White Papers on Marketing

Being Customer Centered

Over the past few years the buzz keeps growing about "customer experience." As with most buzz terms, there's a high level of misunderstanding about what that term really means ... and even more important ... what it means to business. This article helps you understand what customer experience is and how it relates to brand experience. It also introduces two principles for being customer-centered and provides you good reason to adopt them.

Building A Customer Focused Business

Can the top three executives in your company (and one should be in marketing) answer the following question: "What are your target customers buying from you that they cannot get elsewhere?" Caveat: the answer cannot be anything patented or copyrighted; and it usually isn't technology-based anyway. Knowing "What" your "Who" (target customers) are buying and "How" they want to buy it is the key to deciphering the correct answer. Read on.

There's More To Segmentation Than Digits

Niche marketing, or market segmentation, is a technique often recommended by marketing practitioners as a method for success. Find an under-served niche and fill it. Find a segment that no one else serves and you can achieve success. What exactly is a niche or a segment? How do you know if you have one? Is there a "right" way or a "wrong" way to segment markets? Is it different if you are business-to-business versus business-to-consumer? These issues are addressed in this paper.

Think Like Your Customers

In order to "think like a customer," imagine that you are the customer describing to someone your business objectives (or personal needs) and the resources you will need to achieve them. Now, back in your supplier role, isn't that the kind of information you really need for your future? Thinking and listening are prerequisites for understanding what your customer expects from you.

The 10 Biggest Tradeshow Mistakes Nearly Every Business is Making

Influence more buying decisions. Collect more highly qualified leads. Launch new products successfully. Position each trade show as a serious sales and marketing event. These are all good reasons for enhancing your trade show efforts. To make each trade show a success, you prepare, schedule, and coordinate everything within your span of control. And when the show opens, you then learn about trade show marketing mistakes.