1. The word “Marketing” is used as a synonym for selling, promotion, or marketing communications.
  2. Marketing and Sales are at odds… see each other as different departments or business units, exhibit power tussles and can be uncollaborative. Sales people are left to do all the selling.
  3. There s no Marketing qualified executive on the Board of Directors
  4. The CMO or head Marketing executive does NOT possess an MBA or actual Marketing degree.
  5. Marketing Planning is NOT a priority and routine in your organisation
  6. Client satisfaction levels are below 85%
  7. There is high animosity between the employees and management of the Company.
  8. Your brand actually disturbs a proportion of your market rather than attracts it.
  9. Trade partners and stakeholder hold you in low regard.
  10. Market share and/or profitability are falling or steady.

If any of these symptoms exist in YOUR Company, you AT LEAST should read and consider, “The Four Faces of Marketing”, free at … http://j.mp/ALLmktg

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Not only is this workshop is packed full of tools and knowledge for any executives who could use a brush up, training, or review of their Marketing Planning skills … Reviewing existing state-of-the-art Marketing Planning, but it ALSO also introduces new, evolving and breakthrough approaches to Marketing Planning that represent cutting-edge in Marketing science.

The course goes far beyond a revisit to a marketing planning template… embracing the issues around development and implementation ‘hurdles’ that all organisations face.

A leading FMCG executive described the my last workshop as, “One of the most insightful conference/trainings that I have attended for long time” and I’m hoping savvy executives will be equally as happy in the aftermath of attending “CREATING BREAKTHROUGH MARKETING PLANS THAT WORK!”.

If you are not at liberty to attend, why not tip-off anyone else who might be keen to do so? Click here for the PDF with more info http://j.mp/MkgPlnWS

An ‘early-bird’ discount expires at Xmas, so it might be best if you act right away…

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 one bit smarter, more intuitive, have more street cunning or am unusually lucky, but because I persevered long enough in learning my trade to be able to recognise the one, inalienable truth of business: If you genuinely know what the customer wants and can give it to them, they WILL buy!

The absolute secret, of all extraordinary business success, is knowing the customer.

Is it REALLY that simple?

Whether it is the individual or the segment – yes!

There are so many examples of this across the internet, in each of our careers, recorded, diagnosed, studied and reported by academics around the world, and demonstrable in every case study and high return annual report… so why do we complicate and confuse, cloud and cover this fact?

Think about it…

Pricing Strategy: In particular Value-Based pricing? Know the customer!

Communications strategy: In particular advertising & positioning? Know the customer!

Retailing: In particular store layout, ranging, staffing, location? Know the customer!

Manufacturing: Everything from branding, sizing, packaging, new product development, distribution strategy? Know the customer!

Why is the business community in denial?

When FMCG hummed a merry tune, the industry habitually committed to segmentation studies annually… but as operational executives with corporate political skills rose in a culture of corporate arrogance, costs were cut to carve out larger profits, ignorant to the fact they were really blunting competitive advantage and digesting brand equity.

In adequately training marketing personnel, briefing and sustaining market research of questionable quality, undermined the payback from segmentation studies and other market research.

Over the years, the team at my firm has written strategy for transport, banks, FMCG, commodities, utilities, government that has generated record-breaking results, unimagined sales growth, and extraordinary profits… why? Simply better understanding of the customer – EVERY time!

How would YOU market timeshare these days?

“Timeshare” first attacked Australia in the Gold Coast, around the time that Financial Advisors also first appeared, along with mobile phones.
Mobile phones took off. Financial advisors went through a slow adoption… and then took off.

Timeshare has floundered… with still less than 0.5% of households owning timeshare.

Timeshare is an unsought good…one that is not actively sought out by a consumer, but is instead purchased due to fear, precaution, need, or cognitive rationalisation.

In order for a product’s status to change from ‘unsought’, the market must be educated about its features and benefits and how it meets her needs. If perceptions are already in place, understanding and interaction at the belief, attitude and value level must be established to ‘manage’ these perceptions positively. Strongly influential in this process is the multi-stage mass communication model, and the power of group opinion leaders.

The marketer MUST embrace scientific brand equity management techniques, or ignore these at their own peril, as strong brands with good reputations have 31% better total return to shareholders than the global average.

If YOU were CMO of a timeshare organisation, what would YOU do to market timeshare?