Understanding the Marketing Control Process If you are like most small to mid-sized businesses, marketing your company probably includes a basic marketing plan, most likely not written down. You probably have some marketing collateral (brochures) to leave with customers, a website, a social media presence that gets occasional attention, and a sales team. There may […]
What is Marketing Excellence and is Your Company Measuring up to it? Marketing excellence is implementing marketing best practices where the firm delivers exceptional value to customers, vendors, and other stakeholders. The chart below, adopted from Phillip Kotler, the father of modern marketing, is a marketing excellence review. Analyzing your marketing activities and developing a […]
Traditional Marketing and Digital Marketing are the Same? Walk outside or in your own office and ask someone to tell you the difference between traditional marketing and digital marketing. The chances are that the general response will be that traditional marketing is not digital marketing and that digital marketing is online marketing. Huh? The reality is, there […]
To improve your customer engagement strategies, “Ask not how you can sell, but how you can help.” -Kellogg School of Management Mass Marketing: Marketing from the Past If you do not have a customer engagement marketing strategy, you miss out on opportunities to build your brand and grow your business. Businesses engaging their customers are […]
I can not count how many times I’ve heard members of a firm pitch their company. At trade shows, product presentations, marketing meetings, and other events. It’s the same dull pitch. A company representative gets up in front of the audience, clears their throats, asks how the audience is doing, and proceeds to tell them […]
According to eMarketer, B2B buyers are switching from their current suppliers to new suppliers amid COVID-19. The top reason for the switch is that existing suppliers are unable to offer delivery. The pandemic has placed a strain not only on suppliers but on the supply chain as well. Other reasons B2B customers switched suppliers include the […]
Deliberate human decision making is both a complicated process and a vague concept. Often, we make decisions without cognitively thinking about the process. That is, our choices are fast, automatic, and emotional. It’s what Nobel Prize-winning psychologist Daniel Kahneman, in his book, Thinking Fast and Slow, calls system one thinking. Unlike system one thinking, Kahneman explains slower, deliberate, […]
[VIDEO TRANSCRIPT] Mystery can increase your sales! That’s right. Being mysterious with your product or service can increase the likelihood of more sales, which, well, as we know can increase your bottom line. And this translates into more money in your pocket or your businesses pocket. How is this possible, you ask? After all, isn’t […]
In a previous post titled, “How to Write a Better Company Mission Statement,” I discussed elements that make for an effective mission statement. In this post, I explain what a vision statement is, the difference between a mission and vision statement, and how to write a mission and vision statement for your organization. As a […]
What is a Company Mission Statement? Organizations with a clear strategic focus have written mission and vision statements. A company mission statement communicates — most often in writing — the firm’s reason for existing; it defines your organization’s values and governing principles. The mission statement explains how the organization aims to serve its stakeholders, such as customers, […]
