Blog

Tips for Creating A Marketing Plan

Believe it or not, the New Year is just around the corner, just beyond the hustle and bustle of seasonal activities and holidays. Is your business ready? Now is the time to outline your marketing plan for next year so that you don’t miss valuable opportunities to reach your audience.

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Know Your Audience. And Speak to It.

Before coming to Gravity Group, I worked in the sales and marketing department of a large company and had the same responsibility as many of our clients: marketing the company’s products and services to its target audience.  The problem was that we didn’t actually target our audience (even though we had spent resources defining it).

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Brand gut check

In the rush to get creative messages out and sell products, marketers often neglect brand strategy. Without a clear strategy and a strong positioning statement to use as the touchstone for creative, you often get empty messaging and wasted opportunity. Marketing messages that aren’t consistently informed by a company’s brand promise, and don’t intentionally reinforce…

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The Key to Increasing Sales: Ask Questions

Too often salespeople are so anxious to close a sale that they don’t take the time to determine what their potential customer needs. What should they do? Ask questions. There’s a story about a sales trainer who was interviewed by Johnny Carson. Carson asked the salesman to sell him something, to which the salesman replied,…

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Confusing Brand with Brand Identity

I recently attended a “branding session” where I, along with other participants, was asked by a consultant to “brainstorm a brand”.  This was surprising to me on two levels.  First, the consultant in question was billed as a branding expert.  Second, what she was asking was basically impossible.  Why?  The reason has to do with…

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Results powered by Integrated Marketing

About six weeks ago, we launched an integrated campaign for a client (for this post, they’ll remain anonymous since their campaign is still active), and I’m happy to report that our early results are looking very positive.  I believe that the early success we are seeing and, ultimately, the overall success of the campaign can…

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