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Articles
Why you need to segment to catch your customers - 'A fisherman's tail'
These days more than ever before, your customers are being bombarded with - and exposed to - competing messages across a broad spectrum of media. So how can you as a marketer, make sure that your 'bait' is what the market wants or is looking for?
Answer? Simple. You need to feed them what they are hungry for. If you want to catch a rainbow trout you don't cast with a hook and sinker. If you want to catch a large salmon you don't drop a fly over the side of the boat. And you certainly won't catch any fish (other than the odd hungry flathead or European carp) if you try and use the same bait or tackle to lure every variety or fish. Learning better marketing from the cycling industry
In his recent article (Prance Amstrong and Sydney’s two wheeled tribes) in the Sydney Morning Herald, Matt Buchanan segmented the Australian cycling market into motivational segments in order to ‘paint a picture’ that readers could relate to – in exactly the same way that we ‘paint a picture’ of our Clients’ customer segments for them to market to! Are you putting your customer at the centre?
If you better understand what motivates their buying needs and choice criteria, you’ll almost certainly have a better understanding of how to provide the answer or solution they are seeking. The Changing Face of Business
Many business managers and owners fail to notice the changes taking place in their own business, their market and their customers. As a result, they no longer communicate the right signals to potential customers or those who are not familiar with the changed circumstances of their company. A positive business outlook starts with a positive future vision
As we see definite signs of a recovery in the local economy, it is timely that as a business you take a positive approach to the future and set about defining your vision. Marketing Myer. (Marketing as a IPO tool)
Myer is not the first brand to use advertising to promote its public listing to retail shareholders. Evolving Brand Essence: from start-up to maturity
Recently we have seen Woolworth’s update its logo and today ANZ unveiled their new look. As a company moves along their maturity timeline, their personality, the way customers respond to it, and to some extent, their values, will change. This all has a huge impact on how it markets its brand and on the branding itself. Brand or Growth: What drives the value of your company?
For many business operators, focusing on developing a brand comes behind other aspects of their business. But with plenty of studies to prove that stronger brands demand and are valued higher, than the general market, is this an area that more should be focused on?
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