FOR IMMEDIATE RELEASEContact:
Jon Boroshok
TechMarcom
978-502-1055
jb@TechMarcom.com
Westford, Ma, August 23, 1999 -- TechMarcom, a new agency specializing in helping new Dot-Com companies create a buzz in the market, today opened its doors along Boston's technology corridor at www.techmarcom.com. PR SERVICE LAUNCHED FOR NEW DOT-COMS
NEW AGENCY FOCUSES EXCLUSIVELY ON TECH START-UPS
The agency, headed by veteran publicist Jon Boroshok, was created to serve the needs of fledgling Internet start-ups that have not gone public and are unable to afford the fees of larger marketing agencies.
"The new Dot-Coms are quickly discovering that the larger agencies aren't taking on new clients with retainers of less than $12,000 a month," said TechMarcom president Boroshok. "Visibility is critical to start-ups, most of which are being severely outspent by more established competitors."
The Internet's top 100 E-commerce sites spent an average $8.6 million last year to build their online brands and drive additional traffic to their Web sites, according to data reported by The Internet Commerce Briefing.
TechMarcom was created to provide an alternative for startups lacking the budget for big campaigns. Unlike most traditional agencies that require a monthly retainer, TechMarcom is part of a growing new generation of independent agencies that provide service at affordable contract, project or hourly rates.
"Young developers and engineers are the technology experts and visionaries starting many new tech companies, but marketing and PR are not their forte. By handling their own marcom, they may fall short of the excellence demanded in today's competitive marketplace," Boroshok added.
TechMarcom provides senior professionals on an as-needed basis. The agency supplies additional brainpower, trade show support, press tours, or fill in for employees on leave to start-ups with limited resources and tight budgets, and can supplement an existing agency or in-house marcom solution. TechMarcom offers a full range of services, including launch and rollout planning, media and analyst relations, case studies/customer success stories and white papers, creating collateral and/or ad copy, company newsletters, organizing and running special events, and creating Web site content.
Boroshok has more than a dozen years of marcom expertise, working for large and small tech PR agencies and corporations. He has worked on accounts including AT&T Multimedia Solutions, PSINet, Sybase, Lernout & Hauspie Speech Products, and The Monster Board. TechMarcom is current doing project work for NatWest Bank, SoftLock.com, and DiscJockey.com.
# # #
Jon Boroshok offers advice for tech start-ups searching for an agency:
- Don't be impressed by big name clients. Large agencies match up best with larger, established clients. A small account may receive attention from the agency's senior staff at first, but will soon be serviced by less costly/less experienced junior workers. A start-up account is actually harder to work on and needs a seasoned pro.
- Agencies also love to drop names of all their media contacts, but these may not be the right reporters, editors, and analysts for your company. Experienced PR pros will develop new press relationships on your behalf - that's PR 101.
- When reviewing agencies, make sure the people pitching to you will be the same people that will be doing the actual account work. Easy access to senior management should be written into of the contract!
- Location may be most important factor when buying a house, but not when selecting your marcom agency. An office in a "building with a name" does not make an agency do better work, nor does it increase the chances of media coverage. Would you rather pay for the view from your agency's conference room or pay for results? How easily can you or your agency travel to/from each other's offices? What's your time worth?
- Marketing communications is an investment. Select a source that matches your company's culture/personality - it's likely to give you the best return.
Click here to return to the TechMarcom home page