Marketing FITT (Fostering Interregional Exchange in ICT Technology Transfer)

2 | Marketing  Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Source: American Marketing Association (2007)  Marketing is the wide range of activities involved in making sure that you're continuing to meet the needs of your customers and getting value in return. Marketing is usually focused on one product or service. Thus, a marketing plan for one product might be very different from that for another product.  Marketing activities include 1) “Inbound marketing," such as market research to find out, for example, what groups of potential customers exist, what their needs are, which of those needs you can meet, how you should meet them, etc. Inbound marketing also includes analyzing the competition, positioning your new product or service (finding your market niche), and pricing your products and services. 2) "Outbound marketing" which includes promoting a product through continued advertising, promotions, public relations and sales. Source:

3 | Marketing Inbound Marketing  In the setting of Technology Transfer Officers, inbound marketing is important in order to commercialize the research results of researchers. It is extremely important to perform market research to get more information about the market potential of the invention.  Inbound marketing allows getting detailed insight into the positioning of new products and services by using new media on the internet e.g. search engine optimization may be very effective.  In-market testing allows you to observe customer response in an actual purchasing situation  Market Assessment  Templates for Technological Marketing  Living Labs in ICT

4 | Marketing Market Assessment Technological Analysis Technology Transfer Team Potential Rejection Market Analysis Commercial Services No Go 90% of ideas On Hold Go 10% of ideas LicensingSpin-Off Company Formation New Ventures Team Investment Decision Investment Team Idea Investigation of the market potential of new incoming project proposals

5 | Marketing Templates for Technological Marketing Specifications Agreement Definition of the issue, scope of the study Objectives, expected results, timing, cost Preliminary analysis Value chain, segmentation, legislation Way to find information Interview guide, doc of presentation,,…. Phase 1 : Data collection Interviews Face to face, phone, focus group Phase 2 : interviews Synthesis and data analysis Minutes of the interviews Market segmentation Demand and offer analysis Recommandations Phase 3 : Synthesis Study Pre-study After the study Satisfaction questionnaire directly after the presentation of the study and also 4 months later Letters to the interviewed to thank them Follow up of the contacts and of the action plan decided Follow up and satisfaction Post-study Template for specifications Process of technological marketing studies at CEA

6 | Marketing Industry Convergence IncreasedCompetitionIncreasedCompetition Shortened Life Cycles Shortened Only Incremental Innovation Innovation FailingInnovationFailingInnovation Even more Competition Competition Living Lab A Unique Environment to Experiment with Real Innovation, with Users and the Complete Value Network == Living Labs in ICT

7 | Marketing Outbound Marketing  Outbound marketing entails tradeshows, seminars, ing, cold calling, telemarketing, print advertising, etc.  Outbound marketing is less important in the setting of Technology Transfer Officers as it regards the process of promoting new products and services. Marketing is all about getting business, knowing your customer, segmenting the market, structuring the action plan to go to market. This is a process that largely takes place once the venture has been created. Therefore, no practices of outbound marketing were included in the toolbox.

8 | Marketing Suggested Readings  Link to bibliography  Link to code book Valorization Transfer opportunity Time-to-market Early adopters Early majority  Link to related websites