Trust me when I say there is nothing fluffy, cute or pretty about marketing. All these things are intangible. Marketing is tangible. It’s about facts, figures and evidence. It’s about the truth.
Last year I wrote about value oppositions, and overlapping needs and benefits. It is important to understand your own benefits, your customers’ needs and the benefits of your competitors to find your market niche.
A few blogs ago I wrote about the Strategyzer Value Proposition Canvas. A very useful model, as is the Business Model Generation Canvas. The only element that seems to be missing is the competitive one.
I delivered a “How to Plan Successful Marketing” workshop at the BioHub at Alderley Park on the 22nd September. Many thanks to the BioHub Acceleration Manager for organising the event. Many thanks to everyone who attended too, for making it such a lively and fun event. Congratulations to Derek Ogg of Peak Proteins for winning the […]
Ian Walker of CPDWORKS recommended the book, Black Box Thinking by Matthew Syed, to me. The start of the book considers two different industries’ attitude to failure; healthcare and aviation. In both cases failure can have tragic consequences. How the two industries view failure tends to be very different though. The suggestion is that the […]
I was discussing the plan-do-review cycle with David Ashworth of Flintloque the other day. The plan-do-review cycle is a classic continuous improvement model used in many business disciplines, not just marketing. David commented that he saw the model as spring not a ring.
A couple of marketing books I’ve been reading have mentioned the importance of choosing your customers wisely. Marketing tends to advocate niche marketing – targeted so you can concentrate your resources where they are best served.
International standards have been around for many years. Some small businesses find them invaluable, enabling sales and providing a point of differentiation; ISO 9001 (the quality standard) and ISO 13485 (the medical device standard) being two examples.
A great deal of marketing revolves around marketing planning. Writing down all you have learnt about your business, your customers and your competitors and how you fit into your marketplace and how you are going to make more profit from your products or services is a vital part of a successful business. Yet many businesses […]
I’m a great believer in writing down your goals or in my field, your marketing objectives. For three reasons: