As a business, how circumspect should you be about posting online your brilliant discoveries, unique looks and ideas? Hatta Byng, the editor of House & Garden magazine, advises you keep your most stylish rooms or best finds to yourself to avoid them becoming: "less desirable and far too of the moment" - a veiled reference… Continue reading To post or not to post? How much of your brilliance should you share?
There is a lot of hype about influencer marketing these days and some marketers are getting into a right tissy about it, claiming the number of views will make or break a brand, worrying over the loss of control of marketing messages and stressing about how to discover and select the right influencers. These concerns… Continue reading Influencer marketing: It’s just a marketing channel
So you've spotted a market opportunity! There is clear customer need which is under-served and you have a product for this untapped opportunity, hooray! You develop your tech, launch your product and eagerly wait for the orders to come rolling in ... but, the problem is, they don't. After your initial burst of enthusiasm, its… Continue reading Great Idea! So why no sales? ….
When I'm discussing their marketing strategy with entrepreneurs, I often refer to 'customer needs' but recently I was given reason to reflect on whether I've been using the terminology too narrowly - are decisions to purchase or consume driven solely by having products and services which customers want, or prefer, see benefit from, or achieve… Continue reading Beyond ‘Customer Needs’