Ensuring that your marketing campaign incorporates the most important aspects of your internal culture can give you a serious advantage over your competitors.
Let’s talk about the big marketing question: What market intelligence do you have in hand to ensure a successful (and prosperous) launch to the market?
If you’re writing a business plan, you should at least be considering your marketing plan at the same time. A good business plan includes a marketing component, and most successful businesses have entirely separate marketing plans to guide them. So what makes a good marketing plan? Recently on Tim Berry’s AmEx OPEN Forum blog, the [...]
What’s the difference between a marketing plan and a business plan? Doesn’t a business plan include a marketing plan? Why would anybody do one without the other? Good questions, and since I get them a lot, I decided to answer them here: A business plan covers the entire business, including overall strategy, financial plans, target [...]
I recently worked with a small business owner who told me that she knew her target market. She was indeed able to describe her ideal clients in great detail, but she was not as talkative when it came to listing the needs and problems of her prospects. The above mentioned entrepreneur participates in networking events, [...]
For most professional service firms creating a marketing system is not a onetime project with a definite begin and end period. Rather, it is an iterative process, where we work on adding a new component to the system, improve an existing piece, and perhaps remove a component that is not performing. This need for an [...]
On Tuesday, I presented a workshop to a group of small business owners titled – How to Build a Rock-Solid Foundation For Your Business. Because it was the first time I delivered this seminar, I wasn’t quite sure how well the content would be received by the audience. Guess what? I was floored in [...]
Sometimes I worry that in blogs and such there’s so much attention to new market, social media and new trends that we forget the basics. It’s a matter of learning to crawl first, then walk and only then run. Before you worry too much about your Twitter profile and website, cover the basics: Signage, Appearance, [...]
We have a client who has so many requests for quotes on his desk he is way behind on filling them. At first this seems like a problem we would all like to have. So many leads we can’t get to all of them! But there is a down side to this story. Our client [...]