In an industry like marketing that’s driven by having its finger on the pulse of cultural trends and attitudes, a major fear is becoming stale, outdated or thought of as “yesterday’s news.” At the same time, there’s a very real danger in being too quick to move away from the tried and true, especially in established businesses and industries. So, with the obvious need to strike some sort of balance, the clear question becomes, “How often should I update my marketing plan?” (more…)
Archive for the ‘Marketing’ Category
For businesses of any size, the ability to communicate to prospects and customers about why you’re different, and better, in ways that are meaningful to them is critical. Many fail to do so effectively, however. One key issue we often find with clients is a tendency to be too internally focused — they communicate with their audiences in ways that are meaningful to their business, but that may not be so meaningful to their customers.
For example, (more…)
It’s graduation time, and many are thinking about landing their first job. Even those entrenched in a career may be prompted by graduation season to think about their career paths and whether it’s time to consider a job switch.
We responded recently to a reporter’s query about creating “elevator pitches.” It’s an important concept for graduates, for those 30 years into their careers, and for any company or organization that has a key message to convey to a target audience. (more…)
I have five tips for those wanting to start a blog, or do a better job of managing an existing blog: (more…)
In a previous blog post, we discussed the difference between blue oceans and red oceans. As a very brief recap, red oceans are the “what is” of the industry; it’s what is being done. Blue oceans, by contrast, are an open frontier. They are the unknown. They are the space where companies create their own new markets.
The benefits of blue oceans are apparent. There’s no competition yet. You invented the market and are in many ways a monopolist. Given the benefits of blue oceans, every business would operate in them if they could; however, it’s not that easy. (more…)