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Alvarion Parkour Video

Posted by Spencer Waldron on 23/09/2009

3Sixty have just completed a multimedia project for Alvarion to help launch the new BreezeMAX® Extreme 5000, the industries first 802.16e WiMAX Solution for License Exempt Frequency.

3Sixty created a campaign to compliment the product offering, enhance the messaging platform, assure consistency across all marketing tools and activities and generally strengthen the brand perception.

3Sixty was responsible for:

- Product release concept creation, Parkour theme
- Messaging platform
- Multimedia clip concept and implementation management
- The video was filmed, edited and produced by Creative House
- Collateral content creation - datasheet and sales presentation

What is Parkour?
Parkour is new, dynamic and fresh
Parkour compliments and dynamically enhances the BreezeMAX Extreme messaging
Parkour has a level of excitement we wanted to associate with the BreezeMAX Extreme offering
Parkour was implemented in multiple ways to assure best market entry

Do you need help with your product launch or viral video? If so contact 3Sixty today:

3sixty@3sixty.co.il
072 250 7575
Contact Us Page

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Customer Testimonials‚ Case Studies and Press Releases

Posted by Amanda Azran on 29/05/2009

To effectively market any company the need for valid customer testimonials, case studies and customer win press releases is essential. I think it goes without saying that these are the best types of tools to build up market credibility and strengthen your company brand.

There are companies that have already incorporated the necessary processes and policies to assure that once a deal is closed; sales are obliged to obtain the required marketing material. There are other companies where sales close the deal but it ends there, no commission, no incentive. There are also companies that sell indirectly through partners, distributors or resellers making this process that much harder.

So what can be done?

First and foremost marketing should receive company backing to make sure that the necessary internal processes are implemented so that this requirement becomes an actual part of the sales process. If this does not work a good incentive plan doesn't hurt, I believe that building up marketing credibility for your company is worth every penny that you invest in developing an effective incentive program, especially when selling indirectly.

Basically the options are available; you just need to decide what the best option is for you and your company and then fight to make it happen.

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The Importance of Implementing Marketing Processes - The Press Release (PR)

Posted by Amanda Azran on 20/04/2009

The VP Sales of your company needs to release a strategically important Press Release (PR) at the earliest possible convenience. This PR could positively influence a couple of deals that the sales teams have been trying to close for some time now, ultimately helping to secure the financial quarter.

Do you have all the information needed, do you understand the main objective of this PR…wait…is it at all feasible time wise?

In many companies requests seem to land on the table as a last minute thought, although usually these types of requests are urgently needed the very next day. If you don’t work according to defined marketing processes this could potentially turn into a situation where you start working much harder than you necessarily need to. Your counterparts will not come prepared with the necessary information because you did not define the requirements!

Before you even begin these are just some of the questions you and the PR requester should be considering:
• Do you need a Web banner on your website to actively promote the new PR?
• Do you require a new Web page/ landing page to provide in-depth details relating to the PR content?
• Will you require linkage to other sites or interlinking to articles/ whitepapers or product pages etc.?
• Does the PR have to be translated?
• Will it be distributed in more than one country?
• Do you require a briefing session with your PR agency?
• Should an Analyst Meeting be arranged?
• Will you require a product/application/client picture for journalists/analysts?

This is just the beginning!
You then need to check if this PR is product related, customer related or a deal win etc.

Let’s say it is product related, you then need to receive from the PR requester the following information:
• Product name and short description of product functionality
• Product impact on market place – advantages/benefits to customer
• Product implementation details if any
• Internal company quote.
• Correct name and title of quoted personnel
• Possible beta/customer quote/testimonial if product has been implemented
• Anything else important to this PR

It doesn’t end here.

• Consider how long it will take to prepare a draft PR?
• Who will review the PR to assure all information is correct, one person or more?
• When will you receive all necessary feedback, what is the schedule?
• Who approves the final copy, did you include all necessary persons including Management, CFO, Legal, Investor Relations and the PR Company.
• Are you aware that the approval process is still open to additional changes; there may be legal or wording sensitivities at this phase?
• Are other releases lined up that may hinder this release, do you need to rethink your PR schedule – what is released and when?
• Are all relevant people in the loop, is the web master aware that he has a PR to release, have regional marketing teams been notified, is the PR agency ready?

There is so much YOU and your support team need to consider and this basically impacts every single person involved in the process.
If you take the time and define things correctly from day one there will be less room for mistakes. By providing a better understanding of the requirements and a clearly defined process, all elements including timelines, obstacles and expectations can be better managed to create a much smoother and effective process.

Read more about 3SIxty Marcom Services

For further information contact info@3sixty.co.il

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My technology‚ write or wrong

Posted by Audrey Gerber on 22/03/2009

My technology, write or wrong

You know you have a great technology. Something the world has been waiting for. A groundbreaking, revolutionary technique that will change the face of telecommunications/medicine/IT Management/whatever.

Hey... it could probably sell itself.

But the new marketing guy/gal says its time to put a “go to market strategy” in place and start to build mind share, create brand awareness, and get the word out there. “We need a website and brochure.” Who better than to write the material than the guy/gal who dreamt up this idea while serving in 669/at the Technion/at his or her last job?

So you roll up your sleeves and whip up a product description to get started:

“ABCD is based on patented XXX technology using an algorithm that separates the network layers, and encodes packets for transmission with special encryption using an adaptive modulation method that makes transmission resilient to network noise, lightening, and barking dogs.”

Marketing guy/gal looks it over, raises his/her eyebrows are through the roof and says – “We need a copywriter!”

Could a marketing writer do it differently? Given what we have, let’s give it a try:

“ABCD is software package that ensures network traffic security without compromising transmission quality. Based on patented XXX technology and an adaptive modulating algorithm that separates the network layers, ABCD enhances packet resilience and network performance.”

What’s the difference?

Copywriters and marketing professionals are singly focused on the fundamental, basic business questions, like:

WHAT is the product you are trying to sell?
“ABCD is software package…”

WHY should customers buy it?
“…ensures network traffic security… enhances packet resilience and network performance.”

HOW does it do it?
“…patented XXX technology and an adaptive modulating algorithm…”

The first step in preparing marketing materials is asking the right questions and helping innovators and engineers zero in on the main business message.

Once you have that under your belt, the task at hand is to organize and write it in a way that can be understood by mere mortals. More on formulating the “write” outline and style next time.

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Marketing Communications (Marcom) - Stepping out of Your Comfort Zone

Posted by Amanda Azran on 17/03/2009

Marketing Communications, more frequently known as Marcom, is about the way your company delivers its messaging to the market place. There are many forms of media used to relay this messaging such as advertising, Public Relations (PR), sales promotions, direct marketing, exhibitions, seminars, multimedia, the internet, webinars etc.

There appears to be a standard set of marketing tools that companies create such as brochures, datasheets, presentations, video clips, internet marketing and more. It is great that companies today understand the importance of the Marcom function and the need for effective marketing tools and activities in order to reach their target audience.

However, today’s market is extremely tough and it is getting much harder for many companies to get their marketing messages and campaigns recognized. This is less related to the size of the marketing budget and more to the idea behind how you can best get your message out there.Today more of the same is what people are used to seeing and receiving so your main challenge is to think out-of-the-box and bring something new to the table, something that will differentiate you from the competition. It is not always about what you want to say but what your customers want to hear, and the most creative way that you can get it out there.

There are a lot of companies, who are fairly nervous about trying something new; they are worried about rocking the boat and doing the unexpected in an expected industry. On the other hand there are companies who take things to the extreme and face the wrath of the media and the market. A good example of this is displayed in the recent Rafael video clip produced by Israel's leading developer of arms related technology, for Aero India 2009.

The answer to good Marcom lies in smart, creative and ORIGINAL ideas. It means that you need to step out of your comfort zone, find the right balance between what you want to say, how you want to say it and how to get it out there. Don’t be afraid to re-define the boundaries between what is acceptable and what could be acceptable.

Dare to be different, it may just pay off!

Read about 3Sixty’s Marketing Communications Services

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8 tips for working with a design firm

Posted by NoAA Bengiat on 25/02/2009

1. Strategy.
Before embarking on any design project, you should be equipped with a rock solid strategy, a tactical marketing plan; an approved messaging platform and a good idea of what your go to market materials are going to be. These are the essential tools to start off any product launch, campaign, exhibition or any other activity that should either raise awareness for your brand or generate leads/sales.

The designer that you choose to work with must have a vivid understanding of your company’s strategy, messaging, audiences, challenges, competition, weaknesses and strengths before starting the design process. As the client, you should feel confident that the designer understands your goals and expectations fluently - it is the only way to ensure results from the visual communications standpoint.

2. Choosing the right design firm.
Choosing the right design firm for your project is not an easy task. However, there are a few questions that you could ask yourself to help make the decision process a little easier. Do you like the design portfolio? Do you feel that the portfolio shows a good range of styles and adapts well to different industries? Also find out the work process. Is your project going to be moved around from designer to designer according to their availability? Or is your project entrusted to one designer at all stages of the project?

There are several types of work structures out there, several types of approaches or hierarchies in a design studio. However, there is one pretty basic idea to consider: Once a designer has undergone the whole learning process of your company’s strategy, expectations, messaging and goals, he or she will be equipped to take on the design and bring it to the right place. Does it really make sense for the project to be passed around designers that are not necessarily versed in what your company needs? The quality of the work may vary if you are not sure who handles your project at any given moment.

Do you trust your designer? Your trust is vital for the designer’s creative flow and attachment to the design project. So ask your-self whether you feel that you can trust the actual designer that will be taking on the project (not the project manager, or your sales rep- but the actual designer).

3. Create a marketing kit
Something that may prove to be very useful for your company and sales force is a marketing kit. A well planned marketing kit is customized to your needs and may contain items such as different forms of collateral, PowerPoint templates, folders, giveaways, graphic source files for distributors and more. Planning and executing a marketing kit ahead of time will ensure availability of marketing materials when needed as well as visual consistency across the board- all of which will strengthen your brand.

4. Invest in professional photography.
If your design project involves images or visuals that need to convey a central message, a quality photo-shoot is definitely called for. A well executed photo-shoot will do wonders for your marketing materials, will convey integrity and will lift your brand’s appearance to a higher extent. Read more about getting the best from a photoshoot

5. Try not to leave design to the very last minute!
Yes, this is said about many things, but in the case of design it will prove beneficial for your project if the design is not rushed. Design is a thought process, a creative process. Sometimes design ideas will come quickly, but they will still need time for maximizing them to their full potential. Time is required to refine and proof designs and content. Any short cuts may prove to be damaging to the final product.

6. Decision making.
Designate a team of people in your company for decision making and approvals.
Usually design projects are approved by a group of people that are involved with the brand, sub-brand, product, campaign etc. Elect only the relevant people that are crucial to the process (of content creation, design, proofing and production). Keep it focused. Get timely responses- don’t let the project drag and loose its essence.

7. Trust your designer.
A good designer will be equipped with skill sets such as knowledge of composition, color theory, media limitations etc. So listen to your designer, even if you think that the company logo should be way bigger on the brochure cover:

8. Green Design.
Make sure that your designer is aware of the environment and will always strive for the ‘greener’ solution. The designer should know about recycled paper types, organic inks, and ways to cut down and maximize materials. Find alternative solutions and say no to PVC! It is your designer’s duty as well as yours.

Read about 3Sixty's Marcom Services

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Five reasons why you should invest in your product marketing brochures

Posted by Kfir Azoulay on 18/02/2009

High quality marketing collateral can greatly impact sales.
Discover five reasons why you should invest in your product marketing brochures!

1. Your marketing brochures are the face of your company. Whether we like it or not, it strongly affects how existing customers, prospective customers and even competition perceive a company and/or its product offering.

2. Your prospective customers compare products. They often do so in the privacy of their own offices or homes. Therefore, a professional marketing executive will always ensure that his/her product brochure is also his/her best sales rep.

3. Your product positioning and claims should be backed with appropriate collateral. It is ill-advised to have discrepancy between claims to product superiority and a product brochure. Investing in sophisticated collateral can also help secure the premium your brand may command – along with better profitability margins for your business organization.

4. Marketing brochures are geared internally just as much as externally. Many Marketing professionals tend to forget that the first step to winning new customers is winning over the Sales force. Equipping your sales reps with useful and effective collateral can immensely facilitate their work and positively impact their appreciation of what they sell.

5. You don’t get a second chance to make first impression. It is an old adage that is sometimes viewed as a cliché. But it is not unfounded. Your marketing brochures (coupled with other relevant electronic or printed marketing media) set the ground for any future interaction that your organization may have with a prospective client. It is said that we quickly form an opinion of what we like and dislike and that the rest is rational argumentations. Therefore, a good product brochure can help set the ground for a successful effort of your sales team.

To see the Lumenis Vision marketing brochure click here

Read about 3Sixty's Marcom Services

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Developing a Company Profile – A Challenging Undertaking

Posted by Amanda Azran on 17/12/2008

Developing a Company Profile

An important tool that requires the attention of every Marketing or Marcom manager is a company profile. There are many people such as market analysts, potential investors, customers, partners and channels that need to understand in a matter of minutes your company’s core competencies, key personnel, products and services and unique company advantages.

If your company has implemented a comprehensive branding process all relevant information should be available in order to effectively develop your company profile. This information should include your brand value proposition, unique selling points, brand architecture, brand tone and personality and company story. All this will enable you to convey important facts but in a way that defines the very being of the company or brand.

Developing a company profile is not a 2 hour process; it requires a lot of time, thought and energy to get it just right. What you need to keep in mind is if you had 3 minutes to sell your company to a key decision maker what are the most important points you would want to touch upon and what tone would you use to captivate your audience? A great company profile will provide great return on investment.

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Read about 3Sixty's Marcom Services

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Amanda Azran Spencer Waldron Brian Twede Kfir Azoulay 3Sixty Alex Usoskin NoAA Bengiat Audrey Gerber Itamar Gilad Robert Barzelay