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Launch Team Blog

Marketing Tip of the Week: Diversify Your Marketing Mix [Video]

Buyers are researching your company before ever communicating with your team.


Each week, we share a quick tip for marketing success on our YouTube and Instagram channels. Follow us there or subscribe to our blog updates so you never miss a tip.

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Topics: Marketing Mix, Marketing Strategy, Business Insights

The Value of Patents in Your Marketing Strategy


How Patents Become Selling Points

“Research indicates that about 70% to 80% of a company’s market capitalization comes in the form of intangible assets, which include intellectual assets such as patents, trademarks, copyrights, and other business knowledge and know-how. Patents are moving from a legal role to a strategic management one, and company leaders must be prepared.” —Forbes

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Topics: Patents, Marketing Mix, Marketing Strategy

Content Marketing: What makes good video? (And why should you care?)


Video: A Mighty Medium

There’s no denying that the growth of online video has become a major marketing consideration in the past few years. In December 2013, 188.2 million people in the U.S. watched 52.4 billion online content videos (comScore), and the number of online video users is expected to reach 1.5 billion by 2016 (Cisco). More than half of executives look for more information after seeing a product or service in a video (Forbes), and 57 percent of consumers say that product videos make them more confident in a purchase (MediaPost).

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Topics: Inbound Marketing, Marketing Mix, Social Media, Content Development, Marketing Strategy

Marketing Wins: Stories from the Photonics West Roundtable

Our Marketing Roundtable session at Photonics West provided helpful insights into the kinds of marketing tactics that are working today. Here are some activities that participants – and we, ourselves – have found to be successful.

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Topics: Marketing Mix, Business Insights

'Eye Contact' in Social Media: Preserving The Human Element

Growing up my parents instilled (forced) their kids into social situations to teach us how to interact with adults. I remember a lot of firm handshakes with eye contact. You could tell a lot about a person just from that brief moment.

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Topics: Social Media, Marketing Mix, Inbound Marketing

Marketing Mix — Email That Gets Read: A Missed Sales Opportunity

Does email marketing still work? Yes, if it is the right type of emails. Of the copious messages you receive daily, which ones do you read? According to a study by MarketingSherpa, the email communications your customers actually value are directly tied to their transactions, i.e. the confirmation you receive when you place an order.

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Topics: Marketing Mix, Client Relations, Email Marketing, Business Insights, Lead Generation

Social Content Marketing: How to prepare for a Google+ Hangout on Air


Hangouts without the Hang-ups 

Google’s live webcasting tool, Hangouts on Air, can be a great resource for businesses looking to grow their social marketing strategy. It puts faces to your company name, and lets customers get to know your brand in a more personal way. Especially for technical companies, Hangouts on Air can provide an interactive platform for explaining difficult theoretical topics or application questions, while helping to establish your knowledge and credibility.

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Topics: Marketing Mix, Social Media, Content Development, Marketing Strategy

18 Months with HubSpot Inbound Marketing: Lessons Learned

Since becoming a HubSpot certified partner 18 months ago, a lot has changed. We’veHubSpot certified partner migrated our site to the HubSpot Content Management System (CMS), started a blog, and gotten a lot more serious about social media. We’ve created several content offers and downloads, implemented Calls to Action (CTA) throughout our site, built landing pages for each offer or CTA, integrated our email marketing with HubSpot, and set up lead nurturing emails (HubSpot calls them workflows because you can automate other things beyond triggering an email). We’ve also gotten used to looking at analytics more frequently and using the results to guide content development, SEO, and in many ways overall company strategy.

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Topics: Inbound Marketing, Marketing Mix, Social Media, Content Development, SEO, HubSpot

Advertising Dominating your Marketing Budget? 4 Ad Myths - Busted!

Ad Spend Tips for 2014 

It’s nearing that time of year when we help clients plan their marketing budgets for the coming year. It’s during this time that we often uncover misconceptions that people have about where their money is best spent. Because advertising spend, in particular, seems to be cause for confusion, we’ve put together a list of some of the top Advertising Myths we’ve encountered, and debunked them:

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Topics: Marketing Mix, Marketing Strategy

Marketing Ideas: Printed Marketing Materials & Trends

The Changing Face of Print

An interview with JP Midgley, CEO of Avalon Document Services

For a while, many companies were charging full-speed ahead with blinders on away from print marketing. Now, however, they are realizing that the key is not abanding print completely, but instead being more strategic about how they use it. We recently spoke with JP Midgley, CEO of Avalon Document Services, on whom we rely for many of our own and our customers' printing projects. In the following Q&A, he discusses the changing trends in printed marketing materials: what types of print collateral companies are ordering  and what types they're not. We also offer our own comments and examples throughout (in the boxes, in green).

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Topics: Marketing Mix, Business Insights, Change and Innovation, Marketing Strategy