Blog at Sarasota Marketing Clinic

A Place for Your Interaction and Collaborative Action.

Week 2: Branding and Positioning

Last week, we talked about understanding, selecting, and targeting your ideal market group. This week, we dove a bit deeper into Brand: Having begun to focus on a brand (again, relative to your target market), how do you position yourself? And, although it appears to be much easier of an exercise than it is, based on your attributes and strengths, what is your “elevator speech” — or more condensed yet, your brand mantra? These two weeks alone will have gotten you amazingly far in the your ideal marketing plan of action. But what are your thoughts? Has this been beneficial to you? What impact will this have on your business? We’d love to hear your...

Trends vs. Fads

The wisest of business people follow the trends. To use a surfer analogy, the real propellent is to catch the wave. Not after it has crested, or even in the middle of it; but to be perfectly positioned to take the full force of what it offers you, to drive you forward. And, as any good surfer knows, this comes from scanning the horizon, looking for the one to ride—often, in fact, passing up the smaller ones. And so it is with business. There are waves of societal shift. These will crash forward whether or not we participate. But advantageously positioned, we reap benefits. On the other hand, fads likewise come and go. The pet rock, certain clothing styles, etc. They may even make a high crest, but they crash quickly. And offer nothing of sustaining—or transforming—value. Why do I write all of this? From a marketing point of view, the real value is in discovering, and pursuing your specific target market group; not the clever fads (which, in my mind, are akin to junk food.) Currently, GEICO and DirectTV fall into this category in my opinion. Although they are spending billions, and although they may even create great “buzz”, these are concepts that crash quickly, and do not give you the force of the true “big wave”. Once you know who is your target market group, based on your own personal business strength, this is where the real, propelling growth happens. Because your clients are satisfied with real substance, they will return and refer, again and again — each time growing stronger and stronger in loyalty: The true...

Larger Than Life

This is simply a post to give the lyrics to the song on our Registration page, Larger Than Life. When I first heard it, I thought it was so appropriate for what we’re doing here. Indeed, for all of us, on any given day, “Here’s your story, let’s begin” One of my overwhelming passions is to see us become all we can be. How often we pull back and don’t make that leap, simply because we’re not sure we’ll get there. But that’s what life is all about: stretching and achieving. Even plants do it. No matter how much dirt they’re under, they will always reach for the sun. —But I’m going off here; this was supposed to be a page about the lyrics. At any rate, this is what we do here for your business: If you have to put in 16 hours a day, would you not want to have all the customers you could? The specific ones who make your business a joy? And have your “machine” hum along with all the efficiency that’s possible? By finding your specific target clients—and, as you’ll come to learn here, this derives from understanding what your relative strengths are—then by attracting your highest lifetime return clients, we look forward to helping you achieve all you can be. Here are the lyrics:   Lyrics Here’s your story, let’s begin The water’s fine, come on dive in The future’s here, it’s right before your eyes Step by step you’re on your way Welcome to a brighter day Don’t you know, it feels good to be alive You could be larger than...

First post: Why we do what we do.

The other day, a friend inquired about what we do here. Surprisingly, normally a reserved person, I went off rattling a blue streak. I understood at that moment that this is a passion for me: to enable businesses to have far greater success than they are currently experiencing. That’s a very bold statement; but if I could only convey to you a small part of what I feel about all of this, you would understand what I’m saying. Simply stated, I don’t know of any business—or even non-profit—that wouldn’t benefit from the principles that we’re about to go over here. As you may have read elsewhere here at this site, marketing is not advertising. It is the art—and science—of matching your skills to your marketplace. Of understanding who exactly is that precise customer who can’t find enough of your product. And then can’t wait to tell his friends about it. One of the first concepts that must be broken is that we can be all things to all people. By not chasing such a large group, you are free to live in your strengths—and benefit your clients from them. Marketing, then, is the roadmap. And advertising, the vehicle. And the best way to get to where you want to go is understanding how to get there. The principles are simply and quickly gained. And will be highly, and permanently valuable to you. Again, I can’t encourage you enough to...