Web sites have become a “must have” for businesses of any size, in any industry or geographic location. In fact, to a large degree, if you don’t have a web site, you don’t exist. When potential customers are looking for products or services they are very likely these days to turn to the Internet and do a search. If your business doesn’t come up in their search efforts, you’re not likely to be part of their consideration set. (more…)
Archive for the ‘Marketing’ Category
As 2014 rapidly approaches (I can’t believe how rapidly it’s approaching…) businesses are looking ahead to the New Year and thinking of the challenges and opportunities they will face. We recently responded to a reporter’s inquiry about marketing challenges lying ahead in 2014. Here’s our perspective:
There are two key challenges that businesses are likely to face in 2014 from a marketing standpoint: one is evergreen, the other is continuing to emerge: (more…)
The field of advertising is traditionally known as a haven for “creative types.” And those types often come up with some pretty creative “rules” for doing business. Some of the rules may seem pretty silly, but they work. And there’s nothing silly about that. For instance: (more…)
One of the most common missteps made by businesses large and small, in both the for-profit and not-for-profit arenas is a failure to clearly identify the desired target market. Why? In my experience, I see this happen for a variety of reasons: (more…)
- What does it take to be an effective healthcare marketer?
- What does it take to be an effective B2B marketer?
- What does it take to be an effective retail marketers?
Regardless of the audience asking, or the way the question is posed, my #1 recommendation is always a two-part recommendation and it’s one that I convey to clients and students communicating in both internal and external settings. (more…)
Pricing is a complex issue for any organization or business and one of the key considerations that organizations must make is whether to discount what they have to offer. Even the “big guys” sometimes get it wrong. Consider J.C. Penney’s recent missteps with their move away from discounts under short-lived CEO Ron Johnson. Pricing is one of (more…)
We sponsor, and I present a session on marketing at, the University of Wisconsin-Eau Claire’s Entrepreneurial Training Program; my session is on marketing. When I first spoke with the program’s director about the program he pointed out that one of the major missteps that he saw from participants was that they too broadly defined their target audiences. They generally felt that their products or services appealed to “everyone.” He was right. (more…)