Archive for 'Marketing Strategy'

Focus Your Marketing for Better Results

This article is an update to the original that appeared in Golf Biz Journal in February 2008.

The golf industry has recently been through some tough economic times. With the supply of golf courses outweighing demand, golf courses need to compete for a finite population of golfers. But to do so ... more >>

Think Outside the Box

This week I received an email from a desperate student in a marketing course who was working on a case study and was a bit stuck. In her initial email to me she made the following comment:

“I am currently a business management student … in a marketing course. My first ... more >>

The 4 Ps of Marketing

The marketing strategy section of your plan outlines your game plan to achieve your marketing objectives and should include information about the 4 P’s of marketing: product, price, place and promotion.

Product – What is your offering?

The product is what you are trying to sell. It can be a physical product ... more >>

Target Your Marketing Efforts

Remember the birthday party game called “Pin the tail on the donkey” where blindfolded children had to try and stick the tail somewhere on the image of the donkey. They were only allowed clues such as left or right, and you couldn’t peek. The one who somehow managed to stick ... more >>

Dare to Be Different

More and more businesses seem to be afraid to do or be something different. I’m not quite sure why, but in this world of constant marketing noise and more severe competition, being conservative with your marketing will get you no where. Now is the time to shed your “me too” ... more >>

Business goals help you plan your marketing

I get a lot of calls this time of year to help business owners develop their marketing plan. But one common theme is beginning to stand out as I speak with more and more business owners – they don’t have a vision for their company and they haven’t determined their ... more >>

Choosing Your Ideal Target Market

In the post Five Key Parts to the Marketing Plan, the first thing you need to do before all else is to identify your ideal customer. It seems that most business owners don’t want to do this for fear of “leaving money on the table”. Being a generalist business that ... more >>