What does your marketing numbers say?

  When I started my career in marketing back in 2002 at Robertsons – the same guys that make the spices, – the first thing I was given was a blue book full of charts and tables highlighting the market share performance of the brands I worked on over the most recent two months. Back…

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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.…

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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…

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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…

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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.…

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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…

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