Marketing is for brands, not products…

Here’s an interesting thought I had recently: you don’t market a product, but rather a brand. Many business owners don’t understand this. Granted, this should not be news to someone like myself who claims to be a marketing professional, but it is a truism that is easy to forget amid the daily pressures of business……

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How to launch a new idea

Let’s assume you have a new idea and want to launch it. What is the main challenge you face? Often entrepreneurs think that their most immediate problem is one of “marketing communications” – i.e. how to tell people about the new product. They think that if they can achieve product awareness, they will achieve product…

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Marketing is like fishing

Two decades ago, as a small business, you couldn’t do much marketing. It was simply too expensive. Printing ten thousand leaflets and dropping them in people’s mailboxes? Advertising on the radio? Promoting on a billboard? All too expensive. All you did was rely on your Sales department. They were responsible for meeting potential customers and…

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Take full control of your website’s performance.

  Many business owners that I know, don’t know how to take full control of their website’s performance. By this, I mean they don’t know how many people visit their website, where they live, how many times their website appear on Google or even how people react to the content. Google Analytics can show you…

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Mind the gap

Where is the gap in your market? That’s the crucial question, isn’t it? Do you know? The gap in my market – let’s call it the market for marketing services – is the mid-sized company wanting to grow bigger. These companies struggle to get quality marketing advice at an affordable price. You could argue that…

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Marketing no man’s land

On the one hand marketing is very practical. A website, social media, brochure, business card, logo, events…packaging. Can any business do without this? Does anyone doubt this part of marketing? But this is where the certainty stops, and doubt begins: Does marketing boost my sales? I don’t know. How much should I spend on marketing?…

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