	Spring '09

This edition of our newsletter brings you the latest news, helpful hints and useful information on topics related to cost-effective, results-oriented marketing and sales.

Use Summer to Build the Buzz

What’s the most valuable kind of publicity you can get? Media coverage. Because it’s based on the value of what you do or say, it is credible. It has a life of its own. And it doesn’t cost as much as many other types of publicity, like advertising or direct mail. But summer is traditionally a dead time for sending out press releases.

Don't give up on media relations during this slow time. Instead, use the time to explore new ideas. Contributed articles and concepts are sometimes more readily accepted during slow months. We recently pitched three articles for the July-August timeframe, and all three were accepted by major trade publications.

And don't neglect your spokespersons during the summer. Remember that if they cannot convey a clear message, are unable to control the interview, or are ambushed or caught unawares, any resulting coverage could be decidedly negative. Not a good thing!

Use the summer months to ensure that your company’s spokesperson is the right person, and is well-prepared and groomed to deliver your message clearly, concisely and compellingly. For some help, look to our whitepaper "Grooming a Spokesperson" for a list of the most important tips for choosing, and grooming, a spokesperson.

Email us for a copy, and learn how your spokesperson can be a victor, not a victim.

Accelerate your Sales

Many companies start off selling product directly to customers. This is needed to understand the selling and buying processes, as well as to evangelize and promote products. It is rare for a startup to engage a channel partner right away, because there is no track record, no referenceable accounts, etc.

But often, after the initial sales are made, the company decides that it should leverage outside channels. Some channels have a reach into specific markets, and connections with decision-makers, that the company itself does not. In addition, the lure of expertise and capabilities appear to be a good complement to the company's own resources.

There are some key components that must not be overlooked in developing and managing a channel strategy for any start-up that will be leveraging some form of indirect channel - OEM, Value Added Reseller, Systems Integrator, Distributor, etc. - as well as its own direct sales channel. The components include:

Clear Marketing Strategy
Channel Selection
Channel Development
Investment Model
Management Commitment
Channel Management Process

Click here to read our overview: Sound Principles for a Successful Channel Strategy.

New Partnerships


		Ireland Presentations is a San Francisco-based full-cycle meeting and event planning firm with the experience to ensure your show, seminar or conference exceeds your expectations - within budget. Candia Communications has worked with Ireland Presentations for more than ten years, from Singapore to Helsinki, from Hong Kong to Frankfurt, with outstanding results. Ask Joanne for some of her more memorable war stories!

		The Vega Project is not your typical design agency! Working with large and small companies, they not only strive to understand the needs of the client, they present innovative and super-creative suggestions. And their Happy Hour is an ideal place to meet fascinating people and keep a finger on the pulse of the San Francisco tech scene.

		Harmony Press Printing is a SF Bay Area printing shop that specializes in ensuring complete customer satisfaction. Working with owner Gary Martin has given us a deep appreciation of the lengths to which this business will go to ensure the end product meets the customer's needs. We have worked with Harmony on a number of projects and are delighted with the quality of work and timely delivery. For more information email Gary at Gary@HarmonyPressPrinting.com.

About Candia Communications

Candia Communications LLC brings results-oriented marketing and sales assistance to companies around the world. We have helped companies fine-tune their business plans, determine market sizing, obtain funding, launch products and build momentum. Our assistance with PR, media and analyst relations and writing (web, collateral material, contributed articles, case studies and white papers) materially contributed to their success.

Last year was a record year for us. We were able to work with a variety of industries - green-tech, cloud computing, investment banking, business continuity software, gunshot location technology and social networking companies.

For more information about our services, please visit our website at www.candiacomm.com


	Need a VP of Marketing but can't hire a full-time person right now? We can help! Cut costs and retain profits. Our cost-effective approach delivers results on a shoestring. Find out more. Need help writing proposals for government contracts? Our innovative approach takes just days and gets results.Contact us for more information.

	Events


	On-Camera Media Training for Executives We are happy to present a new session, On-Camera Media Training for Executives, in conjunction with Pushloop Media. The session will be held on June 3 at Starview Technology HQ, Junction Avenue, San Jose CA. Hong Kong Seminars - Getting Funded & Go-to-Market Strategies Tanya Candia will present a series of seminars to startup and incubator companies on the topics of how to get funded and how to build an effective go-to-market plan in September. Contact us for details. Our Client Selected as Finalist in Mobile Innovation Contest We are pleased to announce that our client Greenfire has been named a finalist in the GSMA Mobile Innovation Grand Prix Tournament for its greentech mobile breakthrough. Final judging will be held in Barcelona in mid-June. We worked with Greenfire on messaging and positioning. Congratulations!

	Need Funding? Top Five Tips


	1. Make sure you understand the top three issues: market, team and product. Don't underestimate the value of a team with a proven track record. Outsource talent (e.g. interim VP) if needed. 2. Understand the market size - top-down and bottom-up - and be prepared to defend your assertions. With validation from outside sources. 3. Know your investors. Then tailor your presentation to their requirements and preferences. Avoid making assumptions! 4. Take presentation training. No matter how good you are, this will help you hone your presentation and be prepared for tough questions. 5. Present a rock-solid go-to-market strategy. Enlist satisfied customers to back up your claims, and base your financial projections on facts and a reasonable trajectory. For a copy of our white paper, "Top Five Tips for Funding in a Down Economy", email us. Click here.