Those who are budget-strapped can get thousands of dollars in free publicity with simple tricks from Joan Stewart, the Publicity Hound.
Strategic Marketing Articles
Who. What. When. Where. Why and How. I learned it 20 years ago. Still the formula, right? Sure, but you could be boring people.
The Prime Minister announced $1.1 billion to foster innovation in Australia. But how do you innovate when you’re a service business? Here are three ways.
A look at the differences between commercial and nonprofit brands with a view for guiding nonprofits, using the Salvos as an example.
“Marketing battles are fought in a mean and ugly place. A place that’s dark and damp with much unexplored territory and deep pitfalls to trap the unwary. Marketing battles are fought inside the mind.” Review and Synopsis of best-selling book by Al Ries and Jack Trout, Marketing Warfare, 1986, McGraw-Hill Inc.
Neuromarketing studies using physiological metrics such as eye tracking, heart rates, pupil dilation, sweat glands, EEGs and MRI scans. Includes case studies and practical insights that can be gleaned and applied on any budget.
How to add a unique value to your e-business
How to create a content marketing strategy that is mindful of your six markets, extending the promotional mix, and how to overcome some common hurdles. Includes examples and a basic calendar template.
Cheap Tactics Now, you’ve plotted your vision on the map, you know your engine pretty well or at least you know what type it is, and you’ve got a comfortable position to steer yourself right into the heartland of that target market. Small Business. Super-sized Brand (Part 2) is published on 2013-12-04T05:26:56+11:00 and last modified:(…)
Just because you’re a small business, doesn’t mean you can’t have a super-size brand. Tips for those entrepreneurs who want to do it themselves. Based on a presentation delivered in 2003, but the principles are as true today as ever.
Staying in a small hotel or B&B is risky for a new guest. How to turn them into ambassadors and drive word of mouse.
The best and worst rewards programs. Some practical advice from those who have studied them and found what works and what doesn’t. Based on Harvard Business Review article by Joseph Nunes and Xavier Dreze.
Culture is a learned and shared experience, but the differences between two cultures attempting to do business together should not be overlooked. The West needs to understand the fundamentally different philosophies underpinning another culture rather than dismiss differences as quirky nuances.
History is littered with examples of the best products that didn’t win. VHS vs Beta. Macintosh vs IBM. That’s because marketing is a war conducted in the mind of the consumer. It is great to have the best product or service around. But without segmenting, targeting and positioning – at the right price point – a good strategy, consistent communication, it doesn’t matter what you have.
With the all spanners that the Internet and electronic tools and methodologies have thrown into the business landscape, what has happened to the four Ps of marketing? They used to refer to Product, Price, Place and Promotion. Are these redundant now?
Three years after the book, Blue Ocean Strategy was published, Indian motor car maker, Tata Group, pulled the same trick as Henry Ford. In 2008, they launched a $2,500 ultra-cheap four-wheel car for the masses of Indians who were used to getting around on two. Now the “People’s Car” is set to flip the entire auto industry on its head.
Customer service is not just about how nice the people are and how well they can suppress their moods, frustrations, relationship breakups, and essentially leave their personal lives at the door. It is about the service delivery – the channels and processes that a consumer can use to make a purchase.
It’s not a case of ‘chasing the shiny object’. Social networking must be part of your SEO strategy.
Commonwealth Bank has devised a creative campaign utilising probably the most universal of touchpoints for reaching university students – the disposable coffee cup. The objective is to generate interest in its internships and career opportunities.
Communicating services is no easy task. This academic article examines best practise from an Australian Internet Service Provider context with managerial implications to consider.
Services are the “burning platform”. They dominate the developed world’s economy and are set to continue. So how can we compete through service?
Services have some challenges that product goods do not. There are lots of ways to lose money. But there are creative ways of minimising the loss and adding new revenue streams. Here is a brief overview and a number of suggested solutions.
Marketing has evolved over the decades. The power has shifted from the company to the consumer. In order to be successful we need to adopt a customer-oriented approach.
Qantas created Jetstar to challenge Virgin’s low cost airline. It continues to run Qantas. You can choose to be full service or you can choose to be low-cost, but you cannot choose to be both without major inefficiencies.
You may have heard the term “the marketing mix.” The Marketing Mix – For Services is published on 2011-11-16T02:54:35+11:00 and last modified: 2017-10-23T03:23:18+11:00 by Danielle Spinks
IKEA is an iconic global phenomenon. What’s the secret? Is it sustainable? How does it work? A company strategy in a nutshell.
“Market oriented companies achieve superior performance.” So what does it mean to be market oriented?
All systems die. It’s an immutable law of nature. Buddhists call it the Law of Impermanence, Scientists call it Entropy. This is why defining a business as existing to create only one particular product is dangerous. Better to focus on the problem you are solving generally.
A detailed autopsy of a road safety campaign that – finally – doesn’t produce a corpse. Why the Shame Appeal works better than Shock & Fear for this target audience. How the campaign could be even more effective.
Advertising’s dead and news media is dying. How the trend toward marketing that gives value through great content is sucking up journalists. How small businesses can also use content to become more engaging and trusted.