The digital environment is quite cluttered these days and becoming more so. Consumers benefit from access to a massive amount of information literally available at their fingertips—and often being pushed to them by marketers yelling “pick me, me, me.” But with so much activity in the digital environment, sometimes it takes a different approach to stand out: (more…)
Posts Tagged ‘marketing strategy’
Zigging When They Zag: The Potential of Traditional Marketing Communication
Tuesday, May 9th, 2023When Considering Your Marketing Goals and Objectives, Get Real!
Wednesday, December 28th, 2022Many 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…)
B2B Marketing is Different — Here’s How
Wednesday, December 14th, 2022The 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.
If Your Goal is “Implied,” You Don’t Really Have a Goal
Thursday, September 8th, 2022In interviewing for a job several years ago, I went through a round of interviews with various members of the organization. When meeting with the Chief Administrative Office (CAO), he handed me a brochure and said: “What do you think about this brochure?” My immediate thought was: “In what regard?,” but I resisted the urge to say that and, instead, said:
The (Absolute) Power of Product and Its Impact on Your Marketing
Tuesday, September 6th, 2022
Are You Making Your Customers Work Too Hard? They May Just Give Up.
Thursday, August 25th, 2022Sometimes I think the most simple thing that we can do as businesspeople and marketers is “put ourselves in the shoes” of our prospects and customers. Are we making it easy to buy? Or are we setting up unintentional barriers, however slight, that may interfere with—or obliterate—the purchasing process?
Should You Be Upfront About Your Pricing?
Thursday, May 26th, 2022A recent LinkedIn question resonated with me—”Why don’t people like to talk about pricing UPFRONT?” Why indeed?
Have you ever been frustrated when trying to make a purchase decision because you can’t get pricing information from coy salespeople or cryptic web sites? In my opinion, (more…)
How Can You Find the Right Focus For Your Marketing Messages?
Friday, May 13th, 2022A prospective client contacted us recently wanting to produce a white paper to serve as a promotional tool. The white paper needed to include: a focus on the new national campaign theme, a focus on the new local campaign theme, a focus on the areas served, a focus on the organization’s new direction for the coming year, a focus on…OK, hopefully, you get the point.
If you focus on everything, you’re focused on nothing!
It’s tough to focus. Any organization has multiple objectives and messages that need to be conveyed and there can be a tendency to try to “do it all” in one message. The trouble with that, though, is (more…)