FORRESTER: how to deal with the splinternet

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KEY RECOMMENDATIONS Without a doubt, the fragmentation that is central to the Splinternet creates challenges to marketing organizations. But more than disruption, fragmentation embodies a once-in-a-generation opportunity for marketers to engage with customers in more ways, and more productively, than ever before. To make the most of this opportunity, organizations must take a holistic approach […]

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BRAND STRATEGY DEFINED: your unique promise

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When I meet with prospective clients I ask a lot of questions about their company. We discuss their current sales situation and how it compares to the previous years. I ask about their goals and about their competition. And then I get asked, “Just what is a Brand Strategy?” I answer that a Brand Strategy […]

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Support Your Brand With Customer Service

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Many business owners believe that to build their Brand they need a catchy slogan, hip looking logo and a sales force that makes endless sales calls. These companies might get a client but if they neglect to train their customer service people to reinforce their Brand they will not get a repeat customer. For many […]

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Your Brand & Social Media

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Business executives see and hear so many opinions on how Social Media can help them support their company’s Brand. The options appear at times to be overwhelming.  LinkedIn profile, Facebook “Likes”, Yelp, Foursquare and Pinterest all afford business owners a chance to engage their prospects and customers. The companies that plan their work and then […]

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Competitive Analysis

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Have you recently conducted a Competitive Analysis? Perhaps you keep a regular log of your competitors’ print and electronic ads, press releases, email blasts and of course their Facebook page and LinkedIn profile. The biggest benefit a Competitive Analysis offers you, is that it provides you with important information that will help you make better […]

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Market Research

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A new client recently shared with me a brochure from another marketing firm that he had interviewed, prior to selecting SMW Marketing to help him build his Brand. The brochure’s copy stated that this other agency could do your email blasts . . . advertisements . . . brochures . . . web design . […]

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Step Three – See How You Match Up

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After you’ve collected your competitors’ materials lay them out, alongside your own, on your conference table and see how you match up. Review the materials for keywords . . . images . . . slogans that jump out out you.  Does each company’s materials present a consistent message? How does your current Brand separate you […]

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Step Two – Competitive Analysis

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Make a list of your competitors and study their marketing messages, from advertisements, emails to website. See what they claim to be i.e., cheaper, faster, better. After you have analyzed your competition as well as your own marketing messages, you will begin to get a sense of your potential Brand. A close look at your […]

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Branding – Step One

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Many business owners have heard of “Branding” and they know it is something to consider to help drive new sales, but they do not know where to start. I have helped many corporations to develop their Brand and it always starts with looking inward.  I suggest you take a dual approach, that asks customers and […]

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