If you ask the question ‘What is marketing?’ you’ll receive a variety of answers and invariably one will be ‘getting someone to buy something that they don’t want or need’.
There are lots of definitions, but basically, ‘marketing’ is understanding your customer so well that you can satisfy their needs profitably. The words ‘marketing’ and ‘promotion’ are often incorrectly used interchangeably as promotion (i.e. advertising, selling, PR, advertising, social media) is only a small subset of marketing, much like chemistry is a small subset of science.
Good marketing relies heavily on solid ‘marketing intelligence’ to get the elements of marketing (product, price, place and promotion) right. To be successful getting your product out there, you need it to have the relevant features and
benefits a customer requires, at a price point they are willing to pay, promoted to them in the most efficient way (based on customer preferences), and available in a place (whether online or instore) convenient to buy and/or acquire.
Principles which are all highly relevant to tech transfer practitioners.
Getting great science out into the community requires careful marketplace analysis and applied marketing thought. Among the many challenges faced by tech transfer practitioners is the fact that most of the time, the amazing research outcomes they are trying to sell are developed without early commercial consideration.
The “Know your market” session at the 2016 KCA Annual Conference will provide attendees with an overview of marketing fundamentals to help TT practitioner’s better market their office to their internal clients and marketing their technologies and services to external clients. Natalie Chapman from gemaker will help you to better understand some of the key principles of marketing in tech transfer and Robin Knight from IN-PART will share what other offices are doing globally to raise the profile of what they are doing and market their technologies. Head over to the KCA website for more details and to register now.