The Pareto Principle, also known as the “80:20 Rule”, states that 80% of results flow from 20% of causes. So, for example, 80% of sales can come from just 20% of customers; 80% of road accidents occur in just 20% of accident locations; and maybe 80% of headaches are caused by just 20% of your …
Tag: marketing
Charting your Competitive Strategy
Analysing Competitors and Charting your Competitive Strategy The technique of ‘charting the competition’ is extremely effective in analysing competitors’ strengths and weaknesses in relation to your own business. Using clearly understandable charts, it dramatically illustrates the competitive landscape. Most importantly, however, it allows executives to develop competitive strategies which will beat the competition and from …
Marketing Warfare
Marketing Warfare – Focusing on Competitors as well as Customers Whilst conventional marketing theory states that businesses should be customer-focused, the concept of Marketing Warfare argues that businesses should be competitor-focused. Since the marketplace is dynamic, the actions and reactions of competitors must be taken into account, as well as the needs of customers, when …
Guerrilla Marketing – books
Some recommended reading on Guerrilla Marketing: The Guerilla Marketing Handbookby Jay Conrad Levinson, F.X. Nine, Seth Godin9780395700136
Cheeky Guerrillas in Utrecht
The four friends formed a band at college but it didn’t work out, so they call themselves ‘Autobahn’ as a tribute to the band that never plays in the film The Big Lebowski. Instead they focus on what they excel at – using their best creative talents to design publications and websites that have something …
Guerrilla Marketing for Creative Enterprises
Creative businesses and organisations can often use ‘guerrilla marketing’ tactics effectively. Imagination and unconventional approaches are the hallmarks of both the guerrilla marketer and the creative entrepreneur – and the low budget approach of guerrilla marketing often suits creative businesses and cultural organisations. Guerrilla Marketing has been described as “unconventional ways of performing promotional activities …
What is “T-Shirts and Suits” ?
I work internationally with creative people to help them make their businesses and organisations even more successful. We do this by combining the best of their creativity with intelligent marketing and great business ideas that fit with their objectives – and their values. My approach to business development combines the creative personality [the T-Shirt] with …
Your ‘Financial Control Panel’
Finance and accounting are often regarded as the boring side of business by creative people, but those who ignore it are not in control of their business destiny. It’s like driving a car without looking at the dashboard. Successful entrepreneurs don’t need to look at all the detailed financial information but do need sight of …
Creativity versus Business?
“Some people regard creativity and business as being like oil and water – they just don’t mix. They think it’s a question of choosing creativity or business. I disagree.” The above is an excerpt from the book ‘T-Shirts and Suits: A Guide to the Business of Creativity’ by David Parrish. Download Chapter 1: Creativity and …
The Magic of Marketing – book extract
“Marketing is not just a posh word for ‘selling’. It’s much more radical than that. Marketing in its widest and best sense is about aligning your whole business to the changing needs of your customers.” The above is an extract from ‘The Magic of Marketing’, chapter 4 from the book ‘T-Shirts and Suits: A Guide …