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The marketing genius of Audi’s Spock vs. Spock

By Leo Valiquette

OK. I must confess off the top to be being a diehard Trek fan. (And no, I do not attend conventions wearing prosthetic Vulcan ears or Klingon foreheads, nor do I even own such things.) But even if I were not, I’m sure I would still be praising the latest celebrity ad campaign from Audi.

If you haven’t seen it, do not read further until you’ve watched this first.

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If you’re so afraid of spilling the beans that no one knows you have any …

By Leo Valiquette

During my years as a full-time journo, I crossed paths with many a startup technology venture that claimed to be operating in so-called stealth mode. It was the early 2000s, before the process of getting technology to market was as socially enabled as it is now, and startup CEOs seemed to consider it hip and trendy to apply the S word to their businesses.

Where, I wonder, are many of those startups now?

We wrote many moons ago about the inherent foolishness of trying to build a business by somehow staying under the radar. You can’t define a market need, develop a product to meet that need, secure the funding necessary for operations or build the team that can pull it all off without telling the world who you are and what you are trying to do.

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April Roundup: What does it take to get technology to market?

By Leo Valiquette

Last month’s lineup featured great posts on how established companies should innovate, a startup CEO’s tips for wooing investors, the risks of discounting your product and the need for philanthropy to be a natural part of doing business. And of course, there was plenty of sage advice on what it takes to make marketing work.

In case you missed any of it, here is a handy recap of our posts, as ranked by the enthusiasm of our readers:

April 18: In search of that Entrepreneurial Spark, by Maurice Smith

April 23: What have you done for someone else lately?, by Leo Valiquette

April 11: Want more business from your website? Here are 6 things your customers need to see, by Tim Peter

April 24: A startup CEO’s tips for wooing investors, by John Hill and Leo Valiquette

April 25: The folly (or possibly the wisdom) of discounting, by Francis Moran

April 10: Best of: The saddest marketing story I’ve ever heard, by Francis Moran

April 17: My top travel tips, by Francis Moran

April 8: When is it time to say, ‘Our CEO’s got to go?’by Denzil Doyle

April 16: The imperatives of leaders, leadership and leading, by Bob Bailly

April 29: In it until everyone crosses the finish line, by Leo Valiquette

April 15: What an entrepreneur can learn from a literary conference: Part III, by Leo Valiquette

April 4: Trademark hygiene: A cautionary tale, by David French

April 30:Patent harvesting versus mandated innovation, by David French

April 3: ‘You can’t cross a canyon in two leaps’, by Francis Moran

April 2: Best of: Just the facts … no, these facts, by Leo Valiquette

April 9: What an entrepreneur can learn from a literary conference: Part II, by Leo Valiquette

Image: April 2013 Calendar Printable

 

In it until everyone crosses the finish line

By Leo Valiquette

In my various engagements as a freelance writer and marketing communications consultant, I often find myself working with the clients of a client.

It’s a situation that adds a whole new dimension to the relationship between service provider and client. Not only are you serving the needs of that primary client, but now you are also in the role of their ambassador; how you conduct yourself with their clients reflects on them.

For me, this typically manifests itself in this way: My primary client is providing a service to its clients which includes my services as writer and consultant. This most often involves situations where a media outlet is selling advertorial space (in other words, content marketing space) to their advertisers and I come in to help those advertisers fill that space with strong and effective content. There can be quite stringent deadlines to meet and my role is that of project manager as much as it is writer to herd the cats and ensure the job gets done on time.

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A startup CEO’s tips for wooing investors

This is the 12th article in a continuing series chronicling the growth path of Screach, a startup based in Newcastle upon Tyne in England’s North East. Screach is an interactive digital media platform that allows users to create real-time, two-way interactive experiences between a smart device (through the Screach app) and any content, on any screen or just within the mobile device itself. We invite your feedback.

By John Hill and Leo Valiquette

Investment. It’s big news in the startup world. Sites such as TechCrunch and The Next Web are full of stories about how much a company has raised and what it wants to do with it. But if you’re set on putting together a round for your business, you’ve got to think about more than just passing around the tin.

There are mountains of articles out there about what investors are looking for, and how to have those conversations, so have a look around and get an idea of how to go about it the right way.

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