Inside Marketing: From Research to Branding to Guerilla Marketing

Contact: WPI Venture Forum, +1-508-831-5075

Tuesday, January 14, 2003, 6-9 p.m.
WPI, Campus Center Odeum

WORCESTER, MA (December 12, 2002) - Emerging companies require a set of marketing skills and tactics that closely resemble those utilized for established companies: market research to guide product development; marketing communications to carry the company message to potential customers; guerilla marketing to educate the marketplace, gain visibility, and build key partnerships, and promotion and advertising to generate interest in the company and its products. The January 14, 2003 WPI Venture Forum meeting features four marketing professionals who will share their expertise and recommendations on how marketing can help new technology ventures successfully introduce products and grow in an increasingly competitive marketplace: Julie Shaylor, MindSearch; Sara Dolinsky, Healthcare Marketing Associates; Lee Levitt, The Acelera Group; and Jean Giguere, smith&jones. Entrepreneurs will gain important insight on how to take a company from concept to reality in today's crowded technology space through strategies that enable successful marketing of emerging products, technologies and companies.

The WPI Venture Forum meeting will be held on Tuesday, January 14, 2003, at the Odeum Campus Center on the WPI campus in Worcester, MA. Registration begins at 6:00 p.m. and the meeting begins at 6:30 p.m. Registration cost is $10 individual, annual, and lifetime members; and $20 nonmembers.

About the Speakers

Julie Shaylor is the founder of MindSearch, a marketing research consulting firm started in 1991. She will ask and answer important market research questions such as: What applications have the greatest potential for a new technology? Who is the target audience? What do prospects want and how much are they willing to pay? What are the most effective methods of reaching them? How do you get started?

Sara Dolinsky of Healthcare Marketing Associates is a seasoned marketing communications specialist. She will show the audience the vehicles for reaching customers. With a proven track record of formulating and executing global marketing programs for healthcare industry leaders and high-tech medical device start-ups, she helps medical and technology companies launch new products using media relations, tradeshows, direct mail and email campaigns, as well as through websites and videos.

Lee Levitt, managing director of The Acelera Group, has a special passion for helping entrepreneurs achieve their dreams. Working with CEOs at client companies, Levitt develops business focus, promotes service offerings, and builds profitable revenue streams. He has nearly 20 years of experience in the computer industry where he has held management positions for companies ranging from startups to Fortune 500 companies.

Jean Giguere is founding partner and director of Client Services of smith&jones, a full-service advertising agency. She helps clients understand their audience, write marketing plans, develop strategies and tactics, and ensures executions are on target, on time, and on budget. Giguere will explain the “PIPEline,” (Process for Imaginative Planning and Executions) method to create advertising and marketing materials that ensure the most compelling strategy is leveraged to speak to the target audience.

About the WPI Venture Forum

The WPI Venture Forum was created in 1990 to promote the entrepreneurial spirit and to serve those who engage in technology- based entrepreneurial enterprises by providing advice, support and education tailored to meet their needs. The forum fosters entrepreneurship through such activities as monthly programs, a business plan contest, a weekly radio show on News Radio WTAG (Saturdays, 5-7 pm, 580am), and a monthly newsletter.

The Venture Forum, as part of the Collaborative for Entrepreneurship & Innovation in the Department of Management at WPI, serves individuals who are seeking to begin their own technology-based businesses; founders, presidents, and senior managers of start-up or early-stage companies; senior managers of companies that are restarting or making a transition for one mode of operation to another; and employees leaving large companies due to a reduction in force or to start businesses.