The other day I did a post about how happy I am with the work BOCA did for our client Zinnov. While it is great if we sing our own praises, it is better when the client sings them for us.
I woke up the other morning to the best email from our new client Zinnov. The CEO stated:
"I just wanted to inform the BOCA team that since our recent launch into the U.S. market, we've already started getting positive customer traction based on the press coverage you have been able to generate in the last few weeks. Three of our top customers have come forward to share their innovation stories from India. The team's effort on our account has potential to generate immediate and tangible impact on our business. So thanks for all the hard work and effort. Please feel free to use Zinnov as reference to any of your international customers."
Pari Natarajan, CEO of Zinnov
While it is just the beginning of our partnership journey, I hope to see more results so we deliver the real PR result to them - business value.
Tuesday, August 26, 2008
Friday, August 15, 2008
Zinnov: A Recent Client Win and Success
BOCA Communications recently won a new client. On June 23, 2008 Zinnov, a leading management consulting company providing services in the area of offshore advisory, joined BOCA as our newest PR partner.
Zinnov had a very clear mission. Review the messaging to determine it was appropriate for a US audience and “launch” their company in the US. While the company has been around for years and works with leaders in the tech industry, Zinnov had no marketing or PR programs within the US (where their primary customer base is located).
BOCA got to work.
We brainstormed with the founders, partnered with our PR counterpart in India and began to uncover amazing nuggets of information. With a plethora of rich data, BOCA was able to move forward with thoughtful content that the media would truly appreciate. Many agencies (people) throw the concept of thought leadership around lightly. However, Zinnov and the company’s insight within the outsourcing market truly legitimates thought leadership.
Within just six weeks, BOCA—armed with strategic content about the Indian offshoring market—brokered introductions to leading media pundits from New York City to Silicon Valley. We packaged the data in a thoughtful manner and targeted media that we knew literally cared about the content. And, on August 11 we (Zinnov) issued the company findings.
http://www.marketwatch.com/news/story/rd-talent-drives-product-offshoring/story.aspx?guid=%7BB8D0FBAF-323B-41C0-8E5D-17E12CB99363%7D&dist=hppr
Beyond a press release, BOCA’s extensive yet targeted media activity garnered coverage in the most critical of publications for Zinnov such as BusinessWeek, CNet, Computerworld, IDG, NetworkWorld and more (Coverage Below). While the release may have hit the wire, this content truly is “evergreen” and our clients truly are experts when it comes to discussing strategic issues around the offshoring market, specifically as it relates to India and China.
BOCA is honored to work with a company such as Zinnov and proud to call them one of our PR partners.
BusinessWeek
India: R&D StrongholdWith giants like Cisco and GE driving demand and staffed more by skilled expats, India's offshore R&D centers are booming, despite spiraling wages
By Pete Engardio
http://www.businessweek.com/globalbiz/content/aug2008/gb20080811_250527_page_2.htm
+++++++++++++++++++
CNETReport: India isn't just for outsourcing anymore
By Jim Kerstetter
http://news.cnet.com/8301-1001_3-10013050-92.html?tag=nefd.top#comments
++++++++++++++++++
ComputerWorldOffshore R&D to India, everyone else is
By Mark Hall
http://blogs.computerworld.com/offshore_r_d_to_india_everyone_else_is
++++++++++++++++++
EE TimesReport: India's outsourced R&D business growing at 23%Bangalore talent pool seen as second only to Silicon Valley
By Rick Merritt
http://www.eetimes.com/showArticle.jhtml;jsessionid=NDYLFDBMNBYP2QSNDLPSKHSCJUNN2JVN?articleID=210002011
++++++++++++++++++
NetworkWorld (through IDG)
Offshoring R&D to India on the upswing
By John Ribeiro
http://www.networkworld.com/news/2008/081108-offshoring-rd-to-india-on.html
+++++++++++++++++++++++++++++++
ComputerWorld (though IDG)
IT vendors in India target sharp growth in software sales Trade group forecasts annual product revenues of up to $12B by 2015
By John Ribeiro
http://www.computerworld.com/action/article.do?command=viewArticleBasic&articleId=9112318&intsrc=hm_list
+++++++++++++++++++++
Tuesday, August 5, 2008
Nothing Like a Good Relationship & Teamwork
Today I spent the entire day with one of BOCA's clients. It was the company's corporate offsite, where the executives shared the strategy, messaging, vision and technical roadmaps. Of course, marketing was also weaved into this conversation.
There are many times a PR firm is a sidebar, nothing more than a vendor that has an arms length relationship with the client. First, I personally do not want that kind of relationship with our clients. And, today I learned we have a fantastic relationship with this client (and I would like to believe our other clients too). Not only did they want us in the entire session, including financials, they highlighted our work and our relationship. They asked me and my fantastic colleague Susannah Adler to stand so that the audience (technical and sales representatives) could put faces to names and learn that we are not just a "PR vendor," but we are a strategic partner to this company. I was honored. And, I want to say thank you for making us part of the team.
There are many times a PR firm is a sidebar, nothing more than a vendor that has an arms length relationship with the client. First, I personally do not want that kind of relationship with our clients. And, today I learned we have a fantastic relationship with this client (and I would like to believe our other clients too). Not only did they want us in the entire session, including financials, they highlighted our work and our relationship. They asked me and my fantastic colleague Susannah Adler to stand so that the audience (technical and sales representatives) could put faces to names and learn that we are not just a "PR vendor," but we are a strategic partner to this company. I was honored. And, I want to say thank you for making us part of the team.
Monday, August 4, 2008
Why are we different?
When I walk into a new business pitch many prospects ask me (us) how we differentiate. I see why they ask that question. So many PR firms are exactly the same. But, I really do believe we are different.
First, I believe in chemistry. We believe in chemistry. Many firms are great. But, at the end of the day, do I think this person or group of people can get the job done? And second, do I want to spend time with them? Do I want to grab a drink after work? Do I want to hear about the potentially exciting or mundane aspects of their life?
At BOCA, we believe in chemistry. Not only do we want chemistry with the people we hire, we want chemistry with the people that hire us. We are a smart, passionate, enthusiastic group of marketers that want to literally kick ass and have some fun while we “strategize” for our clients and deliver high-quality work.
So on the hiring front, BOCA recently hired a VP of Media Relations out of New York City—Michael Lindenberger. So, I guess, that is also how we differentiate. I truly believe in specialists. One size shoe does not fit everyone. And, if someone is very good at media and really never wants to write a press release, why force it. Michael can uncover the most interesting of nuggets and tell the story. He works with our clients to find something of value, something different and something compelling.
So, I guess this is a second differentiator. Maybe I only say this now because we are a young company and I am personally idealistic, but I want people to do what they love and what they are good at. Hence…Michael does media and Susannah Adler is our senior writer. Yes, she was a traditional supervisor at Schwartz so she can manage, pitch, write, think…but she LOVES to write. So…she shall write.
And, I also determined our third differentiator. And, again, I might eat my words at some point in my life, but I really want an agency of more senior folks versus more junior folks. That being said, we always need support and mentoring is a wonderful experience. So, as BOCA grows, we will hire more junior staff, but as they grow, we will not push them into a mold, we will work with them to hone their skills. FYI…in house folks at the HPs of the world or Google are also placed into specialties, so why shouldn’t we.
My thoughts on Monday evening…
Michael, welcome aboard. I look forward to growing this business and enjoying it every step of the way.
First, I believe in chemistry. We believe in chemistry. Many firms are great. But, at the end of the day, do I think this person or group of people can get the job done? And second, do I want to spend time with them? Do I want to grab a drink after work? Do I want to hear about the potentially exciting or mundane aspects of their life?
At BOCA, we believe in chemistry. Not only do we want chemistry with the people we hire, we want chemistry with the people that hire us. We are a smart, passionate, enthusiastic group of marketers that want to literally kick ass and have some fun while we “strategize” for our clients and deliver high-quality work.
So on the hiring front, BOCA recently hired a VP of Media Relations out of New York City—Michael Lindenberger. So, I guess, that is also how we differentiate. I truly believe in specialists. One size shoe does not fit everyone. And, if someone is very good at media and really never wants to write a press release, why force it. Michael can uncover the most interesting of nuggets and tell the story. He works with our clients to find something of value, something different and something compelling.So, I guess this is a second differentiator. Maybe I only say this now because we are a young company and I am personally idealistic, but I want people to do what they love and what they are good at. Hence…Michael does media and Susannah Adler is our senior writer. Yes, she was a traditional supervisor at Schwartz so she can manage, pitch, write, think…but she LOVES to write. So…she shall write.
And, I also determined our third differentiator. And, again, I might eat my words at some point in my life, but I really want an agency of more senior folks versus more junior folks. That being said, we always need support and mentoring is a wonderful experience. So, as BOCA grows, we will hire more junior staff, but as they grow, we will not push them into a mold, we will work with them to hone their skills. FYI…in house folks at the HPs of the world or Google are also placed into specialties, so why shouldn’t we.
My thoughts on Monday evening…
Michael, welcome aboard. I look forward to growing this business and enjoying it every step of the way.
Monday, July 14, 2008
Boat as Device; Boat as Fun in the Sun
I recently bought a power boat...yes I know...way too much money in regards to gas and general up keep. But, it is amazing. I love that I have a boat, but what I love more is the fact that I am learning. On Saturday, I spent the entire day on the boat with my brother-in-law wiring. We had to re-route a lot of the electricity and battery power. It isn't done yet, but we got her going. The amount of electronics on the boat is fantastic. I have a GPS, radar, sonar....all sorts of power running through the entire boat. I am learning about AC DC versus 110 power and I also have a generator. I am learning charts, codes, signals, engines and everything I can to be a smart boater. And, while I bought the power boat, I am also taking sailing lessons. The water is so fantastic.
Beyond what I am learning from an electronics perspective, I just love the water. My friend Jeffe helped me move the boat yesterday from Point Richmond to Pier 39 in San Francisco. It was so beautiful going across the bay. And again...back to learning. I was learning the rules of the sea road...tankers, sailors, commercial boats, who has the right of way and who doesn't. So fantastic to be at the helm of my boat and feeling the power of it in my hands. I am happy that Bocatina (her name) is up and running. Bring on the learning.
Beyond what I am learning from an electronics perspective, I just love the water. My friend Jeffe helped me move the boat yesterday from Point Richmond to Pier 39 in San Francisco. It was so beautiful going across the bay. And again...back to learning. I was learning the rules of the sea road...tankers, sailors, commercial boats, who has the right of way and who doesn't. So fantastic to be at the helm of my boat and feeling the power of it in my hands. I am happy that Bocatina (her name) is up and running. Bring on the learning.
Thursday, June 26, 2008
From Demo to Digital Living
Yes...I know...I should have blogged about the DEMO reunion the other week at that time. But between real work, email, Facebook, LinkedIn and the list goes on...one can only try to keep up.
So...on that note...I love DEMO. I will still never forget when Devicescape launched its consumer facing product at that show. It was just so amazing and it really makes you realize how cool tech is. The energy is high and everyone is just excited. The DEMO reunion was a lot of fun...a solid mix of CEOs, VCs, small tech companies in general to of course...the PR folks like me.
This week I attended CONNECTIONS: The Digital Living Conference hosted by Parks Associates. I would say it is a good, local brand awareness exercise. The media attendance was “ok” and the leads I hear were also “ok” to “good.” But, again, branding was strong.
One company that I think is super cool is Green Plug, Inc. the company aims to provide innovative green power components that allow manufacturers to standardize on one universal power connector and eliminate environmental waste. I am personally a huge fan of this. Not just from an environmental perspective…but I am so over cords. Why can’t all electronic manufacturers standardize on one cord. There is no reason for me to have a cord for my computer, a cord for my phone, a cord for my digital camera, etc., etc., etc… Such a hassle when one travels.
Ok…my two cents…
So...on that note...I love DEMO. I will still never forget when Devicescape launched its consumer facing product at that show. It was just so amazing and it really makes you realize how cool tech is. The energy is high and everyone is just excited. The DEMO reunion was a lot of fun...a solid mix of CEOs, VCs, small tech companies in general to of course...the PR folks like me.
This week I attended CONNECTIONS: The Digital Living Conference hosted by Parks Associates. I would say it is a good, local brand awareness exercise. The media attendance was “ok” and the leads I hear were also “ok” to “good.” But, again, branding was strong.
One company that I think is super cool is Green Plug, Inc. the company aims to provide innovative green power components that allow manufacturers to standardize on one universal power connector and eliminate environmental waste. I am personally a huge fan of this. Not just from an environmental perspective…but I am so over cords. Why can’t all electronic manufacturers standardize on one cord. There is no reason for me to have a cord for my computer, a cord for my phone, a cord for my digital camera, etc., etc., etc… Such a hassle when one travels.
Ok…my two cents…
Thursday, June 12, 2008
Online Viral Marketing -- Always Successful
I am a true believer in viral marketing. While print publications are still highly important, it is also very important to drive traffic to a company's web site. Therefore, a key strategy I like to implement with many of BOCA's clients is an online, viral PR strategy.
It is amazing to see how a client's traffic can increase because they are blogging about thoughtful topics. May I add that thoughtful is a key word.
After six months of hard work, a client of mine finally sustained critical mass due to our blogging effort.
Another BOCA client, implemented their own "editorial calendar" of discussion points and people are reading their content.
And, both of these clients are building relationships with key members of the media, especially online media, because of their thoughtful commentary. Web traffic is up, lead generation is up and news coverage is up. These are all exciting things.
It is amazing to see how a client's traffic can increase because they are blogging about thoughtful topics. May I add that thoughtful is a key word.
After six months of hard work, a client of mine finally sustained critical mass due to our blogging effort.
Another BOCA client, implemented their own "editorial calendar" of discussion points and people are reading their content.
And, both of these clients are building relationships with key members of the media, especially online media, because of their thoughtful commentary. Web traffic is up, lead generation is up and news coverage is up. These are all exciting things.
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