I know that seems like a bizarre question particularly given the current economic conditions. However, it’s sometimes worthwhile looking at your customer base and prioritising your efforts on keeping the more profitable segments and letting go those which create less value for your business.
If you’re thinking of building online events into your marketing strategy, you might find this webinar from BrightTalk’s academy useful. It relates heavily to BrightTalk, which you would expect, but you can take a lot of the lessons from here to apply to other platforms if you wish.
There’s a lot written on the subject of planning in marketing and it’s clear there is a need for marketers to prepare a plan of action for any strategy or campaign. I’m a big believer in planning too and work with clients who use both six and twelve month planning cycles for communications, or with longer lead times for more strategic thinking.
I spotted an interesting story in the Evening Standard last week about ambush marketing – the idea that you unofficially promote your product at an event without actually sponsoring the event. The example cited the Bavarian beer company who sneaked 30 or so blond models into a world cup football match recently, catching the world’s attention.
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I met an old friend for a coffee today. Someone who had helped me out a couple of years ago as I was kick starting a new project and who had just recently given notice at his current job. He’d decided it was time for a change and was chewing over the idea of whether to try his hand at freelancing, look for another full time job, or try and find a new project to get his teeth into.
I’m a big believer that a good marketing organisation is one that puts the customers at the heart of its business. What I mean by this is when decision making is focussed on meeting the customers needs and wants, rather than that of the board or MD. But how to you measure your levels of customer focus?
If you ever want a really simple definition for what business to business marketing is all about, it would be that marketing is the management of acquiring sales leads. Continue reading »
I found a fantastic quote recently about procrastination – you know, when you defer something until later, like making a decision..
I love entertaining TV advertising. This one by Nike is a classic example of big brand advertising at its best – funny, carrying a message, memorable and so much more. But as a small business can you use brand advertising as a marketing tool?
Email marketing is one of the subjects that is continually in the marketing spotlight. Done well it can reap huge rewards, done poorly and you can end up being labelled as a spammer. I’ve previously written about 8 top tips for improving your response rates, but when scanning the internet for more interesting hints and tips, I found a great post by an internet marketer called Gobala Krishnan.
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