Tech Companies Asked to measure Up
Christchurch, 9 2012. - New Zealand technology companies will have a chance to compare their sales and marketing activities with those of the best performing Kiwi tech exporters in the fourth Market Measures survey.
The annual survey opens today at www.marketmeasures.co.nz. The survey period ends on Friday 27 July and results will be available in September.
"New Zealand's growing community of tech exporters is very keen to understand what sales and marketing strategies drive growth, and we are starting to build a good body of knowledge with the Market Measures survey," says Owen Scott, Managing Director of Concentrate, which organises the survey with fellow technology marketing company Swaytech.
New Zealand Trade and Enterprise and PwC are the principal sponsors of Market Measures 2012.
Last year the survey revealed that the highest performing companies had a relatively simple formula for growth, Mr Scott said.
"They focused on distinct market niches with a small number of products, understood those markets well, partnered with companies to sell and promoted themselves aggressively."
He said the 2012 survey aimed to explore these factors in more depth, and in particular, look at the role played in the sales process by online promotional strategies such as social media.
Copies of the report will be available for $250, and the results will also be announced at presentations in Auckland, Wellington and Christchurch.
For more information contact:
021 221 2254
03 365 8774
KEY FINDINGS FROM THE 2011 MARKET MEASURES SURVEY
Research into sales and marketing by Kiwi technology companies reveals focus, partnering and promotion delivers highest growth.
- Top performers had a relatively simple recipe for success - focus and intensity.
- Highest growth companies focused on fewer markets with fewer products than average. They generally sold through partners and aggressively promoted to those market segments using a mix of traditional and new tactics.
- Issues the technology sector needed to address included insufficient capital, a lack of quality staff, limited international distribution channels, weak commercialisation skills and a tendency to sell into tough, slow markets such as health and community services, utilities and government agencies.
- The growing use of social media is transforming the way we market our technology products, allowing us to touch and influence key markets in an extremely cost effective manner.
About Market Measures
The Market Measures study has been operating annually since 2009. The concept was developed by consulting company Concentrate, which organises the survey along with technology marketing specialists Swaytech.
New Zealand Trade & Enterprise and PwC are the principal sponsors of the 2012 Market Measures survey. It is supported by most of industry's representative bodies, including The New Zealand Hi-Tech Trust, New Zealand Information and Communication Technologies Group, The Canterbury Software Cluster, New Zealand Software Association, Auckland ICT, Taranaki Technology and Priority One (Tauranga).
Concentrate is a technology marketing consultancy that helps Kiwi technology companies grow by finding and exploiting market opportunities.
The company uses its technology industry experience and an international best practice model to deliver market clarity for technology companies - practical, actionable insights into how to take their products to market successfully.
Swaytech is a specialist communications and marketing consultancy for technology companies. It offers a full range of services from public relations and communications, marketing strategy and execution, to print design and full web design and development.