Marketing Strategy

Strategy is critcal in chess and business

Back to Basics: Strategy or Tactic?

Most marketers understand objectives and tactics intuitively. But I’ve seen more than one associate struggle to correctly incorporate strategies into a marketing plan. Instead, their plans consist of goals and tactics.

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A unique approach helped a new product connect with the market

A Heroic Product Launch

When introducing a new product into a crowded market, sometimes the most important challenge is to get noticed. Creative approaches, executed well, can make the difference.

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Spread ads like this helped dramatically increase product market share

Creativity Builds Market Share

When your new product has entrenched competition, it can be difficult to effectively gain substantial market share. A creative approach with superior execution may be just what the doctor ordered. The Challenge: Build market acceptance and grow share for a new medical technology. Background: High technology medical equipment is typically installed in teaching hospitals before [...]

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Helping customers build their business can help you build yours

Indirectly Build Your Brand

Customers that build their business around your products provide a unique opportunity for you to strengthen your own brand. The Challenge: Build your brand by building your customer’s brand. Customer Background: Hospitals and Imaging Centers operate in competitive environments. When new technology is acquired, they need to communicate about it effectively to their referring physicians, [...]

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Guests gathering for the product launch symposium at Chicago's historic Union Station

An Event With Historic Significance

Events should be appropriately matched to their purpose. While over or under producing an event can have a negative impact on your brand, the right venue and production values can amplify your message and market impact.

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Are Your Marketing Goals on Target?

Back to Basics: Are Your Goals On Target?

The essence of a marketing plan is setting goals and mapping out strategies to achieve them. We all know we need to set goals. But what makes a good goal?

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