Hello my name is Scott. Well not really, but that’s what Scott Ginsberg would say upon making your acquaintance. Scott has made a name for himself, by wearing a name tag, literally every day for the last 5 years. Initially it was a social experiment by a somewhat socially awkward, but fearlessly challenging youth. Then it became a social network, a type of analogue friend … [Read more...]
Defining your niche, knowing your target market, having competitive advantage
This is a little shameless self promotion for some marketing seminars I do for Small Business BC. Interviewed here on TV for BCIT Magazine, I discuss a few top of mind pointers for entrepreneurs just starting out. Link to interview here - http://www.youtube.com/watch?v=-S2-slp9Ctg These seminars are held roughly once every 1-2 months. The next Small Business BC … [Read more...]
What’s your summertime blue ocean strategy?
While casting about on the beautiful Pacific Northwest waters of the Sunshine Coast recently I found myself reflecting on my personal “blue ocean strategy.” In marketing terms, a blue ocean strategy is when a business pursues a new product or new market, essentially playing in open water with few competitors, while others battle it out in the “red ocean” where competitive … [Read more...]
The Machiavellian Mad Men have left the building
For years Madison Avenue advertising executives considered consumers as targets. Watch one episode of Mad Men, and there can be little doubt as to the arrogant Machiavellian approach of that time to marketing. Although we’ve come a long way since the 1960’s, marketers rolled through the 70s, 80s and 90s seemingly unaware that there could ever be anyone in control of the message … [Read more...]
Social media and public relations lessons “out of the blue”
Some brands sign celebrities for endorsement of their products. Strategically selected for their alignment with brand values and appeal to the brand target group, it’s a formal arrangement offering financial gain for both parties. What then to do when a self-appointed celebrity selects your brand, and you unwittingly become dragged into a negative association not of your own … [Read more...]
