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
3Corso “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
4Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004
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
5Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004
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
6Corso “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
7Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004
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
8Corso “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
9Corso “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
10Corso “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
11Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004
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
12Corso “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
13Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004
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
14Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004
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
16Corso “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
17Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004
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
18Corso “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
19Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004
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
20Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004
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
21Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004
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
22Corso “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
23Corso “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
Contacted
SMEs
“Retained”
SMEs
Period covered Performance
Indicator
Accomplishment
40 32 December 2001-
March 2002
Retention Rate
80%
24Corso Corso “Marketing dei servizi per l’innovazione” Milano“Marketing dei servizi per l’innovazione” Milano, 31 / 22 febbraio 2005, 31 / 22 febbraio 2005
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
Copyright ©2002 INNOVA EUROPE
25Corso “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.
26Corso “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.
27Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004
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
28Corso “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
A key service in the loyalty building process between IRC D/CH and its clients
29Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004
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
30Corso “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
31Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004
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
32Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004
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“
33Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004
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
34Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004
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
35Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004
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
36Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004
…..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
37Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004
Process “Criticalities”
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
www
date of found. 1994, start up from UniversityManager
turnover 2 MEUROemployees 7
NACE Code
staff members involved in audit: Manager (2)
38Corso “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
Audited
SMEs
“Retained”
SMEs
Period covered Performance
Indicator
Accomplishment
52 37 1999-2001 Retention Rate
72%
39Corso Corso “Marketing dei servizi per l’innovazione” Milano“Marketing dei servizi per l’innovazione” Milano, 31 / 22 febbraio 2005, 31 / 22 febbraio 2005
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
Copyright ©2002 INNOVA EUROPE
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
40Corso “Marketing dei servizi per l’innovazione” Milano, 3 / 4 novembre 2004
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.
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