It’s the Economy, Stupid!

David G. Johnson Small Business Marketing 3 Comments

(With apologies for the insulting quote in the title of today’s post… and also for bringing up memories of an election year gone by…) What do we do in a down economy? It happens.  Sometimes your business is affected by an economic downturn.  Whether you’ve got a local business like the ones that serve our local Sarasota community — an …

Perpetual Marketing: What Message Are You Sending?

David G. Johnson Small Business Marketing 2 Comments

Did you ever stop to think about the fact that “marketing” is happening all the time in your business — whether you want it to be or not?  Here’s an example to illustrate what I mean… Picture yourself walking into a restaurant for dinner with your spouse.  It’s a reasonably nice restaurant with an energetic atmosphere.  There’s plenty of activity… …

Who Are You Focused On?

David G. Johnson Get Strategic 2 Comments

Yesterday, we talked about listening to your customers to pay attention to the “why” behind their purchases. Today, we’re focusing more on the “who.” It probably goes without saying that another critical component in getting to know your customers and clients is that you gather as much demographic and psychographic information about them as possible. If you’re a larger company …

Part 2: Fuzzy Marketing

David G. Johnson Get Strategic 1 Comment

In Part 1, we talked about getting clear on your identity. Knowing who you are is absolutely fundamental to marketing – no matter what business you’re in. So… what business are you really in? The Starbucks example is a fun one. They definitely sell coffee. They make a variety of beverages. Legal addictive stimulants are in virtually every beverage they …

Part 1: What Are You Really Selling?

David G. Johnson Get Strategic 0 Comments

In my work with clients over the years, one thing I’ve observed is that most marketing mistakes made by businesses both small and large come from a fundamentally poor understanding of the real identity of the business. If you don’t know who you are, how can you properly introduce yourself to your future customers? In truth, how can you have …