Strategic Marketing

How do you market if you’re on strike?

July 21, 2011

Tweet It’s tough to build a marketing strategy when you go on strike – just ask Canada Post. At a time when fewer people use postal services and almost no-one I know writes a letter, going on strike does nothing for the marketing department’s joy of being at work. It must be tough to market [...]

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Drug pushers in the corporate world

June 7, 2011

Tweet When your market is controlled by regulators it is worth paying attention to what they are doing. Canadians pay $22bn on pharmaceutical drugs every year, which is a significant part of our health care budget. This expense can be reduced by buying generic alternatives to the high-priced, brand-name drugs. The introduction of these generic [...]

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Shining light on the market

May 26, 2011

Tweet Market research helps illuminate the market so that marketing can do its job. 1 in 5 Canadian households don’t have access to the internet. In this day and age, when online access is considered almost a constitutional right, we should be complaining to government and the big carriers that they should invest heavily in [...]

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Do we still need retail book stores?

May 24, 2011

Tweet Amazon.com has announced that it now sells more e-books than printed books. This has happened occasionally in the past, but Amazon says the sales pattern is now sustained; its digital sales have tripled in a year. Amazon UK, now sells twice as many digital books as hardcover books. In a recent blog post, Surviving [...]

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The brand does not stop with the product

May 19, 2011

Tweet I had a marketing visit from my son’s friend who has a summer job selling kitchen cutlery for an international company. It’s an excellent product, a well-known brand and is about 20 times more expensive than the average knife set you buy from the store. It was a good sales call but it got [...]

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Wearing the Marketing pearls

May 17, 2011

Tweet How to find out what the competition is doing? What do clients think? What does the market want? All great questions. Market research surveys can answer a lot of them but sometimes you need to take a longer, deeper look at market dynamics. Marketing Deep Diving is about uncovering core issues through the lens [...]

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Pearl Fishing In Marketing

May 12, 2011

Tweet 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 [...]

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Why Organizations Need To Go Marketing Deep Diving

May 10, 2011

Tweet 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 [...]

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Surviving the digital onslaught with a new marketing strategy

May 5, 2011

Tweet 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 [...]

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Another product marketing failure

April 28, 2011

Tweet 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 [...]

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