Expanding the Market, Expanding Your Share

A Case Study with DynaVox Technologies

Wednesday, June 6, 2007

5:30 pm to 8:30 pm

Rivers Club, One Oxford Centre, Pittsburgh, PA 15219

(Open for PSN Members and Non-Members)

Your product is the leader in a young market.  The market is potentially very large, but it is mostly untapped by your company and its competitors.  How can you expand the size of the market while growing your leading share of it?  How can you reach both buyers and influencers to expand product awareness? 

In this case study presentation, Jim Shea, VP of Marketing for speech disability device maker, DynaVox Technologies, will share the details of how his team is addressing this challenge.  He'll discuss their old and new strategies, the tactics and the results.  

TAKEAWAYS

• An overview of how to conduct and use market analysis, segmentation, and sizing to develop and execute on a winning strategy.

• How to design and justify a marketing plan which uses both "push" and "pull" tactics to expand a market with untapped potential.

• Metrics used to measure the "success" of a shift in strategy (e.g., revenue growth, brand/product awareness, etc.).

• Approaches to use in a market where the payer for your product is a third-party organization.

• Considerations to make when an "emotional appeal" is a key element of the marketing approach.

• Innovative approaches for reaching your target market, including Web-based viral marketing tools (e.g., YouTube, Blogs) and search engine marketing

SPEAKER BIO:

Jim Shea is the Vice President of Marketing for DynaVox Technologies.  Mr. Shea has spent more than 20 years in marketing and product management, working with companies in the healthcare, scientific, software, telecom, and defense industries. Before joining DynaVox, he served as vice president of marketing for the Scientific Research Division of Fisher Scientific International, Inc.  Mr. Shea also served as vice president of marketing and business unit manager at Acterna Corporation, as well as product manager at Synopsys, Inc., and Northrop Grumman (formerly Westinghouse Defense). 

Mr. Shea holds an MBA from Stanford University's Graduate School of Business and a BS in Electrical Engineering from the University of Notre Dame.   

SPONSORED BY:

AGENDA

5:30 – 6:15 Networking reception

6:15 - 6:30 Opening Remarks by Sponsor

Pam Grove, Catalyst Connection

6:30 – 7:45 Case Study Presentation and Q&A

Jim Shea, Vice President of Marketing, DynaVox

7:45 - 8:30 Meet the Speakers and Additional Networking

IDEAL FOR

This event is ideal for product managers, product marketing managers, marketing managers, and program managers, and managers/directors of product management, product marketing and marketing.

FEES

Free for PSN Individual Members. $30.00 per person for non-members, if payment is received by 6 PM Friday June 1st. Afterwards and on-site, the fee is $35.00 per person.

(Click here for more information about PSN Membership benefits including free admission to all Executive Meetings, Member Roundtables and Forum events.)

TO REGISTER

PSN Individual Members should register by sending an e-mail to: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

Non-members can register online and pay with credit card, or send a check payable to "Product Strategy Network" to: Product Strategy Network, P.O. Box 11065, Pittsburgh, PA 15237-0365.

CANCELLATIONS

Full refunds will be provided if cancellation is received in writing no later than 6 PM, Friday, June 1st. Write to us at This e-mail address is being protected from spambots. You need JavaScript enabled to view it .

QUESTIONS:

Contact the PSN by e-mail at This e-mail address is being protected from spambots. You need JavaScript enabled to view it , or by phone: 1-866-616-9291.

REGISTRATION