Getting through to your target market with online and offline marketing messages is increasingly harder to do. In my book, ‘Small Business CEO’, I take you through the key marketing strategies to focus on when your business is in Foundation Stage. This includes getting your value proposition right, and your core messages, and creating a […]
Hosting your own event is a great marketing strategy that in my experience, always generates new business opportunities. Here are my top 7 reasons to host one: Reinforces Your Market Position – since it’s your event, you control how everything is done from catering to signage to welcoming guests and any product samples or information […]
This book is both an insightful history of a brand that was once two different companies, and also an excellent marketing reference for anyone involved in creating a brand.
And if you happen to be a fan of Mercedes-Benz, I urge you to read it.
I love this book with a passion!!
No B.S Business Success (Entrepreneur Press)
Dan Kennedy’s books are full of practical advice based on Dan’s real experiences in business. He has been bankrupt and whilst he could easily be described as a ‘grumpy old man’ he is very successful, very erudite and a master marketer.
My copy of this book has post it notes sticking out all over the place and I use it as one of my regular reference books. He has written many books (under his ‘No B.S. brand) but just start with this one.
Winning (Harper Collins)
Jack Welch was named best CEO of the 20th century. I highly recommend this book for every CEO – no matter how small or large your company is.
His strategies for entering and owning markets, planning his succession, inspiring and managing, making tough decisions and generally being a very strategic CEO – lessons in there for everyone.
This is one of my highly recommended titles.
Getting Everything You Can Out Of All You’ve Got (Piatkus, 2000)
This was written back in the day when we weren’t connected via digital media 24/7. But it’s full of innovative and practical marketing and sales strategies.
Client tiers are important! Not just for small businesses but also for large companies, but many times people forget about tiers. It’s a great tool to keep you focused. For this article, I’ll use a hypothetical one or two partner suburban accounting practice with 600 clients as an example. Let’s assume that there’s likely to […]
How do you get the most out of your marketing spend? There’s no point in spending the money on marketing activities unless you have the ability to measure the results. Otherwise, how will you know which activities to stop, and which ones to repeat, as they’ve been so successful for you? The following checklist is […]
This is by no means comprehensive, but it is a very simple checklist to use when launching a new product or service into your existing customer market, or a new market. 1. Conduct market research a. Analyse information objectively (for what it is, not what you want it to be) b. Identify and profile target […]
Not all business owners or CEOs have marketer as one of their roles. There are two key reasons for this: they don’t have time to do it after they’ve addressed their other roles, or they don’t have a background in marketing or a real understanding of what is required and so don’t make time for […]