Competition is always good!

This is going to sell by itself!

Too many times, inexperienced entrepreneurs of all ages will use that deadly phrase.  It reminds me of the old Ralph Waldo Emerson cliche of "Build a better mousetrap, and the world will beat a path to your door." 
In the cold reality of the science of entrepreneurship, most likely that path will be very narrow if it exists at all.  As professional marketers, what we all want is for that small path to become a four-lane highway, and what we know is that will occur only through consistent marketing that doesn't talk about the product at all but highlights the value that the product brings.   After all, we really don't need a better mousetrap; we just need to get rid of the mice quickly, efficiently and without looking at squished mice caught in an ugly trap.   

Read More

Tags: Tufts marketing projects, branding plans, Making Tough Choices, Derby Entrepreneurship Center@Tufts, 2022 business planning, entrepreneurshipfortherestofus, Teaching entrepreneurship

Everything is about effective marketing!

 

Some months ago, I was at my favorite Market Basket store here in NH, to respond to the refrigerator note: "when you're shopping, just pick up a quart of milk", when I realized that that simple task was actually wicked hard.  I don't normally buy milk and was not prepared for the 40 feet of space displaying various milk products that I took these pictures of.    

Read More

Tags: marketing effectiveness, free marketing projects from universities, branding plans, entrepreneurship, how to write a sales plan, writing sales plans, Derby Entrepreneurship Center@Tufts, 2022businessplansuccess, entrepreneurshipfortherestofus

I'm a brand...and so are you!  3 steps to enhance that brand!

Positive or negative, emphatic or weak, powerful or not, you and I are brands!  

The fact that you're reading this post means that you have already defined some level of brand for me.
  • It could be the Professor Guy, the Vermont Guy, the Sales & Marketing Guy, the NH Surfing Guy, the management consultant guy...or someone else.  The fact is that when you read this post, which now has close to 10,000 subscribers, or you connect with me by phone, text or email, immediately, for a few synapses of a few seconds, you've defined me as a brand.
  • Similarly, for that instant when we do connect, I immediately associate a defined brand for you.  First, for a few milliseconds, I immediately categorize you as a student, a customer, a partner, a prospect or an investment, and then in that same instant, I picture (not really an image, but a composite video blur of a photo, a voice, a job, and an attribute into a definition of you as a brand.

What's the largest selling cereal in the U.S.?

Even with cereal sales slightly declining, Cheerios again and again, tops the list in market share with a strong commanding need.  Even though the specific sub-brand of Honey Nut Cheerios leads the overall family of the various Cheerios brands, in general, the brand reaction that we all instantly make follows a connected chain of links that leads to their well marketed value proposition...

- Cheerios is made from oats
Read More

Tags: branding plans, how to write a marketing plan, how to brand, Sales Hiring & Onboarding, marketing planning, sales management productivity

What's Your Personal Sales Brand?

Posted by Jack Derby, Head Coach on Sat, May 28, 2016

Looks like it's going to be a great weekend!

Most importantly, we all need to take a few minutes and remember just what Memorial Day is all about.  

I, as all of you, have strong feelings about this day, and it's very important to remember why the day was created and the critical essence of what it's all about.  

Hopefully... "we will go to war no more".

Read More

Tags: sales tools, sales plans, branding plans, marketing plans, branding, how to brand

Content not found