology leadership n Diversification n Innovation n Road map : milestones in the company strategy Methodology

36 36 Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004 …..after the company visit 4th Step: Action plan and recommendation n Analysis of the information gathered n Help the company reach its strategic goals through the IRC services offer: n Search for partner co-operation n Search for funding possibilities n Support with the IPR issues n Support in getting involved in relevant EU networks n Support for innovation strategy n Support in marketing Methodology

37 37 Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004 Process “Criticalities” “Direct Interview” supported by the Euromanagement Handout The core of the project is the “Direct Interview” supported by the Euromanagement Handout. Euromanagement : n Gives a picture of innovative situation of the company n Helps the clients to understand its need and opportunities in intenationalisation, new technologies and innovation n Delivers an action plan

38 38 Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004 Performance indicator 72% of the the SMEs audited using Euromanagement have begun to actively engage in TTT activities, demanding further assistance from the IRC

39 39 Corso “Marketing dei servizi per l’innovazione” Milano, 31 / 22 febbraio 2005 NewsletterWebsite Direct Targeting Events Articles on specialised press Potential Pool of SMEs to be audited Promotion Is the SME interested? No Yes Database Decision pointActivity Process Input/Output Potential for a TT project? Euro- Management Handout Telephone Interview Euromanagement Process Flow Copyright ©2002 INNOVA EUROPE No Yes Company Visit Direct Interview Internal Environment Analysis External Environment Analysis Tech. goals & strategy Action Plan & Recommendations Proposing IRC Services Information Analysis ½ day 1 week Start “long-term relationship” IRC-SME Signposting Information Analysis Phase 1: Identification Phase 2: Screening Phase 3: Audit min

40 40 Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004 Marketing Implications n Due Diligence : a verification of representations and claims made by one party to another in a transaction, particularly important in technology-intensive markets, since there is a much higher risk of misrepresentation or inappropriate application of emerging technologies. n Implications for IRCs: it is difficult to find individuals capable of assessing both the technological issues and their business linkages n It is even more difficult to indicate simple and fast courses of action n EM Solution builds on a generic process model of the customer- facing needs,building-in multi-purposes objectives. n Both EM processes and tables are highly user-definable.


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