How efficient is your marketing?

  How do you get ten, or a hundred, or a thousand relevant people to hear about your product or service, this week? That’s the question, isn’t it? In fact, that’s the question every week. There are obvious ways. An advert over the radio during drive time will quickly achieve it. But that’s too expensive.…

The next best alternative.

  “We don’t really have competitors.” No, but your prospect has another alternative. That is the real question. Who is your customer’s next best alternative? Example. In South Africa there is only one retailer obsessed with premium quality food: Woolworths. You could argue they have no competition, especially the “Woollies” Food up the road from…

Choose your marketing strategy carefully

  Mass marketing versus account based marketing. Which one is right for your business? Are you trying to sell to hundreds, even thousands of customers, or only a handful? It is no use to employ mass marketing techniques if you only have a few prospects. Sure, it will eventually work, but at a great cost…

How do you position your business brand?

  How do you position your business brand in the market? Do you even actively try to? The first job that your marketing department must do is not to generate sales, but to give a clear  indication of what makes your business special. This is called brand positioning, arguably the most important part of marketing.…

How should you categorise your customers?

  I wonder how I should refer to my clients. Maybe you can help? I don’t work with corporates, mainly because they have their own marketing departments, fully staffed with everything from a marketing assistant to a Chief Marketing Officer. They are also way too bureaucratic for how I work: fast! But what does one…

consulting company website image

The role of the consulting company website

These days every business has a website, but not every business knows why it has one. A website is like everything else in your company, it should add value, especially a consulting company website. In our work with consulting companies we find that many of these so called “professional services firms”, such as engineering firms,…

Choose your customer carefully.

  What makes a seesaw so amazing for a child is that whatever someone does on the other side has a direct, positive impact on them. Off course, this all works in the physical world of the park playground, but what about the adult world and the playground of business? What about the intangible world…

Why sales prospecting is not old fashioned

  Business to business sales within niche industries is hard, and marketing will only make it a little bit easier. Ultimately, to do it right, you need someone to sit down and research the living daylights out of the niche using the internet and a phone! Let me give you an example: Someone asked me…

Is your business leaving a scent?

  How do you attract attention in the wild? You leave footprints and a scent. Evidence that you’re in the area… With digital marketing tools it is easier than ever to drop a scent that you are around. On average every week about 200 people visit the Firejuice website. 90% of them are from South…