Trade show last week was a total disappointment. More than the cost to register and have a booth, it cost time, travel expenses, and there is no chance we’ll make our money back. How can I avoid making this mistake again?
Thoughts of the Day: Smart marketers are always working to insure a payoff many times greater than the expense incurred. Do your homework before signing up. Once committed, use every resource available to maximize impact. Compare payoffs annually to better plan the upcoming year’s commitments.
Continue reading “Trade Show Payoff”
Our industry is going through a tremendous amount of change. We have to get ahead of the curve or we risk being left behind in a declining business. We need to figure out how to present ourselves in the best light to create opportunity in the future. What should we say about our future when we talk to potential and existing clients? What will result in a thriving, profitable business?
THOUGHTS OF THE DAY: Build a business that’s worth having in the future. Talk to successful, thriving customers about where they’re going and what they’ll need. Create a voice that mirrors your most profitable, forward-thinking customers and prospects.
Continue reading “Our Company’s Future Voice”
We see marketing as necessary, we just don’t budget for it. And we don’t have a plan, no clue how to build one. We try stuff and hope it works. How much should we spend on marketing? How many things should we be trying? How do we figure out what to invest in for the future?
THOUGHTS OF THE DAY: Marketing is complex and most owners lack a comprehensive approach. Taking wild guesses is a popular approach, but not the best way to proceed. Improve your chances of getting what you want by defining where it is you want to go. Test, test, test, then commit.
Continue reading “Working with Intention Towards Marketing”
We need a differentiator; as an industry we’re being commoditized. We won’t be able to stay in business forever unless things change.
Thoughts of the day: Offering something unique boosts profitability and chances for survival in any small business. Avoid price wars. Turn away some buyers in order to create value. Don’t get complacent. Be nimble.
Continue reading “Make your business unique”