Here’s a bold statement. There is no such thing as a bad marketing tool, just bad planning. You can choose skywriting, bus benches, TV or the web and it CAN work, if you know the buying patterns of your ideal client and you don’t fall victim to what I call one-dimensional marketing. Whenever we…
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Marketing to a prospect is like dating, especially if your prospect is a “trysumer.” For those of you who are experiencing marital bliss let me remind you of this age-old, sometimes confusing, but always entertaining ritual. Back in the caveman days dating was easy. The caveman hit the cavewoman over the head and…
Nothing saddens me more when I’m out at an event or opening my mail than seeing BRUTAL (that’s right, BRUTAL) promotional material. Let me describe it. First, like something out of a horror movie, I find myself staring at a home made business card or worse, the tri-fold brochure (start the creepy music). At the…
Unless you have the DREAM Marketing budget, it’s vital that you make every penny count, yet the majority of businesses out there don’t really keep score. It’s no wonder, if you have ever cracked a book on marketing metrics. Most are pretty dry and definitely written in “yawn-ese.” So, what should you be measuring…
Have you ever opened up the paper or turned on the TV only to see your competitor being quoted as an expert? Are there times when they are up there speaking to your target audience, when you think, “I know more than this person. I should be up on that stage!” Well you’re right.…
Trade Shows are what I like to term a high investment marketing strategy. By this I mean they require a significant amount of money and time to execute. While pricing of the actual space may seem reasonable, once costs for display booths, signage, promotional material and manpower are tallied up – it is a pricier…
I was given a gentle nudge from my father the other day. He was reminding me of my radio roots and was wondering when I would do an article on radio advertising. I literally grew up in radio (it was on in every room of our house) and I have fond memories of the time…
It’s that time of the year, when those of you who have yellow page listings will be receiving calls for renewals, and those of you that are thinking about it, will need to think about booking. Every year in the spring, I get asked 2 common questions about the yellow pages. So I thought I…
