PLS President Michele Nichols to Teach Marketing Workshop at 2013 SPIE Photonics West Conference

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Session will teach marketing strategy and best practices for high-tech companies.

Michele Nichols Gleber

Michele Nichols, President of PLS Launch Solutions, has been developing marketing programs for optics and technology companies for 10 years.

It is becoming essential for these companies to learn how to address an ever more diverse customer base.

PLS President Michele Nichols Gleber will teach a marketing workshop at SPIE Photonics West 2013 on Wednesday, Feb. 6. Held at San Francisco's Moscone Center, Photonics West is the largest and most influential conference for biophotonics and biomedical optics, high-power laser manufacturing, optoelectronics, microfabrication and green photonics. The exhibition attracted more than 1,200 companies in 2012 and is considered the flagship event for photonics companies.

The half-day workshop, called Going Pro – Marketing Essentials for Sustainable Business, will provide CEOs, sales and marketing professionals and others responsible for a healthy pipeline with a marketing strategy and process that will allow them to compete against larger industry players and ensure long-term business success. It aims to answer questions such as, “How do I attract the right customers?” and “How do I know what I’m doing is working?” and offer best practices for engaging prospective high-tech customers. Nichols will draw practical examples from her 10 years of experience developing marketing programs for optics and technology companies.

“With the increasing rate of change of photonics technologies and the growing breadth of applications, it is becoming essential for these companies to learn how to address an ever more diverse customer base,” says SPIE Market & Industry Strategist Stephen Anderson. “Their marketing messages must be tailored for multiple audiences in a highly competitive marketplace. They can no longer afford to ignore marketing and rely solely on a technology advantage.”

The “Going Pro” workshop will take place from 1:30 to 5:30 p.m. It has a continuing education unit (CPU) of .35, and no previous marketing experience is required to attend.

Register for Photonics West by Jan. 18 to save $100.

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