TArticles tagged with: marketing strategy

More Go-to-Market Q&A with Kevin Young

After our Top Ten ‘Go-to-Market’ Mistakes Made by Federal Contractors (click to watch webinar and download slides) webinar, we received a number of follow-up questions from viewers. Here are a few questions with Kevin Young’s answers. Q: In terms of understanding client needs, have you conducted focus groups, and do you have insights in that regard? A:  There are two types of clients here: our direct clients (federal contractors) and their clients (Federal Government). For the former, I employ a SWOT analysis, primary research in the form of a white board working session (aka stakeholder focus group) as a component of Go-to-Market strategy and planning to understand needs. For the latter, I usually rely on accurate and consistent secondary data via industry analysts/researchers (e.g., Bloomberg, Deltek GovWin, IDC, Gartner) and the government itself (e.g., OMB, OPM,  Congressional budgets, General Services Administration (GSA), Federal Business Opportunities (FBO), and/or Federal Procurement Data … Continue reading More Go-to-Market Q&A with Kevin Young

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Importance of earned media to a marketing strategy

After our Top Ten ‘Go-to-Market’ Mistakes Made by Federal Contractors (click to watch webinar and download slides) webinar, we received a number of follow-up questions from viewers.  Q: How important is earned media to a marketing strategy? And, how can you get good media coverage in the government market? A (Kevin Young):  As you and I know, budgets are tight, ROI is critical, and earned (free) media plays a key role in the marketing-communications program mix. Print editors and broadcast producers all want pitches and stories that stand above the crowd, cut through all the noise, and provide value to their readers, viewers, and listeners. Here’s a snapshot of potential DC-market venues for your next call. Tier 1 Traditional/Social Media 1105 Government Information Group: Defense Systems, Federal Computer Week, Federal Daily, Government Computer News, Washington Technology (1105govinfo.com)Federal News Radio (federalnewsradio.com)Federal Times (federaltimes.com)Government Executive Magazine (govexec.com)Washington Business Journal (bizjournals.com/washington) WBJ FedBiz Daily … Continue reading Importance of earned media to a marketing strategy

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