Marketing strategy

Work with us

Do you know what your customer actually wants?

By Maurice Smith

I once spent a fortnight in Silicon Valley being trained in strategic planning. It was a fantastic experience. We spent the first week in groups trying to invent new products and industries, a motley crew of scientists, financiers and creatives.

In the midst of the workshops, a very opinionated participant from Miami told us – not once, but twice – that there were many modern technical inventions that no one had ever asked for – the minivan and the fax machine for starters.

Read More

Great articles roundup: Startups, financing, crowdfunding, virality in videos

By Daylin Mantyka

As a regular feature, we provide our readers with a roundup of some of the best articles we have read in the past week. On the podium this week are Techvibes, Forbes, The Wall Street Journal, The Huffington Post and copyblogger.

Startup Financing: There’s More Than One Way to Skin a Cat

One anonymous angel with a self-admitted “chip on my shoulder” provides their opinion on pay-to-pitch investment conferences.

Read More

Customer service must be a deliberate strategy

By Francis Moran

I had a conversation the other day with a senior executive at a company for which I occasionally do some consulting. The executive wanted my opinion on how his company handles warranty returns. Under their current practice, they oblige their customers to remove the faulty equipment, which is often tightly embedded in an operational environment, pack it up as best they can with their own resources, and ship it back at the customer’s expense. If the fault is determined to be covered under warranty, they refund the customer’s shipping costs. Meanwhile, the customer may have to do without what is often a mission-critical piece of gear, although most of this company’s customers do stock healthy inventories of spare equipment.

Read More

Brand marketing that is inspired, but not imitative

By Leo Valiquette

There was an interesting story in the Globe and Mail last week that got me thinking about the distinction between product marketing and brand marketing.

The Globe’s Susan Krashinsky was writing about Newfoundland and Labrador’s tourism industry and how the province’s efforts to brand itself with a memorable advertising campaign has provoked the best form of flattery possible – plagiarism.

Read More

A primer on strategic thinking

By Caroline Kealey

The word “strategic” is used so often that we’ve lost track of what it means. You might think it’s nothing but another bit of corporate-speak tossed around to make things sound fancier. In fact, something real and utterly important is at stake in this word.

A strategic state of mind is one that directs a systematic plan of action toward a specific result. It’s about looking at the big picture – what outcomes you’re trying to achieve – before working out the detailed tactics that might be taken to get there. This is the state of mind that makes communications activities work in the service of larger corporate goals. Being a strategic thinker demands always holding yourself to a standard of acting based on strong evidence and a logical progression of planning steps. That’s no easy thing when you’re frazzled by the day-to-day demands on your time.

Read More

Page 28 of 108« First...10...272829...40...Last »

Join us

Events We're Attending:

  • image description
  • image description
  • image description
  • image description
  • image description
  • image description
  • image description