Why do small businesses downplay being competitive?

by | Aug 7, 2015 | Marketing

The hottest marketing idea in the news was the recent Amazon PRIME sale, where, for a day, prices were dramatically lowered for new and existing PRIME members.  Advertised as “Better than Black Friday,” this was simply an online version of the “one-day” sale that your local department store would hold now and then; it’s been around for years.  However, it’s hot, because it is perceived as being “new,” but also for showing a 200-300% increase in sales and generating a lot of new traffic for internet retailers.amazon-prime-day

In contrast to that, I have had small business and startup clients ignore the notion of a “discounted price” and “competitiveness” as critical factors in operating their business. For example: (more…)

Goals and Measurement

Goals and Measurement

by | May 27, 2014 | Marketing

Measure SuccessWe all understand the importance of goals, purpose, direction and measurement in establishing commitment, success, team work, and coordination.  Somehow between that understanding and the execution things often go awry.

One of the key mantras of a relatively new industry, direct marketing, has been the focus on setting goals and measurement.  Google Analytics, and products like it, have quickly become business tools of choice for companies seeking to set goals and measure results.  These new direct marketing tools are so effective and relatively easy to use that businesses both large and small can now instantly measure and observe results.

One typical reason goals are often not set correctly is that it can be a difficult process.  One of the advantages of professional sports is that the goal of winning is simple, clear, and easy. It is not always quite that simple in other businesses. (more…)