Time for marketing to go hyperlocal

With the flourishing startup culture across the country, the marketing industry ... Hyperlocal marketing strategy utilises such untouched spaces to target ...

Lean Techniques Part 3: Marketing

Operation XYZ has a 3% lower marketing cost structure than ABC. ... Those that never modify their customer marketing strategy eventually spiral ...

Boosting our annuity strategies

Targeting annuity purchase in lifestyle strategies isn't anything new but ... try and add short-term value by taking advantage of market opportunities.

Microsoft gets serious about security as Apple eyes the enterprise market

Essentially, Microsoft's plan is to use security as a marketing strategy. "It's clear that you have to be seen as an honest broker to compete," said ...

Key Content Technologies Poised for Maximum Growth in the Future

Content technology continues to be the most important marketing technology for the B2B marketers in the US. According to a blog, however, a recent ...

Tom Wentworth Joins RapidMiner as Chief Marketing Officer

Wentworth is responsible for global go-to-market strategy, demand generation, product marketing and corporate communications. Wentworth joins ...

11 Steps To Winning More Potential Clients

How to Win New Clients - Each year, American companies must replace on average about 10% of their client base for various reasons, including customers who move, customers who find new solutions from competitors or customers who no longer have a need for a given product.  Business leaders must regularly increase gross revenues by adding more and more buyers who will purchase their solutions to remain viable and profitable.

Recently I spoke about entrepreneurship to a gathering of small business owners and aspiring dreamers over 55 years of age at the Kellogg School of Management at Northwestern University. After my speech, there were numerous questions ranging from the sources of money to the hiring of new employees.  Ed O’Brien, owner of Bountiful Eatery, a healthy food restaurant in Chicago, asked what he should do to increase the number of customers.  He estimated that he needs to find at least 30 more regular customers to break even.

“How should I proceed?” he asked.  I began my response by asking him to define who his customers are. “Tell me everything about them,” I said.

“Well sir, they are typically females, from 26-45 years in age, married, with small children, educated, living in nearby apartments, healthy, and they love Yoga classes.  In addition, they like to eat nutritious food and they tend to eat at my restaurant once a week.”