Category Archives: Marketing

3 min reading What if you launch a great marketing campaign, very well planned, upon several media, engaging resources in and outside the company, producing lots of contents, dealing with the brand image then it fails? Unusual? Less than you can expect. Marketing became increasingly complex by dealing with rising unpredictability in markets. And if project management in unpredictable environments shifted to Agile, why then marketing shouldn’t benefit by Agile methodologies dealing with unpredictability? Actually in marketing the Agile trend is already up and running, the Agile Marketing Manifesto has been written in 2012, since then many marketers have joined the movement. Many, but not too many, marketing industry remain cold against Agile culture. Well, you can argue that management is not in love yet with Agile either. Point taken. Yes, Agile is great, but is not yet a mainstream out of IT driven businesses and some other big brands.…

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Less is more:  “I know that half of what I spend in Advertising is just wasted money. The problem is that I don’t know which of the two halves is the right one.”

Just landed at Malpensa airport eventually I saw an advertising that got my curiosity, but a question rose to my mind suddenly: "Why? Why did you feel it was the right place to place your message?" Then another one: "What damn did you write there??"

I think sometime people forget the adv pillars:

Less is more” -  Being focused, write a minimal message that keep user’s interest!

Unique Selling Proposition” - Only one, very good reason that creates distintive value.

Be Remarkable” - Think “out of the box” in order to be read.

Think like your client does” -  What does really make the difference in the client’s mind?

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Non sempre gli atterraggi vanno lisci come si vorrebbe. In termini di business, raramente un nuovo mercato si presenta come una pista ben asfaltata: una runaway liscia e senza ostacoli. Mentre un atterraggio di fortuna comporta molti rischi, uno adeguatamente pianificato permette di conoscere il “terreno” sul quale si intende scendere ed evita capovolgimenti. Here the article in Italian: Landingprojects

The Himba. Black Africa is here, and marketing hasn't arrived yet Black Africa is an amazing place, we have lot to learn there, in many sense. Let read this article and see what is a market place and how marketing works in human relationships. Get the whole article here: Himba. Black Africa is here.  

How to design a better Value Proposition for the post consumerism economy? The paradigm is changing fast likewise the desire to own goods, even virtual ones; what then is the value that makes sense in our lives? I’m just fed up with networking events’ proposals. If you would attend just at half of those organised every day in London City you can’t work; you merely attend events. Each organiser shows the great value you will get attending his event. From the “breakfast meeting” starting at 7.30am with just the food cost (£10) you will meet teens of entrepreneurs (all of them ready to do businesses...). Then the “mid morning meeting” just meet people, entrepreneurs and business men over a topic talking about businesses...   ... Get the whole article here  

Have you ever had the experience to met someone who sold you something you bloody want? In the automotive industry a common joke says how bad salesman the Ferrari’s salespeople are. Why? Because those who want to buy a Ferrari do not change their idea even if you slap them in the face!! ... Get the whole article here

The company in brief The company's business was in the food industry in Italy. The organisation was over 60 people and had a turnover of 20 million a year. In the last 30 years it has produced a consistent and, year after year, increased cash flow. The management has set the business procedures on their best way to meet the seasonal demands of the tourist areas and it allowed them to become the leading company in the market for the last 3 decades. The risk management strategy also led to several real estate investments.     Get The Whole Article 

Business development and strategic planning Evaluation of business models by market, resources, culture and strategic choices. Strategy sets the business model backbone. To analyze markets, the main business model issues is defining a precise strategy for a coherent pattern of choices. The Vision & Mission definition process helps entrepreneurs to clarify their Brand Character.  When we know who we want to be, we can spell out the behavior we have to show, the performance to act out, and to move into business relations.   The content's items:   Vision Mission 4 P Marketing Model SWOT analysis Back to the Business Model Value Proposition Get the whole article here

Vision & Mission: Unknown or confused Are we really sure it’s clear what they mean? As the strategic approach shows they are essential milestones in Leadership. As consultants we often see how they are misused by many companies, sometimes they are unclear or mistaken. Many people talk about Vision and Mission, do they know what they really are? Just some weeks ago I was called into a client’s office for a consultation. Here they advised me about a consultancy they had had about their Vision and Mission statements. They then showed them. Here starting the matter, or the nightmare begins... ... Get the whole article here  

Perché esportare qui. Le mie impressioni sul Canada, qualche idea per gli imprenditori italiani che cercano nuovi mercati. Grazie a Paolo Pugni che ha posto queste domande stimolando una discussione che mi onoro di aprire a favore di tutti: Paolo ha chiesto di spiegare, rispondendo alle sue domande, i motivi per scegliere un determinato paese per investire risorse in un progetto di Landing, cioè di atterraggio in un mercato di sbocco. Ovvio che si tratta di valutare il ROI del progetto e, quindi, prima di tutto del potenziale del mercato. Un mercato il cui costo di entrata elevato sia bilanciato da un elevato mercato potenziale può essere in equilibrio, quindi conoscere la domanda potenziale e i costi di Landing rappresenta lo scopo che ogni progetto di valutazione di opportunità deve riuscire a fornire con almeno una buona approssimazione... ... Get the whole article here