How Advertising can Support your Marketing & Sales for a Competitive Advantage, Part 1

February 26th, 2013

This is the first in a 3-part series on a few current consumer advertising campaigns that really got it right… they didn’t advertise simply to build awareness (which isn’t necessarily a bad thing) or to make people laugh (which two of the three do)… but their ads are an execution of a specific marketing strategy.

Yes, I am a B2B consultant and most of you reading this work in a B2B environment… but there are three really good lessons to be learned here about executing marketing in support of a broader strategy.

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You’re a researcher… so do some for yourself to gain a competitive advantage!

February 20th, 2013

Every day… you get up, go to the office, collect some data for your clients, interpret that data and give them some feedback to help them do their jobs better.  Yeah, a little over-simplified, but you get my drift.

So, here’s the question… are you doing that same thing for yourself?  Particularly with your marketing & sales as a way to help you do it better?

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You only get One Chance to make a First Impression

February 13th, 2013

My wife, Lisa, and I are doing some updating to our home – knocking out a wall, putting in hardwood floors and the like.  And Lisa is the one in charge of the project.

During this process, she’s called numerous contractors to come to the house, look around and provide an estimate on doing the work. Her interaction with them has been really interesting… with some of the contractors not responding at all to her initial calls and others not submitting bids after visiting our home.

That’s nuts!  You’d think that these small, local businesses would jump at the chance to participate in a project like this.

Here’s what their lack of responsiveness has done… they’re off of our list!  Period.  We just won’t do business with them… even if they come back later with an apology and a lower bid.  Our feeling is that if they can’t be any more responsive when they’re trying to impress us to close the deal, what is it going to be like if we actually hire them?

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6 Simple Marketing & Sales Ideas that almost Never get implemented

February 6th, 2013

In trying to build our businesses, we often get so wrapped up in working on the bigger marketing & sales initiatives (e.g. social media strategy, advertising campaigns, etc.) that sometimes, the simple little things just pass us by.  So, to help with that, here are six simple marketing & sales ideas to get you thinking in that direction:

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