Market

  • A Compassion Marketing Home Run!

    Today I connected in a new way with a large corporation. Really connected. I think more highly of this company than in the past, and will shop there whenever I need their products. I offer this tale as a challenge to small business ...

    Posted at July 22, 2015 | By : | Categories : Market,Our Work | 0 Comment
  • Does Compassion Marketing Make Sense for Your Business?

    Back in 1985, I was so surprised by an ad in Advertising Age that I cut it out and filed it. “If we give up one client lunch this week,” it reads, “we can feed a million people in Ethiopia.” Recently, I found my copy and was struck by the subsequent growth of similar ties to non-profits by ...

    Posted at July 15, 2015 | By : | Categories : Analyze,Market,Our Work,Plan | 0 Comment
  • Danger Zone: A Company Out of Balance

    What an incredible job this company does! Beautiful work. I am not sure how they get each installation to fit so perfectly. The two people who own this small business work incredibly hard, having built their operation on a shoestring. There is much to admire about the way that they operate. Their products are relatively expensive, but offer extremely-high quality – thus, ...

    Posted at July 1, 2015 | By : | Categories : Analyze,Market,Our Work,Plan,Produce | 0 Comment
  • Marketing 101: No Apology Necessary

    Business ownership requires many strategic decisions. Often they involve product (or service) design, selection and pricing. We have to make careful choices in light of our costs and our competition. Some months ago, I was at a book fair, offering encouragement to young writers. Several published authors were there, offering free advice and selling their printed books. One gentleman writer kept apologizing ...

    Posted at June 24, 2015 | By : | Categories : Analyze,Market,Our Work,Plan | 0 Comment
  • Marketing 101: Can Your Target Market See You?

      Can your business be readily seen by your target market? Or, are you hidden from view? The box turtle is designed to blend into its surroundings for protection from predators. However, camouflage is the last thing a small business needs! There are three essential aspects of visibility: where, what and how.   Where:  Do ...

    Posted at June 19, 2015 | By : | Categories : Market,Our Work,Uncategorized | 0 Comment
  • Writing a Book is Eerily Similar to Starting a Business

    At long last, my first book has been published! (More on that later.) I have always viewed authors as small business owners. Now I can attest that the process of writing, publishing and marketing a book is eerily similar to starting a small business: o   We must start with an idea. Then we must grow it, focusing and refining ...

    Posted at June 3, 2015 | By : | Categories : Analyze,Market,Our Work,Plan,Produce,Uncategorized | 0 Comment
  • A New Take on Sampling

    When we produce a good product or service, and repeat purchases make sense, it helps if we can provide samples for our target audience.  If they try it and like it – and it is well-priced – they will likely buy again. Sampling includes these examples and more: o  A free packet of laundry detergent in the mail. o  A bite of food on a toothpick ...

    Posted at August 20, 2014 | By : | Categories : Market,Our Work,Plan | 0 Comment
  • Opportunities Taken

    Recently, we looked at several ways to identify needs that could become opportunities for your business.  Soon after writing those words, I boarded a plane for two weeks of touring in Alaska.  Examples of “opportunities taken” were everywhere – far too many to share them all.  Here are a few:   Vendors at the Dallas Airport has both expected and unexpected products for travelers.   Of course, there were products that ...

    Posted at August 13, 2014 | By : | Categories : Analyze,Market,Our Work,Plan,Produce | 0 Comment
  • The Downside of “Free”

    “Free” is the most powerful word we can use to make products disappear from our shelves.  But, there is a downside.  We may generate traffic from people who are not in our target audience, or who will never buy again.  Use of this word should be carefully examined in light of the objectives we have for a particular marketing promotion. Years ago, ...

    Posted at August 6, 2014 | By : | Categories : Market,Our Work,Plan | 0 Comment
  • The Power of “Free”

    For many years, the strongest marketing word that can be used is “free.”  That is why we see it so often.  It works! Buy one, get one free Free gift with purchase Get the 10th meal free Free 30-day trial   Over the years, savvy shoppers have learned to look for an asterisk at the end, indicating a qualification ...

    Posted at July 30, 2014 | By : | Categories : Market,Our Work | 2 Comments
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