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Strategy

Article: Marketing Like the Dead

My daughter and I were talking the other day and discussing music as we often do.  Invariably, we got onto a discussion of a band we both share a love for...The Grateful Dead.  Our conversation steered to a discussion of The Dead's practice o...

Article: What Makes You So Special?

I once sat down with a client to take notes for a corporate brochure we were producing for his mid-sized construction company. I launched into the "Marketing 101" drill, asking questions about the services his company provided, target audiences,...

Article: Get Noticed with Web 2.010

If you think new customers don't know where...

Article: Time to Upgrade to Web 2.010

If you've been waiting to see where new media...

Article: Helping an International Tradeshow Recapture its Market Share

Frost Miller Group recently developed a marketing and rebranding plan for Manila F.A.M.E. International, designed to help the semi-annual expo recapture its position as a leader in its industry. The expo showcases high quality home and fashion...

Article: Getting Started with Social Media Strategy

In recent posts, I've discussed the importance of strategy, no matter which marketing tactic you employ. Strategic thinking is essential before your business engages in any type of digital marketing--especially social media--because the results are...

Article: Moving Forward Doesn't Mean Abandoning What Worked in the Past

It doesn't take a futurist to see that before long, the majority of promotion will be done digitally. The recession has only accelerated the process. As companies look for ways to spend less, they are abandoning mainstream media like electronic and...

Article: Your Marketing Sucks

By Evan Shubin Sorry, I know that wasn't a very nice thing to say.  It's actually the title of a great book by Mark Stevens that was written back in 2003, but it still resonates with me today.

Article: Market Segmentation Increases Revenue

Segmentation is a critical part of marketing strategy, particularly during down economies when buyers need to make difficult decisions about what to buy and what to do without. Promoting benefits of your products or services that are specific to...

Article: Without Data, Effective Strategy is Impossible

There are many elements that go into developing a meaningful strategy, and I will write more about them in upcoming posts, but at the core of an effective strategy - the piece that must be understood without exception - is data. Without meaningful...

Article: The More Things Change: The More Strategic Planning Stays the Same

In 2000, I co-authored an industry-focused book about marketing called Building Profits in the Construction Industry. Recently I was asked to update it for a new publisher.