I found a great post over at The Business Insider about how to promote your business while making enemies by Bianca Male.  I think it’s a great post because she comes out and says some things that most of us would like to pretend don’t happen.

Sure, we’d all like to take the high road when it comes to marketing, but the fact is that in today’s market (or perhaps in the market always) nice guys finish last.  In an ideal world, you and your business should be able to stand on your own merits, but in reality that’s not the way it works.

We have less time to make an impression and the fastest way to make an impression is to say what we aren’t.  Humans are easily able to define things by saying what they aren’t.  Why is AT&T better than Verizon, or vice-versa?  Well, I don’t understand all that mumbo-jumbo, but if as spokesman shoots down one then I’ve got to think the other is better.  It’s so much easier to say this is better than that.  It’s not nearly as easy to say we are better because…

This is directly applicable to TopTechDog and lab testing.  A lot of the testing we do at Sarrel Group is competitive analysis.  Our clients then take that information and use it in their marketing materials to show they are better than the competition.  And they can show exactly how they are better.

Speaking of showing how something is better, it’s important that the claim is legitimate.  Other test labs regurgitate what marketing pays them to say.  No one believes that anymore.  Even the clients don’t believe it.  And then the funny thing is that they fight about it.  Juniper pays Tolly to demonstrate that their network gear is better.  Tolly runs a specific set of tests that are designed around Juniper winning.  Cisco gets mad so they hire Miercomm to prove they are better.  And Miercomm runs specific tests dictated by Cisco in order to “prove” Cisco is faster.

The funny thing is that both Tolly and Miercomm have built their labs around that crap.  It is crap.  Cisco knows it, Juniper knows it, Tolly knows it, Miercomm knows it, and potential purchasers know it.

The thing is that when companies start slinging that crap the ones who really suffer are consumers. The companies can sue each other over “false claims”.  The whole thing is a waste.

And here I am running a lab where we actually try to uncover results and tell the truth.

When you’re going to take on your competitors you’d better make sure to use facts in your attack or you’re going to come out of it covered in crap.  The making enemies strategy falls apart when the entire market realizes you’ve doctored tests and lied about results.

See, wasn’t it easier to understand why Sarrel Group is better once I pointed out how bad the other guys are?

By Matt Sarrel

I had a fantastic customer service interaction with IAMS this morning. I called the 800 hotline and waited for about 7 minutes to talk to Theresa who was very helpful and courteous.  I had opened a can of cat food that was rotten and wanted to report it.  I was pretty sure it was a defective can.  I’m willing to accept 1 defect in about 4000 that I’ve served to Nina and Sonja over their lives.  Theresa took down all sorts of codes that were on the can and said they’ll send me a coupon for a free case.  I’m very happy with that outcome.  She also asked me a few questions about the girls, like name, breed, where I got them, etc.

This is where it gets interesting from a social media POV.

Then I twittered about the interaction.  Shortly thereafter, @AskIams sent me a tweet thanking me for thanking them, saying that Theresa is good, and hoping that Nina and Sonja enjoy the case of food.

So there’s a database that links @msarrel with Matt Sarrel and that Nina and Sonja are his cats.  Talk about personal.

Iams has how many customers?  Let’s say several million.  And they know who I am and who my cats are.

And I’m too lazy to send my few dozen customers holiday cards.

There is a real lesson here.  Iams pretty much has me and the girls for life.  First and foremost they make a great product.  I’m willing to accept 1 bad can.  No harm came, it was very obviously bad.  Then they get up close and personal with me while they over-deliver on fixing the problem.  Attentive and personal in the real world, on the phone, and online.

NETGEAR Launches the First Simultaneous Dual-Band Wireless-N Access Point for Growing Businesses with Up to 15 Times the Speed and 10 Times the Coverage of Legacy Networks

SAN JOSE, Calif. – November 18, 2009 – NETGEAR, Inc. (NASDAQGM: NTGR), a worldwide provider of technologically innovative, branded networking solutions, today announced the launch of the ProSafe Wireless-N Dual-Band Access Point (WNDAP350), the first full-featured, dual-band wireless solution for growing businesses. The ProSafe WNDAP350 enables business customers to implement a fully mobile workplace while still delivering the performance required for advanced applications that require additional bandwidth such as Voice-over-IP (VoIP), video conferencing, cloud-based applications and more.

“In order to drive greater efficiency and reduce operating expenses, businesses are increasingly enabling mobility, cloud services and virtualization within their networks. These new applications, including VoIP, outsourced applications like Salesforce.com and even video conferencing require more powerful wireless LAN technology in order to support them,” said Salah Nassar, NETGEAR’s product line manager for wireless and accessories. “These applications need more bandwidth, and the wireless networks need to have greater range so users remain connected within the office environment. The WNDAP350 delivers this support as well as the enterprise-class features necessary for a true business environment. This means top-of-the-line performance, longer reach, full security and robust design at an exceptional price/performance for the SMB.”

With the introduction of the ProSafe WNDAP350, business users can now access any application on the network from anywhere in the office using a platform designed specifically for them. The NETGEAR ProSafe Wireless-N Dual-Band Access Point is optimal for deployment of wireless over large areas with support for point-to-point and point-to-multipoint bridging with Wireless Distribution System (WDS). With concurrent operation in both the 2.4GHz and 5GHz radio bands, this dual-band access point delivers up to 15 times the speed and 10 times the coverage of 802.11a- and 802.11g-based networks. It avoids interference from 802.11b and 802.11g network devices while operating in the 5GHz radio band. This makes the access point ideal for maximum wireless throughput, supporting bandwidth-intensive applications such as streaming video and VoIP. However, it is also backwards compatible with existing legacy 802.11a, 802.11b and 802.11g network devices.

With comprehensive support for industry standard Simple Network Management Protocol (SNMP), this NETGEAR ProSafe access point offers advanced network management by any standards-based network management software. It can also be easily managed and configured using the ProSafe Control Center browser-based interface. Additionally, the ProSafe Wireless-N Dual-Band Access Point secures the wireless network with a comprehensive set of features, including WPA, WPA2, rogue AP detection and 802.1x with RADIUS support.

Not only rich in features, the NETGEAR ProSafe Wireless-N Dual-Band Access Point is also rich in design – ideal for ease of installation and placement. Integrated 802.3af Power-over-Ethernet (PoE) eliminates extra cables and enables optimal placement of the access point. The metal case is plenum-rated for safe and convenient placement above drop-down ceilings and includes an anti-theft Kensington lock slot. Factory-optimized, internal 6 dBi antennas covered by the enclosure offer both a cleaner look and maximum RF performance. Its simple antenna take-offs also enable an optional accessory antenna attachment for 2.4GHz operation.

“NETGEAR’s ProSafe Wireless-N Dual-Band Access Point has proven to be an excellent access point,” said Chris Hemmings, managing director of Penguin Internet Ltd. “It is a very well built and extremely stable unit that has been easy to configure and use. We have not had a single lock up or needed to restart it at any time. We’ve also experienced excellent range, speed and throughput. In fact, this NETGEAR access point has by far the best range we have tested on any unit. It truly is an excellent value.”

The NETGEAR ProSafe 802.11n Dual Band Wireless-N Access Point (WNDAP350) is backed by a lifetime warranty and is immediately available via NETGEAR resellers worldwide at an MSRP in the U.S. of $429.

Photos and other product information can be found at http://www.netgear.com/Products/APsWirelessControllers/AccessPoints/WNDAP350 .aspx

About NETGEAR, Inc. NETGEAR (NASDAQGM: NTGR) designs innovative, branded technology solutions that address the specific networking, storage, and security needs of Small- to Medium-sized Businesses (SMBs) and home users. The company offers an end-to-end networking product portfolio to enable users to share Internet access, peripherals, files, multimedia content, and applications among multiple computers and other Internet-enabled devices. Products are built on a variety of proven technologies such as wireless, Ethernet and powerline, with a focus on reliability and ease-of-use. NETGEAR products are sold in over 27,000 retail locations around the globe, and via more than 37,000 value-added resellers. The company’s headquarters are in San Jose, Calif., with additional offices in 25 countries. NETGEAR is an ENERGY STAR partner. More information is available at http://www.netgear.com or by calling (408) 907-8000. Connect with NETGEAR at http://twitter.com/NETGEAR and http://www.facebook.com/netgear.

Copyright 2009 NETGEAR, Inc.  NETGEAR, the NETGEAR logo and ProSafe are trademarks or registered trademarks of NETGEAR, Inc. in the United States and/or other countries. Other brand and product names are trademarks or registered trademarks of their respective holders.  Information is subject to change without notice. All rights reserved.

Note: Maximum wireless signal rate derived from IEEE Standard 802.11 specifications. Actual data throughput will vary from maximum signal rates stipulated. Network conditions and environmental factors, including volume of network traffic, building materials and construction, and network overhead, lower actual data throughput rate.

Wi-Fi is a trademark of the Wi-Fi Alliance. Any other trademarks or trade names mentioned are the property of their respective owners.

Safe Harbor Statement under the Private Securities Litigation Reform Act of 1995 for NETGEAR, Inc.: This press release contains forward-looking statements within the meaning of the U.S. Private Securities Litigation Reform Act of 1995. Specifically, statements concerning the expected performance characteristics, specifications, reliability, specific uses and market position of NETGEAR’s products and technology are forward-looking statements within the meaning of the Safe Harbor. These statements are based on management’s current expectations and are subject to certain risks and uncertainties, including, without limitation, the following: the actual price, performance and ease of use of NETGEAR’s products may not meet the price, performance and ease of use requirements of customers; product performance may be adversely affected by real world operating conditions; failure of products may under certain circumstances cause permanent loss of end user data; new viruses or Internet threats may develop that challenge the effectiveness of security features in NETGEAR’s products; the ability of NETGEAR to market and sell its products and technology; the impact and pricing of competing products; and the introduction of alternative technological solutions. Further information on potential risk factors that could affect NETGEAR and its business are detailed in the Company’s periodic filings with the Securities and Exchange Commission, including, but not limited to, those risks and uncertainties listed in the section entitled “Part II – Item 1A. Risk Factors,” pages 36 through 50, in the Company’s quarterly report on Form 10-Q for the fiscal third quarter ended September 27, 2009, filed with the Securities and Exchange Commission on November 6, 2009. NETGEAR undertakes no obligation to release publicly any revisions to any forward-looking statements contained herein to reflect events or circumstances after the date hereof or to reflect the occurrence of unanticipated events.

PreEmptive Solutions Improves Client Software Quality, Satisfaction and Value with Launch of Customer Experience Improvement Program

Program Provides User Experience Feedback to Developers and Business Owners, Connecting Software Usage to Business Outcomes and Impact

LOS ANGELES–MICROSOFT PROFESSIONAL DEVELOPERS CONFERENCE–NOVEMBER 17,2009–PreEmptive Solutions, the leading provider of solutions to protect, measure, and manage software development investments, today announced the immediate availability of its Customer Experience Improvement Program (CEIP). PreEmptive’s CEIP brings to developers and businesses of any size invaluable user experience feedback previously only available to the largest development organizations.

PreEmptive Solutions CEIP selectively injects software monitoring technology into .NET or Java applications that streams runtime intelligence data to an application analytics managed service. The application analytics portal then provides near real-time usage analytics for developer, product management, and support functions. Extensible privacy and opt-in logic is also included, providing a near turnkey solution.
“Historically, only the wealthiest and largest development organizations could afford the time and resources required to implement an effective customer experience improvement program,” said Gabriel Torok, President of PreEmptive Solutions.

“With PreEmptive Solutions CEIP, a direct pipeline into the experiences and impact of software is no longer a privilege reserved solely for the largest development organizations with the deepest pockets.”
“Our clients are commercial software development organizations themselves with some of the most demanding runtime requirements,” said John O’Sullivan, Head of Engineering, InishTech. “PreEmptive’s secure and scalable architecture, injection of both instrumentation and opt-in policies, and cloud-based analytics are purpose-built to implement a cost-effective customer experience improvement program.”
“PreEmptive Solutions will help our development team to more efficiently deliver functionality that is most important to our users and provide me with key business intelligence to maximize our R&D investments,” said John Adams, President of Applied Concepts, Inc.

The PreEmptive Solutions CEIP solution is available immediately with pricing starting at $500 per month. For more information and to request and evaluation of this powerful service, visit www.preemptive.com.

About PreEmptive Solutions PreEmptive Solutions produces the Dotfuscator and DashO application protection, monitoring and management product families and the Runtime Intelligence Service. With more than 4,000 corporate clients, 40,000 registered installations in 100+ countries and inclusion with Microsoft’s 6,000,000+ Visual Studio seats, PreEmptive Solutions is the clear choice for every organization serious about protecting, measuring and managing their application investments. For more information, visit www.preemptive.com or call +1 440-443-7200.