innovation... discovery... education… achievement industry outreach initiative proposed game plan...
TRANSCRIPT
![Page 1: Innovation... Discovery... Education… Achievement Industry Outreach Initiative Proposed Game Plan IEEE CPMT Society Board of Governors Meeting New Orleans,](https://reader036.vdocuments.site/reader036/viewer/2022082818/56649f055503460f94c1ae98/html5/thumbnails/1.jpg)
Innovation... Discovery... Education… Achievement
Industry Outreach InitiativeProposed Game Plan
IEEE CPMT Society Board of Governors MeetingNew Orleans, Louisiana, USA
31 May 2003
Potomac Communications Group, Inc
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Industry Outreach Strategy - 1
• Extract “lessons” from IEEE and other industry relations programs
• Target External Manufacturing Suppliers first – build key prospects list
• Target Chief Technology Officers as primary point of entry
• Develop and test generic messages that answer “what’s in it for my company … why should we care” – then customize company-specific sales points
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Industry Outreach Strategy - 2
• Use existing relationships to build industry network of CTO and other exec contacts
• Invite Industry to discuss and define their needs and interests – take our case to them … don’t expect them to come to us
• Create an ongoing role for key Industry execs – sustained involvement, not a one-shot transaction
• De-bug strategy using pilot program approach (e.g., 6 companies in 2003)
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Approaches Others Are Taking re: Industry Relations
• IEEE model in place - 2003• IEEE in Norway
– Communicating through chapter and section leaders
• IMAPS– Corporate memberships
• ASME– Industry Advisory Board
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Barriers to Address Industry Value Proposition
• Lack of awareness – and involvement – at executive level (e.g., CTO)
• Benefits of membership not self-evident … not a priority
• Competitive pressures – on time, on budgets
• Perception that participation is not essential (“what’s in it for me?”)
• Shortcomings in data gathering – no clear picture of corporate affiliations of CPMT dues-paying members
• Technical competence-building • Visibility to customers and prospects
• Understanding of competition
• Work with standards bodies
• Reputation enhancement
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Desired Outcomes of Industry Outreach
• Ongoing involvement from industry leaders
• Participation in technical issues of the Society
• Support employees’ involvement in Society functions
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Approach
1. Initial Fact-Finding
• What events do you go to?• What do you read?• What organizations do you belong
to?
• Would they be willing to serve on an industry relations board? (reason for meeting)
– Form an advisory board to address their needs
– Mine hot issues for future industry roundtables
2. Begin Relationship-Building
• Coordinate industry roundtables at our events
– Let them talk to us, not vice versa– Invite CTOs– Additional media “bounce” for the CPMT
Society
• Translate information to articles– Place in trades and business press
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Approach
3. Raise CPMT’s Profile at Multiple Levels of Target Companies
• Develop generic article template about CPMT Society products and services
• Place in the in-house publications of our target companies
4. Meet on Their Turf
• Get CPMT leaders on industry programs to discuss trends and technical matters
– Try two meetings to gauge value– Follow up with Industry attendees
• Take out “ad” in industry conference programs and proceedings
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Conduct Pilot Program in 2003
• Choose 6 companies (2 packaging … 4 systems)• Create fact sheet – most persuasive “case” for Industry
involvement (ROI, etc.)• Test tools and messages• Evaluate results• Make corrections• Expand program in 2004
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Innovation... Discovery... Education… Achievement
Industry Outreach InitiativeProposed Game Plan
IEEE CPMT Society Board of Governors MeetingNew Orleans, Louisiana, USA
31 May 2003
Potomac Communications Group, Inc