Communicating Value in Today's Climate

by Paula Santonocito

This year’s Onrec show featured fantastic new companies promoting amazing, truly game-changing technologies. Yet, one thing that came up again and again was how some of the most innovative companies haven’t landed a client.

What gives?

The easy answer is the economy. And yes, without a doubt, the current environment makes selling products more challenging.

But there’s a missing piece here, or so it seems.

While companies may be adept at highlighting game-changing features of their technologies, few companies convey the financial advantages of using their products.

In fact, the status quo nature of most press releases and other marketing collateral gives the impression that companies—both new and old—are in denial about the economy.

For many examples, check out TMT’s Newswire, where you can browse hundreds of current press releases. Among them you’ll find news of leading-edge product offerings, announcements of new technology provider partnerships, and more.

In these releases, companies sometimes mention improved efficiency and/or greater productivity, but rarely will you find reference to ultimate impact—even though many of the solutions being touted have the potential to save end users a lot of money.

Different times call for a different approach. How does a technology impact a using company’s bottom line? That’s the bottom line right now.