Marketing Basics

Strategy vs. Tactic

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When communicating – it is important that some of the simple words and concepts be understood by all parties. One area that I strive to get my clients or students to understand is the difference between a strategy vs. a tactic. A tactic is a single action that a business can do as part of their marketing.  A tactic has no criteria around it.  Thus sending an email is a tactic.  Networking is a tactic. Placing an advertisement in a newspaper is a tactic. A strategy is more complex.  It is taking a tactic and putting specific criteria around that tactic to make it […]

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The Elusive One Page Marketing Plan

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If you can create a one page business plan, like Jim Horan describes in his 2004 book of the same name – it should be a snap to create a one page marketing plan – Right? Well many have tried, and few have really succeeded. Yes you can create an outline of a marketing plan on a single page, but really – is an outline really enough.  Think of a chalk outline of a dead body from your latest weeknight cop show – does that tell you everything about the guy who was murdered? Does it tell you even what he looks like, his

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BAM Marketing

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I just got off the phone with a fellow marketer – an amazing young lady who – while still in University – is running her own successful marketing/modeling agency. BAM Marketing Solutions is run by Brittany Michalchuk – a fourth year finance major at the University of Calgary. BAM Marketing Solutions offers professional models for various promotional opportunities such as trade shows, photo shoots, events or even online video for YouTube or your website. Brittany is a very well spoken young lady who is wise beyond her years. She is always looking for new ideas, different ways to promote her company, or for her

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Connecting with your Customer

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Way to many businesses don’t properly connect with their customers.  Even the businesses that deal face to face – often don’t do a great job. Sometimes it is a problem with staff training.  Sometimes it is simply not enough time. Or inefficient systems can also hinder good connections with your customer. Well Sandra Forest outlines eight solid strategies to increase connections with your customer. She explains these strategies in relation to a new 15 second video platform called Viddy. But I believe these same ideas can be used in different platforms, be it online, or in real life. Here are the list of strategies

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Quality Small Business Content

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Here are a couple sites that have some quality business content. GoForth Institute – This is the dream child of Dr. Leslie Roberts.  GoForth offers training for new small business owners.  They have done some excellent work and have created some partnership with local Alberta colleges like Olds College and Red Deer College.  Check out their resource page for a number of guides and checklists that you can download and use in your business. ON24 –  I haven’t explored this site as much, but it is full of great resources – and they have some kind of partnership with the ‘for Dummies’ books as you

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