30 June 2017
MARKETING TRAINING FOR TECNIO STAMP CANDIDATES, FOR ACCIÓ
In mid 2016, ACCIÓ, the agency for business competitiveness at the Regional Government of Catalonia, chose Ubik Media as the agency to be responsible for accompanying 17 research groups. The objective was to help them draft a marketing plan, given that they were candidates for receiving the TECNIO quality seal, granted by ACCIÓ.
TECNIO brings together the main centres and agents for knowledge transfer in Catalonia. In less than a decade, centres awarded this seal have made over 1,000 million euros, half of which came from technology transfer services for businesses.
We spent 12 months taking part in the growth programme that ACCIÓ provided for researchers. We held training sessions and offered individual advice so that they were able to develop their own marketing plan. Following that, we drafted a follow-up plan for implementing the actions defined in each plan. We worked with them to build a business model canvas, SWOT analysis and McKinsey matrices, looked at strategies for the 4Cs and identified KPIs, evaluated sales and distribution channels, and improved their commercial and communicational skills.
But the most gratifying part of this long process was teaching participants about the importance of identifying market opportunities, and, on the other hand, giving them the tools needed so they could be self-sufficient in the future.