Presented by Jordan ChanofskyCEO Fusion

Fusion is represented in Israel byTodd Green

www.TheGreenLane.BizTodd.Green@TheGreenLane.biz

054 3099795

Jordan Chanofsky

• Founder and CEO, FusionPR• IBM, Sony, Ericsson, Motorola, Panasonic, Comverse, Pantech,

Nynex/Verizon, SGI• 300 startups• Architect TSI• Spearheaded various modern approaches to media• Startup in electronic card systems• IBM physics and marketing groups• Physics and engineering degrees and MBA• IEEE, PRSA, • Quoted in Wall Street Journal, CNN, awarded on various

campaigns

Company Overview Founded 2000

Logistics Team of 50 Offices in New York City, L.A., and London

Clients Digital lifestyle to diversified tech

High tech specialists with work in biotech and clean technologies

Years of work with Israeli companies

Comverse, N-trig, Scitex, Expand, Epos

Media Strong relationships with national business, consumer, industry, vertical press

Central Media: Top tier media strategy and SWAT team

Social media relationships and know how

Staff Mix of tech and industry backgrounds and PR/marketing

EE, physics, software, gaming, consulting, sales, banking

Approach Best of traditional and new media strategies

Strategic, proactive approach to media relations

Record of consistent success

Examples of Client Experience

Success in the US Market

The Five Top Misconceptions About US Marketing

1. Sales is marketing2. Timing is always better later 3. PR is about issuing press releases4. I can start the PR program just in time 5. PR cannot be measured

A Common Playing Field of U. S. and Israeli Business

• Israeli companies listed on NASDAQ stand only second to North America with running averages between 70-90

• More startups than any other nation after US at about 3500• Estimated that more US VC dollars go to tech companies in

Israel than any other; total 2007 investment nearing $2B • Microsoft, Intel, Moto, AOL Israel facilities lead to development

of the cell phone, NT, XP, MMX chips, AOL IM• Between ’04-’07

• $2B in IPOs• $18B in acquisitions

• Companies that do well in the US do well with marketing in the US

Media in the US

• Technology Leads, Marketing Wins• Effectiveness

• US media is read or syndicated around the world• Europe, Asia affected by US media

• Media in the US can be sophisticated and powerful• Media affects buying decisions and valuation

• OEM and B-B

• Large Media World• 25,000 traditional media outlets• Thousands of blogs• Hundreds to thousands dedicated to tech• Diversity and segmentation…

Parallel Media Outreach

Horizontal Media

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Vertical Media

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Preparing For US Marketing In Today’s Environment

• Tap individuals in bus dev, distribution to keep costs down

• Consolidate management oversight of similar areas• Outsource services to speed return on effort• Keep your messages tight, they’re going to be

interpreted and then reinterpreted• Have a go to market strategy and don’t

procrastinate (Invest in marketing smartly, but invest) (the definition of insanity is doing nothing and expecting to change the output)

0 3 6 9 12

Complex

Vertical

Typcial

Consumer

Months Prior to Beta/Product

1 3 5 7 9 11 13 15

Example

Prep

Seed

Educate

Launch

Establish

Approach to US Market Preparation Timing

Strategy Messages Materials Release Analysts Databases Research Audits Early blogs Exclusives

• Marketing before sales• Approach with confidence• Be committed to a long term strategy• Know the competition and how to differentiate• Get to the analysts early • Get creative and open your minds beyond the

product• Don’t fear risk-return opportunities (business press)• $100K is a good rule of thumb for PR-Marketing

efforts

Approach to US Market Style and Method

Bylines

Newsletters

BLOG

Wikis

PodcastsCaseStudy

White Papers Content

Engine

• Most B-B campaigns reach a limited audience

• Reach multiple audiences – VCs, OEMs, distributors, customers, influencers

• Build online thought leadership

• Leverage your site content, videos, podcasts, etc. for traditional and social media

• Raise visibility with searchable content

• Link content to promotions, product launches, events

Approach to US Market You Are The Publisher

• Defining the launch• Stealth launch versus full launch, rolling thunder• Get to the analysts early• Exclusives?• When and how to approach the blogs

• What is viral and how can you make social media work for you?• Youtube, Facebook, SecondLife, LinkedIn• Quiz, email, survey marketing

• Well established techniques less used by Israeli companies• Video• Advertorials• Events

Strategies To A US Launch Maximizing all Sources

• Make your voice heard louder than competition• Tell a story bigger than your company• Work into issues and trends and then your brand

• Example: Wireless Pen Taps Digital Paper• Example: Cultural differences influence outsourced

development• Ending the dead zones for cell phones• Example: ARPU and Churn combine to influence growth in

mobile• Example: Performance and security are not mutually

exclusive

Strategies To A US Launch Breaking Through The Noise

video

•video

Level III

Level II

Level I Press Releases

Editorial Calendars Speakers Bureau

Press Bureau Awards

Issues CampaignExperts Campaign

Competitive CampaignSpecial Events

Case Studies Road Shows

Conference/Trade shows Tutorials, White Papers

Analyst Support

Blog RoundtableGuest Blogging

Social Media Release Personalized Pitching

Mini-Exclusives“Reviews” & Schwag

Blog Monitoring

Profiling Commentary

Link ExchangesCommunity Participation

Trad

ition

al M

edia

Soc

ial M

edia

Strategies To A US Launch Campaign Elements

Measurement• Jointly set objectives / deliverables

• Measure by activity, by tactic • Tactical and strategic reporting

• Weekly activities update• Monthly clips• Quarterly analysis

• Competitive comparison• Ad equivalency• Month over month results• Learnings and recommendations

• Customized reports

• Bi-annual media audits • Benchmarking at the start• 6-months & annual

• Online media tracking, analysis tools

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Jan Feb March

Client Competitor 1

Competitor 2 Competitor 3

1Q Coverage – Competitive Comparison

Expectations

• Results are based on:• Quality of support• Involvement of company• Product and story• Commitment by management• Investment

THANK YOU

Fusion is represented in Israel byTodd Green

www.TheGreenLane.BizTodd.Green@TheGreenLane.biz

054 3099795