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Launch Team Blog

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

Applying the 80/20 Strategy in Advanced Manufacturing


The 80/20 or Pareto principle is a long-standing business strategy that a lot of companies are applying right now to increase profit margin. Classic examples of the 80/20 rule include the burgeoning growth of American manufacturers such as Illinois Tool Works, which grew from $300M to $18B by applying the 80/20 business model. Books like The 80/20 Principle by Richard Koch made the best seller list, focusing the common Pareto Principle on highest margin work to create competitive advantage.

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Topics: Business Insights, Client Relations

Gaining Traction in Emerging Markets: 10 Keys to Early Sales

Marketing Strategies for UAV, LIDAR, and Emerging Automation Markets

AUVSI Xponential 2017, the conference for unmanned technologies, drones, and robotics will be held May 8-11 in Dallas, TX. This year’s conference will feature more than 650 exhibitors and more than 200 courses covering the future of unmanned systems in energy, defense, automotive, wireless communications, and other industries.

Exhibitors and attendees, from optoelectronic component manufacturers to lasers and system integrators, have many common questions:

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Topics: Business Insights, Marketing Strategy

If You’re Treating Strategic Planning as an Event, You’re Doing It Wrong [Infographic]

Effective strategic planning clearly establishes company goals and how you will meet them. It’s not something you discuss once in a meeting and then set aside; it’s an ongoing process with many moving parts. From regular budget checks to sales and marketing alignment to branding, you and your team should periodically revisit the different aspects of your strategic plan.

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Topics: Business Insights, Strategic Planning

Launch Your Career! Graphic Design Position Available

We have an immediate opening for a part-time or full-time Graphic Designer.

Print and digital experience required. Desired skill set: Adobe Creative Suite, template design for Microsoft Word and PowerPoint, HubSpot, among others. We offer flexibility, great benefits, and an interesting mix of work, from infographics to tradeshow booths, web to collateral. 

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Topics: Company News, Careers