Community as a Marketing Strategy
According to Wikipedia, a “community” is a group of interacting people that share some common values. In human communities, intent, belief, resources, preferences, needs, risks, and a number of other conditions may be present and common, affecting the identity of the...
Deliver Your Value Proposition to Your Audience by Telling a Good Story
New York Times journalist Rob Walker hypothesized that value comes from the story behind a product, and not the product itself. If this is true, then communicating the value of your offering is not only wise but also necessary. In today’s cluttered marketplace where...
Risks of Business Silos and Tips for Breaking Down Barriers to Success
Organizational silos are when individual people, departments, or companies, conduct business in a vacuum, without taking into consideration the impact their actions have on the entire organization. The term silo literally means a ‘storage tower’ – a tall, cylindrical...
Job Sites: Key Business & Marketing Drivers
I was approached by a group of investors to provide marketing consulting services for their new job site venture. They have plans to develop an online portal in which job seekers and employers connect for mutual benefit, targeting a niche industry in a limitless...
A Brand Ambassador is Your Best Sales and Marketing Asset
Whatever you want to call them, whether advocates, influencers, ambassadors or evangelists, they all share common qualities that are priceless to your business. Ambassadors are emotionally engaged with your company’s brand promise – the value you promise to deliver to...
5 Ways to Sabotage Your Own Marketing Campaign
Planning and pulling off a results-focused marketing campaign takes time, effort, and money. To have the best chance of launching a project on time, on budget and on target requires a structured approach to planning and project management. Most importantly, it...
Building Blocks for Success
Canada’s 50 Best Managed Companies awards were published in Business in Vancouver. Hundreds of private companies across Canada compete for this designation, which evaluates their management skills and practices. While financial performance plays an obvious part in the...
Clear Brand Messaging Makes Good Business Sense
Last week WE Vancouver published an article (by Andrew Morrison) in the Eat & Drink section deconstructing the demise of two high-end Vancouver restaurants. International celebrity chef Daniel Boulud’s restaurants DB Bistro and Lumiere will be closing. The article...
Video: The Next Web Revolution
By: Mark Hamilton, Interim CEO The world of the web is changing and the days of users being happy with text driven web sites is coming to an end. To get a visitor's attention and to get your message across, forward thinking companies are using online video and the...
Daily Deal Sites: Know Your Key Business and Marketing Drivers
The Wall Street Journal recently announced, the king of Daily Deal websites Groupon hit $760 Million in revenue in 2010, up from $33 Million in 2009, and a mere three years after inception. CEO Andrew Mason hopes to achieve ‘billions in revenue’ in 2011 – I’m sure he...