If your product and/or company is as good as you say it is, why would you not want to cover your marketplace with a nice thick layer of your best-in-class offer?  If you’re being honest in your assessment, the answer is probably either a lack of marketing expertise or limited resources.  In this article, we will help give you insight that can increase your capacity to deploy expertise, but mainly show you how to overcome a challenge of resource allocation. …more

READ PART ONE FIRST: Part 1 of 2: So, what’s the issue and why is it important? Part 2 of 2: OK, how do I do it right?   PART 2  Now, we know the terms, and the difference between channels and promotional categories is clear. But I know rewiring how we think can be a challenge, so let’s break it down. Before you decide your “channels,” you should define what promotional approach(s) to marketing communication is best for your …more

Lorum ipsum

The Two Money-Making Functions of Businesses Peter Drucker, often called the father of modern management, famously advised that businesses have only two money-making functions—marketing and innovation. Everything else is an expense, Mr. Drucker said. These two profitable pursuits have one common channel running between them that should drive all business and marketing efforts—change. Innovation creates important changes in the marketplace. And marketing, at its finest, changes consumer behavior. Marketing is About Change Many people, assume that marketing is all about …more

Business owners often find themselves entangled in a web of marketing activities without a clear vision of what they’re trying to say.  They believe that if they sprinkle enough money on their marketing seeds, new customers will grow.  What many don’t realize is that watering one clear message will produce better results. Where Did Your Marketing Message Originate? Think back to the beginning days of your business.  It all started with a great idea.  After refining the product or service, …more

It’s no secret that almost everyone is online these days.  A recent study found that 78% of Americans use the internet daily.  At one time just having a company website was a good start to staking your claim to a spot in the cyber universe.  Not anymore. Nowadays, an outdated website with no internet marketing behind it might as well be your company’s tombstone. More and more businesses understand that winning the race for new customers means understanding the importance …more

Advertising your business using online marketing is important, but it can be an overwhelming task.  Where do you start?  What method is best to reach more customers online?  There are several strategies you can use for your online marketing plan; you can choose one or several to reach potential customers.  Start with three quick steps to give your online marketing a quick boost. 1. Blogging Blogging can be a great tool to attract new customers and establish yourself as an …more

Do you know the value of your business’s brand assets?  They are one of the most valuable marketing tools in your kit, don’t waste them!  Many business owners let them ‘happen’ instead of being proactive and evaluating what brand assets they want in their toolbox. What are brand assets? Brand assets are elements aside from your brand name that evoke a memory of your product.  Examples of brand assets include logos, slogans, jingles, spokespeople, mascots and even specific colors and …more

Why do your customers come to you?  Why should they choose you over your competition?  How can you see better results from your marketing? These questions can be easily answered when you arm yourself with competitive intelligence. Using the information you find, you can create a competitive analysis and develop an effective marketing strategy for your business based on the results. There are more ways to compete than on price alone.  By taking time to do a competitive analysis you’ll clearly …more