Define Your Target Market First, Then Decide Where To Market

Marketing Strategy, Tips and Tools
Many times business owners shell out cash for marketing and then wonder why they’re not getting business. Before you throw another dollar in the wind, ask yourself: who is your target market? Then you need to figure out how much time and money you have to spend to reach them. I made that sound real simple didn’t I? Here’s the two-fold scenario: First, define your target market. This includes Key decision makers for purchasing your product or service Where your customers look for and buy your product/service Customers' buying habits and buying cycles Factors that influence purchasing decisions – don’t just assume price is the primary reason Next, determine how much money and time you have to spend to reach your target Can you reach them by joining industry organizations?…
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Can I Find Your Product In Anytown, USA?

Branding, Marketing Strategy
Have you noticed how certain shoe brands are sold exclusively in limited retail outlets? How about clothes, ever notice some brands can be found all over the place, and yet others are only found in major cities? Notice how you can’t just go into your local office supply store and purchase a $2,000 gold-cased Montblanc writing instrument? Ok, then you recognize that where you distribute your products/services is an important component of a branding strategy! Did you know your branding strategy should help define your distribution channels? It should be a guiding principle when determining exactly how you want to position your product or service in the marketplace. This applies to both products and services alike. Here’s a few examples: If the Price Point for your product or service is…
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Lay the Groundwork to Define Your Brand

Branding, Marketing Strategy, Tips and Tools
Let’s define the word BRAND as it relates to your company. In a nutshell, a brand has to convince me to spend my money, time and effort with you and not your competitor. Think about iconic brands like Starbucks, Ferrari, ESPN, and Neiman Marcus. When you hear the names of these companies you immediately think of a host of attributes for each of them. Well, it’s their BRAND you’re thinking of! Now do you understand why your brand is so important, and why you need to manage your company’s brand? Good, we’re on the same page. Consider these criteria to start defining your brand: Company name: does it say anything / mean anything to your ideal client? Is it easy to remember? Hard to pronounce? Keep in mind, you can leverage…
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Can You Define Your Brand?

Can You Define Your Brand?

Branding, Marketing Strategy
So you’ve been in business for a while. Can you give me a definition of your brand? For example, I’m a small biz marketing powerhouse who comes in, peels the surface layers back to reveal the true core of your biz, evaluates and, if necessary, overhauls your entire marketing strategy, immerses your biz across the appropriate social media platforms, syncs your day-to-day operations with your firm’s long term objectives, and re-energizes your passion and perception of your own business. I ask clients to describe my brand to me and this is pretty much a summary of what I’ve been told. Do I like the way I am perceived by my clients? Absolutely! Did I strategically develop my brand into this? Nope. I just do my work, like most of you…
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