What every business should really want are brand evangelists that are so happy with your product or service, that they tell everyone and send customers to your door. So how can you turn a customer into a brand evangelist? It starts with knowing what your...
Marketing Cookies (AKA Tracking Cookies) are going away by January 2022 (thank goodness, not the cookies we eat). Google is removing this from the Chrome browser and will no longer pass this information or any individual identity information to marketers. This follows actions already taken...
With the addition of Ed Holmquist as the Vice President of Marketing Analytics, Apollo is adding a new Marketing Analytics service offering. Marketing analytics is the art of using data to improve marketing effectiveness while reducing its cost. The Apollo Consulting Group believes that using data...
Please take a look at an article I wrote that was published in the October edition of the Rhode Island Small Business Journal print and online versions (www.RISBJ.com) called How to Develop a Successful Marketing Strategy. It even made the cover! In this article, I talk...
The first step in developing a successful marketing strategy is to validate that you have a very solid business strategy. Business Strategy A business strategy defines how a company is going to create and deliver a valuable product or service to the marketplace. It is based on...
[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...
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, red meat and wines ten...
[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...
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...
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...
