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February Roundup: It’s all about getting technology to market

Thank you for being with us for the first month of our new blog. In case you missed any posts, here is a recap, beginning with, in chronological order, our special report on getting technology to market, The Commercialization Ecosystem, which continues this month.

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Marketing lessons from the Oscars

By Linda Forrest

I’ll admit it – I look forward to the Oscars all year. I’m an ardent movie fan, and so I look forward to seeing which movies are the most celebrated at theĀ annual awards ceremony. This year was no different but I did feel highly skeptical going into it about the hosts that had been selected in an attempt to lure in a younger demographic to watch the show. I also had a bad taste in my mouth from last year, where the hosts did a surprisingly middling job and, in my opinion, the wrong folks took home the top hardware. Still, I couldn’t wait to watch and see who would win what.

Having stayed up on Sunday way past my bedtime to watch the Oscars, my worst fears were realized when the show proved to be a poorly written, disjointed affair that only shone when it harkened back to awards shows of times gone by. Early ratings suggest that viewership was down 7 percent from last year. Roger Ebert Tweeted: “The worst Oscarcast I’ve seen, and I go back awhile. Some great winners, a nice distribution of awards, but the show? Dead. In. The. Water.”

As disastrous as it was to watch (the audience in my house alone went from four to one over the course of the program), some marketing lessons can be gleaned from the 2011 Academy Awards.

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