I’m often asked by clients how to cope with the ‘appeal to brand equity’ made frequently by (some) marketing people (particularly those selling advertising) in defense of promotional activities. (To review my position on ‘brand equity as a management metric’ you might like to read this article. The marketer’s position is typically as follows: We […]
My first piece of advice is simple: treat the Internet as an opportunity for your business — rather than as a business opportunity, in and of itself. The fact is, there’s more mileage in using the Internet to better execute your existing strategy than there is in treating it as an entirely new business model. […]
Now here’s a common concern. How do you harness the obvious revenue-generating benefits of discounting – without damaging your corporate image? If, like Super Cheap Auto, you are positioned as a discounter in your particular industry category, promoting reduced prices may enhance your corporate image. But, if you wish your market to perceive you as […]
If you stop and think about it, there are probably many companies you deal with automatically. You don’t stop to think about price, quality, service, or convenience – you just instinctively make your purchasing decision. We might be talking about your printer, your doctor, your real estate agent or your computer supplier. But then we […]
For most of us, advertising is a little like prayer. We’re not sure it provides any benefit, but we do it anyway, just in case! Of course, one difference between advertising and prayer is that advertising costs you money. And, as a professional manager, your job is to maximise your return on capital. In other […]
It’s a common practice to categorise clients (or prospects) using an A/B/C rating (or similar). This practice may be common, but it’s rarely sensible! Organisations typically apply such a classification in an attempt to prioritise the allocation of sales resources (field or phone) to relationships under management. If those resources are abundant, this method may […]
Follow this simple process to transform your brochure into a powerful sales tool. Go on: admit it… Most brochures make you yawn so hard you fear your jaw’s about to snap! You know, the ubiquitous picture of the board, standing rigidly to attention. The bland letter from the CEO, explaining his company’s revolutionary policy of […]
Use our simple five-step formula to turn under-performing lead generation advertisements into high powered sales tools. Bill King and son, Stephen, were facing a dilemma, common to many business people. They had a great product on their hands. Something handymen and tradesmen would jump at. But they were having trouble launching it into the marketplace. […]
If it’s done well, newspaper advertising can be an extremely cost effective way of attracting new customers to your business. However, done poorly, this is one sure way to waste large amounts of money in an amazingly short period! Newspaper advertising gives you access to a large audience for a very low cost per reader. […]
