marketing Archives - Page 31 of 81 - Wakeman Consulting Group

Pricing and Taylor Swift’s Latest Bit of Bad Press

I was flipping through ticket Twitter yesterday and saw another story about Taylor Swift’s upcoming tour. I wrote a week or so ago about all the challenges that this kind of stuff presents to the industry, but it seems that this Taylor Swift tour is shaping up to have any number of unintended consequences […]

Building a Strategic Sales Plan

A few years back, I did a lot of talking about salespeople thinking like marketers. Somewhere I dubbed it the strategic salesman or something of the sort. As I was flipping through my notes this morning, I came across some ideas I had about this concept from about 2 years ago and thought I […]

Real value exists in impact

When we think of a strategy, we are often thinking about our ability to gain market share. But do we really think enough about why a strategy is important to the person on the other end of the equation, the customer? Many of us do, but only from the point of view of what […]

Revisiting the 3 Essential Questions of Strategy

Over time, I find myself returning over and over to the 3 questions that guide any strategic plan I develop or use. To cut to the chase, here are the 3: What value do I want to deliver to my customers? Who can use this value and will buy it? How do we reach […]

Building Demand Isn’t A One-Time Event

Yesterday, I wrote about Taylor Swift, Ticketmaster, and the challenge of fan development. One of the big issues that I see over and over again is that despite talk of “fans” we see many businesses, teams, or performers, acting as if demand generation is a one-time event. It isn’t. Demand generation is an on-going, […]

Taylor Swift’s Ticket Sale Slump Highlights A Number Of Industry Challenges

The efforts to spin Taylor Swift’s Verified Fan sales has been spun a number of different ways, but yesterday’s effort to boost sales by offering seats with “no fees” attached highlighted a number of issues with the program that should draw a lot of attention from artists, their management, and anyone that touches the entertainment […]

3 Marketing Ideas

Think service first. It will make a difference. Lead with value. Don’t think features, think impact. Data is a tool and you should use it to inform your decisions, not to allow it to make them for you.