Posts Tagged ‘market analysis’

“More” is Not a Good Marketing Goal. Why Specificity Matters.

Tuesday, August 16th, 2022

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…)

Avoiding Paralysis by Analysis: How Much Research Do You Really Need To Do?

Tuesday, August 2nd, 2022

Moving forward with communication tactics without a good understanding of the target audience, their current attitudes and beliefs, and the drivers that might lead them to positive action relative to your product or service is never a good idea.

On the other hand, many companies—particularly small companies—don’t have the time or resources to invest in expensive research activities.

It’s a conundrum—but one that can be addressed (more…)

Unless Your Customers Are Like You, You Shouldn’t Treat Them Like They Are

Thursday, June 2nd, 2022

Over the years I’ve noticed a dangerous tendency—among myself and others—to assume that we “know” our customers, or target customers. Because we think or believe something, we assume that—of course!—others think or believe as we do. They don’t.

This was driven home to me a while ago as my husband was watching the MLB All-Star Game.

“Great!” I said—”this must mean the baseball season is over!” No, he assured me — only halfway over; still about 80 games to go. “Good grief! Who in the world wants to watch that much baseball?!! How can the networks possibly afford to keep broadcasting these things?!?!?!”

And then it hit me. (more…)

How Does Your Web Site Stack Up?

Tuesday, November 5th, 2013

The yin/yang of the 21st century marketplace is that consumers can find, and form impressions of, you online without ever having to encounter you either face-to-face or voice-to-voice.

That can be a good thing if, through those encounters that you may never physically take part in, their impressions are positive. It can be a very bad thing if they’re not. And, sadly, you may never know the difference.

We were working with a client recently on a web site analysis. Through that process we: (more…)