Marketing strategies ELI Beamlines and HiLASE

Michael Vích, Lenka Scholzová20. 5. 2014 Sofia, Bulgaria

Contain

• About us and our projects

• Our target groups

• The realized activities

• Experience gained

• Next steps

Science and technologies

• ELI Beamlines (Fundamental research)• High power energy laser sources• Secondary radiation sources• Synchronization in femtosecond level• Advanced imaging and diagnostic methods• Biological, chemical and material laboratories

• HiLASE (application research)• New generation of laser sources for industrial use• Application laboratories for testing new applications• New imaging methods

Technology transfer office

• Communication between researchers and users• Contracted relations with potential partners (institutions,

companies)• Protection of intellectual property• Negotiation of fair conditions of cooperation• Promotion and marketing:

• Identification of products and services• Market research of future users• Call for new users and negotiating with them

• Feedback for optimization the research activities• Managing the customer projects

Target groupsDifferent needs - different approaches - specific communication

• Development of employees for well running the infrastructure

• Students (secondary schools, universities, postdocs)• Universities – long-term cooperation, participation on university

educational programs

• Using of the infrastructure• Company users – wide spectrum of subjects• Following research activities – scientific institution, universities

• Internal cooperation• Regular educational activities for employees• TTO services for internal use

• Social-economic impact

Activities for students

• Seminars for secondary students, university students, post docs

• Regular Summer school

• Workshops for researchers

• Workshops for the local people and general public

• Publishing ELI newsletter, website, social networks

• Seminars for teachers of physics

• Seminars for local people and general public

Activities for companies

• Motivation – the specific offer of unique services, solutions – not available on commercial basis

• Type of products – lecturing and training, consultancy, analyses, measurements, the contract research, collaborative research

• Events – fairs, call for companies, websites references, social networking, company road-show (Europe, North America, Asia)

Activities for employees

Internal services of TTO

• Lecturing – basic education of IPR, elementary marketing strategies, basic of negotiation skills

• Calling of new collaboration – processing of marketing plan and its realization for specific products. Completed promotional activities.

• Managing the projects – the helpwith negotiations the cooperationconditions, valuation and timingof collaboration

Our experience I

• The best time to contact students - secondary school – future students

of physics

• Students are interested in amusing science – entertaining seminars

• To make the seminar interesting – short lessons mixed with amusing

laser experiments.

Our experience II• Types of marketing materials

• Visually attractive• Simple message – benefits for users• Prepared for the specific target group• Personal communication play the dominant role – searching the

key contact person

• Feedback from partners• Interest of cooperation in hi-tech field• New partners starts with small projects – decreasing of risk• Returning partners as a good reference – increase financial effect• Effective using of time (company request) vs scientific reality• Active offering and marketing – quick decision, quick profit

• The project often exceed one scientific team

Example of visualisation

Fields of research

Lasers for applications

Technology of materialsand structures

Classical, Non-linear and Quantum Optics

Example of visualisation

Technologies

Lasers induced damage treshold

Single Crystal for the LargeLaser Elements

Next steps

• Marketing – fairs, direct marketing of target group• Photonics – application of lasers and secondary sources• Engineering - electronics, aircraft, automotive• Laser sources – new technologies (short laser pulses)

• Mapping of the knowledge of scientific teams• Definition of product portfolio• Searching the suitable target groups• Marketing strategies and its implementation

• ELI Beamlines summer school(24. – 29.8.2014 in Prague)

• Conferences and workshops

Conclusion

Companies in our region not expect research institutionsto be a business partner

• Work with public opinion - prejudice• Patience, realistic expectations in both sides• Even little step is counted• Explain, explain and explain again

Key to success is the understandable communication

Thank you for your attention

michael.vich@eli-beams.eulenka.scholzova@eli-beams.eu

www.citt.cz