Category Archives: Positioning

Leadership: Sell the dream while making the reality.

As a leader, you set the goals, establish the strategies and tactics to get there (with help from others of course) and sell the dream to all your stakeholders.  And that includes potential customers as well as executives and employees. … Continue reading

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How to “reel them in” to a trade show booth

We seem to be back to 2019 in the trade show world.  Shows that shuttered during COVID have reopened, even if traffic and attendance seems smaller so far, but rising. So, let’s spend a cycle on trade shows for the … Continue reading

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Let’s not confuse big data with knowledge!

There’s a famous intersection in Tokyo, Shibuya Crossing, where thousands of people cross each day, seemingly in random directions. Here’s the test: try to follow one person in his or her journey. That would be like picking a piece of … Continue reading

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Mailing lists, email marketing, errors, oh my!

Using old email lists for the first time is like eating really stale doughnuts.  The taste is pretty bad, and the side effects could be disastrous. Strict rules about spam accounts Email companies like Constant Contact, Mail Chimp and many … Continue reading

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Here are tricks to find yourself on social media.

Finding your needle in the haystack There is so much information being shot at us daily via social media streams that we should monitor and control that which pertains to our business – and do so with some level of … Continue reading

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How powerful has new media advertising become?

We think of media advertising as either paid or free – placed by paying a fee or by a PR firm or by you at no placement cost, especially when you provide editorial content beneficial to the publisher. But now … Continue reading

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Question: Do you know three types of advertising?

If we never advertised, we’d never sell anything.  Right? Perhaps right, but there are three major types of advertising, some requiring large outlays of cash, some not. The types of advertising First, you can advertise your brand so that people … Continue reading

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Go ahead. Revert to “old school” marketing. If you dare…

“Broadcast the message and they will come!”  “Segment my broadcast and I will have better response.”  Both of these time–honored methods of reaching our customers have worked for as long as there was print and radio–TV to get the message … Continue reading

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Branding yourself: A critical decision

We’re talking about brand strategy here.  Not advertising, and certainly not an easy grasp for amateur marketers.  So how developed is your company’s brand?  Is your message clear, concise, and consistent? Here’s the professional’s process: There is a process used … Continue reading

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Customer empowerment? Blame the Internet.

Customer empowerment is moving so fast nowadays that many of us are running to just catch up.  Yet if we don’t or can’t, it is a sure thing that someone else will. Yes, we can blame the Internet for this.  … Continue reading

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