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I had a long conversation with someone the other day about the differences between push and pull marketing. It was a little disappointing, though, because they had already invested a great deal of time and money developing their pull marketing strategies under the assumption that there was no difference between the two types. Not all
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One of my professors in business school utterly despised marketers. We were responsible, according to him, for every great disaster in business. Ironically, he ended up being one of my favorite professors in the program. Oddly enough, he might have even been right. Gas prices are higher today than any time in history. Sadly, they
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When I went to graduate school, I was given the opportunity to specilize in one of three fields: logistics, marketing, or sustainability. Those of you who know me can probably guess my reaction to the logistics offering – I’m fairly good at it, but I don’t enjoy all of the technical aspects that go into planning
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A lot of people tell me how funny the word “mindshare” looks. It’s a made up word that, apparently, has a completely artificial definition. I like things that way. It appeals to my deep desire for ultimate control over things (insert ominous, evil cackle). Really now, “mindshare” is one of the most valuable concepts in
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I never really liked the way McCarthy’s four Ps of marketing (product, price, place, and promotion) were presented. It was all too theoretical and dry. Beyond that, no one seemed to care about the customer – as a customer myself, this always upset me. This morning, I got an email about a new marketing theory
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Guerrilla marketing is the wave of the future. I have given you information about what it is and even showed you a video about how effective it can be. I do know, however, that you are waiting for my explanation of why guerrilla marketing is so important. Customers seek out your advertisements Think about that
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The easiest way to think about guerrilla marketing is to compare it to guerrilla warfare. It’s a small-scale endeavor focused on gaining ground against the enemy in small steps. The advantage is that you are leveraging your knowledge of the region (which the enemy does not share) to attack their weak points. For marketing purposes,
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The first thing any entrepreneur looking to enter the market must do is survey the landscape. While standing atop a hill and peering down at the city might sound like a fun activity, this has nothing to do with the landscape I’m talking about. There are three questions you have to answer in detail before
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When I tell people I am in marketing, they assume I am in either sales or advertising. In fact, most websites that ask you to enter your profession lump advertising, sales, and marketing into the same category. In a world where few understand the differences between these three disciplines, what is the point of trying
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The last two days featured a case study on targeted marketing and rebranding. A fictional bait & tackle shop tried to target its “perfect customer.” The first attempt was a miss and actually hurt business for the shop. However, it also yielded a great deal of information about the market and helped determine who the