Market segmentation, targeting and positioning are the three components of what is commonly known as the S-T-P strategy. Each step contributes to the development of a targeted promotional plan. The ...

Who are your customers? Or perhaps a better question is: Who aren’t your customers? Not everyone is interested in, nor a good target for, every product or service offering. Marketing communications ...

Positioning analysis is a process of analyzing how a company's current brand is perceived by the marketplace. When identifying target market opportunities, a company needs to compare the way its brand ...

A common question I hear from those suffering stagnant sales is, “How can I ‘magically’ improve my promotion?” My response is always the same, “There’s no ‘magic pill’ and your challenge likely has ...

When companies position their products or services, they are trying to create associations in the minds of their prospective customers. They typically initiate the positioning process by coming up ...

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When you have a broad base of customers, what are the chances that you’re getting the right target for a particular campaign? Let’s say that you have a broad base of customers who are gardeners. To ...

The Joyoung brand was launched in 1994 when a group of recent college graduates invented the world's first automatic hot soymilk-maker home appliance. After some ups and downs, the Joyoung ...

Generative AI is a phrase that will have crossed most marketers lips over the passed 12 months. The potential it has to change the ways marketers work – for better or worse – has been discussed ...

We’re in the final quarter of 2023. B2B marketers are starting to review their results and plan for 2024. Many will revisit their ideal customer profile (ICP) – even though it is often useless.