Financially Responsible Marketing

Strategy

Is marketing a black hole? Or the only path to real growth? Part 1 of 2

Posted by on Feb 15, 2017

I never needed it before – why now? Here you are thriving, a successful enterprise. But you’re not sure where to invest to get to your next phase of growth. And you’re thinking of stepping into marketing? “Hey!” says your reluctant self, as it has for years. “We’ve built a successful business without that marketing investment! We have a great service/product that speaks for itself. Do we really need to go there?” Marketing is a badge of honour, an inevitable step in your march to success Here’s the pill you need to swallow as a successful small-medium business. Even with strong advocates for...

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Do you have a mentor … Are you a mentor … Can you be both?

Posted by on Jan 18, 2017

We entrepreneurs hear a lot about a mentor being a key relationship that can catapult our business to new heights. Study after study shows that the most sterling success stories have a mentor to guide them. And it makes sense – who doesn’t need support? And why reinvent the wheel? The question is … what exactly is a mentor? And how do you find one?   Mentorship myths Here are three to start with: Myth 1 A mentor is someone who takes you under their wing, protects you and feeds you. Out of the goodness of their heart. Reality: The mentor/mentee relationship works both ways. Good mentors...

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Where does marketing sit in the IPO process? Front and centre!

Posted by on Feb 22, 2016

Too often, when a new company initiates an IPO, prospective stakeholders gripe that the business lacks the communication tools to successfully go public. And they’re right! When you decide to go public, you need that well-packaged, focused story to differentiate yourself from the competition. To demonstrate your hard-working management team. But how? Your slides aren’t working. Your story isn’t selling. And you don’t know why.   You’re targeting a new, different audience Your objective, as in every marketing effort, is to tell a clear story to build interest and awareness. Just as you...

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Define your UVP for marketing that drives results

Posted by on Dec 2, 2015

You and your UVP Your Unique Value Proposition (UVP), identifies what makes your organization unique – what you can do that no one else can. It’s a key component of developing your brand. Defining your UVP should inform every aspect of your marketing strategy, including your logo design and visual brand, and all aspects of your marketing outreach, including website, investor relations presentation, branded materials, and so on. Not to mention, it informs your customers as to why they should pick you over your competitor.   Take the time upfront – it pays off! Taking the time upfront to...

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Why invest in marketing? My business doesn’t need it!

Posted by on Nov 4, 2015

You’ve grown a successful business. You have worked hard over the years with your head down, perfecting your service offering. You identified a need in the market early and addressed it … better than most. There is no fluff – you are the real deal. Combining the ingredients of your proprietary knowledge, your skillset, or maybe just the work ethic of an elite athlete, you created a recipe for success. A peacock. Without applause. Recently, having come this far, you stuck your head up to view the landscape. Kudos to you, you should be proud …  like a peacock spreading its feathers …...

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Build out your customer strategy model: An analysis of your customer base

Posted by on Oct 7, 2015

In 10+ years of helping a wide range of clients to identify who their best customers are… and thereby their target market… and thereby their ideal messaging – I am continually surprised that the vast majority had the wrong answer before we started. How is that possible? How could they not know something that seems so obvious? My theory is that it’s because everyone goes by their gut on this issue, rather than facts and stats. While sales people and executives have ideas in their minds about who the best clients are, who they’d love to have as their Next Great Lead, they don’t actually test...

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