Choosing ‘when’ to engage people

Choosing ‘when’ to engage people

Why choose ‘when’ to engage people When choosing “when” to talk with people, marketers should optimize their marketing ROI by focusing their spend on those high-impact touch points and messages that have the greatest influence. Entrepreneurs understand the value...
Choosing ‘why’ to be in business

Choosing ‘why’ to be in business

Why choose ‘why’ to be in business Getting people’s attention can be tough. But getting them to convert their attention into action can be even tougher. In 2015, more than 170,000 brands were advertised in the UK, equating to almost 500 new and different brands...
Choosing ‘what’ to support

Choosing ‘what’ to support

Why choose ‘what’ to support   At the end of the 20th century, Boards believed that the more brands they had, the more their company would grow, with brand proliferation rife.  Between 1997 and 2001, the number of brands in the pharmaceutical industry increased by...
Choosing ‘who’ to target

Choosing ‘who’ to target

Why choose ‘who’ to target When thinking about which customers to target, companies should not try to please everyone. Instead, they should focus their scarce resources on attracting and retaining those customers who will deliver the greatest return for the company –...
Choosing ‘where’ to play

Choosing ‘where’ to play

The importance of marketing It’s tougher than ever before for companies to grow, with marketing increasingly important in helping companies deliver the breakthrough innovation and compelling brand positionings needed to achieve this. Yet, to convince the Board to...
Dealing With Senior Manager Ego

Dealing With Senior Manager Ego

Under Attack  In some presentation meetings, senior managers act aggressively, asking challenging questions. They overtly challenge the findings and recommendations, and making it clear that they are not in agreement with what is being proposed. The senior manager ego...
Answering Challenging Questions

Answering Challenging Questions

Being Challenged In business, rationalising the benefits of a business proposal using a compelling recommendation supported by a robust business case is often enough to get senior management agreement and buy-in. Yet, in some presentation meetings, some senior...
Power of 3 – When One Is Not Enough

Power of 3 – When One Is Not Enough

One Is Often Not Enough In business, we’re trained to make decisions logically, rationalising the benefits of a business proposal using a compelling recommendation supported by a robust business case. Often a single business meeting to review a commercial, credible,...
Dealing With Challenging Senior Managers

Dealing With Challenging Senior Managers

Dealing with challenging senior managers Some senior managers can be quick to give their agreement when presented to, whilst others can be slow to be convinced. They might overtly challenge the recommendations and supporting fact base, or ask new questions that...