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Our Position

Launch Team Blog

Reaching Your Customers' Customers: Market Outlook in Additive Manufacturing & Automation

FABTECH in Chicago represents some of the fastest growing segments in U.S. manufacturing today, including laser marking and automation. Attendees are the ultimate users of many of the technologies we work in: laser diodes, optical assemblies, laser steering systems, coating technology, and capital equipment. Yet many of these companies know little about the end application and the users’ needs.

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Topics: Business Insights, Positioning

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

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

Why Brand Development is Necessary for Product Launch

Launching a company or product is an exciting endeavor. You’ve developed a solution to an unfulfilled consumer need, and you’re ready to share it with the world. But the extensive planning process, from content development to sales training to PR, means your launch team has a lot on its plate.

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Topics: Product Launch, Positioning, Branding and Identity

Four Critical Missteps Established Companies Should Avoid When Entering a New Market

Well established companies face a unique set of challenges when entering a new market. Although these companies have already proven their ability to launch and sell their products or services, this experience can actually be a hindrance. Overconfidence from success in other markets can breed oversight.

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Topics: Marketing Strategy, Content Development, Positioning

Marketing Tip of the Week: Corporate Positioning – Create an Actionable Marketing Plan [Video]


Our third, and final, step in the positioning strategy. 

 

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: Business Insights, Marketing Strategy, Positioning

A Competitive Landscape All Covered with Cheese

Fromage Frenemies

Recently I was at my local mall’s food court waiting for a grilled cheese when I noticed that an employee dressed in the uniform of another food vendor was picking up an order from the register. I overheard their conversation and decided that these two employees were a step ahead of some business owners.

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Topics: Business Insights, Positioning

Marketing Tip of the Week: Corporate Positioning – Identify Your Competitive Sweet Spot [Video]


Our next step in the positioning strategy.

 

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: Business Insights, Marketing Strategy, Positioning

Marketing Tip of the Week: Start the Positioning Process with a Marketing Assessment [Video]

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: Business Insights, Marketing Strategy, Positioning