A brilliant PR colleague of mine, Susan Elford, recently lent me a book on “Gamification” called “The Gamification Revolution” by Gabe Zichermann and Joselin Linder which she picked up at a recent PR conference. At first, my brain was asking, how could games really be that important in the entire sphere of marketing? After all,…
Category: Business Planning
Topics related to business planning and business strategy
Why Strategy Comes First
Strategy: Plain and Simple We’ve written many times about the importance of good strategy coming before marketing, and it’s more true today than ever. The problem with strategy is that it is a broad word, and one which confuses many people. So they often skip doing strategy and just dive in and start churning out…
Strategic Planning for Boards
When developing strategy for non-profits or publicly traded businesses, a board of directors is often involved. Now, some managers might see this as a necessary evil, because it could reduce their freedom in decision-making. So, I wanted to discuss how having a board’s involvement might affect the strategic planning process. Role of Management in Strategic…
Media Buying
What Does a Media Planner / Buyer Do? As a marketing consultant, one of the most frequent questions I often get is, “What kind of marketing really works?” to which I, of course, will have to respond, “That depends on what kind of business you have, and who you are trying to target.” And further,…
Market Positioning
How to Find your Market Position Marketers often talk about “Market Positioning” – but what does it really mean? And do you really need to know what yours is? When some people say “market position” – they mean “share of market” – i.e. are you #1 or #2, in terms of having the largest share…
Marketing Predictions 2014
It’s January, and after having read through a plethora of expert predictions on what’s to come in the field of marketing over the next year, I thought I would offer my own “crystal ball” — educated prediction! 1. A Return to Strategy In the past couple of years, we marketers have been told to pump…
