The Competitive Advantage
August 28, 2012
The SWOT Analysis (Strengths – Weaknesses – Opportunities – Threats) has been around for a long time as a way to take a critical look at your own company. Strengths and weaknesses are internally focused… opportunities and threats are for looking outward.
What you do is think about your own firm in terms of each of the four categories: “What are our strengths?”, “What are our weaknesses?” and so on. In those answers could be ideas for helping you to move your company forward. Not a bad process.
But even though it’s “old school,” with a few tweaks, the SWOT Analysis can continue to play a valuable role in helping to look deep inside your firm to find your competitive advantage(s) and market position to help drive future success.Continue Reading
August 22, 2012
Almost all businesses have embraced social media – at least at some level. Blogging, FaceBook, LinkedIn, Twitter and the others all represent potential weapons in your marketing arsenal. And we love them for two primary reasons:
- Reach! 900,000,000 FaceBook users, 550,000,000 Twitter users and so on… the numbers are staggering!
- Cost! It’s $0. That’s right… you can jump into social media in a pretty big way and not have to pay anything.
Well… that’s not entirely true. While there may not be any out-of-pocket expenses, they do require and can take up a lot of your time. And for very busy or smaller market research firms, time may be even more precious than money.Continue Reading
August 14, 2012
Last week, we discussed ways to step back and take a look at your marketing with a fresh set of eyes. This week, let’s apply that same philosophy to your sales effort…Continue Reading
July 10, 2012
When: Wednesday, July 18, 2012 1:00 pm Eastern Time / 10:00am Pacific Time
Who: Sponsored by Quirks, presented by Harpeth Marketing
What: Developed for the owners, managers and hands-on marketers at research firms, this free webinar provides an overview of the process for creating a clear, functional marketing and sales plan, along with tips and tricks for implementing each phase of the process. In this fast-paced session, you’ll explore:
- The basic structure of a marketing and sales plan
- A simple way to develop a profile of your best clients
- The keys to setting effective marketing strategy
- Why your success is in the details
- Easy ways to manage your marketing and sales efforts
- Why a lot of money is NOT necessary for successful business development
- And much more
Where: For details and to register online, click here.Continue Reading
June 27, 2012
There’s an old saying that I really like… “That which is easy to do is also easy not to do!” Evidently, that sentiment applies to A-B testing in marketing, because almost no one does it.Continue Reading
June 21, 2012
Do you do good work? Have some completed successful projects? Have you helped your clients find insights in new and unique ways?
No doubt, you have. But are you using those success stories to help build your brand and enhance your credibility? If not, you should be… through the use of Case Studies.
A Case Study is a fact-based, somewhat ‘clinical’ way to tell a success story. In fact, it’s a “proof source.” And it’s because of this approach that Case Studies have a high level of acceptance in our industry. Do great work… tell the facts of the project… improve the perception of your firm.Continue Reading
June 18, 2012
One of the great business truisms of all time… “You can’t manage what you don’t measure!”
If you haven’t defined the most important marketing & sales KPIs (Key Performance Indicators) for your firm and monitored them consistently, here are 3 simple steps for getting started.Continue Reading
June 7, 2012
There are three primary parts to executing your marketing & sales initiative.
The first is planning… all of that research, thinking, strategy and the details.
Next comes the execution… actually doing all of the things you set out to do in the plan – on time and on budget.
Some firms (but not nearly enough) go through the planning process. Most firms handle the execution reasonably well. And almost no one does the third part – measurement.Continue Reading