A company’s content and advertising messages can sometimes stray dangerously far from the spirit of its brand identity because something sounds wonderfully creative or there’s a desire to push someone’s idea. Perhaps there’s an enticing piece of potential business beckoning, so why not take a brand strategy diversion to go after it? Because doing so… Read More »
By Chuck Sink Money is often the last thing that comes up in business dealings because many people are afraid of broaching the subject. Why? Because before price is discussed, eyes are wide open to opportunities. People are eager to talk about the mutual benefits of working together, or they can envision how a new… Read More »
By Chuck Sink Business development is a hybrid profession that has evolved over the last couple of decades. The very term “business development” seems to me a response to a marketplace that became weary of so many salespeople parading through front doors, entering back doors and prying open every chink in the walls of companies… Read More »
By Chuck Sink Sometimes this blog brings some hands-on marketing technique information to readers such as better SEO practices, how to use Twitter, LinkedIn, etc. But it focuses mostly on building skills that help business owners, marketing directors and salespeople do their jobs better. Let’s look at just a few key skills that will help… Read More »
By Chuck Sink There is web design and there is graphic design. These are two completely different disciplines. Avoid melding the two. There several different definitions of the word, design. Let’s consider a few of them: Design: to prepare the preliminary sketch or the plans for (a work to be executed), especially to plan the form… Read More »
By Chuck Sink My opinion is we should avoid tossing around such powerful words as loyalty when we’re designing promotional programs. “Customer loyalty” in the context of incentive based purchases is a misnomer. Loyalty is faithful adherence to something in good times and bad; at full retail or deep discount. Loyalty is akin to honor, faith,… Read More »
By Chuck Sink I’m involved in a LinkedIn group discussion about where to draw the lines between marketing functions like advertising, branding, promotion, etc. A marketer named Jon Sherrington from Toronto offered this wonderful metaphor: “Within the body that we call Marketing: strategy is the brain, advertising is the voice, media is the lungs, sales is the… Read More »
By Chuck Sink I must give credit to my friend and fellow entrepreneur, the founder of The Giant Game Company, for the title of this short article. We were talking the other day about changes going on in his target markets and how he has successfully responded to their shifting needs. “The market made me do… Read More »
By Chuck Sink Marketing is every business activity directed toward selling a product/service and successfully delivering it into customers’ hands. Marketing drives sales. There is no business until a sale is made and that’s why every CEO is his or her company’s chief of sales. Sleepless nights are the result of insufficient new business flowing through the pipeline. Most… Read More »
By Chuck Sink Your business needs a positioning statement because your target audience wants to know what your brand stands for. If there is one thought or word you want people to associate your business with in their minds, what is it? Before you write your Positioning Statement, clearly define your target audience. For example,… Read More »
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