According to Sway Tech’s Bob Pinchin small technology companies often struggle to articulate their message to the market. He says the reasons for this can be complex, but among other things: “Some are frightened of dealing with the media, while others simply don’t know how to get started. In contrast, big companies pump out a lot of material but don’t always get value from their media spending. “I’ve 15 to 20-year’s experience in the business and I’ve seen a lot of marketing dollars wasted.” Pinchin, former managing director of IDG Communications and the person responsible for launching New Zealand Reseller News, says his new business has identified a niche to service the specialised business-to-business communications needs at both ends of the technology market. To help small companies kick-start their marketing communications, Sway Tech offers a low-cost turnkey package that provides a company profile, biographies of key people with photos, templates and advice on how to reach the right media outlets. Sway Tech’s approach to larger technology companies involves working in conjunction with their existing advertising agencies and public relations consultants. Pinchin says, “We get them talking together, emphasising an integrated approach”. There’s also a marketing analysis survey that asks companies 15 questions about their communications. A typical question might be: “what is the purpose of your web site?” Pinchin says that companies can do the survey and get an analysis of their needs. “At this stage they can decide to engage with us or to disengage,” he says. Working with Pinchin at Sway Tech are former IDG CIO Mark Evans and the founder of the New Zealand Hi-Tech Awards Selwyn Pellett.