Build A Solid Marketing Foundation
All construction must begin with a solid foundation otherwise you risk erecting a structure that requires constant maintenance and repair. Creating a solid marketing plan is no different. Jumping directly to program execution without producing the necessary foundation increases your risk of missing your target and wasting your marketing dollars. ... more >>
Be Different, Get Attention
The purpose of marketing is to get attention from your target audience for your products and services so that they want to find out more and potentially do business with you. In order to get attention, you need to sometimes be a little daring. If you look and act the ... more >>
Create Your Company’s Identity
To many, a brand is an intangible concept that is associated with an image, such as the Nike® “swoosh”. That definition is too limiting, and for many of us who own service-based businesses, brand is an important concept that should be part of your overall business strategy. Your brand is ... more >>
Has Online Marketing Changed our Jobs as Marketers?
Good question and one that I’ve been asked often. I hadn’t really thought about the affect of social media on my business as a marketing consultant, but there is certainly some challenges to those who find change difficult.
What most people don’t realize is that the marketing function really hasn’t changed. ... more >>
Should You Update Your Brand?
Every once in a while a business owner calls me to discuss the pros and cons of updating their brand. The conversation ranges from developing a new logo (image) to completely revamping what their company stands for (identity).
Your brand is meant to be a reflection of your company, not just a ... more >>
Year End Marketing Planning
It’s that time of year where many small business owners begin to scramble to create a marketing plan for the new year. To shortcut the process, here are some last minute tips that will help you plan your marketing and avoid the ad hoc mistakes that many fall into when ... more >>
Masterful Marketing™ – 8 Steps to Marketing Success
I’m very excited about the launch of my new service offerings targeted at independent professionals and small business owners. Masterful Marketing™ is an 8 step system that helps you create an effective marketing plan for your business, learn how to successfully market your business and attract more clients.
Masterful Marketing™ covers ... more >>
Marriott® – Marketing that Worked
We just returned from Aruba, our annual destination for completely doing nothing and recharging our worn batteries. We love it there and the question many have asked us has been why we haven’t bought a timeshare yet. We’ve more than spent the price in hotel bills. The answer to that ... 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 >>
