[caption id="attachment_8869" align="alignright" width="275"] Marketing Plan Results[/caption] If you need more customers, or more importantly, more of the right kind of customers, you need a marketing plan. What is a marketing plan? It is a specific document that translates the marketing strategy into the actions to be taken...
[caption id="attachment_8866" align="alignright" width="300"] Effective Messaging[/caption] Following last week’s post on messaging and competitive positioning, I came across an advertisement for Chateau Gaby Bordeaux wine. It was the most effective messaging for wine that I have ever seen. The copy read “Pairs nicely with sharp cheese,...
[caption id="attachment_8862" align="alignright" width="300"] Brand Messaging[/caption] What is competitive positioning? It is creating a message that will differentiate your company from your competition. In order to do this, you need to understand what the competitors are saying about themselves as the reason to buy from them. As...
[caption id="attachment_8859" align="alignright" width="233"] January 2018 Cover[/caption] Please take a look at an article I wrote that was just published in the January edition of the Rhode Island Small Business Journal print and online versions (www.RISBJ.com). In it, I describe five steps to provide good service...
[caption id="attachment_8852" align="alignright" width="300"] The Need For Business Insurance[/caption] This article describes the different types of business insurance that you may need. However, as a business consultant, I can tell you that almost every business needs a basic business insurance policy that covers liability and property...
A brand is, of course, the identifier that distinguishes a company or product from its competitors. It has five main parts: Brand Promise – This is the promise you make to consumers and what they can expect. At Domino’s it is “We GUARANTEE – Fresh hot...
[caption id="attachment_8844" align="alignright" width="300"] Rising Buying Power[/caption] This article talks about the benefits a higher minimum wage can bring to small businesses. See the full article at: http://smallbusinesspulse.com/2018/01/25/minimum-wage-hike-benefit-business/ In the last two years, more than 20 states and an even greater number of cities have passed laws to...
Unique Selling Proposition A Unique Selling Proposition (USP) describes the unique benefit or benefits the customer gets from the company’s products or services. The USP must be meaningful to the customer. The USP is designed to differentiate your company’s products and services from the competition and...
Today I begin a five post series defining the five elements of marketing. Marketing Strategy Most of my clients need more customers, or more importantly, more of the right kind of customers. The first step is to develop an effective marketing strategy. A marketing strategy is the...
[caption id="attachment_8791" align="alignright" width="233"] Rhode Island Small Business Journal[/caption] Please take a look at an article I wrote that was just published in the December edition of the Rhode Island Small Business Journal print and online versions (www.RISBJ.com). In it, I describe potential funding sources when...
