What About A Strategic Plan?
We talk about them pretty regularly, but have you really thought about what one will really mean to your organization? And, more importantly, after you have one…what are you going to do with it?
Marketing is about creating an emotional reaction
Do you want to know how you can waste a lot of money really quickly? You can spend a lot of money on branding, marketing, and advertising that doesn’t create an emotional reaction in your target audience. You might think that is the kind of thing that never happens, but you would be wrong. Your […]
Influence? Really?
The number one goal of any marketing plan or marketing activity is to influence a buyer’s mindset or decision making process. As I write this in early September 2016, a lot of this is playing out on American TV with the different TV ads and talking heads promoting one presidential candidate or another. But in […]
Are You Just Making Sales? Or, Are You Building Fans?
One of the greatest opportunities your marketing has to make an impact is when you make the leap from creating buyers of your products and services into creating brands for the value that you create for your customers and the people that are around you. You might find that odd. Especially when we all know […]
Everything revolves around your buyer
I think I wrote about buyer personas in the introduction to this section on marketing… I’m an idiot. Why? Because really if I say the term buyer persona, then you think some sort of marketing trick. Instead of persona, you need to think about the type of buyer you want to reach. You know, the […]
Are you measuring the right things?
One of the big challenges many people and companies deal with is the challenge of measuring the right things. I do a lot of work in sports business and for a lot of the sports sales teams I work with, phone calls is the measurement that they use for success. Even though study after study […]
Before You Spend A Single Dollar: Know Your Customer!
One of my favorite parts of Tim Ferriss’s book The Four Hour Workweek is when Tim talks about knowing your customer. The bare minimum that any company or business should achieve before they even start throwing around the idea of marketing anything is: Who is our customer? What is important to them? What is valuable to them? […]