The concept of the “4 P’s” was first put forward in the 1960’s and still used in many circles today, although from time to time a new “marketing mix” will be proposed by some marketing expert to replace this classic formula. To me, the basic principles are still sound and still apply despite Continue reading “Are the “4 P’s” Still Relevant? I think so.”
Tag: Marketing
Small Business Predictions for 2012
A new year is right around the corner and I, for one, am looking forward to a great year! Based on feedback from my clients, and my own experience in 2011, it seems that there are some early signs of an uptick in consumer demand for products and services. Here’s hoping that’s true and that it’s something that all of you are benefiting from. I was recently asked by a business reporter and colleague for my small business marketing predictions for 2012 – here they are: Continue reading “Small Business Predictions for 2012”
Starting a Business on a Shoestring Budget
Not every business is capital intensive which is good news for the many people out there right now interested in starting a business, but feeling hampered by lack of capital. There are a number of things that many would-be small business owners — particularly service-related business owners (e.g. consultants, accountants, attorneys, etc.) can do these days to start their businesses on a small budget. Continue reading “Starting a Business on a Shoestring Budget”
Greatest Marketing Challenges Facing Businesses Today
A student asked me the other day what the greatest marketing challenges facing business today were and whether I think these challenges are different than they have been historically. That’s a great question and I’ve pondered it for a while.
Ultimately, what I decided is that Continue reading “Greatest Marketing Challenges Facing Businesses Today”
Marketing Budget Best Practices
I’ve spent most of my career working for large organizations so developing and managing budgets is second nature to me. In fact, I *like* budgets — they provide both a planning guideline and a framework against which decisions can be made. In my case, those decisions have generally been related to marketing expenditures. Given a certain organization goal, and considering past activities and their costs, how much do I think I will need during the subsequent year to meet or exceed those goals. I like looking at and considering data this way and I like having a benchmark against which I can measure effectiveness of my marketing expenditures.
But, to my surprise Continue reading “Marketing Budget Best Practices”
What’s the Difference Between Marketing, Branding, Advertising and PR and Does it Matter?
It’s a question that comes up in many venues. On Twitter and in LinkedIn groups. In business meetings. In university classes. It recently came up through a journalist who was asking for input from marketing professionals – like me: “I’m looking for experts to explain, compare and distinguish advertising vs. marketing vs. branding vs. PR.”
For those of us “in marketing” the answer is deceptively simple. Continue reading “What’s the Difference Between Marketing, Branding, Advertising and PR and Does it Matter?”
What Measures Can Marketing Communications Impact?
As I work with companies on their marketing communication efforts most are understandably concerned about measuring the effectiveness of their marketing efforts whether those efforts involve multi-media campaigns or social media. And, personally, I’m a strong proponent of measurement in any business endeavor – you must be able to show a return on your efforts to prove your worth whether you’re an employee or a consultant/contractor.
But, if you’re responsible for marketing communications, you also need to make sure that you’re measuring those things that your efforts can realistically impact. Continue reading “What Measures Can Marketing Communications Impact?”
Business Failures: What’s Your Level of Risk?
The research about the percentage of new businesses that fail each year, or within a certain period of time after launch is widespread and generally confusing depending on the study you’re reading about. Suffice it to say that, according to most of these studies, most new businesses have a tough road ahead of them.
Why? The reasons are many. Some, that I’ve observed, researched, written about–or even committed myself–include: Continue reading “Business Failures: What’s Your Level of Risk?”
Is PR the Answer? Remaining Relevant in Changing Markets
In an online discussion I was recently involved in, prompted by my blog on Borders’ recent announcement, I was asked whether I thought PR could be the answer for businesses that are feeling the pressure from increasing competition and ever-narrowing margins. My short answer: “Yes, I think that PR, in a broad sense, can definitely help businesses in our current environment.” What businesses Continue reading “Is PR the Answer? Remaining Relevant in Changing Markets”
Today Borders – tomorrow Macy’s, BestBuy, Target? You?
Have you started conversations in your organization about what Borders’ downfall might mean to you? If you haven’t, you should. While it may seem like the bookseller’s situation is far removed from your own, I’m here to tell you that you are vulnerable. If your strategic planning activities (which, I’m hoping, are ongoing and not just once a year, or less…) are not considering these types of activities occurring in your external environment, you could be at risk. Continue reading “Today Borders – tomorrow Macy’s, BestBuy, Target? You?”