High Tech Marketing isn't Geeky

No F**ks Left Friday! High Tech Marketing Isn’t Geeky

Your high tech marketing isn’t supposed to be geeky.

“But of course it is,” you cry. “If you don’t tell them the specifications, details of the product and how hot this new technology is, you won’t be able to get them to see what you’ve done is out of this world.”

We hear you. We do.

But, you’re wrong. All marketing, high-tech marketing, business-to-business marketing, consumer marketing is about one thing — emotions. And if you don’t realize that, you’re not going to break through the cr*pload of messages that — more than anyone else in the world, probably —  high-tech buyers get every single day.

Here are three reasons why.

Nerds think about sex more often

We’re dating ourselves, but remember that movie Revenge of the Nerds?

No?

Well, trust us. It was filled with high-tech geeky engineer types (really, horrible stereotypes, not like the amazing nerds and geeks we know and hang out with).

Anyway, at the end of the movie in the kind of cheesy Hollywood moment that only a cult film can present without irony, the college cheerleader who has just “unmasked” the nerd she’s just hooked up with asks “Are all nerds as good as you?” to which Lewis the number one nerd on campus replies “Yes.” She asks “How come?” and Lewis says “‘Cause all jocks ever think about is sports, all we ever think about is sex.”

So what’s our point? Just because your customer is an engineer, coder, technician, physician or lab-rat — they are still moved by EMOTION. Passion, humor, love, family, laughter and yes, sex. You need to identify what emotions will move your customers to connect with you.

That matters because when you’re creating your marketing tools, you need to think of the emotional appeal first, not the technology which leads us to say…

Your box looks like everyone else’s

Manufacturing boxes with high tech in them — isn’t your’s pretty?

Well. Uhm. No.Promo_HighTechMarketing

Your box looks like everyone else’s, it really does. I can’t tell you how many times we see high-tech marketing FEATURING XYZ company’s world’s greatest box!!!. Big. Front and center. To the detriment of all things good in marketing!

No one buys based on what your box looks like. And we know it. Our execs worked with a company who had a box designed to detect weapons beneath clothes. We set up their entire brand launch for a major tradeshow. And yes, the engineers wanted to have pictures of their AMAZING new imaging box in GREAT BIG LIGHTS. And what that box could do was SO. VERY. COOL. It really was, we admit it!

And we said no.

What did we show instead? Well, The MOST adorable little tow-headed boy next to his golden retriever in a Radio Flyer car. (Oh, and we sent out to high-value prospects an ACTUAL dog in a radio flyer!).

Because it wasn’t about the box. It was about the idea that member of the military, managers and execs could come home safely to that little boy BECAUSE of that box. 

(And don’t get us started on spec sheets. How we hate them. Oh we get that they’re necessary, but they are NOT. A. PRIMARY. MARKETING. TOOL.)

The CFO signs the check

And the last reason your high tech marketing isn’t about being geeky comes down to this.

Is the geeky engineer really your customer?

Sure, it’s great to have a round of high-fives with your compatriots at your customer’s companies. But ultimately, in high tech marketing, who is the buyer? It may be that the engineer is an influencer, but a CEO, CFO or even VP of Development is making the call. And the emotional appeal to those types may vary widely from the engineers who know how great your tech is.

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High Tech Marketing — like all marketing — is about Emotions

Ultimately, all marketing — even high tech marketing — comes down to emotions. Not specs, boxes and data. We know it. We live it. We love it. So reach out to us if you want us to help you pinpoint the emotional needs of your customers and craft amazing high tech marketing to engage those emotions.

Spark Rocket Has Babies! — A social marketing experiment

We just gave birth at Mission Command! Well, sort of. We’ve had “babies” as a social marketing experiment. Yes, egg babies.

 

Remember that low-tech teaching tool of giving adolescents eggs to carry around to teach them responsibility?

 

Well, we’ve decided to have a similar social marketing experiment at Spark Rocket. You see, we’re great at advocating for our own technology and start-up clients. We’re all about creating engaging content for games, security, real estate, prosthetics, cosmeceuticals, aeronautics and other technology markets and teaching clients how to share it via social marketing to build a following.

 

But it’s giving ourselves the same social marketing love that we kind of really stink at. We forget to pay attention to our own needs and, as a result, neglect to share via social networks some really valuable marketing information. This not only reduces our own self-promotion, it keeps us from engaging with the start-ups and entrepreneurs we adore helping! And it’s pretty hard to stand by our teachings if we’re not following them (that “the cobblers children have no shoes” saying wears thin after a while!)

 

Oh — and we want to be better stewards of our personal health too. After all happy, healthy Spark Rocketeers means better service for our clients!!!

 

So in that vein — our core team had babies. Raw egg babies. (Uhm, as an aside, we are amazed that the first question people ask are if they are raw? I promise, we have NO plans to eat our babies at the end of the experiment. Just sayin’.) Two of them. Each. And each baby has a series of “feeding times” and we have to keep them with us at all times as a physical reminder that taking care of ourselves is important.

Social Marketing Progress: How are the babies?

Thus far, in three days of our social marketing experiment, no one has killed cracked their baby. So that’s good. And at “feeding time” we have done things like:

  • Written several blogs
  • Updated our social accounts
  • Done training in new social media best practices and analytics management
  • Added a REALLY NEAT software script to our Twitter account to boost engagement!
  • Cleaned up our emails
  • Practiced self-care: stopped to mediate for ten minutes, drink an extra bottle of water, chat with co-working office members (who are really enjoying seeing how this experiment is going!) or take a walk around

So, we’ll let you know how on this blog and via our social channels how things go (of course, if we don’t — you’ll pretty much know the results!).

 

Meanwhile — wish us luck with our babies. Feel free to ask us YOUR questions about them (and tell us they are the cutest raw egg babies you have ever seen), and feel free to share what crazy practices YOU use at your office to stay on top of “entrepreneurial self care.”

 

Happy entrepreneurial technology marketing from the gang at Mission Command!

 

 

ROCKET-FUELED READ OF THE WEEK!

We like the following post from Heidi Cohen. We’re planning a future post to help technology business builders by providing our view on the differences between marketing, marketing communications and the many marketing sub-categories. We think it can be incredibly challenging to know the difference when your day-to-day revolves around inventing and building advanced technologies. But if building your advanced technology into a viable business is important, you’re going to want a foundation in the terms so you can best select the marketing resources and activities–like content marketing, branding, promotions and public relations–that you need!

We think this article is a pretty good pre-tutorial to that, so it’s our Rocket-Fueled Read of the Week! Thanks Heidi!

What Marketing Is NOT – Heidi Cohen

My recent post of marketing definitions with contributions from seventy-two different sources generated a lo . . .http://heidicohen.com/what-marketing-is-not/

Copyright © 2015 by Heidi Cohen, some rights reserved.

 

 

Marketing 101 for Mad (and not so mad) Scientists

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Your technology may be the neatest thing since sliced bread. But poor brand choices, not properly evaluating your customer or customer profile, implementing the wrong tactical marketing or, prior to that and most importantly–not validating your market potential prior to moving out of the lab–can be costly or even business-ending.

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It seems to have become fashionable to eschew resolution-making. Provocative headlines citing studies of how often resolutions fail are filling my Facebook feed.

But we’d like to raise a toast to resolutions! (BTW- we’ll admit it’s a slightly self-serving toast — it seems that greater temperance in one form or another is a collective resolution for 2016 among Spark Rocket’s team and clients, so we have to get in all the martini toasts we can, NOW!)

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