Thoughts to help define your marketing strategy
The marketing strategy you develop will determine the success or failure of your product/service. Creating the best strategy requires some introspection about several issues. Find your purpose Why are you in the business you are in? Why are you promoting a particular product or service? If you think deeply about this subject you will find […]
Make your blog your brand
Many marketers are now using blogs (web logs) as part of their marketing campaigns. That’s a very good thing…any opportunity to create and share new content across all media platforms is a way to keep your brand current and fresh. Due to the nature of blogs, however, they can often wander off the beaten brand […]
The customer is always right…even if you don’t like it
Many people in marketing have a serious bias. They tend to believe that their product or service is exactly what every customer in their target market wants and needs. They put a lot of time, effort and thought into development. All the team members celebrate the creation and congratulate one another on their mutual success. […]
What marketers can learn from the NFL draft
Followers of the NFL, and particularly the NFL draft, are aware of a schism in the strategy used to build a winning team. There is an entrenched old guard that rely on the wisdom of scouts, the experience of coaches and the “gut feelings” acquired during long careers living and breathing all things football to […]
Take your marketing plan from good to great
It is now easier than ever before to find the components that are required for marketing planning as well as instruction to get it done. Templates differ but all contain the basics for creating and delivering a product/service of value to a defined segment of consumers using company resources and tactical tools. There’s nothing wrong […]
The difference between strategy and tactics
Many small business owners are driven by short term needs and don’t differentiate between strategy and tactics. Their first thoughts go to the web ad, direct mailer or newspaper insert they think they need. The operative phrase here is “short term”. A simple example illustrates the difference between strategy and tactics. Let’s say you want […]
Why Mobile Marketing is the Smart Choice for Small Businesses
Mobile marketing is a broad term. And although different websites and agencies sometimes use different definitions for mobile marketing, most will agree that it includes marketing campaigns on mobile internet browsers, social media, apps, and even SMS text messages. These ads can take many different forms, from simple text to display images to videos. And […]
The 6 words that guarantee marketing failure
I bet you already know what they are: “It’s how we always do it” These simple words represent an attitude common among lazy marketers that wonder why the results of their campaigns show steady declines. Any given set of tactics may work once, but it is no guarantee the same approach will always yield the […]
Retail Marketing is Changing – Here’s Why
If you’ve been in the retail business for twenty years or more, you’ve seen many ups and downs in your market, and you’ve probably adjusted your marketing strategy accordingly. However, you’ve probably also noticed that the last five years have brought a big shift to the world of retail marketing, bigger than the normal market swings. Read […]
Retail survival in an online world
We’ve all seen the dire predictions…online commerce in general, and Amazon in particular…is going to kill brick and mortar retail. The rapid growth of e-commerce certainly feeds that emotion and statistics show a drop in foot traffic at retail locations year after year. However, a closer evaluation of the numbers is in order. Forrester Research […]
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– The Doran Family
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