IS there a difference between sales and marketing? A question for the ages; just like, “Do Canada Geese really fly south for the winter? Yes. There is a major difference between sales and marketing (and “yes”, Canada Geese DO fly south in the winter!) The problem is, this debate is always … [Read more...]
Back to Basics: Small Business Marketing Plan
Here we are in September – it usually means one thing for a large part of the population – BACK TO SCHOOL! September always brings back memories of the “first day of school”; exciting in some years, dreadful in others!! As an entrepreneur and small business owner, it is now a reminder of a “new … [Read more...]
What is Market Segmentation – Marketing to Millenials
I have discussed and shared on several occasions the importance of target-marketing and its impact on a successful marketing strategy. Market segmentation can help you achieve even stronger results. What is market segmentation? Well, the more you understand who your target market is, the more … [Read more...]
What’s Your Problem? Creating a Value Proposition Starts with Problem Identification
Ultimately, the value proposition of your business should answer this question for the prospect: “Why choose us”? Why should the customer choose your business over your competitor’s business? To create a strong value proposition, you need to clearly start with problem identification. In my Web … [Read more...]
Components of a Value Proposition
Ultimately, the value proposition of your business should answer this question for the prospect / consumer: “Why Us”? Why should the customer choose your business over your competitor’s business? In part 1 of the Web-Planning Series – I described the importance of understanding what “value” is? … [Read more...]
How and Where to Make Money in 2013
The turn of the calendar is always a good time to reflect on business strategy, growth and even new business opportunities. I have definitely seen many trends develop and start taking shape in the small-business sphere in 2012 that will have impact on how you market your business in 2013. I … [Read more...]
Trader Joe’s is No Ordinary Joe – How to Build a Super-Brand
Creating and developing a brand isn’t easy but it is an important component to any successful marketing strategy and Internet marketing strategy. It requires you to dedicate specific tasks and exercises to defining it; don’t just “come-up” with a generic brand identity. Your brand should align … [Read more...]
Pepsi vs Coke? What is a Value Proposition?
Web-planning for Success: Part 2 - What is a Value Proposition? Do you ever stop and think about why you purchase one product over another? For example, do you drink Pepsi or Coke? (Oh, the classic debate!) Do you drive a domestic car, say, Ford or a foreign car, say, Nissan? Well, if you … [Read more...]
What is the Value of Understanding Your Business’ Value?
Web-planning for Success: Part 1 - Value In the last year I’ve given almost a dozen seminars on web marketing and small business marketing. I'm getting ready for another round of workshops this fall across the GTA. I appreciate the enthusiasm of the audience who always want to get right into … [Read more...]
Enterprise Toronto Social Media Summit
On June 19th I attended the morning portion of Enterprise Toronto's Social Marketing Summit at the Scarborough Civic Centre. A great itinerary put together by Enterprise Toronto. I was amazed at the turnout and energy for the morning session. The Council Chamber was jam packed and there were … [Read more...]