As marketers we often work with basic understanding of our market or the market of our customers. We sometimes back this understanding up with statistics concerning age, reading habits, job, lifestyle etc. This is all very good but it’s not all. Read more…
To focus exclusively on external conduct and attitudes will lead to a continuous chase in an attempt to correct mistakes. But it is then already too late to intervene in the process.
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A company is a dynamic and interactive unit, in which all parts are influenced by one another. Where methods, utilised in a different context have been adapted to fit in with those used in marketing, the desired result will be achieved, especially where the identity plays a major role.
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The human factor is the most important factor and this we cannot control! A second important factor is a product of the first: The message the company is sending. Is there a direct connection between the message sent in advertising and our unconscious reaction? Between marketing and that what employees talk about over lunch or what is said when a group of friends meet? Between marketing and the morale within the company?
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The identity as a starting point for marketing specialists is not a hindrance to creativity; at the most, it gets in the way of creative vanities!
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The company identity must be identifiable as a clearly represented entity! This
can be achieved through the use of very few words and /or graphics. Most important is that the identity is understood, internally as well as externally. This requires for the identity to be simply and clearly expressed.
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In smaller companies – and especially in their growth phases – internal conveyance of the identity is a decisive factor in marketing. Every employee is a messenger whose potential should not underestimated, whether for possible customers or future employees and investors.
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The success of any business depends upon an effective marketing plan. Marketing can occur in many forums utilizing varying tools. Many small businesses do not create a comprehensive and coherent marketing plan. They engage in scattered shotgun approach which ends up with a diluted message and poor consequent sales. The first thing that needs to be done is to identify a niche market. Read more…
It is an indisputable fact of life that different approaches in marketing lead to different results. And over and over again we observe that marketing can lead to success or failure, regardless of which approach is taken. There are factors in marketing that we can neither understand nor control; factors that can result in even the best thought-out marketing campaign ending in complete failure. The most important and at the same time the most difficult factor to control is the human aspect.
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