Tag Archives: marketing

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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Franco Tagliente, un collega legato ai miei esordi nel marketing, 1986. Un'altra epoca. Franco  era un consulente affermato già allora, io iniziavo appena. Un suo scritto di allora mi fu di grande ispirazione: La Scoperta del Marketing.  ( in questo blog ) Oggi ci ritroviamo con Franco a discutere di Decrescita e di un Marketing completamente nuovo, un marketing etico. Io e Franco abbiamo sempre operato eticamente ed oggi crediamo che questo non sia più una scelta, ma una necessità. Qui il suo testo sulla opportunità di rivedere il marketing. (mia è la grafica, mentre è sul set di "U-Turn" la foto di Sean Penn e Jennifer Lopez) Grazie Franco. Qui il testo Completo in pdf  

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

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  

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  

Is your sales management still leading by structured procedure? Does it work or are you experiencing business nightmares? Most of us have set sales as a structured process in order to be more efficient, particularly when managing a wide number of sales reps or to get under control and make  predictable the most unpredictable stage of the business. All of us have set KPI criteria and metrics to foresee ahead and make our forecasts more reliable. As Zygmunt Bauman has correctly pointed out, we are living in a “Liquid Modernity” and it affects many of our habits. We need to shift many process and structured procedures to create a new approach in a changed era. Brent Adamson, Matthew Dixon and Nicholas Toman figured out very well on Harvard Business Review (Nov. 2013) the real meaning of overpassing the sales process to embrace flexibility, judgment and focusing on results which are…

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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