Tag Archives: Marketing Plan

What is an “Agent of Change?”

Last week, just after sitting down for lunch with a new business prospect, and right after exchanging business cards, the gentleman looked at my business partner’s card and then mine, and said, “Hey, both of your titles say ’Agent of … Continue reading

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Move over ROI. Now it’s ROO.

If you’re tracking financial return on investment (ROI) as the sole benchmark to determine if your marketing programs are working, then you need to know that there are other ways in this new world to go about doing so because … Continue reading

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The Seven Cardinal Virtues…Of Marketing

A few weeks ago I wrote about the Seven Deadly Sins of Marketing and hopefully all of you sinners out there have repented. Given the response, I thought it might be good to talk about the flipside, the Seven Cardinal Virtues of Marketing. … Continue reading

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The Seven Deadly Sins…Of Marketing

Not too long ago, I watching a series on PBS about the Seven Deadly Sins (Wrath, Pride, Envy, Greed, Sloth, Lust and Gluttony) and things started churning in my mind.  So I decided to list my “Seven Deadly Sins of … Continue reading

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The Dumbing Down Of Marketing

Over the past year, I’ve been having a conversation with clients, co-workers, friends and family about “the state of marketing” and the results are in.  Marketing (and its various forms) seems to be dumbing down more and more. And since … Continue reading

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When Shouldn’t You Seek Fulfillment

Fulfillment isn’t always what it’s cracked up to be, especially in business.  Consider a conversation I had today with one of our media reps that revealed why so many B2B ads aren’t just bland but simply bad.  This was in response … Continue reading

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Which half of your advertising is wasted? The definitive answer.

Retail pioneer John Wanamaker was famously quoted “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”  It’s the dilemma of marketers whether they’re in retail or manufacturing, whether they’re spending tens of … Continue reading

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How Not To Fall Into The Demographic Trap

So you have a horde of demographic data, but do you really understand: Who is your customer? This question is not as easily answered as you think. If you’ve written a marketing plan in the past 10 years or so, … Continue reading

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Marketing is from Venus and Finance is from Mars.

We’ve all had an experience with those finance/accounting types who drive us crazy, requiring that any and all marketing initiatives be measured and that we justify our expenses.  More times than not, we spend lots of time trying to come … Continue reading

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Losing Sales to Marketing Fallacies

As a partner in a thriving marketing firm that targets companies with $20-$100 million in annual sales, one of my responsibilities is that of business development. While I learn something in each conversation with people in marketing leadership positions, many … Continue reading

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