This extract is the introduction to the marketing book“Chase One Rabbit: Strategic Marketing for Business Success. 63 Techniques, Tips and Tales for Creative Entrepreneurs” (paperback, eBook and Audiobook) Marketing is vital for any enterprise. But this is not because marketing is about promoting and selling products. Marketing is much more fundamental than that. It’s about designing your business …
Tag: strategic marketing
Superfans can boost your creative business
Nicholas Lovell calls them “Superfans”. Kevin Kelly has written about “True Fans”. These are the people who love what you do so much that they will buy everything you produce. Too often, creative businesses are obsessed with getting more customers instead of selling more to their best customers. Marketing is too often focused on winning …
Digital Marketing University Lecture
David gave a guest lecture to students studying for a Masters Degree in Digital Marketing at Liverpool John Moores University. His lecture was entitled “Marketing Mistakes they Make” and highlighted five of the biggest mistakes made by businesses in the realm of digital marketing, strategic marketing and marketing communications. David began his lecture by saying …
International Marketing Mistakes
Here are some classic examples of international marketing mistakes, arising from advertisers’ failure to see the product from the customers’ point of view. The Vauxhall Nova car flopped in Spain. In Spanish, “no va” means “does not go”. General Foods’ cake mixes didn’t sell well in Japan. In Japan only 4% of houses are big …
Creative Marketing book selling world-wide
The creative marketing book ‘Chase One Rabbit’ is selling worldwide in eBook, paperback and Audiobook formats. ‘Chase One Rabbit: Strategic Marketing for Business Success. 63 Tips, Techniques and Tales for Creative Entrepreneurs’ is a creative marketing book that combines inspirational stories and practical techniques, inspiring entrepreneurs to make their businesses even more successful by using …
Authentic Marketing for Creative Businesses (video)
Authentic marketing is the process of communicating openly, honestly and genuinely with customers and other audiences. Authentic marketing can only occur when you are ‘on the same wavelength’ as the person or people with whom you are communicating; it is about finding a natural resonance with audiences so that communication is easy, natural and genuine. …
Customers are ‘ploggers’
Customers are powerful. We can’t control customers and we can’t control what they say. All we can do is guide them to some extent. We can provide them with the stories they will tell. It’s interesting to look at the progress of this thing called ‘marketing’. Around 50 years ago, marketing communications was all about …
Marketing Strategy is ‘Invisible’
One of the reasons that strategic marketing is overlooked is because it’s not obvious; it’s not ‘in our faces’. Strategy is practically invisible to outsiders, because it is the thinking behind the scenes within businesses that we never get to see. Marketing strategy is invisible. What we do see, as consumers and observers of businesses, …
Strategic Marketing avoids Bad Customers
Not all customers are good customers! Strategic Marketing will avoid and deter bad customers. Customers can be bad customers for all sorts of reasons. They can be unprofitable or troublesome. They can waste your time or cause stress. Some interfere too much. Some aren’t worthy of including in your portfolio. Others pay late, or never. …
Marketing Audiobook ‘Chase One Rabbit’ published
The book ‘Chase One Rabbit’ is also published as an AudioBook. This strategic marketing audiobook can now be downloaded from Audible, Amazon and iTunes. ‘Chase One Rabbit: Strategic Marketing for Business Success. 63 Tips, Techniques and Tales for Creative Entrepreneurs’ was published as an Audiobook in February 2016. The 5-star reviewed strategic marketing book was …