Posts filed under ‘CEO coach’
Marketing is the key to your business future. Successful marketing creates selling opportunities. Every now and then you have to get away from day-to-day operational details and review your marketing plan. This checklist is intended to help you decide if your marketing is taking you where you want to go.
Take a look at your target market. How much do you know about your prospects? Are you talking to the right people? Do they look like your most profitable customers? Are there people on your list who made sense in the past, but don’t today? Does everyone in your company agree on the definition of a Class A prospect?
Spread out copies of your marketing materials on a clean table. Include brochures, sales literature, print ads and press releases. Prop open a laptop featuring the home page of your website, and others with your social media efforts. Are you sending out a consistent message? Is it customer-focused? Does it speak to today’s market conditions, or is it rooted in the past?
Are you getting the results you need from print ads, direct mailers, sales letters, telemarketing and trade shows? Are you in front of people often enough to break through the clutter of competing messages and make a good impression?
Do your sales people control the selling process, or do you? Is your marketing strategy clearly defined? Does your marketing program qualify leads, or merely create them? Have you defined the point where marketing stops and selling begins?
“No business plan survives its first contact with customers.” – Steve Blank
Want to learn more? Here’s an explanation of the business model canvas by Alex Osterwalder.
from BEING ALONE, TOGETHER: COWORKING AS ECONOMIC DEVELOPMENT
By Michael Stumpf, Principal, Place Dynamics LLC
Published in ED Now, January 29, 2013
Click the image below to download a PDF copy of my eBook, “The Winning CEOs Marketing Handbook.” If you like it, feel free to share it with other business owners, company presidents, and CEOs.
When was the last time you had an impartial, dispassionate assessment of your marketing program?
Sorry, this is a trick question.
You get a dispassionate assessment every time a potential customer takes a look at one of your ads or reads one of your brochures. Every time an editor scans a press release or one of your own sales reps decides to use (or toss) another piece of collateral.
Unfortunately, none of these people is likely to volunteer an honest appraisal of your work—yet their honest appraisal is (should be) monumentally important to you as a marketer. (more…)
During HBR’s 90th anniversary gala in New York on 11/27/2012, Howard Schultz asked, “Are. You. A bystander? Or are you a leader?”
Business leaders have no choice but to get involved in politics in a world where political gridlock is as real a threat to one’s business as your competitor’s new killer product or a hurricane bearing down on your warehouse. To do otherwise is not just short-sighted, it’s an abdication of responsibility. In fact, the pragmatizing influence of business might be just what Congress needs. As Howard Schultz challenged the executives in the audience last night: “We all know that something is wrong. We absolutely know it. Yet we’re sitting here as if everything is fine.”
When has more participation in our political system ever been a bad thing? Isn’t that what government “of the people, by the people, for the people” is supposed to be about?
Read more… http://ow.ly/gl38P
Or, the true value of instinct vs. market research… (more…)