Why successful marketing is about thinking big – and thinking small
If you are a marketer, you don’t push products; you meet a major customer need. But the secret to winning customers is often in thinking small – and meeting a number of smaller needs. If buying your product involves careful consideration, your customers will have frequently changing needs throughout the course of the buyer journey. […]
Say NO to negotiation – how to keep your margins strong
The temptation to drop prices to secure sales can be overwhelming. Whether it is a B2B salesman negotiating the price to close the big contract, or the retailer offering discounts in order to gain market share, it can seem like the obvious choice. But can you really afford to compete on price? Here’s why not… […]
4 marketing mistakes to avoid
We all make mistakes. But one great thing about them is that we can learn from them. On our travels, we have worked with a variety of businesses – but it’s the same mistakes that keep coming up, time and time and again. These mistakes can cost a company dearly, either by causing missed opportunities […]
Marketing Strategy vs. Marketing Implementation: the painless way to getting the balance right
Why developing a marketing strategy is more important – and probably easier – than you thought. Only one of these statements is correct A – Every business needs a marketing strategy B – Every business needs an expensive consultant to come in and tell them how to do it If you chose A, we suggest […]
Developing a marketing proposition
We often talk to clients about the difference between the features of the product or service they offer and their marketing proposition. Many times this begins with an explanation of what we mean by a marketing proposition; what’s the big idea that you stand for? With the majority of detail held at the features […]
Marketing – Differentiating from your competitors
There aren’t many markets you can enter these days without having a few competitors already active in that space. So how do you differentiate your product or service in a competitive market? One market that seems to never tire of differentiation is chocolate. Several years ago we had the rise of ‘healthy’ and ‘luxury’ […]
