Tag Archive for ‘Marketing’ rss

What’s Really Stopping Your Company From Being Great?

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It’s easy to assume what your problem is, it’s hard to take an intimate look at what’s really stopping your company from being great.

A $20,000 logo isn’t going to fix your branding problem.

A commercial isn’t going to solve your awareness problem.

A newsletter isn’t going to solve your customers not caring problem.

Sending a flyer in the mail isn’t going to solve your no one orders from us problem.

Taking an ad out in the phone book isn’t going to solve your no one’s calling problem.

Interrupting your customers with more e-mails isn’t going to solve your they don’t buy enough problem.

The first step is admitting you have a problem (this is the hardest part).  The second step is defining what the problem actually is.  The third step is a realization that you aren’t going to solve the problem on your own.

You’d be surprised at how many people and businesses can’t get past the first step.

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The Paradox of Your Target Market

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idea-diffusion-curve

The larger your target market the more customers you can service and a better chance to make a lot of money. Service a large number of people and you’re sure to be a success, you don’t want to leave anyone out or exclude anyone do you?  Create a product that the average person would like.  You’re sure to make a lot of sales selling an average product to average people, right?

(targeting the early and late majority is the largest, most profitable chunk of the curve but they are a difficult group to market to, for the most part they follow what the innovators and early adopters are doing.  As well you have much more competition in the early and late majority)

Or

Pick the smallest possible niche you could possibly target and focus on them and them only.  Relentlessly seek feedback from your best customers and constantly figure out new ways to delight them.  If you consistently exceed expectations they will have to talk about you to others.  Never worry about the people who aren’t in your target market, you must exclude others to allow yourself time to treat the select few customers you do want to work
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Before You Begin Advertising…

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Remember, your “brand” is what we think it is, not what you tell us.  We form our opinion from what you do, not from what you “say” you do.

cigarettes-luckies-doctors

controdictory-ad-placement

Old Ads Start Cola Earlier

Old advertising-blow-it-in-her-face

shell-ad

This Lamb Sells Condo

dream-holiday-bad-advertising

 

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What Will Inevitably Happen To Your Business…

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This will inevitably happen to your business, start preparing now.

Competition increases.  Growth stops, your business begins to flat line.  The CEO sends the marching orders “we need more sales!  Send out more newsletters, lets get on the Radio, lets have a sale this weekend, lets start advertising in the Sunday post AND Metro.”  To the CEO’s surprise, nothing changes.  No one opens his “more frequent” newsletter.  We tune out his quirky but generic radio spot.  And anyone who’s reading Metro, Fine LifeStyles, Business Magazine, The Sunday post, won’t be next week when the newest magazine or newspaper gets our attention.

What Has Changed About Marketing?

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Customer service > Advertising

Word-of-Mouth > Promotion

Engagement > Awareness

Permission > Interruption

Relevancy > Frequency

Actions > Impressions

Niche > Mass

Start marketing smarter.

9 Ways to Commit Social Media Blasphemy

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Social-media-blasphemy1. Writing a post about social media blasphemy, yup, that’s blasphemy alright.

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