by edcgrow | Sep 12, 2013 | branding, marketing, place branding
People make decisions based on benefits. You have to know who your target audience is, how they get their information and why they buy. It is all about what they want or need, and not about what you have to sell. Effective branding (and marketing) evolves from...
by edcgrow | Apr 8, 2013 | marketing
An effective strategy recognizes that achieving marketing success is a four-step process. The critical first step is Attention: being Visible in such a way that your target audience is aware of your message. Interest must follow. Your message must speak to the target...
by edcgrow | Dec 18, 2012 | branding, marketing
A lot has been written about the power of persuasion. Here’s my spin on the subject: Great marketing outreach doesn’t try to convince, it persuades. Convincing is all about using facts and figures, rationales and spreadsheets. Persuading appeals to...
by edcgrow | Aug 17, 2012 | branding, marketing
Advice for being a standout in a crowded marketplace: A brand has to be seen and noticed in order to be part of the conversation, and it has to Be Visible in order to Get Found. Put your brand where its prospective customers are. Don’t try to force them to go...
by edcgrow | Aug 9, 2012 | marketing, target marketing
Every business needs to have a clear understanding of who their Ideal Customer is — and a strategy for speaking to that target directly. An Ideal Customer is a prospect who has a clear need or desire for your offering AND who has the incentive, the ability and...
by edcgrow | Aug 6, 2012 | branding, marketing
There’s a big different between the flipping point and the tipping point. Marketing guru Seth Godin starts us off with this observation: ‘When people say, ‘the tipping point,’ they often misunderstand the concept in Malcolm’...
