Pearl Fishing In Marketing

May 12, 2011

Once upon a time, pearl divers would go as deep as 100 feet in search of a single pearl. Nowadays the art and danger of pearl fishing has been largely replaced by pearl farms. Marketing Deep Diving is about finding pearls of wisdom by conducting deep conversations with clients and prospects. It goes deeper than [...]

Read the full article →

Why Organizations Need To Go Marketing Deep Diving

May 10, 2011

What do clients think? What do clients want? How competitive is the organization? Marketing Deep Diving is about uncovering core issues through the lens of lengthy, targeted, loosely structured, one-on-one interviews with clients and prospects that take the organization deeper than marketing slogans. It’s about finding pearls of wisdom. This is the first of three [...]

Read the full article →

Surviving the digital onslaught with a new marketing strategy

May 5, 2011

Within 5 years it is estimated that digital books will represent 40% of book sales. At $10 each, digital books yield less than half the gross profit of hard cover books, which creates a huge problem for traditional book stores. How do you develop a new marketing strategy when your market collapses? What do you [...]

Read the full article →

How to engage young marketing talent

May 3, 2011

Marketing, and how we develop young marketing talent, can learn from a recent report on how children learn. A psychologist gave 400 students a simple puzzle. After they had completed the puzzle a random half were praised with, “Wow, you must be really smart!” and half were praised with “Wow, you must be hard working!” [...]

Read the full article →

Another product marketing failure

April 28, 2011

Another product to add to the long list of products that marketing professionals have tried to launch succesfully but where they have had to admit defeat. Another idea that has outlived its product lifecycle and needed to be respectfully retired. Godrej & Boyce in Mumbai India, the world’s last maunfacturer of mechanical typewriters, has shut [...]

Read the full article →

5 reasons why the new Ottawa Convention Centre is a game changer

April 26, 2011

If your job is to write a marketing strategy for a City you need something shiny. Something to attract eyeballs. With the new Convention Centre, Ottawa has a brand new shiny object to take to market. These are the top 5 reasons why it’s a game changer for Ottawa. Architectural beauty. It’s a stunning new [...]

Read the full article →

What has Marketing got in common with a bow tie?

April 21, 2011

What has Marketing got to do with a bow tie? It looks easy but it’s actually quite difficult to complete, unless you buy something pre-made Not everyone can pull it off Lots of people don’t do it, or don’t do it well It’s fashionable but open to being misunderstood Marketing & the Sales Funnel The [...]

Read the full article →

Retail stores invest in marketing technology

April 19, 2011

The marketing maxim about it being six times cheaper to sell to an existing customer than develop a new one applies to retail sales too. La Vie en Rose is using technology  from St Michael Strategies to increase sales in its stores by 10%, without running marketing campaigns to attract more people in to the [...]

Read the full article →

How green is your marketing?

April 14, 2011

Marketing communication that misleads buyers in to thinking that your product is environmentally friendly, when it’s not, is called “greenwashing”. An Ottawa-based company, TerraChoice, lists its 7 sins of greenwashing. Sin of the Hidden Trade-off. Suggesting a product is “green” based on an unreasonably narrow set of attributes without attention to other important environmental issues. [...]

Read the full article →

Using social media to market a country

April 12, 2011

Marketing a country is not easy when there is so much international competition. But the Canadian Tourism Commission (CTC) has found some interesting ways to engage its target audiences. Click on the Explore more of Canada ad on this UK page and you can instantly use Google Maps and Street View, to take a 360 [...]

Read the full article →

← Previous Entries

Next Entries →