Generating Opportunities

The importance of ‘getting religion’

How to develop an ideology-based business marketing strategy. So you think you’re going to publish a newsletter? Hey, that’s not a bad idea! If you make it an e-mail newsletter — like the one you’re reading now — it’s a particularly cost effective exercise. Your distribution costs are nil. Your publishing costs are equivalent only […]

Managing Opportunities

The corporate newsletter: neglected for years, resurrected at last

Wastepaper baskets, the world over, are full of them. In fact, if there were ever a competition to judge the most self-indulgent of all business communications, the newsletter would have serious competition from only the corporate video for first place! A tragedy, when you consider that newsletters have the potential to be by far the […]

Slaying Sacred Cows

Go ahead. Compete on price!

A message for those business people who insist on competing on price: go ahead! That’s right. If you have a cost advantage, flaunt it. Cut your prices, build marketshare, consolidate that cost advantage and annihilate your competitors. So what’s the catch? Well, to successfully compete on price, you need to be able to manufacture, market […]

Managing Opportunities

From a marketing department’s perspective, every relationship looks like a sales opportunity!

At best, most marketing communications are irrelevant to most of their recipients, most of the time. At worst, these communications run the risk of damaging the very relationships they are supposed to be cultivating. The problem is, from a marketing department’s perspective; every relationship looks like a sales opportunity. Accordingly, marketing (and sales) people tend […]

Managing Opportunities

Clicks and mortar

How to use the virtual world of the Internet to multiply the effectiveness of your real-world marketing activities. I don’t know about you, but sometimes I feel that managing a traditional ‘bricks and mortar’ business is downright unsexy! Particularly when stories abound of Web entrepreneurs who have reinvented business as we know it (and become […]

Generating Opportunities

A brief introduction to Relationship-centric Marketing

How to sell expensive (or complex) products and services [Listen to a seminar on this subject!] If your organisation sells expensive (or complex) products and services, odds are, you get most of your new clients by ‘word of mouth’ or referral. If you’ve tried your hand at lead generation advertising, you’ve probably discovered that, even […]

Measures and General Management

How to establish a clear cause and effect relationship between business marketing promotional expenditure and sales

and how to fast-track the growth of your business in the process. Over lunch, a CEO recently admitted to me that his financial controller was using his organisation’s profits to build quite a substantial commercial property portfolio. When I asked if this was best use of his organisation’s free cashflow, he smiled, “How did I […]