by Ruth Saunders | May 18, 2020 | Blog, Marketing Strategy
Why choose ‘where’ to market When it comes to ‘where’ to market a brand, it’s important to sell through sales channels that make the brand both visible and accessible to people in a way that is easy to engage with and purchase. Otherwise, it’s likely to...
by Ruth Saunders | May 18, 2020 | Blog, Marketing Strategy
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...
by Ruth Saunders | Mar 17, 2019 | Blog, Marketing Strategy
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...
by Ruth Saunders | Feb 19, 2019 | Blog, Marketing Strategy
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...
by Ruth Saunders | Feb 5, 2019 | Blog, Marketing Strategy
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 –...
by Ruth Saunders | Jan 24, 2019 | Blog, Marketing Strategy
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...
by Ruth Saunders | Dec 7, 2017 | Blog, Leadership
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...
by Ruth Saunders | Nov 30, 2017 | Blog, Leadership
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...
by Ruth Saunders | Nov 23, 2017 | Blog, Leadership
I Am A Nervous Presenter I am by nature an introvert, someone who is both shy and thus anxious about saying the wrong thing, and who hates being the star of the show – I have presentation nerves. In the past, I have tried to overcome my presentation nerves by...
by Ruth Saunders | Nov 16, 2017 | Blog, Leadership
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,...
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