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.
Channel gathers for Nextgen New Zealand's Summer (Somewhere) Party
Held in Auckland, Nextgen New Zealand's Summer (Somewhere) Party was an opportunity for celebration with a tangerine taste of summer. Nexgen's channel community seized the opportunity to catch-up with familiar faces and enjoy an in-person gathering.
Channel honours ecosystem excellence at Reseller News Innovation Awards 2021
Market-leading partners, vendors, distributors, telcos, start-ups and individuals were honoured during the Innovation Awards in 2021, as Reseller News raised the bar for ecosystem excellence in New Zealand.
Channel community unites to kick-start Reseller News Innovation Awards 2021
Reseller News is proud to announce the winners of the Innovation Awards in 2021, featuring a leading and diverse line-up of partners, vendors, distributors, telcos, start-ups and individuals across New Zealand.
