Engage Your Customers with Video – Part 1

We all love a good story. Video combines motion and sound to grab the attention of a viewer and tell that story. Regardless of the size of your business, it can and should be part of your marketing program. Video has become a key part of your customer’s journey through their buying process. It’s inbound

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Forgetting The Customer Experience

It’s been 25 years since the pioneers of business started using the Internet for commercial purposes. Technology innovations such as websites, databases, social media, and search engines have availed new ways for prospects to reach your business and change the way you interact with them. Prior to December 31, 1992, businesses used TV, radio, print

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Market Research for the Rest of Us

Did you ever wonder how TV networks make programming decisions? The intelligence they rely upon comes from monitoring television-viewing habits. That’s market research. Procter & Gamble remains the leader among consumer package goods companies, in part, by spending over $1 billion a year on research. P&G and other industry leaders realize their success depends on

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Every Business Needs a Brand

Brands make a customer’s life easier. When they make buying decisions, they rely on names they know. As personal lives become more complicated and rushed, customers rely on brands to simplify decision making and reduce risk. Brands signal a level of quality in customer minds. Think about products you purchase with frequency. Given we all

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Harness the Power of Customer Data

Last week I got an offer in the mail to purchase an extended warranty for my 2006 Toyota.  I also received a phone call and email at the same time in case I missed the mail piece. Given the quality of the direct mail piece and considering the wage of the person who made the phone

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A Primer for Developing a Marketing Plan—Part 2

Last month’s blog described the two major parts of a marketing plan – the what is (situation analysis) and what will be (the plan for the future). What is explains the environment in which your business operates. It is the background “homework” to identify key issues about the industry, competition, company and customers that impact

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A Primer for a Developing Marketing Plan—Part 1

  Think about the planning you do for a client job. You determine the materials needed, the size of the components and the finished product, the production sequence, and the time and people required to complete the job. You may even have developed a checklist or two so you don’t forget something. Planning is such

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Back to the Basics

Did you ever work with an apprentice? It’s a privilege to be trusted with helping the next generation of an industry or craft. It’s also hard work. Working with someone at the beginning of his or her career is challenging. You must become more conscious of what you know, and not take for granted that

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Search Engines Get Your Business Noticed

  The products and services you sell undoubtedly have a long sales cycle. Homeowners don’t just decide one day to build a new home or remodel a kitchen. Their knowledge and interest develop with time and information. While the ultimate function of marketing is to sell, not all marketing activities generate immediate purchases. Nor should

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Word of Mouth Advertising – Digital Style

Reviews and referrals from satisfied customers are some of the strongest tools you have in your marketing arsenal. Word of mouth advertising costs you nothing but the quality work and good relationship you already have with your customers. The only problem is getting those satisfied customers to share the word! Enter contractor referral sites on

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