Marketing
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20th October 2007, Saturday
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PR in the UK
| Topic language |
English |
| Duration |
20 min. |
| Start time |
10:00 - 10:20
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| Location |
SFERA |
First step within Media Relations
 |
Michela Sangali
First PR |
Goals and expectations
1) How to select the right pr agency (features: porfolio, skills, services, fee structure and billing, international connection/networking)
3) The pr programme (definition of the pr tools: press release, media tour, product testing, one-to-one etc.)
2) What expect from a pr it specialist (skills of your accounting: personal attention, vertical skills, knowledge of the business)
4) What sort of results (clipping book, media anaysis, reputation vs sales)
5) What you have to do (selection of topics, sharing of strategy, coordination) |
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| Topic language |
English |
| Duration |
20 min. |
| Start time |
10:20 - 10:40
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| Location |
SFERA |
Penetrating Foreign Markets – Suggestions on getting products into foreign markets
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Phil Shnyder
Avanquest |
| Increase your sales by expanding into new territories. This presentation will talk about the basics of targeting foreign markets - support, marketing, sales, and PR. It includes tips on choosing which territories to target first - and also provides tips on choosing the right partner. |
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| Topic language |
English |
| Duration |
20 min. |
| Start time |
10:40 - 11:00
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| Location |
SFERA |
Selling software in German Speaking Europe
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Michael Pohl
Globell B.V. |
Film about the region and software buying behavior; How do customers buy, size of market, differences of payment options (film is made in Cooperation with the German television ZDF)
11 minutes
- In depth overview of what to keep in mind when entering the German Speaking market.
- Different channels and their specifics
- Use of the Press; what are they looking for
- The need and specifics of localization
- Ideas what to do to enter the market
- Things you should definitely not do |
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| Topic language |
English |
| Duration |
20 min. |
| Start time |
11:00 - 11:20
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| Location |
SFERA |
Internationalisation of sales/websites
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Henrik Sorensen
Spamfighter |
Though its much easier to generate revenue from other countries than 5-10 years ago, competition are also much harder. Today its all about generating trust with consumers, making them feel safe and communicate in a language they understand. Still, its surprising how many website/online products that choose only to translate their products into 1,2 or 3 languages.
Why is that and is it really so hard to translate and support other languages ?
Come get a few pointers and listen to SPAMfighters experience when translating their website and product to 15 languages. |
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| Topic language |
English |
| Duration |
20 min. |
| Start time |
11:20 - 11:40
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| Location |
SFERA |
Ukraine as growing software market - how to promote your products there
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Anna Bodnarchuk
Softkey UA |
1. Market size - actual and prospective;
2. Who is Ukrainian customer?
3. Case studies on how to promote the software in Ukraine;
4. Softey-Ukraine new opportunities. |
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| Topic language |
Russian |
| Duration |
20 min. |
| Start time |
11:40 - 12:00
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| Location |
SFERA |
Panel discussion: selling software on the emerging markets (Middle East, Latin America)
| At the round-table with DeviceLock and FastReport questions of business development in the rapid-growing markets of the Middle East and Latin America will be discussed. |
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| Topic language |
Russian |
| Duration |
40 min. |
| Start time |
12:00 - 12:40
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| Location |
SFERA |
Natalya Kaspersky - sharing an experience in the worldwide OEM sales development
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Natalya Kasparsky
Kaspersky Labs |
1. Возможности и опасности ОЕМ как канала продаж. OEM дает возможность быстро стартовать в различных странах без необходимости серьезных затрат на маркетинг. В то же время ОЕМ не позволяет развивать собственный бренд и приводит компанию к конкуренции с собственными продуктами.
2. OEM канал играет важную роль на развивающихся рынках. Часть азиатских компаний, например, живут только за счет ОЕМ
3. Интересно, что в продуктовой компании ОЕМ играет разную роль на разных этапах ее развития. Критический в самом начале пути, ОЕМ постепенно теряет свое ключевое значение по мере развития собственных продуктовых направлений компании.
4. Предпосылки для развития успешного ОЕМ-направления.
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| Topic language |
Russian |
| Duration |
30 min. |
| Start time |
12:30 - 13:00
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| Location |
SFERA |
Panel discussion: Pay-per-Click advertising advantages
| At the round-table representatives of Google, Yandex, Begun will discuss the question concerning the use of contextual advertising and its future trends. |
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| Topic language |
Russian |
| Duration |
60 min. |
| Start time |
14:00 - 15:00
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| Location |
SFERA |
Panel discussion: Problems related to Pay-per-Click advertising
1. Pay-per-Click advertising adavantages and disadvantages.
2. Comparing different PPC systems (Google Adwords, Yandex.Direct, Yahoo! Search Marketing etc.).
3. Who benefits most of all from AdSense and how "robots" steal your money.
4. What are the actual PPC trends?
5. Video Ads: new trends in the modern online advertising.
Speaker - Eugene Lisovskiy (Famatech). |
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| Topic language |
Russian |
| Duration |
60 min. |
| Start time |
15:00 - 16:00
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| Location |
SFERA |
Panel discussion: Creative PR
| At the round-table with Kaspersky Laboratory and Softkey non-typical PR approaches, interesting cases and something else. |
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| Topic language |
Russian |
| Duration |
60 min. |
| Start time |
16:00 - 17:00
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| Location |
SFERA |
Panel discussion: Alternative e-commerce - micropayments and more
- How does homeuser pay for services or software?
- What are the recent changes and trends in Internet payments?
- SMS-payments - is long-term or short-term solution?
- Electronic-payments - present and future for the software market.
These topics are discussed by Alexander Lyskovsky (Alawar, speaker), Petr Darakhvelidze (Webmoney), Tatyana Tsvetkova (Softkey), Andrey Yarnykh (Kaspersky Lab), Sergey Tulayev (i-Free) and Roman Polyak (Alawar). |
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| Topic language |
Russian |
| Duration |
90 min. |
| Start time |
17:15 - 18:45
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| Location |
SFERA |
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21st October 2007, Sunday
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Increase your Market Share through Comprehensive Partner Network
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Tatiana Franke
Digital River |
| Do you know how to generate the most gain from your reseller relationships? Learn how to attract resellers and how a Reseller Management Program can help you boost your revenue. We’ll show you how to automatically create personal discount bonus programs, manage partnerships, administer contract conditions, and much more. |
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| Topic language |
Russian |
| Duration |
30 min. |
| Start time |
10:00 - 10:30
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| Location |
Meridian |
Global eCommerce solutions based on modern and flexible Software Architecture
| Topic language |
English |
| Duration |
30 min. |
| Start time |
10:30 - 11:00
|
| Location |
Meridian |
Doing E-Business Globally
| Topic language |
English |
| Duration |
30 min. |
| Start time |
11:00 - 11:30
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| Location |
Meridian |
Affiliates versus Resellers, which one to choose?
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Laurentiu Ghenciu
Avangate
International Key Account Manager |
Avangate vs Resellers - which one to choose?" is a brief insight into the both online & offline software distribution channels.
Affiliates and resellers have always been a concern for the software vendors willing to grow their business and played an important role in their development.
The purpose of Avangate presentation is to emphasize in a clear manner which are the main differences between affiliates and resellers, between their corresponding business models and approach, between the expected results in terms of revenues & brand awareness in each case. This is meant to help you make an educated decision about where a Software Vendor should focus more its efforts in order to spread its software and achieve its bottom line. |
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| Topic language |
English |
| Duration |
30 min. |
| Start time |
11:30 - 12:00
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| Location |
Meridian |
How to be successful in Europe?
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Christian Desert
Nexway |
We all know that Internet is global. Building e-stores enabling publishers to propose their digital products throughout Europe or even the world is now quite easy… but at the end of the day only one thing counts: selling your products.
Spanish, French, Italian, British… All of them are Europeans but they all have different languages, different cultures… they are different customers.
How to address efficiently this huge heterogeneous market? What are the key success factors? Is the direct approach the only way to go? How could small publishers benefit from the power of the retail chains? How to build the winning strategy?
Nexway will share with you some thoughts about those booming markets. |
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| Topic language |
English |
| Duration |
30 min. |
| Start time |
12:00 - 12:30
|
| Location |
Meridian |
Factors that influence cart abandonment rates
| Topic language |
Russian |
| Duration |
30 min. |
| Start time |
12:30 - 13:00
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| Location |
Meridian |
Digital River View of Worldwide Software. How do Russians Rank?
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Brant Pallazza
Digital River |
| In this presentation, geographic sales data for consumers and publishers from Digital River’s commerce platforms will be presented. The data will provide publishers with an idea of how they rank in the competitive worldwide software market. |
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| Topic language |
English |
| Duration |
20 min. |
| Start time |
14:00 - 14:20
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| Location |
Meridian |
Panel discussion: All e-commerce providers face to face
| In this panel discussions you can ask very direct questions to all leading e-commerce proviers - Digital River, Cleverbridge, Avangate, Ask.net, Arvato, Nexway and Plimus. |
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| Topic language |
English |
| Duration |
60 min. |
| Start time |
14:20 - 15:20
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| Location |
Meridian |
Introduction and method of entry to Software markets in Japan, China and Taiwan
|
Jack Chen
CoGen Media |
Entering to Software markets in Japan, China and Taiwan. Sales and PR marketing services for Japan.
|
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| Topic language |
English |
| Duration |
20 min. |
| Start time |
15:20 - 15:40
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| Location |
Meridian |
International PR: Case Study of an actual market entry of a Russian Software Company in Europe
 |
Mirko Lange
Talkabout |
The lecture will exemplify what concrete steps, negotiations and efforts have been necessary to start with a successful PR campaign in Europe. It will show:
· Which questions came up during the negotiations with the PR agency?
· What exactly has been agreed on?
· How was the planning and preparation process? What did the agency, what needed to be done by the client?
· How did the press tour work?
· What results have been generated? |
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| Topic language |
English |
| Duration |
20 min. |
| Start time |
15:40 - 16:00
|
| Location |
Meridian |
PR in Germany - The Approach to the Media
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Juergen Haekel
Prolog Communications |
1. Overview -- About the general media landscape in Germany; about the specific IT media to address.
2. Samples -- Which kind of potential buyers can be reached by news and articles?
3. Side by side -- Advertising and media relations.
4. Input needed -- Importance of basic material on an ongoing basis.
5. Media approach -- Information overflow on editors' side; acceptance of information. How to address the editors to get coverage; several ways of pitching the media.
6. Effective start -- Requirements, skills, expertise for successful media relations. |
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| Topic language |
English |
| Duration |
20 min. |
| Start time |
16:00 - 16:20
|
| Location |
Meridian |
PR in US - Make yourself known on the largest IT-market
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John Kostak
Prolog Communications |
PR in the USA – Pragmatic, High Impact and Personal
1. Overview – Holistic “Street-driven” PR to drive high value prop.
2. Kick Off – How to develop innovative messaging.
3. Media relations – Staying proactive and high touch.
4. News – Hot and Relevant. How to generate more.
5. Media Mix – How to leverage all without losing focus.
6. Results – Achieving goals and delivering on the value prop. |
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| Topic language |
English |
| Duration |
20 min. |
| Start time |
16:20 - 16:40
|
| Location |
Meridian |
PR-efforts coordination
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Anton Levchuk
Famatech |
1. How to start international PR company correctly, to avoid mistakes in future.
2. Paralleling and distribution of tasks between agencies.
3. PR-activity synchronization and impossibility of such synchronization on some markets.
4. Regional specifics about communication with mass media.
5. Multiple PR agency workflow organization.
6. Result assessment. |
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| Topic language |
Russian |
| Duration |
20 min. |
| Start time |
16:40 - 17:00
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| Location |
Meridian |
Client-oriented business: It kills loyalty programs and replaces marketing
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Igor Mann
Arctel |
| 5 простых советов по превращению вашего бизнеса в клиентоориентированный. |
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| Topic language |
Russian |
| Duration |
30 min. |
| Start time |
17:15 - 17:45
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| Location |
Meridian |
Panel discussion: Publishing - different approaches
This panel discussion will focus on different approaches to working with retail publishers:
- Working exclusively with one company which covers all promotional costs and pushes the product through existing channels;
- Working directly with stores, resellers without using any intermediary.
This panel participants are Mikhail Kalinichenko (Safe`n`Sec, Starforce), Alexander Levchenk (Entensys) and others.
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[add to Outlook] |
| Topic language |
Russian |
| Duration |
60 min. |
| Start time |
17:45 - 18:45
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| Location |
Meridian |
