From the category archives:

Marketing

How to know when you might need marketing help.

January 10, 2011

So I’m sitting with a client and he shows me an industry magazine that includes a feature article on one of his competitors. It’s one of those Q&A format articles where they post a question and the subject of the article answers – usually in a different font and/or color. In this case, I believe [...]

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Remember that barefoot cobbler?

January 2, 2011
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You know the one. He was so busy making shoes for his customers that he went around with his little piggies sticking out all over the place. Well, I’ve joined the Club of the Stubbed Toe myself lately. As 2010 winds down, I’ve had a great year and, like Dick Clark at 12:01am, my own [...]

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The Market Place in Action

November 16, 2010

I just returned from an industry conference that attracted over seven thousand interested attendees. I recently developed a new educational product and my main purpose for attending the Conference for the Advancement of Science Teachers was three-fold: to confirm the viability and interest in our product, to build a highly targeted mailing list and to [...]

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B2B People, Read This Book

November 1, 2010
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I recently dug this up from an old collection of books I keep for some reason although that reason has long escaped me. I don’t remember setting out to be a library nor do I consider myself some kind of creepy bookworm. On the other hand, there are a number of books that have helped [...]

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Marketing Schmarketing. What does it mean?

April 28, 2010
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When people ask me what I do, I usually say “I’m an on-demand chief marketing officer” which is a fancy way of saying “I’m a marketing guy”. This response is usually met with a blank stare. It’s not that these smart people don’t have an inkling of what “marketing” is – it’s just that the [...]

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Tell me brands don’t matter.

April 6, 2010
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While you may not care about Walmart or how it does business, there is something to be gained from watching them learn marketing and merchandising lessons – especially when they learn the hard way.
Think about it. Walmart is huge. Regardless of how you feel about the company, they represent a giant consumer laboratory – when [...]

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Rule #5 of Marketing: Capitalization

March 19, 2010
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Ok, this is where I break your heart. Effective marketing takes money. That’s just the truth. Take a deep breath now and accept it. it’s not just a question of “how much” – it’s more a question of “how fast”.  The more money you invest, the faster you realize a return. When it comes to [...]

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