Study to reveal tech exporter's marketing secrets

Third annual study of sales and marketing by Kiwi technology exporters opens today

Christchurch, 28 June 2011. – Market Measures, the annual benchmarking study of sales and marketing by New Zealand’s technology exporters opens to participants today at www.marketmeasures.co.nz.

The survey will be open until 15 July 2011, and results made available by September 2011.

“Hundreds of tech exporters nationwide have benefitted from the results of the two previous studies. We expect the 2011 survey to be the biggest yet, particularly as we will be analysing the role of social media and its effectiveness in the marketing mix,” says Owen Scott, Managing Director of Concentrate, who organise the survey along with fellow technology marketing company Swaytech.

PwC (formally known as PricewaterhouseCoopers) are principal sponsors of Market Measures.

“The technology sector relies on continual growth, so it’s important for business owners and leaders to focus on the ‘pointy end’ of growing sales,” says Owen Gibson, PwC partner. “This year’s Market Measures survey will provide valuable insights for New Zealand-owned providers of technology products as it allows them to compare their sales and marketing activities with their peers and competitors. They can use this information to help identify best practice sales and marketing strategies most likely to support future growth.”

Concentrate’s Mr Scott said the 2010 Market Measures survey, conducted with 144 companies, showed the highest performing companies surveyed were those taking a strategic approach to their sales and marketing.

“Typically they are focussed about selecting target markets, have developed a strong and convincing positioning around their brand, invest in building brand awareness and demand generation, and work with resellers and other partners in their chosen market.”

2010 survey participants indicated a desire to gain further insights into the use of social media in their marketing mix, as well understanding how a company’s age and size influenced their sale and marketing approach, said Mr Scott.

--

KEY FINDINGS FROM THE 2010 MARKET MEASURES SURVEY

Background information

• Results were compiled from an online survey conducted. It built on the survey conducted 12 months earlier, testing the same issues but also exploring some new areas
• 144 companies participated, covering a range of technology exporters, including electronic, software, telecommunications and associated services.
• Auckland and Canterbury were the most common locations, and firms ranged in age from start-ups through to established companies (20 years +). Turnover mirrored national statistics, with a large number generating less than $1 million annually up to those generating up to $50 million plus.

Key findings

• The study showed a strong correlation between strategic marketing and exceptional growth performance; top performers are also effective users of social media
• Annual turnover growth down, but still an exceptional 39%
• 77% of companies export, mainly sell directly with a small team
• Companies position their product as premium but attract market or below-market prices
• Investment in sales and marketing is high at 40.1% of turnover, but focussed on the sales transaction
• Companies feel their greatest sales and marketing weakness was promotion, and rated social media, advertising and sponsorship as their least effective tactics

About Concentrate
Concentrate is a technology marketing consultancy that helps Kiwi technology companies grow by finding and exploiting market opportunities.
The company uses their technology industry experience and an international best practice model to deliver market clarity for technology companies - practical, actionable insights into how to take their products to market successfully.
www.concentrate.co.nz

About PwC
PwC provides industry focused assurance, tax and advisory services to build public trust and enhance value for its New Zealand technology clients and their stakeholders. More than 154, 000 people working in 153 countries across our network share their thinking, experience and solutions to develop fresh perspectives and practical advice.
"PwC" refers to the network of member firms of PricewaterhouseCoopers International Limited, each of which is a separate and legal entity.
www.clevercompanies.co.nz

About Swaytech
Swaytech is a specialist communications and marketing consultancy for technology companies. They offer a full range of services from public relations and communications, marketing strategy and execution, through print and digital media design to full web design and development.
www.swaytech.co.nz

ENDS

© Scoop Media