September 12, 2012 11:00 AM
There reaches an inevitable point for a start-up when communicating its value and competitive differentiation more efficiently and widely becomes crucial. For EidoSearch, that time is now.
As president and co-founder David Kedmey points out, improved marketing is essential when a company is in the exciting stage of moving from early adopters to broader adoption. “We have the product plan in place based on user feedback, our expanded team is getting closer to being complete, and the energy of the company is going to see a shift towards communications.”
To that end, the company has been in the process of identifying freelance writers in the finance market space to help create regular content for its Website and various portals, to create narrative around EidoSearch’s product in the market context.
As well, the company was recently invited to give an hour-long Webcast and Q&A for the Market Technicians Association, a presentation focused on one of its target markets: financial analysis. “It was well received and has led to really being able to deliver our message to places we wouldn’t have reached otherwise.”
In the marketing strategy, case studies will, of course, be an important part in telling the EidoSearch story; at the same time the company plans to use itself as a case study for some of the complex approaches to financial research it’s been able to conduct.
“It is based on research on the more involved use of the platform that would appeal to the quantitative analyst,” Kedmey said. “One member of our team, in particular, did some research and found some very promising results. It’s another way to inspire and guide people.
“We can say, ‘Here’s what we’ve done. There are more steps involved, but the results are really powerful.’ And it can be a sort of road map for how the customer might do something really creative and new.”
Backbone will continue to follow EidoSearch’s sales efforts and successes in print and online over the next year, as we follow the winners of our Alpha Exchange Innovation Campaign.
Lawrence Cummer is a freelance writer with over 15 years of experience writing for periodicals, business and communications agencies. He is former senior writer and editor of the technology trade publications Network World Canada and Communications & Networking Journal, respectively. As well, he has been a senior contributor to a variety of publications.
A frequent writer for Backbone Magazine, Lawrence currently covers a range of topics, including general business, information technology, telecommunications, physical security, occupational safety, and home construction and general contracting. Lawrence can be reached at email@example.com.
Posted by Sue Ansell at September 12, 2012 11:00 AM
Categories: Sales and marketing Start Up Innovation Campaign