You need to develop a clear, concise, compelling marketing plan. A marketing plan is a written statement that defines the strategies, tactics, and resources that your company will employ to reach its business objectives. Put more simply, your marketing plan is the “why” behind whatever your company plans to do […]
Marketing
If you have a new product ready to launch that is not yet absolutely perfect but is still better than what is on the market, introduce it. Don’t postpone the launch until every little thing is fixed. Don’t wait until you have the perfect product. If the new product […]
Most people and most companies do not like change. Organizations fear change and the unknown. People are uneasy with uncertainty and ambiguity. People like normalcy and predictability. This corporate and organizational mindset is a challenge for the marketing superstar. The marketing superstar is responsible for spurring prudent change that gets […]
Like the professional golfer who has a teaching coach to take a quarter stroke off her game or the All-Pro wide receiver that stretches the football across the goal line, the marketing superstar also competes for inches. Superstars work to build sales volume; to build profitable market share; to build […]
You must be able to correctly, objectively, and completely answer these questions. It doesn’t matter how you get the answers. Someone else can do the research. But it does matter where you get the answers. You get the answers from customers and potential customers. *Why do customers buy your product? […]
The marketing superstar must know the answer to many critical questions. The answers are essential to proper market segmentation, product positioning, pricing, selling, advertising, and crafting marketing action plans. These questions are especially important for new products. Lazy marketers don’t know the answers, they hunch the answers, or they ignore […]
The single most important ingredient for a successful business is having a customer. A customer is more important than a business idea, the technology, financing, management, or anything else. Marketing superstars get and keep customers. Customers (people) buy to feel good, or solve a problem. Customers value the solution […]
Pricing goods and services is one of the most difficult tasks in the business arena. Many small businesses fail to make profits simply because they don’t consider all the factors needed to make prices competitive and yield that elusive profit. Before setting prices, you must understand your market, distribution costs […]
If you are thinking of starting a new business or expanding into new markets, proper market evaluation is critical to success. While it may sound deceptively simple to figure out if a market exists for your product or services, it is probably one of the most challenging requirements of business. […]
