Advertising is a waste of money. Trade shows are a waste of money. Spend your effort on PR and supporting sales. Your PR strategy should be winning 2+ industry awards that recognize your product or your customers' implementation of your product. You should also target the top 10 bloggers and trade pubs in your customer's space and build a very strong relationship with them so they write good in-depth articles on you and your customers' implementations. PostRank (http://www.postrank.com/) tells you which bloggers in your customer's space are the most influential. You probably know the top trade pubs. DON'T choose blogs and pubs in your world - DO choose blogs and trade pubs that your customers read. It's okay to ask them what they read. |