Presented by Jordan Chanofsky CEO Fusion

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Presented by Jordan ChanofskyCEO Fusion
Fusion is represented in Israel byTodd
Greenwww.TheGreenLane.BizTodd.Green_at_TheGreenL
ane.biz 054 3099795
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Jordan Chanofsky

• Founder and CEO, FusionPR
• IBM, Sony, Ericsson, Motorola, Panasonic,
  Comverse, Pantech, Nynex/Verizon, SGI
• 300 startups
• Architect TSI
• Spearheaded various modern approaches to media
• Startup in electronic card systems
• IBM physics and marketing groups
• Physics and engineering degrees and MBA
• IEEE, PRSA,
• Quoted in Wall Street Journal, CNN, awarded on
  various campaigns

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Company Overview
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Examples of Client Experience
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Success in the US Market
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The Five Top Misconceptions About US Marketing

• Sales is marketing
• Timing is always better later
• PR is about issuing press releases
• I can start the PR program just in time
• PR cannot be measured

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A Common Playing Field of U. S. and Israeli
Business

• Israeli companies listed on NASDAQ stand only
  second to North America with running averages
  between 70-90
• More startups than any other nation after US at
  about 3500
• Estimated that more US VC dollars go to tech
  companies in Israel than any other total 2007
  investment nearing 2B
• Microsoft, Intel, Moto, AOL Israel facilities
  lead to development of the cell phone, NT, XP,
  MMX chips, AOL IM
• Between 04-07
• 2B in IPOs
• 18B in acquisitions
• Companies that do well in the US do well with
  marketing in the US

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Media in the US

• Technology Leads, Marketing Wins
• Effectiveness
• US media is read or syndicated around the world
• Europe, Asia affected by US media
• Media in the US can be sophisticated and powerful
• Media affects buying decisions and valuation
• OEM and B-B
• Large Media World
• 25,000 traditional media outlets
• Thousands of blogs
• Hundreds to thousands dedicated to tech
• Diversity and segmentation

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Parallel Media Outreach
Horizontal Media
Vertical Media
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Preparing For US Marketing In Todays
Environment

• Tap individuals in bus dev, distribution to keep
  costs down
• Consolidate management oversight of similar areas
• Outsource services to speed return on effort
• Keep your messages tight, theyre going to be
  interpreted and then reinterpreted
• Have a go to market strategy and dont
  procrastinate (Invest in marketing smartly, but
  invest)
• (the definition of insanity is doing nothing and
  expecting to change the output)

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Approach to US Market Preparation Timing

• Strategy
• Messages
• Materials
• Release
• Analysts
• Databases
• Research
• Audits
• Early blogs
• Exclusives

Months Prior to Beta/Product
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Approach to US Market Style and Method

• Marketing before sales
• Approach with confidence
• Be committed to a long term strategy
• Know the competition and how to differentiate
• Get to the analysts early
• Get creative and open your minds beyond the
  product
• Dont fear risk-return opportunities (business
  press)
• 100K is a good rule of thumb for PR-Marketing
  efforts

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Approach to US Market You Are The Publisher

• Most B-B campaigns reach a limited audience
• Reach multiple audiences VCs, OEMs,
  distributors, customers, influencers
• Build online thought leadership
• Leverage your site content, videos, podcasts,
  etc. for traditional and social media
• Raise visibility with searchable content
• Link content to promotions, product launches,
  events

Content Engine
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Strategies To A US Launch Maximizing all
Sources

• Defining the launch
• Stealth launch versus full launch, rolling
  thunder
• Get to the analysts early
• Exclusives?
• When and how to approach the blogs
• What is viral and how can you make social media
  work for you?
• Youtube, Facebook, SecondLife, LinkedIn
• Quiz, email, survey marketing
• Well established techniques less used by Israeli
  companies
• Video
• Advertorials
• Events

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Strategies To A US Launch Breaking Through
The Noise

• Make your voice heard louder than competition
• Tell a story bigger than your company
• Work into issues and trends and then your brand
• Example Wireless Pen Taps Digital Paper
• Example Cultural differences influence
  outsourced development
• Ending the dead zones for cell phones
• Example ARPU and Churn combine to influence
  growth in mobile
• Example Performance and security are not
  mutually exclusive

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video
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• video

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Strategies To A US Launch Campaign Elements
Level III
Issues Campaign Experts Campaign Competitive
Campaign Special Events
Blog Roundtable Guest Blogging
Case Studies Road Shows
Conference/Trade shows Tutorials, White
Papers Analyst Support
Social Media Release Personalized
Pitching Mini-Exclusives Reviews Schwag
Traditional Media
Level II
Social Media
Press Releases Editorial
Calendars Speakers Bureau
Press Bureau
Awards
Blog Monitoring Profiling
Commentary Link Exchanges Community
Participation
Level I
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Measurement

• Jointly set objectives / deliverables
• Measure by activity, by tactic
• Tactical and strategic reporting
• Weekly activities update
• Monthly clips
• Quarterly analysis
• Competitive comparison
• Ad equivalency
• Month over month results
• Learnings and recommendations
• Customized reports
• Bi-annual media audits
• Benchmarking at the start
• 6-months annual
• Online media tracking, analysis tools

1Q Coverage Competitive Comparison
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Expectations

• Results are based on
• Quality of support
• Involvement of company
• Product and story
• Commitment by management
• Investment

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THANK YOU
Fusion is represented in Israel by Todd
Green www.TheGreenLane.Biz Todd.Green_at_TheGreenL
ane.biz 054 3099795