Technical Marketing - we wrote the book

'Technical Marketing - ideas for engineers' is a book that should strike a chord with engineering, scientific and technical people in businesses that need to market their products.

It might seem a bit of a niche audience, but the fact is many small to medium size businesses typically selling engineering products to other businesses, either cannot afford, or don't have in-house resources to market their products. Tougher still for start ups with a great product idea. How do you let prospective customers know about the benefits your product might offer. You only have to watch a few episodes of Dragons Den to see how most innovators need some help and not just in marketing.

It is not unusual to find new businesses launching into buying advertising space or exhibition space without any plan or idea of financial return. Marketing isn't only advertising or exhibitions, but for example consider these two activities. For many modest start ups, or established small businesses come to that, advertising in the trade magazines can be very expensive, despite the advertising sales person offering massive discounts. How often are you told by  the sales exec there is only one page left and they are just about to go to print and will let you have it at a very special rate. Placing advertising that way will rapidly exhaust the budget. Exhibitions can be a big call on money and time as well. Having bought the stand space - because you are told all your competitors will be there - you need to pay for building a stand, travel, probably hotels, subsistence etc and suddenly it is not such a good deal. Not surprisingly Advertising and Exhibitions are often the top expenditure items on a b-2-b marketing budget. Budget, what budget? Reading Technical Marketing - ideas for engineers might help you be aware of such pitfalls, but most importantly give you pointers to what you should be doing and how to plan activities. When you have a marketing plan it is easier to negotiate deals and reject opportunist sales opportunities.

Take a moment to have a quick look at what the book contains, or simply get your credit card out and buy a copy on line now.