[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...
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...
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...
So this is the 22nd and last post in this series on getting more customers that I started in June. In this journey, I have described almost two dozen sales channels that can be used to get more customers. I have also tried to point out...
Using existing platforms is about leveraging existing web sites, social media platforms and apps to get more customers. You can get your app in the app stores, build browser extensions for Chrome and Mozilla and get people to sign up and share their experiences through...
[caption id="attachment_8773" align="alignright" width="300"] Customer Info Capture[/caption] This article stresses the importance of capturing key customer information. This is a point I make all the time. I believe for most small businesses, the use of a Customer Relationship Management (CRM) system is critically important. This is...
[caption id="attachment_8767" align="alignright" width="300"] Using Engineering as Marketing[/caption] Using engineering as marketing is building tools that people use that lead them to tell others and to become a customer themselves. I have done this only once before and forgot about this altogether. So I have to...
Speaking Engagements are good for Marketing Consultants but not for Everyone Speaking engagements are not for everyone or for every type of company. If you are seeking to build your credibility and/or you have a relatively complicated message to get out, speaking engagements can be effective. ...
