What Is ‘Effective’ Marketing?

Marketing with a capital 'M' is coming up with the ideas that will change a market, or even create one. Marketing with a small 'm' is the campaigns that stem from those big ideas and which engage customers. Campaigns that attract, entertain, educate and persuade people – so that they choose to be customers. Effective marketing involves choosing the right tactics once the strategy is defined. … [Read more...]

Let’s Define ‘Business Strategy’ Really Simply

Let’s Define ‘Business Strategy’ Really Simply

For many people, 'strategy' is too big and complicated a concept. But, whether you know it or not, you do already have a business strategy. It just might not be very good. Or it might be good, but it's not working because you've not been able to articulate it so that the people around you can understand it and engage in it. Let's keep it simple. A business strategy is the sense of … [Read more...]

Everything Louder Than Everything Else

Everything Louder Than Everything Else

Some of my formative years were in the 1970s, when loud music was the thing. I used to know that my guitar amplifier was loud enough on stage when the legs of my flared jeans were flapping in the breeze from the speakers. But I digress. On a Deep Purple album from that time, there’s a bit of chatter between songs. Someone asks for their amplifier to be turned up, and the singer says: That’s … [Read more...]

Turn Your Customers Into Heroes

Turn Your Customers Into Heroes

A while ago, I was looking through marketing material produced by one of my clients. Let me call them Company X. The brochures, fact sheets, news releases and web pages had lots of photos of their clients’ products. There were photos of machinery, assembly lines, fork-lift trucks, ships, tools – lots of hardware. There were people in the photos too – stock photos of happy business people and … [Read more...]

How Much Should I Spend On A Website?

You can get a website for nothing, which is very appealing to someone starting out on the web. And if you’re a big company, you may spend many tens of thousands, year after year. But if you’re is a company in the middle, a company that’s serious about developing its business, but with limited funds – and that’s most of us – how do you set a budget for your next website build? One way you … [Read more...]