Technical Marketing Communication [Part of the Allyn & Bacon Series in Technical Communication]

by Harner, Sandra; Zimmerman, Tom; Dragga, Sam, Series Editor

• ISBN13: 9780205324446
• ISBN10: 0205324444
• Edition: 1st
• Format: Paperback
• Copyright: 2001-12-12
• Publisher: Pearson

Summary

This book provides the necessary preparation for the breakneck speed of technical marketing communications in today's Internet economy. A progressive approach first explains the role and responsibility of marketing communication in a technology-filled world. Then, on that foundation, the book progressively introduces the concepts of needs analysis, audience analysis, strategy development, media choices, tactics, and continuous evaluation. A first person scenario opens each chapter, giving readers a glimpse of real-world experiences as told by professionals in the field. A "Summing it Up" section at the end of every chapter provides a quick reference guide to the most important material covered in the chapter. An "Applying What You've Learned" section at the end of every chapter includes exercises and discussion starters. For those interested in expanding their skills in technical marketing communication.

Table of Contents

Foreword	xiii
Preface	xv
Marketing Communication Concepts	1	(22)
Overview	1	(1)
Technology	2	(2)
Communicating on Behalf of Technology	3	(1)
Communicating with the Help of Technology	3	(1)
Communication	4	(6)
Communication Variety	5	(3)
Communication Content: What's the Message?	8	(2)
Marketing	10	(3)
Defining Market	11	(1)
Technical Information Markets	12	(1)
Technical Marketing Communication	13	(2)
What's Not Included?	14	(1)
The Technical Marketing Communication Life Cycle	15	(5)
Demand	15	(4)
Design	19	(1)
Develop	19	(1)
Differentiate	19	(1)
Display	19	(1)
Distribute	20	(1)
Discuss	20	(1)
Summing It Up	20	(1)
Applying What You've Learned	21	(2)
Needs Analysis	23	(13)
Overview	23	(1)
Needs Analysis Defined	23	(2)
The Needs Analysis Process	25	(8)
Clarify Goals and Objectives to Guide the Project	25	(2)
Understand the Audience Who Needs This Information	27	(1)
Determine the Information to Be Communicated	27	(1)
Determine How to Get the Necessary Information	28	(5)
Stay Focused on the Goal	33	(1)
Summing It Up	34	(1)
Applying What You've Learned	35	(1)
Audience Analysis	36	(14)
Overview	36	(1)
Who's Your Audience?	36	(7)
How Many Different Ways Can You Look at Your Audience, Really?	38	(3)
What Comes After Identification and Analysis?	41	(1)
What Happens When You Do Not Understand Your Audience?	42	(1)
How Can You Learn About Your Audience?	43	(4)
Use an Audience Profile	43	(1)
Visualizing Your Audience	43	(4)
Leveraging Audience Information	47	(1)
Summing It Up	48	(1)
Applying What You've Learned	48	(2)
Strategy Development	50	(17)
Overview	50	(1)
Strategy Development	51	(7)
Why Versus How	51	(2)
Deadlines and Other Tactical Distractions	53	(1)
Strategic Cause and Effect Nuances	54	(2)
Targeted Effects	56	(2)
Linking Cause and Effect Strategies	58	(1)
Technical Marketing Communication Strategies	58	(2)
Plan	59	(1)
Design	60	(1)
Test	60	(1)
Train	60	(1)
Hitting the Maturity Curve	60	(2)
Introduction Phase	60	(1)
Growth Phase	61	(1)
Maturity Phase	61	(1)
Decline	61	(1)
Strategic Drivers	62	(1)
Differentiation	62	(1)
Leadership	62	(1)
Come from Behind	63	(1)
New and Improved	63	(1)
Ethics and Compliance	63	(2)
Don't Lie	64	(1)
Don't Steal	64	(1)
Summing It Up	65	(1)
Questions That Represent Stategic Thinking	65	(1)
Applying What You've Learned	66	(1)
Internal and External Branding	67	(20)
Overview	67	(2)
What Is a Brand?	69	(9)
What Distinguishes a Brand?	78	(1)
How Do You Recognize a Brand?	79	(3)
Brand Name	79	(1)
Logos and Looks	80	(1)
Tagline or Theme Statement	81	(1)
Sensory Elements	81	(1)
Distinctive Designs or Services	82	(1)
Building Brand Recognition	82	(2)
Applying the Brand	83	(1)
Applying the Brand Consistently and Correctly	83	(1)
Fostering Brand Integrity	83	(1)
When Do You Brand?	84	(1)
The Brand Cycle	85	(1)
Summing It Up	85	(1)
Applying What You've Learned	86	(1)
Enhancing and Applying Creativity	87	(14)
Overview	87	(1)
Creativity Defined	88	(1)
Origins of Creativity	88	(1)
Strategies for Enhancing Creativity	89	(2)
Versatility	90	(1)
Fluency	90	(1)
Originality	91	(1)
Knowing Where to Apply Creativity	91	(8)
Creativity in the Planning Stage	92	(1)
Creativity in the Content	93	(6)
Summing It Up	99	(1)
Applying What You've Learned	99	(2)
Print Media	101	(25)
Overview	101	(1)
Why Choose Print?	101	(1)
Brochures	102	(7)
The Content	103	(1)
Text Versus Graphics	103	(1)
Features and Benefits	103	(3)
The Creative Concept	106	(1)
Call to Action	106	(3)
Tips for Better Brochures	109	(1)
Product Sheets	109	(5)
Newsletters	114	(6)
Understanding Newsletter Jargon	114	(1)
The Name	114	(1)
The Tagline	114	(2)
The Content	116	(1)
Types of Articles	116	(1)
The Layout and Design	117	(2)
Tips for Better Newsletters	119	(1)
Print Advertisements	120	(2)
Postcards	122	(1)
Quick Reference Cards	123	(1)
Closing Reminders	124	(1)
Summing It Up	125	(1)
Applying What You've Learned	125	(1)
Electronic Media	126	(21)
Overview	126	(1)
The Nature of Online Media	127	(1)
Limitations of Physical Media	127	(1)
Defining Electronic Media	128	(1)
Marketing with Online Media	128	(1)
Online Media Audiences	129	(1)
Developing Content for Online Media	130	(1)
Keep It Brief and Simple	130	(1)
Exploit Online Advantages	130	(1)
Know Your Web Browser	131	(1)
Review Your Content	131	(1)
Online Media Tools and Options	131	(6)
General Information Access	132	(1)
Online Public Relations	132	(1)
Publishing Files to Your Internet Site	132	(1)
E-Mail Links	133	(1)
Interactive Guides	133	(1)
Commerce Transactions	133	(1)
Web Portals	134	(1)
Web Promotions	134	(1)
Webinars	135	(1)
Training	136	(1)
Profiling and Data Mining	136	(1)
Alternative Web Access	136	(1)
CD-ROM Sharing	137	(1)
Audio Electronic Media	137	(5)
Live Audio	138	(1)
Audio Reproduction (CDs, Cassettes, and File Clips)	139	(3)
Electronic Visual Media	142	(3)
Static Graphics	143	(1)
Animation	143	(1)
Video Media	144	(1)
Using Outside Resources	145	(1)
Summing It Up	145	(1)
Applying What You've Learned	145	(2)
Personal Presentations and Events	147	(28)
Overview	147	(1)
When Personal Presentations Are Appropriate	148	(6)
Defining Personal Presentations	148	(2)
Presenter and Audience Match-Ups	150	(4)
Types of Personal Presentations	154	(3)
Type One: Brand-Building Presentation	154	(1)
Type Two: Relationship-Building Presentation	154	(1)
Type Three: Technology Demonstration	155	(1)
Type Four: Technology Proposal Presentation	156	(1)
Type Five: Topical Presentation	156	(1)
Type Six: Technical Report or Update	157	(1)
Preparing a Presentation	157	(3)
Know Your Presentation Persona	157	(1)
Plan the Duration of the Presentation	158	(1)
Choose the Right Location and Setting	159	(1)
Drafting the Presentation	160	(4)
Introduction, Goals, and Housekeeping	161	(1)
Agenda	162	(1)
Body (Message Content)	163	(1)
Call to Action or Challenge	163	(1)
Close	164	(1)
Question and Answer	164	(1)
Choosing Presentation Delivery Tools	164	(1)
Timing Isn't Everything, but It Helps	165	(2)
Promoting an Event: Audience Prework and Expectation Setting	167	(1)
Delivering the Presentation	168	(1)
Presentation Follow-Up	169	(1)
Presentations and Event Coordination	170	(3)
Single-Person Presentations	170	(1)
Multiple-Person Presentations	171	(1)
Satellite Meetings and Seminars	172	(1)
Exhibits and Shows	172	(1)
Conference Calls	172	(1)
Webinars	173	(1)
Summing It Up	173	(1)
Applying What You've Learned	174	(1)
Trade Show Exhibitions and Giveaways	175	(14)
Overview	175	(1)
Strategy First---or Why Are We Doing This?	176	(1)
Authorizing a Budget	177	(1)
Selecting and Training Exhibit Staff Members	178	(1)
Creating a Show Plan	179	(6)
Preshow Plan	180	(1)
Booth Plan	180	(4)
Measuring Success	184	(1)
A Final Word About Trade Shows	185	(2)
Premiums or Giveaways	185	(2)
Summing It Up	187	(1)
Applying What You've Learned	187	(2)
Aligning Tactics with Strategies: The Technical Marketing Communication Plan	189	(38)
Overview	189	(2)
What You Have Accomplished and What's Next	191	(1)
How Are You Going to Do That?	191	(5)
Tactical Communication Choices	192	(1)
Combined Tactical Solutions	192	(4)
Phases of Tactical Communication	196	(6)
Phase One: Introduction and Awareness	198	(2)
Phase Two: Expectation Development and Direction	200	(1)
Phase Three: Communication Fulfillment and Support	201	(1)
Phase Four: Follow-Up and Improvement	201	(1)
Tactical Lead Times and Sequencing	202	(2)
Tactical Plan for a New In-House Technology Rollout	204	(17)
State Your Objectives	205	(1)
Analyze Your Audience	205	(1)
Develop Audience-Specific Strategies	205	(1)
Choose Your Tactics	205	(4)
Four Phases of Communication	209	(7)
Tactical Timeline	216	(1)
Final Notes from the Example	216	(3)
The Rollout in Action	219	(2)
The Cost of Successful Tactical Plans	221	(4)
Timing	221	(1)
Budgets	222	(2)
Tactical Support	224	(1)
Summing It Up	225	(1)
Applying What You've Learned	226	(1)
Looking Back in Order to Look Forward	227	(6)
Overview	227	(1)
What You Need to Know	228	(4)
Evaluating How Well the Message Was Understood	229	(1)
Evaluating Whether or Not the Message Was Valued	229	(1)
Evaluating the Action Taken	229	(1)
Survey	230	(2)
Summing It Up	232	(1)
Applying What You've Learned	232	(1)
Index	233