THINKing

Monologue Marketing

Monologue marketers – thankfully – are dying off, but there still are too many. What’s a monologue marketer? Here’s an analogy:

Someone comes up to you at a business event and says, “Hi, I’m Bob.”

Listening: Marketing’s Secret Weapon

Customers know you and your business better than you think, and often better than you. In the many strategic planning projects I’ve done over nearly 30 years in the business, the customer always gives me the nugget that frames a client’s positioning.

New Business 2009

Are you out looking for new business? Who isn’t? I wrote a series on the topic some time back. You may want to check it out if you missed it the first time around.

New Business Primer – Part 1 – Introduction to the new business primer.

Wordle Up

Joe Pulizzi at Junta42 wrote recently about Wordle. Like Joe, I had forgotten about it and his reminder made me go over to see how the application would “see” THINKing.

It says it right there: positioning customers is what I do.

Go Ask Alice – Part 2

In part 1, we discussed positioning and positioning statements. Today, let’s talk about how to develop an effective positioning statement.

My approach to developing an effective positioning statement and an actionable marketing plan begins with gaining a clear understanding of your business’ acumen, what truly differentiates your organization and your market. Here’s how we go about it, and you can too:

Go Ask Alice

One of fiction’s finest marketing minds, The Cheshire Cat, once told Alice in Wonderland something all business owners and marketers should remember:

“If you don’t care where you are going, it doesn’t make a difference which path you take.”

New Business Redux

Are you out looking for new business? Who isn’t? I wrote a series a few months back on the topic. You may want to check it out.

New Business Primer – Part 1 – A Primer

New Business Primer – Part 2 – Positioning

It’s About Experiences, Not Logos

A lot of marketing experts (self-proclaimed) would have you believe that a logo and corporate identity package is all there is to a brand. I know some businesses which want to change their logo regularly in hopes that it will somehow magically improve their brand and their business. Woe are they.

Communications Planning 101

Developing a communications plan requires a disciplined approach. Your first order of business is reviewing your current program for impact and efficiency. Review your program by:

- Audience (employees, shareholders, in-channel audiences, consumers)

- Vehicle (personal visits, telephone calls, letters, invoices, e-mail, website, newsletters, advertising, POP, trade show)

Big Boy Marketing – Part 2

Another marketing lesson from the Big Boys, that is Fortune 1000 size companies.

Ask Your Customers. Big Boys do the necessary research. Customers will provide you with invaluable data, if you let them. From defining your positioning to advice on new products, every business has customers willing to wade into the discussion.