Do you recall EVERYTHING you learned at Uni?

Do you remember EVERYTHING you learned at Uni? Many graduates in business, who I have talked with, admit they don’t remember everything they were taught at Uni. Some confessed cramming just days before an exam, scraping by with a “Pass” and forgetting much of what they learned within months, or weeks, if not days, afterwards.Continue reading “Do you recall EVERYTHING you learned at Uni?”

How do you KNOW what your customers want?

“Customers” are NOT identical. A “market” is only a corral of market segments. Until business leaders fully accept that fact, businesses will not do as well as they could, probably flounder at some stage, and ultimately fail as their competitors (who DO “get it”) out-manoeuvre them. The Most POWERFUL tool in a business strategist’s arsenalContinue reading “How do you KNOW what your customers want?”

Why You Cannot Afford Silos between Sales & Marketing

What Factors Make Sales People Successful? I recently shared a Linked In comment, and in my keynote presentations and workshops discuss, a large & intense formal commercial study of selling skills, that showed only two significantly important factors determine a sales person’s success… How hard salespeople work (calls, preparation, & face-to-face time in front ofContinue reading “Why You Cannot Afford Silos between Sales & Marketing”

The Easiest Way to Grow Brand Equity is through Customer Engagement & THAT Comes from EMPLOYEE Engagement!

There is a crisis of engagement. With 87% of employees disengaged worldwide, Gallup states in a 2016 report that “employee engagement has barely budged in years”. In the United States and Australia these figures are 68% and 76% respectively. These levels of disengagement represent billions of dollars in costs to organisations and governments. Why areContinue reading “The Easiest Way to Grow Brand Equity is through Customer Engagement & THAT Comes from EMPLOYEE Engagement!”

The Easiest Way for Businesses to Make Billions

Why Do Businesses Stray from the Proven Path to Making Billions? I recall the adage, “Not advertising is like kissing someone in the dark… YOU know what you’re doing, but nobody else does.” Market research tells you: If there are any kissable people in the dark, How to find them, What sort of kiss theyContinue reading “The Easiest Way for Businesses to Make Billions”

Who To Blame for Failed New Product Development & Launch?

Product launches should never fail Those who follow me, are aware that I ascertain new product launches should never fail. Of course this follows from the fact that products don’t fail… businesses don’t fail… it is MANAGEMENT that fails to do its job properly, who truly fail. How Do Executives Allow Product Launch Failures toContinue reading “Who To Blame for Failed New Product Development & Launch?”

Why EVERY SMB or SME should have a Strategic Marketing Consultant

If every SMB used a QUALIFIED marketing consultant there would be  a LOT less SMB’s but a LOT more successful corporations. If not, they’d either be large businesses, merged businesses or different businesses. Small businesses are, far too often, stunted by the limited skills, incompetence, or timidness of the Owner, CEO, major shareholder. Qualified Accountants,Continue reading “Why EVERY SMB or SME should have a Strategic Marketing Consultant”

Advanced Marketing Planning – Workshop Feb 17-18, in Sydney

Some of my followers might recall that I lectured in Marketing Planning at UTS Graduate School of Business between 2003 and 2009. Others might remember I have written Marketing Plans for national and international companies, many FMCG,  pharmaceutical and consumer durables, a plethora of other big, small & medium companies, both B2B and B2C. IContinue reading “Advanced Marketing Planning – Workshop Feb 17-18, in Sydney”

The 18th Immutable Law of Marketing – The Path to Failure

“The 22 Immutable Laws of Marketing: Violate them at your own risk”. (Reis, A., & Trout, J. – 1993)” still inspires debate, reflection and grounding among professional marketers. In reality, it’s an empirically proven list of importance leadership tools for quality CEO’s to consider in the course of nurturing a business. Entering my 40th yearContinue reading “The 18th Immutable Law of Marketing – The Path to Failure”

Defeat Ignorance & Arrogance and its like Printing Money

Bottom line? Business success is the power of an organisation to embrace and support “Marketing” – not the lay person’s understanding on the word, which is usually “advertising”, “selling” or synonymous with “promotion”… and not the common executives understanding that is vaguely of completely unaware of the Hierarchies of Marketing, but the true, holistic understandingContinue reading “Defeat Ignorance & Arrogance and its like Printing Money”

Have we abandoned the core root of all business success? (Or Just forgotten the truth?)

Too many marketing strategists believe their own BS! Pricing Strategy, Communications strategy, Online Strategy, branding strategy etc. isn’t genius… it is obvious, common sense that evolves out of the fact that perfect knowledge leads to perfect decisions. I’ve had an extraordinary number of commercial successes in my career, record-breaking ones… NOT because I am oneContinue reading “Have we abandoned the core root of all business success? (Or Just forgotten the truth?)”

Understand “Marketing” Like You Never Have Before!

I wrote this book (see below) for different folks: Business Leaders wanting to build an amazingly resilient business Marketing Professionals SEO Professionals Management professionals Wikipedia – who maintain a completely wrong definition of Marketing on their site but refuse to change it People who think Wikipedia’s definition of Marketing is right Download a FREE copyContinue reading “Understand “Marketing” Like You Never Have Before!”

Qantas blames rivals for market share drop on routes to Australia

Dec 17, 2013, the Australian Newspaper reported that Qantas blames rivals for market share drop on routes to Australia. It must be like ‘death by 1001 cuts’ for Qantas shareholders as the slow realisation that current Management are incompetent. COMPETENT management would KNOW that the Qantas brand has developed Diminishing Brand Loyalty. COMPETENT management outclassesContinue reading “Qantas blames rivals for market share drop on routes to Australia”

Why free-to-air TV stations are dying & taking TV advertising to extinction

Ideally, of all industries, TV SHOULD be one that embraces ‘marketing’ with a passion… not only to best understand their clients, but it SHOULD be their business to understand the element of PROMOTION, which they are key to supplying,12.5% to 25 % of the marketing mix, and, in B2C marketing, sometimes over 25% of totalContinue reading “Why free-to-air TV stations are dying & taking TV advertising to extinction”

In search of the perfect Marketing Plan – How to make a Marketing Plan truly POWERFUL? G.R.A.I.S.E – http://instantblogsubscribers.com/vip/LeighCowan

How to make a Marketing Plan truly POWERFUL? G.R.A.I.S.E! Many, many marketing plans are dust collectors – they get written, put on a shelf and forgotten – basically because they do NOT help management get “the job” done. But a GOOD marketing plan… is actually an everyday tool that makes marketing management and achieving marketingContinue reading “In search of the perfect Marketing Plan – How to make a Marketing Plan truly POWERFUL? G.R.A.I.S.E – http://instantblogsubscribers.com/vip/LeighCowan”