Nanotechnology-based products that address large consumer markets are increasingly being launched. Management at companies making and selling such products must decide how to market those products. In particular, companies must decide whether their marketing campaigns should emphasize the nanoscale components or materials inside of the products. In this article, Patti Hill analyzes the issues associated with a “nano inside” marketing campaign. She provides examples of successful marketing campaigns such as the Intel Inside® Program, highlights the challenges associated with a “nano inside” marketing campaign, and makes recommendations for companies seeking to market nanotech-based products.
A very well considered article from one of today's leading PR minds.
In an earlier post, I told you about my small contribution of background info to Patti Hill's article, at this LINK.
Monday, February 16, 2009
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The "nano inside" strategy is indeed a tricky marketing decision to make for companies nanomaterials. Since regulations are still under way, every company needs to decide on this matter. The problem is that many every day product with a "nano"-label that can be found in supermarkets do not even contain nanotechnology and have in the past already created some media attraction due to their potential harmfulness.
The Swiss Federal Office of Public Health has recently published a raster to help the industry to better estimate potential harm of nanomaterials.
More information about the precautionary matrix for synthetic nanomaterials can be found here: http://www.bag.admin.ch/themen/chemikalien/00228/00510/05626/index.html?lang=en#
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