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April, 2014

Marketing: Is it the Right Decision?

From time-to-time, I am asked if I would recommend that a company should invest in "marketing?" If you are in business, obviously you should market your products and services, but the "what, where, how much, how do I know it worked" should go into making that decision.

Many companies rushed to the web in the early days of the Internet, which was to be the end all in reaching the end customer only to realize that their efforts, many times very expensive, went unrewarded.

Why do marketing initiatives miss the mark?

Check List
Like anything else, you need to know what you are doing!

Know the Customer
The key objective to effective marketing is to know a lot about the customer you are trying to reach. This requires a degree of research, practical knowledge and, more likely, legwork to get out and interact with prospective customers and discover their real needs. It is very important to validate that your marketing message will be affective.
  • Test your message and approach.
  • Determine if your product or call to action will respond to customer needs.
  • Measure the response of the customer to take the next step and contact your sales channel or buy your product.
This sounds simple but surprisingly "know the customer" is . . . read more.
Mike Brice
Phone: (206)226-1617

Feature Article

10 Questions to Ask When Collecting Customer Data

by Kim Lachance Shandrow , Entrepreneur

This article provides guidance on how to reduce the risks and pitfalls of collecting customer data, but if done right. the benefit to the bottom line could outweigh the risks. Leveraging customer data can lead to happier customers, reduced client churn and bigger profits..
  1. I don't have time to get anything from my customers but their money. Do I really need to collect data from them, too?
  2. What types of personal data should I collect and why?
  3. What types of transactional data should I collect and why?
  4. What are the best ways to collect customer data?
  5. How should I organize and store it?
  6. How can I best protect my customers' personal and financial data?
  7. How can I be sure what I'am doing is legal?
  8. Should I sell my customer's information to third-party marketers?
  9. What's the best way to benefit from the customer data I collect?
  10. What are some common mistakes to avoid?

Where do you stand on collecting customer data?

Click here to read the complete article.

Note: Ask yourself the following questions.
  • Do you collect customer data to improve customer experience?
  • Do you protect the data that your customers provide?
  • Do you use a third party service to collect customer data?

If you are looking for guidance to on customer data contact Mike to learn about the Executive Coaching and Sales Baseline services available from Brice Consulting for you and your organization.

Leadership Resources
Leadership: Bob Davids: The rarest commodity is leadership without ego..
Leadership without ego (12:50 min)

Planning: Jason Nazar, Founder and CEO of Docstoc, discusses 10 key points that should be in any business plan to start or run a business.
10 Key questions to address in your business plan (9:20 min)

Personal Development: Do you know what your leadership blindspots are? It's a trick question because, by definition, blindspots are areas where you lack awareness of your weakness.
How Successful People Cure Their Blindspots

Motivation: Gallop has been carrying out large scale research into employee happiness and performance for over a decade. The results aren't pretty.
Appreciation: The Key To High-Performing Employees

Data Security: Several days ago, after researchers reported a severe Internet security vulnerability, near hysteric articles began to appear in the press - some even recommending that people change all of their Internet passwords or stay off the Internet altogether. "Facts" were reported incorrectly, and bad ideas have appeared as recommendations; someone following the advice to change all of his passwords might actually put himself at more risk than he was before..
Massive Internet Security Vulnerability. You Are At Risk. What You Need To Do.

Business Growth: How do small companies get big? It's a question that gets asked a lot. It's also a hard one to answer. Great execution is always key, but if I were to share growth back to multiplying that execution it would be to figure out strategic partnerships with companies larger than your own. If you can stand on the shoulders of giants, to borrow a phrase from Isaac Newton, you can get bigger, faster..  
How Small Companies Can Get Big, Fast

Crowdsourcing: U.S. intelligence groups are finding that crowdsourcing can provide remarkably accurate predictions. Learn from them to create your own secret weapon.
The Intelligence Community Crowdsources Ideas. Maybe You Should Too

Windows XP: If you're still using Microsoft's Windows XP operating system, you could be the target of cybercriminals.
Still Using Windows XP? How to Protect Your Business

Cloud Computing: Free of upfront costs, cloud computing helps small businesses streamline their operations meaning they can focus on staying competitive
Why cloud computing is perfect for small businesses

Cloud Computing: There's no question - cloud computing is today's buzzword.  But after the hype, what is the real merit to this new business model?  Is it right for everyone?  Is it right for your firm?
Is Cloud Computing Right for You?

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For more information contact Brice Consulting

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