Many of you have probably been at goal-setting seminars or workshops where the leader will pose a question like: “Would you like to make more money?,” and, of course, everybody nods or raises their hand. Then the leader will approach a workshop participant and (more…)
Archive for December, 2022
When Considering Your Marketing Goals and Objectives, Get Real!
Wednesday, December 28th, 2022Unless You’re Starbucks, Target or Another Big Brand Player, Market Share Doesn’t Really Matter
Thursday, December 22nd, 2022
And, quite honestly, it may not even really matter to them.
A lot of businesses worry unnecessarily about market share. It’s understandable because we read a lot about market share in the media. It’s something that big companies worry about a lot and, to a large degree, they need to. Smaller companies, though, really don’t need to be worried about market share. In fact, (more…)
SWOT, Done Right, Can Provide Important Insights
Tuesday, December 20th, 2022
I’m a big fan of conducting SWOT analyses, not only for strategic planning but really for any situation where you’re faced with an important business decision. A SWOT can help you gain clarity around the strengths and opportunities you can leverage and the weaknesses and threats you need to overcome. Pretty basic, but very powerful when done well.
Though common in large organizations, many small businesses and solopreneurs may not be familiar with the tool. (more…)
Yes, You DO Have Competitors!
Friday, December 16th, 2022
It’s not unusual, when I’m meeting with a new prospect or making a presentation related to marketing and the issue of competitors comes up, for someone to say: “We don’t really have any competitors.”
My response: “Well, actually you do.”
Even the latest and greatest brand new technological innovation that nobody has ever seen before will have to think about competitors. Here’s why. (more…)
B2B Marketing is Different — Here’s How
Wednesday, December 14th, 2022
The business market is different. While some consumers are also small business owners, it can be challenging to ferret out those segments. In addition, small businesses do not represent a homogeneous group that has the same needs, interests, avocations, and “hot buttons.”
This distinction can represent challenges to companies not familiar with—or aware of—the distinctions between B2C (business to consumer) and B2B (business to business) advertising.
Marketing is Bigger (MUCH Bigger) Than Advertising
Friday, December 9th, 2022
Most people think “advertising” when they hear the word marketing. That’s understandable because much of what we see/hear as consumers involves traditional advertising activities—newspaper ads, television commercials, billboards, etc. These media ads are the most visible and “in your face” marketing activities, so it’s not surprising that most of us think that these ads are marketing.
But, they’re not… (more…)
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