http://www.hardingmarketing.com/rss/Harding_Marketing_News.xml Harding Marketing News en-us Harding Marketing Inc. Thurs., Sept. 10, 2009 Thurs., Sept. 10, 2009 30 ../img/hmlogo_5coul_RGB_72dpi_2007.jpg http://www.hardingmarketing.com 1 news.asp?id=1 <strong>Cooperation creates new opportunities for clients to access leading international marketing communication services.</strong> <br/>SAN JOSE, Calif., September 4, 2009 – Harding Marketing, Inc., headquartered in Silicon Valley and with offices in Grenoble, France, and Kaas Projektmanagement GmbH of Böblingen, Germany, together announce their alliance to bring their combined strategy, design, communication and interactive marketing services to multinational clients. <br/><strong>Cooperation creates new opportunities for clients to access leading international marketing communication services.</strong> <br/><br/>SAN JOSE, Calif., September 4, 2009 – Harding Marketing, Inc., headquartered in Silicon Valley and with offices in Grenoble, France, and Kaas Projektmanagement GmbH of Böblingen, Germany, together announce their alliance to bring their combined strategy, design, communication and interactive marketing services to multinational clients. <br/><br/>“We are pleased to work with Kaas, which has a long-standing track record of delivering quality services and managing projects in Europe for clients such as Hewlett-Packard, Agilent, Intel and SAP,” says James Harding, president of Harding Marketing. “We share many similar capabilities, and together our broad experience in marketing and communication will enhance our individual and combined services to the benefit of our clients.”<br/><br/>“Harding Marketing has deep cross-Atlantic and European-wide expertise, and we are excited to work with their teams in Silicon Valley and France on mutual client projects and to extend our services across Europe,” says Klaus-Peter Kaas, managing director of Kaas. “Companies today expect their agencies to bring to bear world-class marketing and communication services while being able to implement cost-effective localized projects. Together with Harding Marketing, we can offer valuable and highly competitive solutions for clients.”<br/><br/>Harding Marketing has developed innovative technology applications—such as the collateral and publishing enterprise solution NetMarcom^®—that Kaas will be able to offer to its European customers. Widely known for creating German marketing campaigns, providing event management and offering communication strategy consulting, Kaas will in turn enable Harding Marketing to expand its service offerings in Germany. <br/><br/>Earlier this year the companies began working together on a European client initiative. They formalized their broader cooperation in July. <br/><br/><strong>About Kaas Projektmanagement</strong> <br/>Based outside of Stuttgart, Kaas is a marketing communications and project management company founded by Peggy Kaas, a former Hewlett-Packard marketing support manager. <br/>Kaas clients include leading industrial, technology and healthcare companies throughout Europe. <br/>For more information, visit <a href="http://www.kaas-projekt.de">www.kaas-projekt.de</a> <br/><br/><strong>About Harding Marketing</strong> <br/>Founded in 1981, Harding Marketing is a full-service interactive agency to Fortune 500 clients and other organizations offering comprehensive digital marketing communications solutions. With offices in the United States, France and Spain, Harding Marketing provides strategic guidance, project management, and technical development services for traditional and multimedia marketing initiatives. The company also offers art direction, translation and desktop publishing services. Harding Marketing developed NetMarcom^®, an online enterprise application for marketing collateral that enables publishing across multiple platforms and languages, helping clients to reduce their marketing costs while increasing their number of marketing deliverables. <br/>For more information, visit <a href="http://www.hardingmarketing.com">www.hardingmarketing.com</a>. Thurs.,<br/>Sept. 10,<br/>2009 2009-09-10T12:38:14 Michelle Contreras news.asp?id=1 2 news.asp?id=2 <strong>(San Jose, Calif.) A new blog launched today will give practical guidance, tips, and best-practices advice to help marketing communications managers do their jobs more effectively.</strong> The blog is called MarComments, and today’s is the first in a series of weekly and semi-weekly entries from Harding Marketing’s’ offices in San Jose, California, and Grenoble, France. <strong>(San Jose, Calif.) A new blog launched today will give practical guidance, tips, and best-practices advice to help marketing communications managers do their jobs more effectively.</strong> The blog is called MarComments, and today’s is the first in a series of weekly and semi-weekly entries from Harding Marketing’s’ offices in San Jose, California, and Grenoble, France. <br/><br/>“There are thousands of blogs out there,” says Jim Harding, Harding Marketing’s president, “but as far as we know, there’s nothing created for and by the people responsible for producing the full spectrum of advertising collateral—or what’s called marcom. MarComments plans to fill the void.” <br/><br/>MarComments will be written by Harding Marketing staff members with expertise in various marcom subjects, including Internet marketing, website design, brochures, technical papers, Adobe™ Flash™, and other marketing materials. But because it’s a blog, vigorous reader interaction is expected. “We’ll be communicating with communicators,” Harding says. “We’re hoping for contributions, corrections, criticisms, and witty asides to come flying at us from all over globe.” <br/><br/>To produce MarComments, Harding Marketing will draw on a reservoir of experience gained from more than 27 years creating marcom materials for companies like Hewlett-Packard, Google, Symantec, and other high-tech giants in the United States and Europe. In upcoming weeks, MarComments will explore a broad range of subjects of interest to marcom professionals, both in and outside the technology field.<br/><br/>For example, marcom budgets are being slashed as never before. One MarComments entry will take a look at economic data that highlights an alternative budgeting strategy to help companies get through the recession in better shape—and come out of it in a stronger position. Another upcoming entry will feature practical, oft-overlooked techniques to help marketing copy survive in the hands of translators. They are simple, effective, and, as Harding says, they “don’t even require a passport.” <br/><br/>The Adobe Flash multimedia platform has become a vital tool for the creation of animated online communications with an appeal similar to expensive video or film production, but at a very low cost. A future blog entry will discuss the creative and technical how-to’s of producing effective Flash presentations for everything from animated brochures to company landing pages. <br/><br/>“We intend to make MarComments easy and even fun to read,” Harding says. “But more importantly, we hope it’s a genuinely useful tool to help marketing professionals produce better, more effective marcom materials.” <br/><br/>MarComments can be accessed online at <a href="http://blog.marcomments.com" target="_blank">http://blog.marcomments.com</a>. Mon.,<br/>Sept. 14,<br/>2009 2009-09-14T09:00:05 Michelle Contreras news.asp?id=2 3 news.asp?id=3 <strong>New online tool allows customers to take a second look at advertising and check for special offers.</strong> <br/><strong>New online tool allows customers to take a second look at advertising and check for special offers.</strong> <br/><br/>SAN JOSE, Calif, / GRENOBLE, France, October 13, 2009 - An innovative online marketing tool developed by Harding Marketing of San Jose, CA, and Grenoble, France, makes it easier for Hewlett-Packard Company (HP) channel resellers and consumers to access HP’s current advertising campaigns throughout Europe, the Middle East, and Africa (EMEA).<br/><br/>Called “As Advertised” (Vue dans les medias in French), the new tool provides customers with an interactive format at HP’s local French website to review any HP advertising they’ve seen in broadcasts, in print media, or on the Internet. New advertising is posted to the platform continuously to allow customers to review the details of current special offers and promotions.<br/><br/>“Our As Advertised pilots in France and the United Kingdom have received extremely positive feedback from HP,” says Stéphane Labartino, managing director of Harding Marketing’s European operations, headquartered in Grenoble. “When people see an ad or a commercial, whether on TV or in print, they tend to forget the details. Now that we’re rolling out As Advertised across EMEA, HP customers in 23 different countries will be able to check all the ad specifics at a single site.”<br/><br/>As Advertised serves as an online repository to allow HP to easily organize and manage advertising campaigns created by its multiple agencies. What makes As Advertised unique is the marriage of Harding Marketing’s NetMarcom® publishing platform technology with Adobe® Flash. Flash opens up new creative opportunities for online messaging, and it helps make As Advertised an action packed, more enjoyable experience for users. Because the NetMarcom technology is incorporated in the As Advertised platform, HP managers and advertising agencies are able to refresh the Flash site in real time and instantly update advertisement details, visuals, product features, and expiration dates—all at no additional agency or development costs to HP. <br/><br/>To experience As Advertised, go to <a href="http://h41225.www4.hp.com/as_advertised/index.php?cc=fr&ll=fr" >http://h41225.www4.hp.com/as_advertised/index.php?cc=fr&ll=fr</a>.<br/><br/><strong>About Harding Marketing</strong><br/>Founded in 1981, Harding Marketing is a full service agency to Fortune 500 clients and other organizations offering comprehensive digital marketing communications solutions. Headquartered in Silicon Valley with offices in France, Spain, and Germany, Harding Marketing services include strategy, interactive design, project management, creative direction, and technical development for traditional and multimedia marketing initiatives. Harding Marketing has developed NetMarcom®, an online enterprise application for marketing collateral that enables publishing across multiple platforms and languages, helping clients to reduce their marketing costs while increasing their number of marketing deliverables. For more information, visit www.hardingmarketing.com. Mon.,<br/>Oct. 13,<br/>2009 2009-10-13T09:00:05 Michelle Contreras news.asp?id=3 4 news.asp?id=4 <strong>The "Get smart...Get PHOTOSMART" campaign shows HP's retail partners how to sell the new Photosmart product line, including the world’s first Web-connected home printer.</strong> <br/><strong>The "Get smart...Get PHOTOSMART" campaign shows HP's retail partners how to sell the new Photosmart product line, including the world’s first Web-connected home printer.</strong> <br/><br/>SAN JOSE, Calif, December 7, 2009 - Harding Marketing of San Jose, California developed a multi-media campaign to help Hewlett-Packard Company (HP) educate its retail partners about the new line of HP Photosmart printers, including the HP Photosmart Premium TouchSmart Web AiO---the world’s first Web-connected home printer. "Our client wanted an engaging campaign that would appeal to busy salespeople working the floor at large retailers," said Erin Schooley, a senior account manager at Harding Marketing. "The campaign needed to quickly grab their attention and then explain how to talk about and demonstrate advanced new print technologies, such as web printing."<br/><br/>Harding Marketing worked closely with HP to conceive the “Get smart…Get PHOTOSMART” campaign from creative storyboarding to final production. We produced a broad spectrum of print and digital materials including a pocket guide with essential facts about the HP Photosmart line; product “cheat sheets” (both printed and PDF); an eye-catching, competitive flyer; Flash presentations for product overviews; and a spiral-bound book printed using HP Photosmart printers and HP paper. We also created custom-printed thumb drives that bundled sales tools with a demo of the HP Photosmart Premium TouchSmart Web AiO demo, and an all-inclusive sales kit that looks like a "top secret" dossier.<br/><br/>The retail sales campaign is a significant component of a broader campaign introducing the HP Photosmart Premium TouchSmart Web AiO: the world’s first Web-connected printer. This printer features breakthrough technology in the form of a small touch screen enabling users to print directly from the printer connected to the Internet. Applications include Fandango, Coupons.com, Google Maps, Snapfish, USA Today, and DreamWorks. At the touch of a finger, people can easily gain free access to customized news and informative, entertaining, and popular content--- all via their Internet-connected HP Photosmart printer.<br/><br/>The new printer was introduced to retailers in September 2009, and the campaign launched in November 2009. Read more at <a href="http://www.hardingmarketing.com/hp-photosmart" >www.hardingmarketing.com/hp-photosmart</a>.<br/><br/>For more information, contact Michelle Contreras or visit <a href="http://www.hardingmarketing.com" >www.hardingmarketing.com</a>.<br/><br/><strong>About Harding Marketing</strong><br/>Founded in 1981, Harding Marketing is a full-service international agency to Fortune 500 clients and other organizations, offering technology and digital design marketing communications solutions. Headquartered in Silicon Valley and with offices in France, Spain, and Germany, Harding Marketing services include strategy, interactive design, project management, creative direction, and technical development for traditional and multimedia marketing initiatives. Harding Marketing has developed NetMarcom®, an online enterprise application for marketing collateral that enables publishing across multiple platforms and languages, helping clients to reduce their marketing costs while increasing their number of marketing deliverables. For more information, visit <a href="http://www.hardingmarketing.com">www.hardingmarketing.com</a>. Mon.,<br/>Dec. 21,<br/>2009 2009-12-21T09:00:05 Michelle Contreras news.asp?id=4 5 news.asp?id=5 <strong>Harding Marketing of San Jose, Calif., and Grenoble, France, was recently profiled in the French business magazine Présence in an article focusing on an innovative online marketing and communications platform called “As Advertised”.</strong> <br/><strong>Harding Marketing of San Jose, Calif., and Grenoble, France, was recently profiled in the French business magazine Présence in an article focusing on an innovative online marketing and communications platform called “As Advertised”.</strong> <br/><br/>According to the article, As Advertised was developed by Harding to centralize management of Hewlett-Packard’s advertising and promotional campaigns across 34 countries in Europe, the Middle East and Africa.<br/><br/>Stephane Labartino, General Manager of Harding’s Grenoble office, was quoted as saying, “HP asked us to develop a platform to allow their resellers and channel partners to have access to a single interface to all of their advertising campaigns, including television, magazines and billboards.”<br/><br/>The Présence article added that As Advertised makes it possible for all of HP’s promotions to be monitored for virtually instant updates of all promotional offers. In addition, it can provide real-time pricing information in local currencies.<br/><br/><strong>Major Savings Reported with “As Advertised”</strong><br/><br/>By using integrated templates within the NetMarcom® platform (also developed by Harding), As Advertised allows HP to publish and edit creative materials in a variety of formats, and make virtually instant changes whenever needed.<br/><br/>“Return on investment has been huge,” Labartino said, “with a cost reduction of more than 50% the first year. For some clients, the savings could reach €2 million a year.”<br/><br/><strong>About Harding Marketing</strong><br/><br/>Founded in 1981, Harding Marketing is a full-service international agency to Fortune 500 clients and other organizations. It offers technology and digital design marketing communications solutions. Headquartered in Silicon Valley and with offices in France, Spain and Germany, Harding Marketing services include strategy, interactive design, project management, creative direction and technical development for traditional and multimedia marketing initiatives. Harding Marketing has developed NetMarcom, an online enterprise application for marketing collateral that enables publishing across multiple platforms and languages, helping clients to reduce their marketing costs while increasing their number of marketing deliverables. For more information, visit <a href="http://www.hardingmarketing.com">www.hardingmarketing.com</a>.<br/><br/><strong>About Présence</strong><br/><br/>Présence is published in Grenoble, France, and is distributed to some 10,000 businesses, executives and residences. Fri.,<br/>Feb. 19,<br/>2010 2010-02-19T09:00:05 Michelle Contreras news.asp?id=5 6 news.asp?id=6 <strong>Software giant to realize advantage of automated tool for creating collateral and internal communications.</strong> <br/><strong>Software giant to realize advantage of automated tool for creating collateral and internal communications.</strong> <br/><br/>SAN JOSE, Calif, June 9, 2010 - Google, the premier Internet search engine software company, has implemented NetMarcom®, a unique online publishing application created by Harding Marketing of San Jose, California, and Grenoble, France. NetMarcom is poised to help the Mountain View, California-headquartered software giant streamline its collateral development, reduce costs, and speed communications.<br/><br/>Finding that its global marketing teams were spending a considerable amount of time and resources creating template-based collateral, Google went looking for a more cost-effective solution to give them the ability to produce these materials on their own. A self-serve option would enable these creative professionals to shift their focus to generating high-impact, customized design projects. <br/><br/>Google tapped Harding Marketing, whose knowledge of Google brand, products, and content has led to a long-standing relationship of successful past projects, for its well-received online publishing tool NetMarcom.<br/><br/> “Google chose NetMarcom for its easy-to-use interface and flexibility to integrate into our print-on-demand process,” says Michelle Contreras, Vice President of Sales & Marketing, Harding Marketing, “It’s an incredibly simple process that lets new users quickly create collateral on their own.” <br/><br/>With NetMarcom, Google marketers can create, revise, personalize, approve, and publish virtually any type of communications collateral in multiple formats including PDF, HTML, or Microsoft® Word. And because it is a Web-based tool, NetMarcom lets authorized Google users easily access content worldwide, from anywhere there’s Internet access, 24x7. <br/><br/>For its first application of NetMarcom, Google plans on using the publishing tool for producing its popular, informative case studies. As NetMarcom best practices and application development continue to evolve, Google can take advantage of future mobile services and social media integration capabilities. <br/><br/>A platform with a number of uses for marketing communications collateral, NetMarcom has helped leading companies realize significant time and cost savings: HP Services reduced costs by 40%, HP ProCurve Networking reduced publishing costs by more than 56%, and Symantec saved $1.3 million USD in one year. Please visit <a href=" http://www.hardingmarketing.com/en/solutions/netmarcom.asp"> www.hardingmarketing.com/en/solutions/netmarcom.asp</a> for more information.<br/><br/>To learn more about Harding’s services and the NetMarcom solution, contact Michelle Contreras at (408) 892 – 4685 or visit <a href="http://www.hardingmarketing.com">www.hardingmarketing.com</a><br/><br/><strong>About Harding Marketing</strong><br/><br/>Founded in 1981, Harding Marketing is a full-service international agency to Fortune 500 clients and other organizations. It offers technology and digital design marketing communications solutions. Headquartered in Silicon Valley and with offices in France, Spain and Germany, Harding Marketing services include strategy, interactive design, project management, creative direction and technical development for traditional and multimedia marketing initiatives. Harding Marketing has developed NetMarcom®, an online enterprise application for marketing collateral that enables publishing across multiple platforms and languages, helping clients to reduce their marketing costs while increasing their number of marketing deliverables. For more information, visit <a href="http://www.hardingmarketing.com">www.hardingmarketing.com</a>. Mon.,<br/>Jun. 07,<br/>2010 2010-06-07T09:00:05 Michelle Contreras news.asp?id=6 7 news.asp?id=7 <strong>When Hewlett-Packard decided to re-launch and rebrand its worldwide certification and training programs under the name ExpertONE, they turned to their long time partner for 30 years, Harding Marketing Communications, to help.</strong> <br/>SAN JOSE, Calif, December 20, 2010 - When Hewlett-Packard decided to re-launch and rebrand its worldwide certification and training programs under the name ExpertONE, they turned to their long time partner for 30 years, Harding Marketing Communications, to help.<br/><br/>It turns out to have been the ideal choice. According to Jim Robinson of HP, Harding “played a great role in the successful launch of ExpertONE.” <br/><br/>HP first wanted Harding to assist in execution for the re-launch. However, they soon expanded Harding’s role to include the development of marketing strategy, tactical planning and messaging. <br/><br/>As part of the assignment, HP had Harding write messaging maps to guide creative development throughout the re-launch. Ultimately Harding created a range of promotional materials to use during the rollout. In addition to an ExpertONE web banner on the HP Home Page, Harding designers and writers produced—or are now developing—email templates, an email signature, email banner ads, web banners, market briefs, posters, table cards, vertical banners for launch meetings, and a brochure.<br/><br/>Although media attention was not a primary goal of the campaign, it nevertheless attracted widespread recognition in both the technical and business press. Dozens of publications as diverse as Forbes and Data Center Journal featured the ExpertONE story with headlines such as, “HP Starts Training Program to Build Data Centers of the Future” (ICT Magazine) and “The New Kings of IT”(IT Business Edge). Online publications and technology blogs were equally enthusiastic. “At last a positive story about education in America,” Forbes said.<br/><br/>Participation in ExpertONE training and certification continues to grow among the program’s target audiences. This ongoing success led HP’s Robinson to write, “Please thank your Harding Marketing team for the great work they did.”<br/><br/><strong>About Harding Marketing</strong><br/><br/>Founded in 1981, Harding Marketing is a full-service international agency to Fortune 500 clients and other organizations. It offers technology and digital design marketing communications solutions. Headquartered in Silicon Valley and with offices in France, Spain and Germany, Harding Marketing services include strategy, interactive design, project management, creative direction and technical development for traditional and multimedia marketing initiatives. Harding Marketing has developed NetMarcom®, an online enterprise application for marketing collateral that enables publishing across multiple platforms and languages, helping clients to reduce their marketing costs while increasing their number of marketing deliverables. For more information, visit <a href="http://www.hardingmarketing.com">www.hardingmarketing.com</a>. Mon.,<br/>Dec. 20,<br/>2010 2010-12-20T09:00:05 Michelle Contreras news.asp?id=7