I shared previously about why niche marketing was critical to your small business plan, to the success of the small business ideas you implement. Let’s review the benefits your small business will realize in more detail. Your chances of success are greater as a BIG FISH in a little pond Niche marketing as a rule, [...]
Marketing Strategy: Forget Core Competency
February 14, 2012 By Be the First to Comment
When was the last time you asked yourself “what is our core competency as a company”? You may be creating your marketing strategy, or reflecting on your brand’s poor sales performance. You may want to increase your ROA (return on assets) by outsourcing ‘periphery’ functions, increasing bottom-line profitability while maintaining revenue. What’s the problem, you [...]
Marketing Strategy: Product ‘White-space’
February 3, 2012 By Be the First to Comment
White-space is the Holy Grail every marketer searches for, and to which every marketing strategy must capture. It’s the land where his/her product can truly make a difference to people’s lives, and of course generate attractive profits for company shareholders. Two Extremes The market has two extremes in relation to product functionality and price. On [...]
Marketing Strategy: Next steps for RIM
January 24, 2012 By Be the First to Comment
I loved my Blackberry. It does email better than anything, still. Blackberry was the technology symbol of business elitism and power. I remember glancing around me on business flights to see what phones were used. The vast majority of power business travelers used Blackberry and were proud of it. As RIM changed their marketing strategy to [...]
Marketing Strategy: Four Keys to Great Decisions and Leadership
January 17, 2012 By Be the First to Comment
Great decision making and leadership is more complex, obviously, than four keys or principles. However, implementing these four principles will significantly increase your success as a marketer (creating great marketing strategy), CEO, COO or whatever position you have in the company. Focus on fundamentals and work daily to perfect them. Question Success You must understand [...]
Misguided Leadership: Jail the Captain, Free the CEO
January 17, 2012 By Be the First to Comment
The Captain of the Costa Concordia cruise ship is justifiably jailed and facing possible charges of manslaughter. 11 confirmed dead (more likely to be discovered) resulting from the Captain’s failed leadership and blatantly taking the ship off-course to allegedly ‘salute’ a crew members family living on the island. It may surface there was another reason, [...]
The Four-letter Word That’s Killing Your Marketing
January 10, 2012 By 2 Comments
I’ve heard in countless companies among executives and middle management, the question… What do we do to turn sales around? What is the best tag line that will capture attention and best speak to our brand identity? What is the most important thing I can get done today? What logo should we go with? What [...]
Marketing Strategy: Six Steps to Remarkable
January 3, 2012 By Be the First to Comment
Great and effective marketing strategy requires you (as the brand) to add remarkable value to every customer you interact with. Be first in your customers minds. Be real. Be strategic. Be intentional. I think of these things constantly as I work. There is too much to do and too many distractions to not work with the [...]
Marketing Strategy and the Apostle James
January 2, 2012 By Be the First to Comment
The Apostle James taught his followers to be swift to hear, slow to speak, and slow to anger (James 1:19). What does this have to do with marketing strategy? Rephrased for us marketers and entrepreneurs… Be swift to hear (the customer), slow to speak and strong to act. 3 Keys to Great Marketing Strategy Swift to [...]
Marketing Strategy: Do Nothing
January 1, 2012 By Be the First to Comment
A late New Year’s eve… It was nice to sleep in a bit and wake up rested. Doing nothing felt great. Sometimes doing nothing is better than doing something that isn’t remarkable. Go big or go home applies here. Your customers will thank you for it. If your marketing strategy and campaigns aren’t remarkable, save [...]
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