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Month: July 2015

10 Steps to Successful Marketing: Step 7 – Choose a promotional mix

Posted on July 11, 2015December 7, 2015 by

We’ve all heard the phrase ‘horses for courses’. Not being an afficionado of horse racing, I can’t give any advice on tips, and I wouldn’t know the difference between ‘good’ and ‘firm’ if it came up and hit me in the face. But the saying does hold true for marketing – where and how you[…]

Posted in Marketing Strategy

10 steps to successful marketing: Step 6 – Get the Price Right

Posted on July 10, 2015December 7, 2015 by

My daughter had a simple maths problem for her homework this week: A furniture manufacturer raises its prices by 20%, but then sales fall by 20%. Did the business make more or less profit? The unschooled might say it remained the same, but of course it didn’t – if you increase 100 by 20%, you[…]

Posted in Marketing Strategy

10 steps to successful marketing: Step 5 – Define your product or service

Posted on July 9, 2015December 7, 2015 by

The first thing to understand here is that a product or service only has meaning from the point of view of the customer. We’re not interested in what you think your product or service is – you need to get into the minds of your target market and understand their definition. A product or service[…]

Posted in Marketing Strategy, Social

10 steps to successful marketing: Step 4 – Know your competition

Posted on July 8, 2015December 7, 2015 by

Top sports people know their competition. Tennis players spend hours analysing their opponents’ game. They try to find their weak spot, as well as identifying where their opponent might try to attack back at them. Then in the game itself they focus on the opponent’s weakness, sometimes relentlessly for shot after shot, game after game.[…]

Posted in Social

10 steps to successful marketing: Step 3 – Know your market

Posted on July 7, 2015December 7, 2015 by

Sometimes you come across a great entrepreneur who made a point of ignoring their market. Steve Jobs famously said that they didn’t do any market research for the Apple Macintosh computer because they weren’t building it for other people: “We built it for ourselves.”* Everybody else needs to do their market research. You need to[…]

Posted in Market Research, Marketing Strategy

10 steps to successful marketing: Step 2 – Understand what you actually do

Posted on July 6, 2015December 7, 2015 by

Oh, don’t be stupid you’re thinking! Are you honestly telling me I don’t know what I do? Undoubtedly you know what you do in your office/factory/workspace, but that’s not what makes a successful business: it is understanding what you DO to your customers which really matters. How do you solve a problem for them? How[…]

Posted in Marketing Strategy, Social

10 steps to successful marketing: Step 1 – Know where you want to go

Posted on July 5, 2015January 4, 2016 by

If you were going on holiday, would you book the time off work, arrange your travel insurance and foreign currency, and only then decide where you were going? Or worse still, get in the car and head north or south without a map, compass (or sat nav) with no idea where you were heading? Welcome[…]

Posted in Marketing Strategy, Social

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