Concentrate - marketing for hi-tech companies

Why are we addicted to innovation, and what’s the cure?

New technology is like a drug for business people, offering the chance of quick hits and a fast payback.

We are all vulnerable to the allure of technical innovation, that big idea that will change an industry and earn its owner billions of dollars.

With the election coming up it’s also a drug politicians find highly addictive too, with the promise of growing the economy and increasing jobs.

John Key recently announced an investment in the tech sector, creating a ‘high-tech HQ’ called Advanced Technology New Zealand. This new entity will be focussed on converting these high tech ideas into commercial realities.

Click here to read Greg’s latest Press article to find out more.

The traditional ways of marketing are not as relevant as they once were.

One company that has done something different and taken a huge risk to stand out is Air New Zealand.

The airlines edgy promotions include furry friend to the stars, Rico, a fuzzy potty-mouthed puppet and the “Bare Essential” in-flight safety video featuring staff wearing nothing more than body-paint.

Many firms are too afraid to take the kind of risks needed to really stand out, but if Air NZ can build its brand against huge odds, other Kiwi companies competing on a global stage should take a note out of their book.

Click here to read Owen’s latest Press article on the subject.

“Content marketing’’, the latest buzz words in how to attract customers in a world where they are being drowned in marketing information from all angles.