Market

  • Marketing 101: Strengths Help Offset Weakness

    It is easy to point out what is weak about a marketing effort, but it is just as important to note the strengths.  Last week we considered the perils of a confusing teaser on the outside of a mailing from a real ...

    Posted at December 12, 2013 | By : | Categories : Market,Our Work | 0 Comment
  • Marketing 101: Avoid Confusion

    Yesterday I received a self-mailer with a noteworthy question on the address panel.  “Can you please help me find a home for a family in your neighborhood?” A creative way to find help for a homeless family, I thought.  But, at the same time, it was an expensive approach for a family in need.  The return address held only the name of ...

    Posted at December 4, 2013 | By : | Categories : Market,Our Work | 0 Comment
  • Rules for Business Gifting

      Thanksgiving is almost upon us, which means that this is a great time to order gifts for your best business customers.  If you want to send a Holiday or Christmas gift, there are many places offering discounts if orders are placed well in advance for December shipping or pick up.  These discounts are particularly available from gift food companies. Follow these rules ...

    Posted at November 20, 2013 | By : | Categories : Market,Our Work | 0 Comment
  • Marketing 101: Simple Can Be Powerful

      What can you do today to build the relationship your small business has with its top customers?  After all, they are likely to account for a disproportionate percentage of your sales.  They are the buyers you want to keep! Here is a simple but powerful way to connect:  O Identify a dozen people who are important to your business. O ...

    Posted at November 13, 2013 | By : | Categories : Market,Our Work | 0 Comment
  • Simple Five-Star Idea: Weekly Internal Meetings

    Holding weekly internal meetings is a habit worth making.  This simple and inexpensive procedure can make a tremendous difference in the operation of a small business (or a large one!). When we first started weekly meetings at World Book Encyclopedia, we invited people from each department:  IT, Customer Service, Marketing and Production.  Other departments were invited on occasion, such as Legal.  At ...

    Posted at November 6, 2013 | By : | Categories : Analyze,Market,Our Work,Plan,Produce | 0 Comment
  • Marketing 101: Selecting Effective Promotional Items

    When does a promotional item make sense for a small business owner?  How can we improve its effectiveness?  Whenever we face a new task or project, it helps to define the objectives first.  This keeps us from getting off track.  When planning a promotion, we must avoid choosing an item that has a personal connection to us but not to ...

    Posted at October 30, 2013 | By : | Categories : Market,Our Work | 1 Comment
  • Marketing 101: Truth About Promotional Trinkets

    They stay with us – reminders of trade shows, local fairs and vendors.  In our homes and offices we have promotional trinkets from companies large and small.  The question is whether or not they did their job.  Are trinkets an effective way to promote our own small business? In late 1908, Antill’s Pharmacy in Philadelphia ...

    Posted at October 23, 2013 | By : | Categories : Market,Our Work | 0 Comment
  • Marketing 101: What Can You Celebrate?

    An important part of marketing is to create a story – a reason for customers to engage with us or purchase from us.  As small business owners, we can build excitement in two ways:  1) ask others to celebrate with us, or 2) celebrate with others (e.g., customer birthdays). To clarify, this concept goes beyond a sale.  In recent years, many national ...

    Posted at October 16, 2013 | By : | Categories : Market,Our Work | 0 Comment
  • Opportunity to Shine: Operating a Trade Show Booth

      Are you planning to participate in an upcoming trade show?  What does that mean, particularly for a small business owner?  How can you make your business shine? Trade shows are exhausting – for those who are manning a booth and those navigating the exhibit floor.  Having been on both sides of the trade show equation, I have a few observations.   There are two types ...

    Posted at October 9, 2013 | By : | Categories : Market,Our Work | 2 Comments
  • Pockets of Opportunity

    Beyond the current product offering of any small business, there are always pockets of opportunity ready to be tapped.  These items are not for everyone, but for a particular subset of the target audience.  As mentioned last week, The Calabash Nautical Gift Shop in Calabash, North Carolina has ...

    Posted at September 25, 2013 | By : | Categories : Market,Our Work | 0 Comment
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