Category: Insights & Ideas

With 2016 officially here, it’s a great time to revisit your marketing plan. If you don’t have one, or haven’t reviewed it recently, here are the basics: The first thing you want to identify is what will success look like in 2016? What specific and measurable objectives would you like your marketing to achieve? Marketing…

Marketing trends as we move into 2012 according to Forbes, and what we’re seeing to be true: 1) Value Is the Deal Differentiated and believable brand meaning – emotional, rational, functional, and experiential – becomes a more effective and profitable surrogate for value than low-lower-lowest pricing strategies. But only the consumer gets to say how “valuable” is…

DON’T Discount (okay if it’s used as a trial device) Delegate (don’t just pass it off to a secretary to do and hope it turns out okay) Try to be all things to all people (Be a specialist. People are willing to pay more for specialists.) Use too much copy. Trying to say it all…

Marketing a professional service firm requires different strategies and tactics than marketing a product. When looking back at the source of new business, most service firms will find that approximately 85 percent of their new business is generated from referrals. Those referrals will largely come from existing clients as well as business contacts and other…

Viral marketing is a relatively new term, meaning that an idea, product or service gets spread, like a virus – without or with little effort. Like a flu or a cold, it keeps spreading. It is the ultimate in word of mouth advertising – although in today’s world, it’s more likely to be word of…

E-mail marketing done correctly can create customer loyalty, referrals and increase sales. The key is to do it correctly, so that you’re not spamming people or over e-mailing and creating unhappy customers. E-mail marketing allows the advertiser to do several things that traditional direct marketing won’t. For instance, some e-mail marketing software will update the…