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In the professor’s perfect world, where everything matches right up with the textbook and the theory, our market segments would be perfectly defined and exclusive, with no overlap and easily differentiated characteristics that point us in the right direction. However, the real world will very rarely indulge us in such a way. We have to look into the muddy waters of reality and discern where our segments begin and end, often fighting through all the overlap and noise caused by the rest of the market. [Read more…] about Hitting the Mark – Precise Segmentation

If you’re selling to everyone, you’re selling to no one. Even if you want to sell to “everyone”, you need to focus on segmentation. With this, you can speak directly to each target market. As we talked about with campaigns, messaging needs to be precise and consistent, speaking directly to the specific needs of each group you want to reach. [Read more…] about Whichever Way You Slice It

Thinking about a marketing campaign is sort of like seeing the old tractors and machines at the state fair. There are so many moving parts. You zoom in on one area to see how this gear moves that axle which connects back to the motor that produces its drive by doing this thing. You zoom out and you how the whole thing works together to produce the intended results, but to get any detail you have to zoom back in on something. Marketing campaigns have just about as many moving parts and require just as much attention to detail in order to grasp what is really happening. [Read more…] about Marketing Campaign Essentials

Facebook is one of the three largest advertising platforms in the country, along with Google and Amazon. The American Marketing Association says that Facebook is ranked by marketers as the most important platform to their businesses, with 62% reporting this, compared to second place LinkedIn with 16%. While LinkedIn is arguably the primary network for firms like BIG to advertise on, a huge number of companies still rely on Facebook for reaching consumers. [Read more…] about Winning Campaigns on Facebook

Whatever you sell, whoever you sell it to, whenever you sell it, chances are social media will be a part of your marketing strategy. Even for the most targeted, advanced sales, social media provides such precise demographic specifications that you can target the highest up executives or the most niche consumers. Since we’ve been talking about campaigns this month, it makes sense then to dive into social media – LinkedIn this week – to see just how these networks can be used for your business. [Read more…] about Winning Campaigns on LinkedIn

Businesses tend to get blown around by a lot of different winds. Economic winds can drag a marginal company all the way down or can become a launching pad to allow them to soar. Fads likewise drag businesses around. This is especially the case in marketing, the trendiest of all business functions. However, as the Roman statesman so long ago said, “If one does not know to which port one is sailing, no wind is favorable.” Every marketing campaign requires a clear set of objectives in order to be know what success looks like. [Read more…] about Winning Marketing Goals