Three Tips For A Better SWOT Analysis

Have you ever found yourself in a job interview being asked the dreaded question, "What's your biggest weakness"? Why do employers ask this? Is it to see how people react when pushed out of their comfort zone? Possibly, but the answer also sheds light on an individual's self-awareness. People with a strong grasp on their strengths and weaknesses seem a little more objective and, from what I've seen, are usually more confident in situations and coachable in others. They're typically good at planning a few steps ahead by zooming out every once in a while to recognize opportunities and challenges in their ecosystems. The same applies to organizations.

Read Full Article >

Four Steps To Creating Better Marketing Research Questions

For marketers, research is a foundation for sound decision making. Data that's gathered from research can provide direction for new product development, AI, big data and marketing strategies. Good research is designed to answer a single research question. But in order to get there, marketers must first determine the right question to ask.

Read Full Article >

Brand It Like You Mean It

Does customer engagement lead to business success? Sure it does. Engaged customers tend to buy more than an average consumer, and as an added benefit, they advertise on behalf of companies. But is customer engagement enough? Not always. Connections are made with customers every day, but when surface-level strategies are duplicated by alert competitors, eventually, the connection fades away.

Read Full Article >

Four Things To Consider Before Putting Up Your Price Tag

Most business owners get into business to make money, profit-seeking business owners welcome cost-based pricing for its straightforward path to calculating profit. All they need to focus on is targeting a sales price that is a markup over cost. Some business owners, however, possess a price sensitivity that leads them to assume their customers share in that trait. Combining price sensitivity with a desperate need to succeed, lead some to the misconception that they need to charge just enough to turn a profit. In either case, the problem is: there is more to pricing than just cost.

Read Full Article >

Research And Development: When It's Time To Break The Mold

Growing up, the home phone was a permanent fixture that hardly ever needed to be replaced. It’s interesting to consider that keeping up with each iPhone update would mean you’re replacing your phone more often than an average light bulb.

Read Full Article >

Three Best Practices To Manage Your Online Identity

There are three key components to any great advertising campaign: It must communicate a promise, be strategic and come across as effortless. People engage with brands that are real and authentic, not brands that try too hard to be cute or that don’t seem to care.

Read Full Article >

Evolution Of The Four Ps: Revisiting The Marketing Mix

Marketing can be defined as the means to communicate value to customers or, more formally, as “the science of satisfying consumers’ needs profitably,” according to one of my former Harvard University professors, Nick Nugent. The concept of marketing remains the same but the marketing mix, or combination of factors that influence the delivery of value, has evolved considerably.

Read Full Article >

Four Steps To Avoiding An Online Identity Crisis

After talking to hundreds of business owners, I couldn’t comprehend why they stated that an online presence wouldn’t help their business, but it kept popping up. I noticed a recurring theme: It’s easy to get excited about where you want to be, but it’s easier to get discouraged when you hit your first obstacle.

Read Full Article >

Three Things For Brands To Consider When Targeting Millennials

Established brands and organizations have been trying to adapt their advertising strategies to appeal to millennials for years. Desperate for a solution, many businesses rush into traps following the temptation to win over this market. Failing to be inclusive, compromising authenticity and over-generalizing when addressing millennials often backfires.

Read Full Article >

Five Questions To Ask About Your Social Media Audience

Imagine the best possible cut of steak served with a medley of roasted vegetables. Who wouldn’t jump on the opportunity to indulge, right? It’s so easy to say that your target market is everyone, but that’s simply not realistic. On the most basic level, you can exclude vegetarians and vegans from your market. Digging deeper, considering that a good cut of steak at wholesale averages at $18.99/lb., you can exclude people with tighter budgets.

Read Full Article >