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Casual Articles - Focus - The Missing Marketing Ingredient
So you have the call letter for a job interview in your mail. Get going and do your homework done immediately. Find out all about the company, the job you applied for, the competitors, the products and all other relevant information by browsing the Internet, company literature, the annual report. Get the facts in your application right. If you perceive a weak area be prepared with convincing answers - if you spend enough time on it, you will find some. There is no reason why you should not be able to answer any question about you if you are prepared.While preparing for the interview, get your perspective right. Pitch in hard for the job by showing your best side. By showing a good learn
In an engineering-driven culture, it’s kind of a "if you build it, they will come" type of approach. They focus on "that little knob over there can create this really cool GUI which really is, like, cool". Versus creating a product that is actually going to meet the needs of the customer. Sometimes in an engineering-driven environment, the product marketi
At her latest Advanced Sales Training course, Monique has been given very clear messages. Things need to change! She has been with this pharmaceutical company for almost five years during which she has worked as a medical representative in a specialist niche market where the company had leading market share. One of the reasons for the advanced course is the rapid change in the competitive forces in that market. New entrants from companies of significantly greater critical mass have seriously destabilized the old dominant position of Monique’s firm. The ‘old ways’ of doing things need to be replaced with ‘new ways’. This is a clear message.In a series of modules and sessions spread over
What I mean by marketing-driven is looking from the ground up at everything you are doing as a marketing opportunity. So, for example, looking at your sales strategy. Is your sales guy running the show? This is very common. The sales guys come in and they want the sale, no matter the cost. And that cost is what I call a "seat-of-the- pants" approach where there is a frenetic environment and the sales guy turns on a dime depending on his customer. And features and benefits of the products are sometimes even adjusted for that one customer. That is a lack of focus.
What most companies are not doing is starting from scratch, looking at the market opportunity, looking at the market need, looking at what pain their product is going to solve in the marketplace. (That’s actually a key issue: "product myopia" - benefits versus features… this will be covered in a future post).
In an engineering-driven culture, it’s kind of a "if you build it, they will come" type of approach. They focus on "that little knob over there can create this really cool GUI which really is, like, cool". Versus creating a product that is actually going to meet the needs of the customer. Sometimes in an engineering-driven environment, the product marketin
Too often, restaurants and other businesses keep dead-weight or below average employees because it's hard to hire. Unfortunately, the good employees pick up the slack and often make about the same money, or less in some cases, as the problem employees.It’s easy to say run short-handed, but if it’s not presented right, you can force even more work on the better employees. To further enhance the ‘Send Flowers to the Living’, you can save some money, and improve the culture by losing the below-average performers. The key is to recognize and reward performance!If a below average employee makes $8 per hour and works full-time, they earn $320 a week. Lose that person! Now, go to
What I mean by marketing-driven is looking from the ground up at everything you are doing as a marketing opportunity. So, for example, looking at your sales strategy. Is your sales guy running the show? This is very common. The sales guys come in and they want the sale, no matter the cost. And that cost is what I call a "seat-of-the- pants" approach where there is a frenetic environment and the sales guy turns on a dime depending on his customer. And features and benefits of the products are sometimes even adjusted for that one customer. That is a lack of focus.
What most companies are not doing is starting from scratch, looking at the market opportunity, looking at the market need, looking at what pain their product is going to solve in the marketplace. (That’s actually a key issue: "product myopia" - benefits versus features… this will be covered in a future post).
In an engineering-driven culture, it’s kind of a "if you build it, they will come" type of approach. They focus on "that little knob over there can create this really cool GUI which really is, like, cool". Versus creating a product that is actually going to meet the needs of the customer. Sometimes in an engineering-driven environment, the product marketi
Coil Binders are known for their high durability and versatility. They can also be custom-built for highly specific usage. The flexible plastic spiral coil of Coil Binders gives a unique look to all types of professional documents, such as proposals, reports, calendars, day organizers and more. The documents bound by the coil binding method lie flat, and pages can easily fold back. This adds to the durability of these binders.The manufacturing of Coil Binders is a very simple three-step process. The first step is page punching, wherein holes are punched along one side of the pages at an equal distance from each other. In the next step the coil is carefully inserted into the punched page
What most companies are not doing is starting from scratch, looking at the market opportunity, looking at the market need, looking at what pain their product is going to solve in the marketplace. (That’s actually a key issue: "product myopia" - benefits versus features… this will be covered in a future post).
In an engineering-driven culture, it’s kind of a "if you build it, they will come" type of approach. They focus on "that little knob over there can create this really cool GUI which really is, like, cool". Versus creating a product that is actually going to meet the needs of the customer. Sometimes in an engineering-driven environment, the product marketi
Human Resource (HR) seminars are mostly one-day events that provide workforce solutions for both private and public sector organizations. Human resource professionals from several different organizations attend, meet, and speak on various HR related topics and problems. These seminars are intended to keep the supervisors and HR management staff well-trained in areas such as employment law, workers' compensation, etc.A lot of organizations conduct seminars and workshops on human resource management. The HR seminars mainly focus on three specific areas of HR management - development, functions, and quantitative analysis. They are specifically designed to assist individual organization
What most companies are not doing is starting from scratch, looking at the market opportunity, looking at the market need, looking at what pain their product is going to solve in the marketplace. (That’s actually a key issue: "product myopia" - benefits versus features… this will be covered in a future post).
In an engineering-driven culture, it’s kind of a "if you build it, they will come" type of approach. They focus on "that little knob over there can create this really cool GUI which really is, like, cool". Versus creating a product that is actually going to meet the needs of the customer. Sometimes in an engineering-driven environment, the product marketi
Advertising specialty services involves generating promotional products for a variety of companies and organizations depending on their specific marketing needs and their specific themes, logos, emblems, etc. Promotional products are used by companies to market a specific brand or endorse a particular product.For the purposes of marketing, advertising specialties offer a variety of services that can be selected by the client according to what suits the brand or product best as well as what falls within the company's budget. Most of the services involve printing on a fabric or a solid surface like that of a mug, pen, keychain, mouse pad, etc. These promotional pieces are very popular; th
In an engineering-driven culture, it’s kind of a "if you build it, they will come" type of approach. They focus on "that little knob over there can create this really cool GUI which really is, like, cool". Versus creating a product that is actually going to meet the needs of the customer. Sometimes in an engineering-driven environment, the product marketing person will meet with customers and will clearly see the opportunities for product improvement… that the engineers will resist to their death.
What is needed is a different way of thinking; my credibility branding model helps because it offers a system to walk through the business and marketing strategy process. But in general empowering your marketing executives and departments and using your marketing brand when making business decisions is really important. For example if resources are limited and you have the choice of pursuing several different customers but can’t service them all, don’t just go for the money, go for the one that will meet budget expectations but also add credibility to the company and product. For example a well known brand will add far more credibility and make the sale process easier than a bigger sale to a no names company. The sale to the no named company will go easier when the brand name is on board. This is a process of focus.
The discussion of focus also goes to the opportunities that come from success. Sometimes there are things that are in the marketplace that you don't realize are opportunities until you introduce the product. One example is Avon’s skin lotion that was created for dry skin. Users discovered that it actually stops mosquitoes from biting, which is now how it is used. This is a rare case of a new product focus that worked (and Avon was quick enough to capitalize on it). Most of those opportunities however, are not real, they just look like they could be real.
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