Welcome to Alto’s e-update, providing you with the latest news and deals from the media and other marketing opportunities. Please do not hesitate in contacting us if you require further information on any of the items below, we also welcome any feedback as to what information is useful to you.

Summer Update

Media – What’s New?
Drug Discovery World , last week launched a new look website www.ddw-online.com

BioMed Central , publisher of Genome Biology, is launching two peer-reviewed journals, Genome Medicine and PathoGenetics. Genome Medicine will cover aspects of post-genomic medicine and have a special focus on the latest technologies and findings that have an impact on the understanding and management of human health and disease. PathoGenetics will publish research and comprehensive reviews providing insights into the biological mechanisms underlying genetic diseases. For more information contact Alison Murray , Special Sales Manager.

Nature Chemistry www.nature.com/nchem is now accepting submissions through their online system. The first print issue will be published in mid-March 2009 and papers may be published online in advance of print early in 2009. A community site for Chemistry is also running at www.nature.com/chemistry

Vadlo is a new search engine for biologists. It search through protocols, online tools, PowerPoints, databases, and software for your search term. A review of the site can be found on Genome Technology website.

Google Knol a new site launched last week by Google, its Wikipedia-like tool for crafting encyclopedic “expert” articles. As with Wikipedia, subject matter people can write or contribute edits to a Knol page on a specific topic. Unlike Wikipedia, however, the author(s) is identified, so readers know who contributed to the article and understand any biases the author(s) may bring to the topic.

Events
analytica 2008 post show report said “The sector for biotechnology in particular was 24% larger than in 2006, and the number of exhibitors increased by 21.8% to 1,032 exhibitors. The number of visitors who attended the fair went up by 21.6% to a total of 33,065 visitors.”. A survey conducted by the independent market research institute tns infratest at the fair showed: 96% of the visitors surveyed said that they were planning to attend analytica again. The fair also received top marks from the exhibitors: 93% said that they were planning to participate again in 2010, and 94% said they would recommend the fair to others.

Alto may be attending:
If you are interested in any media networking at these events please contact Chris or David.

Drug Discovery 2008, ELRIG/SBS, 23 – 24 Sept, Bournemouth International Conference Centre, UK, Event webpage

Bioprocessing Intl, 23 – 26 Sept, Disneyland Hotel, Anaheim, Calfornia, www.lifesciencesinfo.com/bpi

Coaching for Scientific Managers -workshop 26 Sept, BioPark Hertfordshire, UK, www.regonline.co.uk/coaching08

CPhi Worldwide, 30 Sept – 2 Oct, Frankfurt, Germany, www.cphi.com

5 Ways to Jumpstart Your Viral Marketing Campaigns
Although there’s not an exact formula for what type of content will make a great viral marketing campaign, you can definitely give it a jumpstart by utilizing the following 5 techniques. And by the way, almost all of the techniques listed below cost nothing!

1. Utilize Your In-House Email List
Worth its weight in gold, your in house email list can help you drive trusted visitors to your viral site extremely quickly. This is one of the easiest ways to get your content into the hands of people who already know you, have purchased from you, and hopefully receive ongoing email communications from you. The more people you can get to your campaign website during the launch, the greater chance you have of it going viral. Email marketing gives you the opportunity to clearly explain the campaign, provide details, visuals, and calls to action. And unlike some of the other methods listed below, email lets you craft your initial message.

2. Work with Your PR Agency
You should definitely coordinate your viral campaign with your PR campaign. Crafting several press releases to blast out during the first few weeks of the campaign can hopefully land you excellent coverage.

3. Empower Your Employees
That’s right, your own employees can help you get the word out! This obviously has a greater effect if you are a larger organization with thousands of employees, but regardless, don’t overlook the power of your own people! You should craft an internal communication that gets people pumped up about the campaign. Make sure that the email you blast out to your employees contains all of the necessary information, including URL’s, visuals, a good breakdown of the campaign, etc.

4. Social Media Marketing
Social Media sites are a great way to get the word out tens of thousands of people (or more). Websites like StumbleUpon , Mixx , Digg , Propeller , YouTube , and Twitter can provide a great way to gain serious exposure. There are many social media and social networking sites to choose from, and you need to find the ones that fit your specific style.

Warning : There is a catch…you can’t just jump on these sites and expect to generate a lot of traffic. There’s a serious time commitment involved and you really need to provide value to the community in order to gain a following, simply posting a link to your website won’t work. But, if you do spend the time building a following, if you do participate and add value to the community, then you will reap great rewards (along with meeting lots of interesting people). And, many of the people using these social media sites have accounts at several other sites. Therefore, you might have one person repost your link on 3 or 4 other social media sites.

5. Leverage Contacts in Your Industry
Don’t forget to reach out to everyone you know about your new viral campaign. This includes friends, family, people you’ve worked with in the past, bloggers you know, forum owners, the guy you met at a show last year, etc.. Just craft a professional email that briefly explains your campaign, provides the necessary links, visuals, and messaging.

Are You Ready to Go Viral?
So, spend the time crafting some killer communications for your launch, leverage some of your strongest assets, and then use these 5 techniques to help launch your campaign! Need some help? Please do not hesitate in contacting us.

Advertising opportunity
Laboratory News Wall Charts – Early bird offer, ends 15 August 2008. The year 2009 planner will be inserted into the October issue. 8cm x 8cm boxes are available which appear around the perimeter of the charts at an Early Bird discount of £780 each, normally £975. You can also choose to have 2 boxes next to each other and get the space in between free for the cost of £1400 normally £1800. To reserve a spot please contact Catherine North, Display Sales Executive on 020 8253 8398.

From time to time we hear of industry people looking for a change in employment. If you have a marketing/sales/business development vacancy, we may be able to put you in contact with a suitable candidate. Contact David or Chris with details.

Yours,

The Alto Team

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