Tags » Articles » Positioning
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10 Best-Practices in Planning and Marketing Virtual Eventsby Tom WieserImagine making your events (marketing meetings, conferences, tradeshows, etc.) available to a much larger, highly attentive audience that can conveniently gather and exchange information, browse exhibits, receive product demos, provide ...
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The Blue Ocean and Business Models: How to Go Blue and Stay Blueby Len GingerellaEven if you business can carve out a Blue Ocean spot—avoiding the cutthroat, backstabbing bloody Red Ocean by making the competition irrelevant rather than trying to beat it—how do you ...
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How to Capture Your Company's Essence in 15 Wordsby Kathryn RoyAs a B2B company, you may never air a 15-second message on NPR. But distilling your company description to its essence is a powerful goal. It will force you to ...
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Top 5 Elements of an Annual Business Planby Donna BletzingerIt's that time again: the end of another fiscal year. Time to assess this year's successes and start planning for next year. What does that mean? It means it's time ...
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Five Tips for Small B2B Companies That Depend on Big Channel Partnersby Robbie BaxterIt's a challenge faced by hundreds of small companies: how to get the CXO of a Fortune 1000 company to consider its product. One effective strategy that helped get companies such ...More articles on B2B Marketing, Challenges Q&A, Collaboration, Marketing Strategy, Positioning, Product Management
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Webinar Essentials: Five Must-Have Ingredients of Success
by Kimberly SmithFor cooking up new leads or positioning a company as a thought leader and trusted industry resource, webinars serve as an effective tactic. They create dialog and tempt prospects to ...More articles on Customer-Centric, Landing Pages, Positioning, Promotions, Public Speaking, Thought Leadership, Webinars, Writing -
Win/Loss Analysis (Part 1)—A Process for Taking Revenue Up a Notchby Laura PattersonWhen done properly, win/loss analysis provides clarity and insights into customers' perceptions of your product, experiences throughout the sales cycle, and expectations created by your company messaging.
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10 High-Impact, Low-Budget Ideas for Marketing in a Down Economy (Part 2)by Jonathan KranzEarlier this month, the author offered five ideas for getting ahead in an economy that's got us down. As promised, here are five more inexpensive (yet powerful!) ideas that can ...More articles on Case Studies, Economic Crisis, Marketing Tips, Positioning, Thought Leadership, White Papers
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The Myth of Differentiationby Mike SchultzThe "need" for differentiation is so well accepted, it's considered simplistic to even make the case for differentiation. Why make a case for something everyone already knows? I disagree. Put some ...More articles on Customer Experience, Positioning
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Four Insights on How to Build Your Brand With Today's Luxury Customerby Suzanne HaderTo inspire long-term relationships with this new breed of luxury consumer, you must understand how they want to relate to your brand.
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MarketingProfs Podcast: Eduardo Conrado, Using Thought Leadership to Position Motorolaby Paul DunayEduardo Conrado is the Vice President of Global Business and Technology Marketing & Communications for Motorola. His role encompasses three of Motorola's four primary businesses with revenues of over $17 ...
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18 Web Marketing Concepts That Make a Differenceby Jerry BaderThese 18 concepts will give you an edge on your competition—or an edge, period. So if the same old left-brain thinking that everybody else is using just doesn't get you where ...More articles on Customer Engagement, Marketing Tips, Online Marketing, Positioning, Web Copy, Website Design, Websites
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PR Persuasion: It's All About the Story—and Positioningby Ford KanzlerWhether you're attempting to position a company or product as a category leader, gain permission from a community to make changes, or push a law through the legislature, PR needs ...
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iPhone Debut Rivals Harry Potter Mania... But Will It Last? (Or, Why the iPhone Is Not a Phone)by Paul PaetzDoes the hype of the iPhone equal runaway success? Is the game already won? Or will there be an equal and opposite reaction when possibility and excitement about the future ...
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How to Avoid Green Marketing Myopiaby Jacquelyn A. OttmanIn 1994, Philips launched "EarthLight," an energy-efficient compact fluorescent light bulb with a clumsy shape that was incompatible with most conventional lamps; it had a confusing package—and a $15 price ...
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The Bigness of Smallness: How Businesses Can Get Bigger by Acting Smallerby John MooreWhen you think about it, nearly every big business began as a small business. Nike's first sale came from the trunk of a car, and Starbucks began its life as ...
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Premium Store Brands: The Hottest Trend in Retailingby Nirmalya Kumar, Jan-Benedict E.M. SteenkampPrivate labels started as cheap, inferior products and more recently became copycats. Today, best-practice retailers are using "premium store brands" to help position the retailer as a "brand." In fact, ...
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Are You in the Mood? Why a Good Mood Affects Profitabilityby Debbie MacInnis
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The Devil May Wear Prada, but Everyone Else Wears Isaac Mizrahiby Marti BarlettaWomen love fashion. But fashion doesn't love them. Not real women, at least. Most women aren't supermodels—in fact, the average American woman is 5'4", weighs 140 lbs., and wears a ...
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Just Do It: How to Create a Memorable Taglineby Carrie ShearerTaglines—those few descriptive words that position your brand—set your business apart from the competition and arouse interest in your product or service. The most exceptional taglines can remind potential customers ...
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