It’s obvious that the media have changed tremendously over the last decades. And engineer-to-engineer marketing has changed in ways that differ from consumer marketing. Yet product launches haven’t changed as dramatically as has the environment. PR consultant Nanette Collins and I did a survey of several prominent industry editors to see how they work and […]
Tips and Ideas
Plain English and Dumbing Down: Are They the Same Thing?
“Technology” is a broad term. It encompasses innumerable specialized niches, and within each of those are further sub-niches, and so on, for several levels. And, like any specialty, each of these niches has specific language that it uses. And it’s easy to get lost in this jargon. As long as communication happens between group members, […]
Making Use of Pre-Show Promotion
By Nanette Collins The scene at United Terminal at SFO was a madhouse March 3 as a database glitch prevented travelers from getting to their flights on time. As the line for an agent grew but didn’t move, my eyes were transfixed on a colorful TV screen-sized ad promoting Silvaco’s TCAD solution. Promoting simulation at […]
Two Kinds of Article: “Why” and “How”
When writing about technology, there are, broadly speaking, two ways to address your topic, depending on your audience and goal. With new technology, you may need to motivate how your technology is relevant – to explain why someone should use it. This will be directed at decision makers: it’s about convincing your audience to give […]
A Product Rollout in Three Acts
Act One, Scene One: Planning the Product Launch It’s two months to the breakdate when our technology company will announce its new, innovative, ground-breaking, leading-edge, first-of-its class product. Engineering, Sales and Marketing have committed to the date and the rollout planning begins. It’s a big deal and Marketing needs to get it right. Otherwise, heads […]