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Joined Up Thinking on Corporate Identity |
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When you are presenting the face of your business to your target audience, it is really important to be consistent and always present something that is recognisable, memorable and eye-catching. Sticking with something that everyone identifies as ‘you’ – and carrying it right the way across the business – is almost more important than it being THAT good! Better that it is good, of course... but it is so important to be consistent in your approach if you want to create a brand and inspire some loyalty. |
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Market Research – Vital and Varied |
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So many businesses put the cart before the horse in new product or new service development. I find this is especially true of high tech businesses. They get carried away in the excitement of what new technology has made possible and forget to factor in whether the market will be as excited, or excited enough to part with hard-earned cash for the pleasure! You have to research any market thoroughly before launching any new product or service. |
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Versatility is a key ingredient of a good marketing consultant. Why? Because, as one of business’s problem solvers and a destroyer of obstacles to growth, the marketing consultant has to plan every strategy with a blank piece of paper every time!
In marketing there are no ready-packaged cure-alls and no ‘off the shelf’ solutions, because every marketing strategy begins with a conversation – often a LONG one – with the prospective client about what is stopping him of her from moving forward. All marketing strategies start with a business conversation, and it is different every time. |
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A great ingredient in the marketing mix of many companies is appearing at a specialist exhibition - one that showcases their industry and, often, has an adjoining conference dealing with its topical issues.
It is important to be selective when deciding which ones to attend. Your time out of the office is expensive, time of your staff being there is expensive too and, oh boy, the stand can cost a fortune too – and that’s before you have even put anything on the stand to show off your products. And I have not even mentioned the wine, beer, OJ, peanuts, crisps that are part-and-parcel of entertaining. |
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Rob Thoughts
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Everyone fancies the idea of ‘going international’! The worldwide web has made it even more possible – theoretically! – to sell your product or service all over the world, and how tempting is it to be a global player, jumping on planes to check out your market share in Canada, Brazil or the Philippines!
But how realistic is it for your company? In many of the marketing strategy planning sessions I have run, I have questioned my client on the level of his overseas ambitions and the answer has been: “Our first priority is the domestic market!” or even “We would like to be ‘big’ in the Central belt of Scotland..or the North of England.. or in Birmingham”
People don’t like to get too far out of their comfort zone..or do they? Supposing they created conditions where they were comfortable to be selling in other countries, they might be doing very nicely financially and needing new staff on board to jump on those planes to all corners of the earth! |
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