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Study to Reveal Tech Exporter Marketing Secrets

( Market Measures, the annual benchmarking study of sales and marketing by New Zealand’s technology exporters opens to participants today at

The survey will be open until 15 July 2011, and results made available by September 2011.

“Hundreds of tech exporters nationwide have benefitted from the results of the two previous studies. We expect the 2011 survey to be the biggest yet, particularly as we will be analysing the role of social media and its effectiveness in the marketing mix,” says Owen Scott, Managing Director of Concentrate, who organise the survey along with fellow technology marketing company Swaytech.

PwC (formally known as PricewaterhouseCoopers) are principal sponsors of Market Measures.

“The technology sector relies on continual growth, so it’s important for business owners and leaders to focus on the ‘pointy end’ of growing sales,” says Owen Gibson, PwC partner. “This year’s Market Measures survey will provide valuable insights for New Zealand-owned providers of technology products as it allows them to compare their sales and marketing activities with their peers and competitors. They can use this information to help identify best practice sales and marketing strategies most likely to support future growth.”

Concentrate’s Mr Scott said the 2010 Market Measures survey, conducted with 144 companies, showed the highest performing companies surveyed were those taking a strategic approach to their sales and marketing.

“Typically they are focussed about selecting target markets, have developed a strong and convincing positioning around their brand, invest in building brand awareness and demand generation, and work with resellers and other partners in their chosen market.”

2010 survey participants indicated a desire to gain further insights into the use of social media in their marketing mix, as well understanding how a company’s age and size influenced their sale and marketing approach, said Mr Scott.


Background information

• Results were compiled from an online survey conducted. It built on the survey conducted 12 months earlier, testing the same issues but also exploring some new areas.
• 144 companies participated, covering a range of technology exporters, including electronic, software, telecommunications and associated services.
• Auckland and Canterbury were the most common locations, and firms ranged in age from start-ups through to established companies (20 years +). Turnover mirrored national statistics, with a large number generating less than $1 million annually up to those generating up to $50 million plus.

Key findings

• The study showed a strong correlation between strategic marketing and exceptional growth performance; top performers are also effective users of social media
• Annual turnover growth down, but still an exceptional 39%
• 77% of companies export, mainly sell directly with a small team
• Companies position their product as premium but attract market or below-market prices
• Investment in sales and marketing is high at 40.1% of turnover, but focussed on the sales transaction
• Companies feel their greatest sales and marketing weakness was promotion, and rated social media, advertising and sponsorship as their least effective tactics

Media Release 29 June 201 from



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