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Marketing
The Importance of the Why Strategy in Marketing
It’s almost the end of the first half of the year. Are you meeting the goals you set for 2012? If you’re not, it might be time for the Why Strategy.
B2C Lessons that Can Improve B2B Brand Experiences
I recently read The Experience Effect by Jim Joseph. It’s about creating just that, an ‘experience effect’ that will drive consumers to a brand. As I read Jim’s book, it seemed to me that many of his lessons on B2C branding translate to the B2B world. A strong brand offers many benefits to business. It can … Continue reading
Focus or Fail – Tips to Keep Your Eye on the Target
Focus: a point upon which attention, activity, etc, is directed or concentrated. A common challenge we marketers confront is keeping a laser-sharp focus. We may do this some of the time or even most of the time, but, to maintain focus requires awareness and conscious action. I’m not talking about loosing short-term focus because of office … Continue reading
6 Things to Consider Before Hiring a Marketing Consultant
More companies are hiring marketing consultants today as demand for products and the economy fluctuates. Help is needed but, many organizations aren’t able to bring on full-time staff that they may need to lay-off in a downturn or require help on a project basis only. Consultants bring a wealth of knowledge and experiences that can … Continue reading
Repurpose Existing Content to Create PowerPoints, Videos and Reach More Customers
Wouldn’t it be great to have your own Content Marketing staff, a team of writers that could meet your every content need? For the majority of us, there is no Content Marketing staff. Content development most likely falls under someone in marketing that already has a full plate of responsibilities or maybe it’s outsourced. One … Continue reading
Do the 4Ps Work in the B2B World??
Anyone who studied marketing knows the 4Ps. Even those who didn’t can recite at least 3 of the 4; Product, Price, Place (a.k.a. Distribution) and Promotion. The 4Ps were first talked about in 1960 by Jerome McCarthy and later published by one of the most famous marketing scholars, Philip Kotler in 1967. Back in those … Continue reading
Is Gut Marketing a Good Idea?
Is following intuition, a hunch, or a feeling a good business decision? Steve Jobs said when interviewed that he made decisions based on his gut. He didn’t believe in market research and he didn’t believe most people knew what they wanted. Copernicus Consulting & Research points out in the Marketing Frey Blog, that an argument could be made … Continue reading
Aligning Marketing Programs with the Sales Cycle – How Great Marketers Measure Their Performance
With the end of a quarter upon us, functional departments are pulling together performance results to present to their CEO and CFO. For marketing, it has long been a struggle to show how marketing programs have resulted in growth of revenues and profits. When asked how a specific marketing program, activity or campaign affected sales, … Continue reading
Get Unstuck and Seize the Opportunity
One of the problems that we all face from time to time is getting stuck. We may get stuck for different reasons but when we are stuck, we have closed our minds and our ability to be open to change. The cost is missed opportunities. At one time in my career, I was a data … Continue reading
Sharing the Who, What and Why With Customers
Several months ago a start-up had asked for a review and recommendations for improving their current website and Facebook page. What stood out most for me was that their website lacked information about the organization, the Who, What and Why were all missing. Who is a part of their organization? What is their organization about? and … Continue reading
How to Rise Above the Noise and Be Heard
In today’s marketplace, there is more ‘noise’ than ever before. The number of companies (all sizes and levels of resources) and volume of content competing for customers’ time is staggering thanks in large part to social media, the Internet and mobile technologies. How can your company rise above it all and be heard? Tell Your Story. … Continue reading
Defining a Target Market
When my sister was ten, my aunt gave her a box of a 1000 assorted smiley face buttons and she decided to earn extra money selling them to the neighborhood kids. The kids wanted different buttons based on sizes and colors and how much money they had to spend, so she put together several different … Continue reading
A Helpful Checklist for a Successful New Product Introduction
Start with a Business Case for the Product Did you do the work upfront to confirm that it makes sound business and financial sense for your company to introduce this product (or service)? That upfront work is a business case and plan for the product. You should answer these strategic questions in the business case. … Continue reading
A Simple but Powerful Business Tool
Whatever strategic decisions we make in our business it’s important to have as much information at hand to make the best choices for success. A sometimes overlooked but, simple exercise that can provide much of that information is a S.W.O.T. Analysis. What is a S.W.O.T. Analysis? S.W.O.T. = Strengths, Weaknesses, Opportunities, Threats Part of a … Continue reading
Lessons to Learn from a True Go-Giver – Kris Kringle
One of the first true Go-Givers was Kris Kringle. In the classic movie Miracle on 34th Street, Kris employed as the Christmas Santa Claus at Macy’s New York department store, is committed to making everyone’s wish come true – even if that means sending them to another store. If Macy’s didn’t have what shoppers wanted, he … Continue reading
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