Marketing Strategy

Price and Value. 2 sides. 1 coin.
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The crude definition of value is what you get divided by what you pay.  So if you pay 10 units and get back 20 units of value, that’s likely to be good, even great value.  In calculating value, the benefits...
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Why I love marketing?
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12 words. Creativity Innovation People Power Adrenalin Thrill Speed Dream Brands Ideas Strategy Passion    
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Public Relations in T&T is too much about spin.
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Q. What's the difference between a squirrel and a rat? A. PR.  So the joke goes. Many of our companies have reduced PR to handing over an oversized cheque or having their Managing Director pose for a photo op painting a children's home....
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Does product sampling work in T&T?
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Does product sampling work in T&T?  The short answer is I don't know.  Like too much of what we do in promotions in T&T (in fact most things), we don't measure relationships between investments and returns.  It's the same for...
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Beware professional contest enterers.
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We marketing folks are always looking for a way to grab attention.  Most times we use advertising to bludgeon our brand into minds and hearts.  Lately, Facebook, Twitter and Instagram have been added to our artillery, to be used in...
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6 Biggest challenges facing marketers in T&T.
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Measuring ROI on investments Creating positive customer experiences Branding and brand discipline, in a sea of products and brands Mining insights by leveraging data Acquiring new customers Keeping existing customers
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Why you don’t take a car to pick up your morning paper on the curb.
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We marketers love to do stuff.  Let's get the ad in the papers and fast.  Let's print flyers.  And lately, let's put some ads on Facebook and Google.  We go to the how without thinking through the what.  And far...
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Your brand should have a sound and a smell.
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Some brands stink.  Literally.  You should make sure that your brand is properly represented through all of your customers' senses.  We tend to play the most attention to sight and a lot less to smell and sound.  One Operations Manager...
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Is Branding bullshit?
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Bones thinks it is.  I agree with Bones that far too much emphasis is placed on image and not enough is given to substance.  We've become more interested in the sizzle than in the steak. My Quick Service Restaurant career...
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When last have you listened to your customer?
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Yes you.  And I don't mean hiring a research house to do a focus group for you.  I'm talking about listening yourself.  So if you sell a hair product do you go sit in the salon and see it used...
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7 Common Brand Management Mistakes.
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Not knowing what your brand stands for and does NOT stand for.  "The essence of strategy is choosing what not to do." - Michael Porter  Instead of trying to claim 3 or 4 attributes for your brand, agree on one...
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There is a free lunch.
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I saw an ad we put in the paper for a client of ours, the Arthur Lok Jack Graduate School of Business, and it contained two of my favorite words, so it got my attention.  The words were strategy and...
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