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Launch Team Blog

5 Questions to Consider When Planning Your Marketing Budget

There's a lot more to budget planning than deciding how much to spend where. For some, it's setting a right-sized investment in marketing to match their growth goals. For others, it's optimizing their marketing budgets by shifting resources to what's working best todaynamely, online channels. This shift involves a broadened focus on bringing in leads through websites, targeted social media, regular blogging, opt-in email subscribers, etc.

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Topics: Inbound Marketing, Marketing Mix, Marketing Strategy

Making the Grade: How Print Ad Designs Win or Fall Short

There’s no doubt that inbound marketing strategies are critical to the success of today’s businesses. However, traditional outbound strategies can still play a role in capturing your audience’s attention.

B2B companies can drive buyer awareness and action with print advertising in highly targeted industry publications. However, without good design, ads can go unnoticed.

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Topics: Content Development, Branding and Identity

Entrepreneur to Entrepreneur: Scalable Sales & Marketing Models

At a recent panel discussion, I was asked to share experiences in sales and marketing with an audience of Entrepreneurs’ Organization accelerator founders, along with fellow panelists Don Davis of Empire Automation Systems and Ron Valentine of ITX.

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Topics: Business Insights, Marketing Strategy, Sales

Blogging: The MVP of the Marketing Short-Game and Long-Game

Bringing Customers to You

Blogging has been recognized for years as an important aspect of any marketing campaign. For Launch Team clients, the most immediate impact is in the short-game of lead generation. Blog posts are used as part of an inbound marketing program to direct readers to longer pieces of content like white papers, eBooks, and tip sheets that are form protected and used to generate leads. The blog post is designed to attract leads early in the buying process, those at the top of the sales funnel. Promoting blogs in strategic locations across the web is the most effective means we have of attracting new leads.

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Topics: Content Development, SEO

Trade Show Marketing: The Best of XPONENTIAL 2017

At a trade show that features the latest in the fast-developing field of unmanned technology, there is a lot of interest and noise. It’s the Wild West, and market leadership is up for grabs. So how do you make sure your company’s booth draws attention and traffic? Effective demos are key. Unique approaches to booth advertisement will get you noticed, too. Though there were some real standouts at XPONENTIAL, the following tactics could apply to any large trade show.

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Topics: Trade Show Strategy, Branding and Identity

Beer & Blog: Reinventing & Differentiating through M&A, with Ben Burton

Ben Burton, president and CEO of iuvo BioScience, talks with us about his five-year strategic plan, targeting aggressive growth both organically and through mergers and acquisitions. The acquisition of Moog’s laboratory services business and recent divestiture of iuvo’s sterilization facility, LINK, in Erie, PA, will allow the company to focus on investing in expanding testing services.

Ben spent more than eight years at Bausch + Lomb as vice president of quality for its pharmaceutical business. We had the pleasure of tapping into his thought process on acquisition strategy—considering both cultural and branding implications.

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Topics: Change and Innovation, Strategic Planning, Beer & Blog (interviews)

XPONENTIAL Debrief: Emerging UAV Market Implications for Component Manufacturers

Last week, Michele Nichols and Aimee Schenck attended AUVSI XPONENTIAL, the prominent unmanned vehicle conference and exhibit, where some of our clients were presenting technical papers. Our team was also there for market intelligence, looking for market fit and viability for many of our component manufacturing clients. Here’s our take on the unmanned vehicle market:

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Topics: Business Insights, Positioning

How to Sell to Medical Device Companies

Opportunities and Challenges

For optics and other component manufacturers, medical devices represent a strong opportunity—especially for those who need to diversify their revenue base from DoD.

The US medical device market growth rate has slowed in recent years; it’s projected at 6.1% for 2017. There are several factors slowing growth and innovation in US healthcare, including:

  • The repeal and reform of the Affordable Care Act, and post-election uncertainty
  • Iterative product innovation to speed product launch, reduce FDA hurdles, and reduce risk
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Topics: Medical Device, Sales

Commercial Autonomous Aircraft Market: Three Lessons on Customer Research

In our last post, we discussed the growing interest in commercial applications for compact unmanned aircraft, or drones. Imaging, in particular, presents a real opportunity for optics and photonics component manufacturers. This emerging UAV market provides important lessons on the criticality of understanding and anticipating the needs of your target customers. Here are three things to remember:

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Topics: Business Insights, Positioning, Market Research

Emerging Market Strategy: Market Positioning for UAV

Just back from SPIE’s Defense & Commercial Sensing (DCS) conference in Anaheim, and preparing for XPONENTIAL in Dallas next month, we’re noticing that the emerging drone market presents real promise as well as challenges.

The optics, photonics, and imaging exhibitors at SPIE DCS share a common challenge with XPONENTIAL’s component exhibitors—a great deal of unknowns in:

  • UAV adoption curve
  • UAV applications to invest in
  • Requirements
  • Regulatory environment
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Topics: Marketing Strategy, Positioning