Marketing strategies ELI Beamlines and HiLASE
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Transcript of Marketing strategies ELI Beamlines and HiLASE
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