Focusing your marketing on specific niche groups is not only to increase the effectiveness of your campaigns, it is just good business practice. I have consulted many companies that unnecessarily market to large segments of people and get poor conversions (and wonder why). By channeling your efforts and directing the messages to smaller niche groups,… Read the rest

One of the most important decisions you will ever make in marketing is who you are going to target with your message. Think about it. You can have the most inspiring product, brilliant idea and innovative advertising, but if you are marketing to the wrong group of people your message will fall on deaf ears.… Read the rest

Marketing is all about setting goals, so it is important that you understand the difference between hard goals and soft goals. A hard goal is one that can be quantified and measured, for example: increase sales by Christmas, or complete website updates by January. Soft goals are not quantifiable and are difficult to measure, for… Read the rest

Writing a company vision statement does not need to be difficult. By answering 5 simple questions your vision will become clear.
1.) What do we want to be known for?
2.) What is our business?
3.) What are our markets?
4.) What position do we want to be?
5.) How… Read the rest

Once you have completed your marketing and business development plans, I recommend creating a yearly marketing timeline of action items. Each item should indicate the costs, staff required, notes, and completion dates on the timeline. This can be a simple Excel spreadsheet or a complex Gantt chart. The idea here is to commit your resources… Read the rest