Building consumer demand – steps to effective new product introduction

by Shade Wilson

Dec 15, 2016 10:57:18 AM

Bringing a new product to market is complex. You work through the product/market fit, a feature set, operational concerns and many other issues in the hope that your launch will be a success.

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Topics: Marketing Strategies

The power of strategic messaging for delivering superior results

by Shade Wilson

Nov 10, 2016 8:14:45 AM

 

The importance of a carefully crafted message cannot be underestimated in its power to deliver effective marketing.

When many people think about conversion optimization, the first thing that comes to mind are the functional elements like the call-to-action or placement and sizes of buttons, images and forms. However, no amount of a/b testing of the placement of these components will deliver the results if the overall message is not impactful and compelling.

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Topics: Marketing Strategies

How to evaluate the value of your marketing partners

by Dionne Kumpe

Sep 21, 2016 9:14:09 AM

 

Engaging marketing partners to help shape the success of your brand is an investment in your business. Talent and expertise come at a cost, and that cost should carry a return. So how do you know if the time, energy and money that you’re investing in your partners are worth it?

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Topics: Marketing Strategies

How to lead with less: marketing plans that work

by Dionne Kumpe

Aug 10, 2016 9:40:53 AM

 

 

Marketing budget cuts are never really a surprise. Along the way, there were signs. Missed sales goals. New data analysis and lead generation projects. Reactive decision-making. Unrest among the leadership team. Requests for spending updates. Calls to buckle down for now, whether now is the rest of the quarter or the year.

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Topics: Marketing Strategies

Vitamins or pain pills – what marketing plan outline are you using?

by Shade Wilson

Jul 13, 2016 2:09:26 PM

 

For most organizations marketing seems to take one of two forms.

For some it’s a Vitamins approach, with a focus on building out initiatives based on long-term strategic opportunities.
  • Addressable new markets 
  • Evolving trends in customer usage or behavior
  • Entrance or exit of a competitive brand or category
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Topics: Marketing Strategies

How to make the most of a marketing budget cut

by Dionne Kumpe

May 18, 2016 8:00:00 AM

It’s a classic situation: You’ve been tasked with achieving long-term objectives, so you develop plans, secure funding and start implementing. Then the world changes and you pivot to address short-term needs with limited resources. [Cue the Advil.] Now the biggest question on your mind is:

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Topics: Marketing Strategies

The courage not to change

by Aaron Dotson

May 5, 2016 7:25:57 AM

For many marketing organizations, the answer isn’t “start from scratch.”

I recently met with a new client who was having challenges with the success of her brand’s marketing program. She showed me the extensive research her previous partners had done, the overall marketing strategy, the subsequent creative executions and the analytics related to the campaign.

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Topics: Marketing Strategies

How a smarter marketing strategy is a connected buyer journey

by Shade Wilson

Aug 7, 2015 1:27:54 PM

 

The purpose of marketing strategy is to set a direction or blueprint that all tactics and executions can be aligned behind to drive toward an agreed goal. Traditionally, this has been the work that goes on at the beginning of a new initiative or campaign. 

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Topics: Marketing Strategies

3 problems that marketing cannot solve

by Dionne Kumpe

Jun 18, 2015 8:05:00 AM

Problems-Marketing-Cannot-Solve

Marketing plays an important role in helping companies achieve business goals. It drives awareness of your brand and gives buyers a compelling reason to prefer and purchase your product or service. 

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Topics: Marketing Analytics, Marketing Strategies

6 tools you need to execute a strategic marketing plan

by Dionne Kumpe

May 7, 2015 8:00:00 AM

In physics, a simple machine is a mechanical device, or tool, that changes the direction or magnitude of a force. It has a mechanical advantage that enables the use of leverage to multiply force. The same principle can be applied in marketing.

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Topics: Marketing Strategies