Why is marketing so expensive?

I’ve just returned from a meeting where the Johannesburg sales manager for a local electronics company said: “…marketing doesn’t really work, it just costs money…”. You’ll be excused for sharing his view. The first thing I see when I speak to business owners about marketing is the fear of money going down the drain. And…

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Does your business have an opinion?

We can make marketing very complex; or very easy. I prefer the second option. Does your business have an opinion? What is that opinion? Does that opinion matter to your customer? Is that opinion different from the other opinions your customer is hearing? Do you successfully get your opinion across to your customer? Do they…

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Marketing fundamentals for the entrepreneur

I am currently doing a course through one of the top marketing professors in the world. You can read more about Professor Mark Ritson and his superb mini-MBA programme in Marketing here. I won’t be overstating it if I say it is an eye opener. It has also been quite a reality check! Professor Ritson…

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Why entrepreneurs should do market research

When last did you research your market? When last did you test your assumptions? When last did you [just] ask questions? No selling. No “marketing”. Just questions. Many business owners are frustrated because they are unable to get into the room with the key decision-maker. They send emails; make phone calls – and get nowhere.…

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The customer is king. So what?

We all know that the customer is the most important person in our business, but the words ring hollow because we don’t know what we mean when we say this. Really, what do we mean? Sure, it is the customer that pays us, so that makes them important. It is the customer that buys from…

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How fast is your business?

As a marketing consultant I get to spot a few business trends as well, like this one: many South African entrepreneurs move too slow! It’s a simple truth: the slower your business goes, the greater the chance that whatever revenue lift it has can be lost in an instant. It’s easier for the competition to…

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