Capturing and clearly articulating “the point” of the story prior to executing on the list of deliverables is absolutely crucial to the success of a company or product launch and ensuring a consistent, powerful brand position. Through our extensive work in helping B2B start-ups successfully emerge from stealth mode, we've put together the top 5 marketing tips for a successful launch.

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© Tanis Communications 2015
www.taniscomm.com
5
Marketing Tips
© Tanis Communications 2015
www.taniscomm.com
for a Successful Company
Launch in North America
Robin Vaitonis
Executive Vice President
Tanis Communications

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© Tanis Communications 2015
www.taniscomm.com
About Tanis Communications
Full service B2B marketing and PR agency
Established in 1997 with headquarters in Mountain View, California
Expertise in enterprise software, semiconductor, networking, storage, telecom
Silicon Valley Austin
New York City
Tanis Locations Tanis Services
Sample of Experience
 Brand strategy
 Company positioning and messaging
 Marketing communications
 Public relations
 Website design and development
 Collateral design
 Content development
 Social media strategies

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© Tanis Communications 2015
www.taniscomm.com
1
Have a
Strong Brand
Strategy

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© Tanis Communications 2015
www.taniscomm.com
1
Have a
Strong Brand Strategy
Understand how competitors are
positioning themselves within the market.
Know how your company is perceived by
customers, partners and stakeholders.
Ensure the company’s brand strategy is
relevant, differentiating, motivating and
credible to your target audiences.
© Tanis Communications 2015
www.taniscomm.com

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© Tanis Communications 2015
www.taniscomm.com
A Sensor On Everything That Moves

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© Tanis Communications 2015
www.taniscomm.com
2Business and
Marketing Objectives
Align

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© Tanis Communications 2015
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2Align
Align business goals and milestones with
marketing objectives and tactics.
Develop a 12-month marketing and PR
action plan to communicate momentum.
Ensure your marketing efforts don’t over
promise what can be delivered to your
customers.
© Tanis Communications 2015
www.taniscomm.com
BusinessandMarketing Objectives

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© Tanis Communications 2015
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3Know
Your Audience

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© Tanis Communications 2015
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3Know
Audiences react differently to marketing
messages based on their needs.
Know your audience and develop messaging
that deeply connects with them.
Highlight the benefits your technology
provides to gain maximum exposure with
business and technical audiences.
© Tanis Communications 2015
www.taniscomm.com
YourAudience and TargetYour Messages

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© Tanis Communications 2015
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Sensors as Small as a Grain of Sand
Industry Buzz
mCube says it has shipped more
than 60 million extremely small
semiconductor chips–comparable to
a grain of sand, not the fingernail-
sized variety that the likes of Intel
and its competitors sell.
Don Clark,
Wall Street Journal
Most startups have no product. This
one has shipped 60 million products
before coming out of stealth
mode. Say hello to mCube, probably
the most successful chipmaker you’ve
never heard of.
Jim Turley,
Electronic Engineering Journal
mCube has achieved a technology
leadership position in the market by
delivering the world’s smallest motion
sensor. With mCube’s innovative
approach, the company has a unique
opportunity to transform the industry,
making MEMS sensors ubiquitous on
anything that moves.
Jean-Christophe Eloy
Yole Développement

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© Tanis Communications 2015
www.taniscomm.com
Momentum
Consistently
Build
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© Tanis Communications 2015
www.taniscomm.com
4Build
Demonstrate company progress through regular
announcements and social media updates.
Be a thought leader on industry topics and trends to
become a trusted source of information.
Nurture media, analyst, blogger relationships since
they can help tell your story and provide third party
validation.
© Tanis Communications 2015
www.taniscomm.com
Momentum Consistently

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© Tanis Communications 2015
www.taniscomm.com
Progress and
Adjust as Necessary
Measure
5

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© Tanis Communications 2015
www.taniscomm.com
5Measure
Establish goals prior to launching your
company or product.
Ensure your marketing investment is
supporting your business priorities.
Measure success using both
quantitative and qualitative metrics.
© Tanis Communications 2015
www.taniscomm.com
ProgressandAdjust as Necessary

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© Tanis Communications 2015
www.taniscomm.com
Tiny Sensors Making a Huge Impact
48
Unique articles
with nearly
25million
impressions
9
Industry
quotes
24
Press and
analyst
meetings
629
Social media
mentions about
mCube during launch
Results
“mCube needed a makeover for our website and a strengthening of our
overall company positioning in the market. Thanks to Tanis, mCube is now
recognized for its substantial innovation in motion sensors and vision for the
future of this market. The outcome exceeded our highest expectations.”
~ Ben Lee, CEO, mCube
Accolades
EE Times Silicon 60
Hot Startups to Watch
MEMS Executive
Congress
MEMS Start-up of the Year
Technology Demo Showcase Winner
Best MEMS Sensor Device of the Year –
Runner up
EE Times 15-in-15
Analog, MEMS and Sensors to
Watch in 2015

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© Tanis Communications 2015
www.taniscomm.com
5Marketing Tips
In Summary
Have a strong
brand strategy
Align business
and marketing
objectives
Know your
audience
Build momentum
consistently
Measure progress and
adjust as necessary
1 32
4 5

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© Tanis Communications 2015
www.taniscomm.com
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