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

1Corso Corso “Marketing dei servizi per l’innovazione” Milano“Marketing dei servizi per l’innovazione” Milano, 31 / 22 febbraio 2005, 31 / 22 febbraio 2005

Aleardo FURLANIMilano, 21 / 22 febbraio 2005

IRCs Marketing processes in action

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


Benchmarks belonging to the Promotion and Assessment phases

Innovation News Diapro Extra light Euromanagment

Benchmarks Benchmarks


Innovation News

A professional , carefully planned and well-targeted newsletter

powerful marketing /public relation tool excellent means for conveying news to existing

costumer a sales tool that can inform and attract new

clients Increase client loyalty Build awareness Encouraging IRC assistance demand Retention rate 38%, subscribers become IRC clients


Central components in the marketing programme of top professional service firm

Recommended to communicate with existing customers and to generate sales

84% of clients find information relevant 50% of those call the sender for an appointment

Enhance the firm’s Image Improve name recognition

Innovation News

Newsletter: powerful marketing instrument


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


Methodology: page 1Information 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


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


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


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


2 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


The envelop has an attracting design

Innovation News also encloses leaflets or other information material

• Logo of IRC

• Innovation programme Logo

• Innovation news


Process “Criticalities”

Professional and dedicated/committed editing team

Clear targeted group Attractive and professional external aspect Simple but well-structured Text printed on high quality paper Accuracy of the information


Performance Indicator

retention rate, percentage of subscribers that become IRC HRP’s clients of 38%

satisfaction rate of 92%, achieved during the period October 2000-January 2001

Clients Base Period covered Performance

Indicator

Accomplishment

3200 Oct.2000-

Jan.2001

Satisfaction Rate 92%

5300 Jan.1999-

Dec./2002

Retention Rate 38%

15Corso Corso “Marketing dei servizi per l’innovazione” Milano“Marketing dei servizi per l’innovazione” Milano, 31 / 22 febbraio 2005, 31 / 22 febbraio 2005Database Decision pointActivity ProcessInput/Output

Database

Database

Update Database

NewsletterEditing & Design

No

YesIdentification of

Target Group

Innovation News Process FlowInnovation News Process Flow

Innovation News Send

Newsletter

Are recipients interested?

FAX Reply

Request of furtherInformation

Send Information

Start commercialRelationshipIRC-SME

Interest in services proposed?

Information Search&

Preparation for Publication

Page 1European

R&D Topics

Page 2Informationon Calls for Proposals

Page 3TOsTRs

Partner Requests

Page 4Announce-ments of

TTT & R&DEvents

Elaboration of aFAX Reply Form

EnvelopDesign

No

Yes

InformationCollection & Structuring

Proposalof IRC

services

Analysis of Information

Needs

Analysis of marketing

tools to promoteIRC services

Editing Team

Copyright ©2002 INNOVA EUROPE


Marketing Implications

Client’s tracking procedure Knowledge Management Client Communication and interaction Product design Service revitalisation


Diapro Extra Light Diagnostic tool

allowing a quick assessment of the companies needs and capabilities

Opening the door for further IRC services

80% of the companies contacted have begun to actively engage in technology transfer activities, demanding further services


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


Second phase

telephone interview carried out by the specialised consultant

analysis of what the company wants and what IRC can offer through :

Organisation : XXX Contact person : Mr XX Date : XX

Company general information Notice : company’s web site address

XXX Created in 1984.

Turnover (and evolution) 2000 : 4 M Euros (1999 : 3.8 M Euros : +5%) Exportation turnover (and evolution) 2000 : 2 M Euros (1999 : 1,9 M Euros : +5%)

No of employees (and evolution) Group affiliation

2000 : 45 (1999 : 43) NO

Contact person R&D manager : Mr XX

Activity, know how, resources (different departments, investments…)

Medical devices biological assessment : functional features and biological compatibility (services provider). Consulting, engineering services. Clients : medical devices manufacturers (SME and large companies). Delivery of labels. Niche market : no competitor in Europe. High qualified employees (doctors, engineers …) Large investments undertaken to develop new analysis methods.

R&D Innovation experience IPR

6% of the turnover dedicated to R&D. High More than 15 patents granted : “developed IPR culture”.

International partnership experience Notice : languages, European culture… Project experience

Large commercial network, participation in many European programs (BRITE EURAM, CRAFT), many partnership with European companies. Languages spoken : german and english. High

Contact with ANVAR, CCI, other institutions…

Contact with ANVAR for the founding of R&D.

Diapro Extra Light

a structured approach to gather

all relevant information in a

structured manner


Methodology

““Diagnostic diapro extra light” Diagnostic diapro extra light”

3 main parts:

general information about the company, its activity, know-how, added value, resources, international partnership experience, innovation experience, needs regarding

strengths, weaknesses, opportunities and threats

proposals to the company


SMEs needs and IRC’s lines of action The company IRC RAA’s line of action

Project with TTT or “European” potential Assistance

Project without TTT or “European” potential Awareness

EOI with a TTT potential Full TO/TR text sent. TTT process on-going

Technology Watch Full TO/TR text sent. No TTT process on-going



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


Performance indicator

80% of the companies contacted have begun to actively engage in technology transfer activities, demanding further IRC services

Contacted

SMEs

“Retained”

SMEs

Period covered Performance

Indicator

Accomplishment

40 32 December 2001-

March 2002

Retention Rate

80%


Newsletter

Website

DirectTargeting

Events

Others

EOI in TO/TR

EOI inIRC 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 sentTTT process

on-going

Full TO/TR text sentNo 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 ProcessInput/Output

Diagnosis?

Diapro Extra-LIght

Telephone Interview

SME’s needs Identification

Diapro Extra-Light Process FlowDiapro Extra-Light Process Flow

Phase 2 duration: Max 2 days Phase1 duration: 1 day

15 min.

Phase 3 duration: 1 day onwards



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.


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.


Euromanagement

An classical audit methodology further improved by IRC D/CH

A powerful marketing instrument that facilitates the sales of specialized services

Establishing a direct link between the services offered and the clients needs

Defining a clear diagnosis of the innovative situation of the company

Helps the clients to understand “innovation” needs and opportunities


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

A key service in the loyalty building process between IRC D/CH and its clients


Euromanagement’s objectives

3. Support SMEs in: 2. Help SMEs define:

Their vision for the future

Targets to be achieved (technological & managerial) in the coming years

Projects to achieve the defined targets

Identifying the right European

framework measures to support their targets

Finding suitable European partnerships

1. Support SMEs to understand:

Their technological needs

Innovation strategy Management skills


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


MethodologyIdentification 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


Methodology

Audit

structured in 4 phases: Internal environment analysis External environment analysis Technology goals and strategy Action plan and recommendation

Carried out through the Euromanagement “Handout“


Methodology

1st Step:1st Step: Perform an internal environment Perform an internal environment analysisanalysis

Company status – ability for trans-national co-operation

Evaluation of technological strengths and weaknesses

Vision- mission, arena, competitive role, products/services


Methodology

2nd Step:2nd Step: Perform and external environmental Perform and external environmental analysis analysis

Technological opportunities ranked according to their attractiveness and their likelihood success

Technological threats classified Technology watch Benchmarking Competitor analysis Costumer analysis


3rd Step: Technological goals and strategy 3rd Step: Technological goals and strategy

What does the company want to achieve and when

A game plan for how to get there. Cost leadership Technology leadership Diversification Innovation

Road map : milestones in the company strategy

Methodology


…..after the company visit

4th Step: Action plan and recommendation4th Step: Action plan and recommendation

Analysis of the information gathered Help the company reach its strategic goals through the IRC

services offer: Search for partner co-operation Search for funding possibilities Support with the IPR issues Support in getting involved in relevant EU networks Support for innovation strategy Support in marketing

Methodology



The core of the project is the “Direct Interview” “Direct Interview” supported by supported by the Euromanagementthe Euromanagement Handout Handout.

Euromanagement :

Gives a picture of innovative situation of the company Helps the clients to understand its need and

opportunities in intenationalisation, new technologies and innovation

Delivers an action plan

SEZ Techn. Audit

Company Solar AG Audit date

Audit consultant

Address

Tel/Fax

email

www

date of found. 1994, start up from UniversityManager

turnover 2 MEUROemployees 7

NACE Code

staff members involved in audit: Manager (2)


Performance indicator

72% of the the SMEs audited using Euromanagement have begun to actively engage in TTT activities, demanding further assistance from the IRC

Audited

SMEs

“Retained”

SMEs

Period covered Performance

Indicator

Accomplishment

52 37 1999-2001 Retention Rate

72%


NewsletterWebsite

DirectTargeting

EventsArticles on specialised

press

Potential Pool of SMEs to be auditedP

rom

otio

n

Is the SME interested?

No

Yes

Database Decision pointActivity ProcessInput/Output

Potential for a TTproject?

Euro-Management

Handout

Telephone Interview

Euromanagement Process FlowEuromanagement Process Flow


No

Yes

Company Visit Direct Interview

Internal Environment

Analysis

ExternalEnvironment

Analysis

Tech. goals&

strategy

Action Plan & Recommendations

Proposing IRC Services

InformationAnalysis

½ day

1 week

Start “long-term relationship”IRC-SME

Signposting

InformationAnalysis

Phase 1: Identification

Phase 2: Screening

Phase 3: Audit

30-45 min


Marketing Implications

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.

Implications for IRCs: it is difficult to find individuals capable of assessing both the technological issues and their business linkages

It is even more difficult to indicate simple and fast courses of action

EM Solution builds on a generic process model of the customer-facing needs,building-in multi-purposes objectives .

Both EM processes and tables are highly user-definable.

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

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