Here are some good advertising ideas that can be done on a shoe string from Small Business Trends. See the complete article: https://smallbiztrends.com/2018/03/small-business-advertising-ideas.html Bryan B Mason Apollo Consulting Group, Newport, RI...
[caption id="attachment_8884" align="alignright" width="300"] Buyer's Journey[/caption] With this article, I begin a series on understanding the Buyer’s Journey. Sometime this is called the Buying Cycle. It is important to understand the Buyer’s Journey so that you can provide the right information at the right time and...
Please take a look at an article I wrote that was just published in the February edition of the Rhode Island Small Business Journal print and online versions (www.RISBJ.com). In it, I provide some tips on hiring people and keeping people you have. I also...
[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...
