When you want to grow faster — PR and product launch
services that take your marketing results to the next level
Welcome to market2world, the public relations and product launch agency where markets are conversations. Dynamic, global, community conversations occurring every minute of every day inside and outside your organization.
You can join, and influence those conversations. To the 20th century PR mix of product reviews, awards, bylined articles and thought leadership success stories, our expert team puts Web 2.0 tools like blogs, podcasts, wikis, RSS feeds and search marketing to work in your PR and product launch campaigns.
Grow faster. Put market2world to work on your next PR campaign or product launch.
We can take on a single mission-critical assignment, or we can take on the role of an outsourced marketing department. Brand names. Logos. Data sheets. Online demos. SEO. Trade show selection and booth design. Leadgen programs including Google Adwords. Customer newsletters. Let us know what you need, and we'll get it done.
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a PR and product launch blog
Successful promotion, PR and product launch does NOT equal exaggeration, over-hype and suspicious spin
Jill McCubbin
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By Jill McCubbin
At market2world we communicate daily with bloggers, software developers, R&D experts, reporters, producers and CEOs. Yes, we are a tech PR and product launch agency. And no, we don’t indulge in hype-driven babble and promo-girl language. Our position sits firmly at the understated end of the spectrum, based on our CEO’s experience on the other side of the desk as a business writer, editor, broadcaster and author. Hype and spin is not our style and is not successful in the long term. Exaggerated hype can even backfire in the short-term, if your news release, blog post, product demo or corporate video doesn’t pass the smell test.
We believe that sincere, direct, specific and matter-of-fact business writing – which definitely includes differentiated market positioning and attention-getting, creative detail – results in successful marketing campaigns. Just recently, I had this insight confirmed in an email to me from Project Shrink blogger, Bas de Baar.
Bas interviews software developers, CEOs and others in the project management and information technology industries and has acute radar for PR hype. Bas provided the following clearly worded suggestion in regards to the e-interview market2world initiated between Bas and Asif Sharif, CEO and President of eDev Technologies, developer of inteGREAT™, a requirements development platform and IT project management tool.
“If possible, please refrain from ‘Our Tool Is The Best. We are the world, we are the children’ kind of answers to interview questions. My experience shows that if the answers are generally answered and genuine and perhaps include some references, people will visit the posting of our interview now and also in the long run...”
We couldn’t agree more. The lesson here is simple: Don’t over-hype or indulge in making unfounded claims when describing your new product or service. No blogger, reporter, news producer or business editor reacts well to an inflated or unverifiable claim. Read Lewis Green’s bizsolutionsplus blog for more about the differences between evangelizing and informing.
Hype, short for hyperbole, is defined as “exaggerated statements or claims not meant to be taken literally and/or impossible to be taken seriously”. Keep hyperbole out of your marketing content. Nobody takes “world’s best” or “fantastic in bed” as genuine description – not from a public relations person nor from an overly keen technology engineer, developer or CEO during an interview.
Your product likely IS the world’s best and you ARE fantastic in bed, but saying it with larded adjectives won’t make anyone believe it. A focused PR program over time will communicate the customer kudos, product benefits and third-party endorsements that will prove your product’s worth so that they versus you will be singing your many praises. We’re here to help.
(Jill McCubbin is a Communications Architect with market2world communications inc., Ottawa, Canada's Web 2.0 tech PR and product launch agency.)
Universal search – adding more ogle to Google
Jennifer James
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Almost a year ago Google launched universal search, blending various types of content such as images, video and maps – into general search results. In one short year, universal search has changed the search engine landscape, providing searchers with all relevant content, from stock quotes to news and everything in between.
Twitter micro-blogging has business benefits and PR uses – it’s not for twits and not just for gossip
Jill McCubbin
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A recent conversation with Alykhan Jetha (AJ), CEO of Marketcircle, inspired this blog post. AJ had heard some interesting things about Twitter as a PR tool. Twitter is the micro-blogging and social networking service many of us think is mainly used to broadcast irrelevant minutia. However, clever business-minded Twitter users have found ways to put Twitter to work.
CEOs should “Think Different” about their computer platform of choice and the markets they serve
Steve Reside
in Steve Reside
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Today, more than ever, the Mac has become a great platform to run a business on. But have you considered the Mac as a great platform to build a business on? If you haven't, you should.
Note to grey-beards – you can sell your technology to India and China right now
Steve Reside
in Nathan Rudyk, OCRIRadio.com, Ottawa tech PR
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India's the place for cheap software talent. China's good for low-value-added manufacturing. Neither country offers a real market for high technology products or services. And any entrepreneur who would dare base his business plan on selling to those countries should be roundly flogged by his Board of Directors. Right?