ESTABLISH A BRAND PERFORMANCE DASHBOARD FOR MARKETING SUCCESS

Our target goal is to achieve sales of X, a market share of Y% (whether it be 15, 25, 35%, or more) in Z-time. Beyond receiving our weekly (or daily) sales results and a share report from a custom or syndicated data source, do we know what it takes and if we’re on track to […]

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MARKETING IN THE NEW NORMAL

Welcome to the “new normal,” whatever it means. One thing we might agree upon is that this term, which is appearing in all manner of media, heralds significant change. We can’t ignore it because the new normal has altered our lives. Unlike the changes we typically experience, which evolve slowly, this is, might we say, […]

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INCREASE YOUR VOCABULARY TO IMPROVE YOUR MARKETING

My wife and I are in the process of remodeling our new home in Pensacola. It’s a long and arduous process. We—mostly she—has to answer a ton of questions from the builder, landscaper, and assorted subs. It is all very time consuming, stressful, and expensive. Interestingly, my wife is far better equipped to answer these […]

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WHEN TO OVERRIDE THE DATA

The data, the data, the data, the data … We need the data. We crave the data. We bow to the data. Why not? The data helps generate hypotheses, make decisions, assess performance, and provide evidence of productivity. However, there is more to the data than the numbers—the stats. There’s context. Then, there’s even more […]

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MOVE OVER CMO. MAKE WAY FOR THE CDO.

(Note:  An article in last week’s Wall Street Journal noted that, once again, the average tenure of Chief Marketing Officers has declined, continuing a longstanding trend in corporate America.  This remains a trend that we have been watching–and occasionally writing about–with no single cause. Though, as both the WSJ article and we have noted, perhaps the most important cause is that […]

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WHAT DOES THE DATA MEAN FOR YOUR MARKETING?

Last week I wrote, “If one doesn’t follow the data, one is accused of being ignorant of science. But from what data is the science drawn? It’s possible that the data is ignorant (drawn improperly), or the manager using it is ignorant.” My musing, “How Good Is Your Data?” tackled the relationship between faulty data and science. […]

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MEMORIAL DAY TRIBUTE

We’re taking a break from issuing DISPATCHES and Marketing Matters today. It’s our Memorial Day weekend. This is not a typical Memorial Day weekend of barbecues, family gatherings, and openings of beaches due to the coronavirus pandemic and the restrictions put in place to slow its spread. However, we all try and need to make […]

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HOW GOOD IS YOUR DATA?

There’s an awful lot of talk during this coronavirus pandemic that we need to base decisions on the science. The “science” is informed by data and vice versa. But how good and, therefore, useful is the data? After all, we must be mindful of GIGO (not GEICO, but GIGO), the acronym for “garbage in, garbage […]

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INTERVIEW WITH RICHARD D. CZERNIAWSKI, AUTHOR, AVOIDING CRITICAL MARKETING ERRORS: How to Go from Dumb to Smart Marketing

Q: Why the book and why now? RDC: I believe, as the late Professor Peter Drucker opined years ago, that because the purpose of business is to create customers, its two most important functions are marketing and innovation—which, by the way, are not mutually exclusive. These functions are even more critical today as we live […]

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KNOWLEDGE IS IN DOING IT WELL

During this period of lockdown and social distancing, my Brazilian Jiu-Jitsu (BJJ) School, Gracie Downtown Pensacola, has been closed. However, the school owner and lead instructor has been providing online instruction, live, twice a day, Monday through Friday. It has been beneficial to me. We’ve been reviewing in detail some 80 techniques that we need […]

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