Let Your Audience Be Your Guide
When it comes to putting your marketing dollars to their best use, consider your audience... and maybe your investment portfolio.
It’s that time of year again. The time of year when you sit down and take a good hard look at this year’s marketing budget, projected vs. actual, to decide what items you need to increase, decrease or leave as they are when forecasting for next year.
And...when it comes to specific categories, like many other small to medium-sized businesses, you may have a hard time trying to project your marketing dollars. Oh sure, you understand all too well that you need to market your products, skills and/or services. After all, marketing efforts have a direct effect on revenues. You’re just not sure how to arrive at a reliable budget figure or where to allocate these funds.
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Past Issues
Volume 5
- Issue 8: Why companies fear social media, and why yours should embrace it.
- Issue 7: Some Thoughts about Thought Leadership: and its Profound Impact on the Success of Your Brand
- Issue 6: How to Boost Sales with Brand Power: Your Brand-Sales e-Toolkit
- Issue 5: Is Your Brand CEO Worthy? Understanding the Decision-Making Process of Top Executives
- Issue 4: The Satisfaction Curse. And "HOW" to avoid it.
- Issue 3: What Customers Really Need, and What Brands Must Deliver
- Issue 2: The Small Spark that became a Big Idea (and a Big Brand).
- Issue 1: With Change Comes Opportunity ... Making the Transition to Online Brand Building.
Volume 4
- Issue 10: May the best brand win. And he did.
- Three Great Branding Lessons from the Campaign Trail. - Issue 9: Achieving Brand Leadership in the Age of E-.
- Issue 8: Our Survey Says... (Here are the results of our Economic Analysis).
- Issue 7: Three Ways to Position Your Brand for Success in an Uncertain Economy.
- Issue 6: How 2.0 are you?
- Issue 5: What does it take to get their vote?
- Issue 4: The Need for Speed in the Age of e.
- Issue 3: Method Mapping. The Secret Revealed.
- Issue 2: After the Show, What Will You Have to Show for it?
- Issue 1: Keeping it R.E.A.L. when it comes to branding.
Volume 3
- Issue 8: The Guy Who Stands Still Gets Killed First.
- Issue 7: Are You a "Brand Behind a Brand?"
- Issue 6: Coping with a Marketing Crisis: When to Throw Strategy out of the Window.
- Issue 5: What's the Hang-up? Strategic or Tactical?
- Issue 4: The Top 11 Branding Challenges Facing Mid-Sized Copanies.
- Issue 3: Your Customer Just Replaced Your CEO.
- Issue 2: It's Wednesday, February 21st at 10:34am. Time to Conquer Your Fear.
- Issue 1: When Brands and Technology Collide - Understanding the Fusion Factor.
Volume 2
- Issue 9: Time to Say Thanks!
- Issue 8: Today... Relevance Rules!
- Issue 7: Branding: The Competitive Edge in a "Flattening World".
- Issue 6: What Purchasing Agents Are Learning These Days
And How to Position Yourself (and Your Brand) Accordingly. - Issue 5: Where Branding Goes Wrong, and What to Do About it.
- Issue 4: Innovation or Incremental-ization? Tell it like it is.
- Issue 3: Why a "satisfied customer" is bad news for your brand, and your business.
- Issue 2: Celebrating the Great Olympic Brand.
- Issue 1: Introducing Internet-Driven PR. The New Marketing Hybrid for 2006.
Volume 1
- Volume 8: Branding. The Magic Bean or Field of Dreams?
- Volume 7: Part Wizard, Part Nerd, and one Heck of a Great Brand.
- Volume 6: Let's Put the B.S. Aside... For Good.
- Volume 5: Let Me Tell You About A Truly Great Brand.
- Volume 4: ROI is everything... or is it?
- Volume 3: Why Customers Buy.
- Volume 2: It Is A Popularity Contest.
- Volume 1: So What's All This About Branding?
