MANAGING YOUR BOTTOM-LINE

Let’s bottom line it. The bottom-line is it. That’s why senior managers slash marketing budgets that don’t generate a favorable ROI (return on investment) and deliver on the bottom-line target—often early in the budgetary year. The stock market will crush companies that do not grow the bottom line. Senior managers who fail to increase bottom-line […]

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IMPROVE THE LIKELIHOOD OF MARKETING SUCCESSFULLY

Marketing and, for that matter, all business is a probability game. A chance occurrence can dash the best thought-out plans and decisions. If you doubt us, think for a moment about the adverse impact Covid has had and continues to have on the economies of nations, businesses, and families.  However, this article is not about […]

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IS AWARENESS ALL IT TAKES TO WIN CUSTOMERS AND BUILD YOUR BRAND?

I’m having difficulty with the theme and, therefore, the title for today’s Marketing Matters article. I could have chosen a title about the BIG Idea. Or, it could have been about creating relevance for your target customer. Perhaps, it is about all three. And more? What triggered this article? Well, Pill Club ran an event […]

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PHARMA ADVERTISING NEEDS A DIFFERENT KIND OF E.D.

Have you noticed (if you watch any traditional cable or dish TV shows, of course you have) how much more dominant, repetitive, and yes, annoying than ever in recent memory have become the ads for two categories of products–Insurance and Pharma? Within Insurance, perhaps none is more relentlessly brow-beaten into us than the Liberty Mutual […]

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WHAT ARE YOU MARKETING?

This question that I’m posing, “What are you marketing?” requires answering three questions: “What is your business?”  “What is your brand’s “WHY?”  “What is your brand’s promise to prospective customers?”  A photo a client shared with me prompted the question. It shows a delivery boy of about 14-years old leaning against his bicycle in front […]

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IS YOUR MARKETING HALF-EMPTY OR HALF-FULL?

No, I’m not asking how you might view the bottle of Chivas. Instead, I’m raising the question regarding how you see your marketing. Is it half-empty or half-full? Every marketer I ask professes that it is more than half-full. No one will turn the finger on themselves and proclaim their marketing is half-empty. We believe […]

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BREAKTHROUGH ADVERTISING

Make it so powerful, so unusual, or so dynamically dominating that it captures the eye despite the competition of other advertisements less unique or less positive in their impact. Victor Schwab, HOW TO WRITE A GOOD ADVERTISEMENT When I think of the word “breakthrough,” I imagine a leap forward. Unfortunately, in the domain of advertising, […]

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OVERCOME TOP BARRIERS TO DIFFERENTIATION

Differentiation is fundamental to marketing success. It aids in transforming a product into a brand and for a brand to stand out from the extensive crowd of homogenous products. However, it is not differentiation for the sake of merely being different. Something may be different but fail to make a positive impression on target customers […]

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WHY CMO TENURE DESERVES TO BE SHORT

According to a MediaPost Weekend report, “CMO Tenure Hits a 10-Year Low.” It dropped to 40- months (that’s only 3-years and 4-months!), with median tenure falling to <26-months. This contrasts to CEO tenure of about 6 and ½-years. What gives? One of the key reasons given for the short tenure is that marketing is changing rapidly. […]

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WE’RE B-A-A-A-C-K!

Labor Day has come and gone, signaling the unofficial end to summer. We hope you enjoyed a wonderful vacation, affording you some welcome relief from the confinement of the past 18-months brought on by the Covid pandemic. Now we’re all back at work. Accordingly, we are resuming DISPATCHES and Marketing Matters—articles sharing insights from the […]

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