Breathe Life Into “Dead” IT Markets

Posted by Joe Panettieri

Want to jump-start interest in one of your products or services? One way to do so is to publish some research that educates bloggers, traditional journalists, partners and potential customers about your target industry.

Consider our recent experience in the MuniWireless market. A few weeks back, much of the mainstream business press buried the municipal broadband sector because several big city WiFi deployments had stalled. Alas, the mainstream press failed to realize that hundreds of successful municipal wireless projects (involving specific applications) were in place. We needed a way to show the MuniWireless community — and its critics — that some market perceptions didn’t reflect market realities.

Dominate Press Headlines … Without A Press Release

Posted by Joe Panettieri

Imagine generating worldwide headlines, driving 1.5 million visits to your Web site (in a matter of hours) and creating a media frenzy — without hosting a press conference, issuing a press release, or sending any story pitches to the media. Cynthia Gordon, VP Of New Media Partnerships at Universal Orlando Resort, did exactly that when it came time to announce a Harry Potter “Theme Park within a Theme Park.”

Gordon is among the confirmed speakers we’re working with on an upcoming event in Miami. And she has quite a story to share about Web 2.0 marketing strategies. Sure, Gordon was fortunate to be promoting two glowing brands — Harry Potter and the Universal theme parks — during a recent launch event. But it would have been easy for her to tarnish both brands with lame executive briefings. As each new promotional idea popped up, Gordon glanced at a reminder she had written on her office white board. The simple statement read: “What would J.K. Rowling do?”

Leaping From Web 2.0 to Paper

Posted by Joe Panettieri

I’ve spent the last few weeks immersed in Web 2.0 technologies, social networks, RSS feeds … and the list goes on. We continue to build out our digital businesses. But during three key moments today, I rediscovered my love for magazines. First, I thumbed through a custom magazine we recently produced CompTIA, which traced the organization’s 25 years of service to the IT industry. Then the latest edition of TechIQ, our magazine for the IT channel, hit my desk (it’s a great read but I won’t brag too much). And finally, I stumbled upon the latest edition of Money magazine. Yes, Money magazine. I hate to admit it, but I still love that magazine’s ability to tell me what I already know about my pathetic saving and spending habits.