Know Your Marketing Communication Objectives

Marketing communications objectives. Before you choose how you’re going to talk to your market (ads, PR, mail, etc…) and after you position your product and company, it’s important to determine your marketing communications objectives. Exactly what do you want people to do after they visit your website, read your ads, articles, direct mail, etc. What Continue Reading...

Importance of Product Positioning

These are not the times for products everyone likes a little. Today’s customers are much tougher to attract and keep than just a decade ago. Everyone is skeptical. And why not? Every 20 minutes on television and even more frequently on the web you hear unsubstantiated claims of superiority about different services, brands of cars, Continue Reading...

Do Businesses Need Mission Statements?

Mission statements are grand proclamations not typically found in sales and marketing plans. However, most everyone believes that a mission statement is important and necessary. So, here’s my take on such things… I’ve never found a universally accepted definition of what a mission statement should be or even its purpose. Some think it should paint Continue Reading...