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4 min read

Venture Capital Trends and Critical Success Factors in Tech, Photonics and Advanced Manufacturing

By Michele Nichols on Fri, Jan 15, 2021

Traditional thinking dictates that a venture capitalist’s first step after investment is to strip out overhead cost and create efficiencies. But in recent years, we’ve noticed a shift in the conversation  - new leadership is now focused on leveraging and positioning the existing brand. We are working with investors and CEOs to:

Topics: Marketing Mix Marketing Strategy
4 min read

5 Ways to Get Smart With Your Marketing in 2021

By Sarah Holland on Tue, Jun 23, 2020

According to McKinsey, marketing’s holy grail is digital personalization at scale because “personalization can reduce acquisition costs by as much as 50%, lift revenues by 5-15%, and increase the efficiency of marketing spend by 10-30%.”

Topics: Business Insights Inbound Marketing Marketing Mix Email Marketing Digital Advertising
4 min read

Some of Our Favorite Booths at Photonics West 2020

By Nate Fuller on Tue, Feb 11, 2020

Another year at Photonics West, the leading event for photonics and laser companies, is in the books! With over 5,000 presentations and 1,300 exhibiting companies, the consensus so far is that traffic was down and quality was up. After months preparing client booths, websites, collateral pieces, and campaigns, we're excited to share a few favorites!


Topics: Optics Marketing Mix Marketing Strategy Trade Show Strategy
4 min read

Defining Your Marketing Mix and Spend Based on Your Company’s Growth Stage | Webinar Recap

By Matthew O'Donnell on Tue, Jun 25, 2019

Whether you are in a start-up or second stage growth, taking your current size into consideration is important in evaluating and prioritizing marketing tactics and spend. In a recent webinar, Launch Team’s President Michele Nichols discussed the many approaches to developing your marketing mix and how companies in the technology space can help find leads and connect with potential customers. She also elaborated on:

  • Specific types of tactics that are working for customers
  • How to identify what tactics are advantageous and what are outdated.
Topics: Inbound Marketing Marketing Mix Marketing Strategy Marketing Metrics
4 min read

What Does a Changing Customer Base Mean for Your Marketing Tactics?

By Michele Nichols on Thu, Sep 13, 2018

For the first time in over 100 years, there are four generations in the workforce. Differences in communication styles among these groups can have real implications for your marketing.

Topics: Marketing Mix Marketing Strategy Email Marketing
4 min read

5 Questions to Consider When Planning Your Marketing Budget

By Michele Nichols on Thu, Jul 20, 2017

There's a lot more to budget planning than deciding how much to spend where. For some, it's setting a right-sized investment in marketing to match their growth goals. For others, it's optimizing their marketing budgets by shifting resources to what's working best todaynamely, online channels. This shift involves a broadened focus on bringing in leads through websites, targeted social media, regular blogging, opt-in email subscribers, etc.

Topics: Inbound Marketing Marketing Mix Marketing Strategy
4 min read

Social Media Strategy: Why You Shouldn't Just Talk About Your Company

By Aimee Schenck on Tue, Aug 30, 2016

 

You know that guy at the party who is having a one-way conversation? Here's how to avoid being that guy.

Topics: Marketing Mix Social Media Client Relations
2 min read

Midyear Marketing Reset: 10 Considerations for Q3

By Michele Nichols on Tue, Jun 21, 2016

As we near the halfway point in the year, it’s worth taking a fresh look at your current marketing plan to identify what’s working and what might need adjusting. It’s OK to retire events, ads, and tactics that aren’t delivering great ROI and instead focus on those that are.

Topics: Marketing Mix Marketing Strategy
4 min read

Beer & Blog: Optics Industry Sales & Marketing Trends

By Katie Steelman on Tue, Jun 14, 2016

 

Recently we spoke with Jeff Nichols, sales manager at PennWell, the organization that publishes Laser Focus World. Trade publications are valuable in reaching niche audiences like optics, photonics and lasers. Jeff is well regarded in these industries for being both practical and strategic in creating advertising plans. Though Jeff and Launch Team President Michele Nichols are not related, they have served many of the same companies, working to meet their advertising and marketing needs. Enjoying a craft beer (see below), they talked through trends in the optics industry right now.

Topics: Business Insights Marketing Mix Marketing Strategy Beer & Blog (interviews)
5 min read

15 Signs Your Marketing Strategies are Old-School

By Sarah Campagna on Tue, Mar 15, 2016

Typewriters, boom boxes, floppy disks. What we thought would never be replaced, well, have been. Technology and media are constantly changing, and inevitably so are customers’ buying behaviors.

Topics: Marketing Mix Marketing Strategy
1 min read

Marketing Tip of the Week: 7 Tips for Better Business Videos [Video]

By Katie Steelman on Thu, Mar 10, 2016

MTOTW #41: Using video as part of your content marketing can help you tell your brand story or explain a product application. But poor production can detract from even the most compelling story. Here are some tips to improve video quality.

Topics: Marketing Mix Marketing Strategy Content Development
1 min read

Marketing Tip of the Week: Use the Marketing Roadmap to Plan Your Product Launch [Video]

By Katie Steelman on Thu, Feb 11, 2016

MTOTW #37: We use our Marketing Roadmap with clients to help them plan the various marketing activities involved in a new product launch.

Topics: Marketing Mix Marketing Strategy Product Launch