by Kara Stanford | Jul 10, 2020 | Marketing Communications, Marketing Planning, Tactical marketing
One of my favourite expressions to describe poor marketing is “spray and pray”. This is a trap many amateur marketers fall in to: the “If we chuck it out there, someone might see it, and if we’re lucky, that someone might be someone who... 
by Kara Stanford | May 10, 2020 | Customer profiles, Decision Making Unit, DMU, Marketing Planning, Segmentation, Strategy
When your customers make a purchase decision, they don’t make it alone. There are others involved in their Buying Journey. These people influence their decision to purchase. For your marketing to be effective, you need to know who these people are and the strength of... 
by Kara Stanford | Apr 28, 2020 | Brand, Brand Positioning, Communications, Growth, Marketing Communications, Marketing Planning, results, Strategy
In this fifth, and final, conversation in the series on how to systematically improve your marketing, we’ll discuss how to improve your branding so it plays a positive role in helping you achieve your market positioning. Conversation 5: Your branding (what does... 
by Kara Stanford | Apr 18, 2020 | Growth, Marketing Planning, Products, Strategy
To continue with your journey to systematically improve your marketing, let’s look at the products and services you currently offer your clients – and how to tell if they’re what they need. Conversation three: How are you solving their... 
by Kara Stanford | Apr 10, 2020 | Customer profiles, market analysis, Marketing Planning, Products, Strategy
There are five conversations every business owner needs to create a systematic, effective approach to marketing. Let’s begin with your clients’ problems that they come to you to solve. About these conversations: These are the conversations that I have with... 
by Kara Stanford | Dec 14, 2019 | Marketing Planning, SOSTAC, Strategy, Tactical marketing
SOSTAC allows you to take a structured approach to marketing. When applied, it means each element of your marketing fits together, impacting the next element – like cogs, they all have to be working well to make the whole machine work. Let’s take a quick... 