The Competitive Advantage
May 11, 2012
Most promotional videos I come across are far too salesy… no depth, all glitz!
But I came across the video below that I HAD to watch all the way through – it drew me in a wouldn’t let go. It’s promoting a new business book. The video is informational, entertaining and very compelling. Watch and learn…Continue Reading
May 7, 2012
The idea that the market research industry is dying has been filling up LinkedIn groups, conference sessions and online discussion boards for a while now, due largely to the emergence of new technology and the concept of DIY research. Then a few weeks ago, Google announced its low-cost surveying tool… and the conversations accelerated once again.
The fact is, as technology advances, industries change… would you want to be in the newspaper business today? Own a bookstore? Produce vinyl records?Continue Reading
May 3, 2012
LinkedIn is a terrific business tool for a lot of reasons…
- To connect with someone at a specific company
- To participate in a discussion about an important industry topic
- To post a job opening at your firm
- To connect with a group of liked-minded individuals (in the LinkedIn groups)
- To provide something of value like an eBook or white paper
Want to put on a hard sell? While LinkedIn (and all social media, for that matter) is not the venue for a sales pitch, far too many people use it for that… each time lessening the overall value of the platform and alienating its members (like me).Continue Reading
April 30, 2012
We’re all familiar with the adage of setting SMART goals (Specific, Measureable, Attainable, Relevant, Time-framed). But I submit that’s only half the story.Continue Reading
April 24, 2012
I know, the marketing & sales world appears to be driven these days by social media, blogs and websites. But I find it very interesting that many of these ‘social’ sites or users of social media are turning to old-fashioned advertising to make a name for themselves. Two quick examples…Continue Reading
April 16, 2012
It’s Springtime… and that means making plans to attend some of our industry conferences… keynote speakers, breakout sessions, visiting the exhibits and (gulp!) networking. Yes, networking, that dreaded process of having to introduce yourself to a complete stranger and connect on some “business” level – to see if there’s the possibility of perhaps working on a project together at some point.
I once read that one of peoples’ biggest fears – other than death and public speaking (and death is third on the list) – is being at a party and not knowing anyone there. And isn’t networking at a conference a little like that? No wonder we hate it so much.Continue Reading
April 12, 2012
Our marketing classes in college taught us about 4 Ps of Marketing – the guiding tenets of Product, Place, Pricing and Promotions – to help create our marketing strategies and plans.
But the world – and marketing – has changed and that list now needs to be expanded to encompass new ways of thinking about and planning for marketing. The four newest Ps include:
April 12, 2012
We’ve all heard of the 4 Ps of Marketing – the guiding tenets of Product, Place, Pricing and Promotions – to help guide marketing efforts. To help guide your ‘Promotions,’ there are the 4 A’s of Marketing. In chronological order, they are:
Awareness: “If you build it, he will come” only works in Kevin Costner movies. In the real world, if prospective clients don’t know about your firm, how can they buy from you? In their classic book, Positioning, well-known consultants, Al Ries and Jack Trout, submit that marketing is not a fight for ‘market share,’ but rather a battle for ‘mind share.’ That is, when a prospective client has a need for a certain product or service, you want it to be your product or service that they think of first.Continue Reading