Launch Solutions President to Present SPIE Course in Sales and Marketing at Photonics West

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The combined short course and roundtable discussion will explore strategies optics and photonics companies can use to attract technical buyers.

Michele Nichols, President, PLS Launch Solutions

Michele Nichols, President, PLS Launch Solutions

Many of the business leaders we work with are ready to try something new but don’t know how to measure success. This workshop gives them quantifiable goals.

Michele Nichols, president of PLS Launch Solutions, a marketing and IP development company specializing in technical industries, will teach a combined short course and roundtable discussion on marketing and sales strategies at Photonics West 2015.

Changes in medical device and other markets pose new opportunities for the optics industry; however, many companies have found that traditional marketing and advertising are no longer effective. The workshop will explore highly targeted skills and strategies needed to attract technical buyers.

Today’s engineers, scientists and program managers prefer do their own research before they engage with a new company. The short course, “Inbound Marketing – How to Bring Customers to You,” will present inbound marketing tactics that have helped optics and photonics companies attract and connect with new customers. The following roundtable will allow participants to compare their own marketing successes and challenges with their peers in the optics industry. Nichols will facilitate the discussion, sharing lessons learned and benchmark data, along with specific recommendations for improving ROI.

“This industry is changing. Many of the business leaders we work with are ready to try something new but don’t know how to measure success. This workshop gives them quantifiable goals,” Nichols said.

The workshop will take place Wednesday, Feb. 11 from 10:30 a.m. to 12 p.m. in Moscone Center, Room 101. CEOs, VP of marketing or sales, product managers, marketing staff and others who interact with customers and are responsible for ensuring a healthy pipeline are encouraged to attend.

Nichols will also be offering attendees a free Marketing Assessment & Consultation after the show. Normally $2,950, the full assessment includes a comprehensive report reviewing a company’s inbound and outbound marketing strategies.

About Michele Nichols
Michele R. Nichols has been developing marketing programs for optics and technology companies for more than 15 years. As President of PLS Launch Solutions, a 30-year-old marketing and IP development company, Michele and her team have helped market leaders rebrand, enter new markets, launch new products and rethink strategy for the next stage of their growth.

About PLS Launch Solutions
PLS Launch Solutions ( specializes in marketing and IP development for photonics, optics, nanotech, instrumentation and other engineering-driven companies looking to grow. For nearly 30 years, Launch Solutions has helped business leaders improve their go-to-market strategy, launch new products, improve sales and grow company value. The team includes marketing consultants, writers, designers, web/SEO specialists and patent agents from a variety of business and technical backgrounds. Launch Solutions is a proud member of several national and regional organizations, including SPIE, The Optical Society of America (OSA), New York Photonics and Entrepreneurs’ Organization (EO).

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Michele Nichols
PLS Launch Solutions
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