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Archive for the ‘Marketing’ Category

Is It Time to Update Your Web Site?

Thursday, February 13th, 2014

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…)

How to Use Social Media to Grow and Market Your Business

Tuesday, February 11th, 2014

The wide proliferation of social media sites–from Facebook, Twitter and  LinkedIn to Pinterest, Google+ and Instagram–provide a myriad of opportunities for businesses of any size to connect with their target audiences. That can be good news and not-so-good news for marketers. Why? Because while the out-of-pocket costs for using most of these tools is low to none, the time investment can be significant. Add to that (more…)

Challenges on the Horizon for Marketers in 2014

Thursday, December 5th, 2013

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…)

Some “Silly” – But True! – Advertising Rules You Shouldn’t Overlook!

Tuesday, August 20th, 2013

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…)

Why Marketers Often Fail to Sufficiently Narrow Their Target Audience

Thursday, August 15th, 2013

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…)

#1 Marketing Tip

Tuesday, August 13th, 2013
  • 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…)

Which Drives Better Response? Email marketing or social media?

Tuesday, August 6th, 2013

Here’s a comment I read recently in an online forum:

“Other marketing channels, such as email, still prove to be better at driving conversions than social. Despite this, companies are still spending a lot of time and effort on their social campaigns – why?”

My first reaction was: (more…)

To Discount or Not to Discount – An Age-Old Question With No Easy Answers

Thursday, July 11th, 2013

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…)

How Do You Find and Target the Right Customers

Thursday, June 27th, 2013

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…)

Common Online Marketing Mistakes

Tuesday, June 18th, 2013

It seems that interest in online marketing is hotter than ever; every week it seems we get more questions from reporters, prospects and clients about do’s, don’ts and best practices of online communications. Last week we received a question about what we would view as the “Big 3″ online marketing mistakes that we see businesses make, especially small businesses. (more…)