When laying out a marketing strategy for a new client, I always ask what their average sale is, and what their profit margin is. A surprising number ask, “Why is that important?” Here’s why: (Click on the headline for more…)
Burpee’s Campaign to Entice a New Generation of Gardeners
Garden industry marketers typically face the same challenge: our primary audience is downsizing or eliminating their gardens, and the generations that follow did not grow up learning how to garden. Consequently, even if gardening is of interest, they’re overwhelmed and intimidated about getting started.
Burpee has done a magnificent job of addressing new gardeners through (Click on the headline for more…)
Using Marketing Personas
Today there’s a popular trend towards marketing with personas – fictitious customers, each representing a different market segment. When developing personas for your business, there are lots of variables to consider, such as age, geographic location, education, experience with your products, whether they’re avid Internet or social media users. The benefits you provide, offers you make, and media you use to communicate is likely to differ from one persona group to another.
For instance, a company selling a self-contained raised bed gardening system may have personas such as: (Click on the headline for more…)
How to Prioritize Your Social Media Marketing
It’s no secret that social media is here to stay. Many, if not most, companies are grappling with how to incorporate it into their marketing strategy. I’m frequently asked for my thoughts on prioritizing various social media avenues. And while there’s no “one size fits all” answer, here are my general thoughts on the subject. (Click on the headline for more…)
What Will You Wish A Year From Now?
I just came across a great quote by author Karen Lamb, one that’s particularly apt for the new year: (Click on the headline for more…)
