Marketing

Strategies vs. tactics

Strategies vs. tactics: The battle to not look stupid

In the first installment of our two-part post aimed at clarifying some of the confusion surrounding the common components of a marketing plan, (Goals, Objectives, Strategies and Tactics—GOST) we took an in-depth look at goals and objectives. In this post, we move deeper into the plan to define the more specific/actionable areas of strategies and… Read More
By Craig Lindeman  |   On August 7, 2017  |   0 Comments
audience, communication, consultant, definition, goals, GOST, marketing, Marketing plan, objectives, strategy, tactics
Goals vs. Objectives

Goal or objective? Do you know the difference?

It never fails. Virtually every time we sit down with a client—or even other marketers—to discuss the components of an upcoming marketing plan, there is some level of confusion as to what’s what. Even we get confused sometimes. But as easy as it is to say, “it doesn’t really matter” or “they’re all interchangeable,” the… Read More
By Craig Lindeman  |   On July 24, 2017  |   0 Comments
communication, consultant, definition, goals, GOST, Marketing plan, objectives, public relations, strategies, strategy, tactics
Positioning Statement

Positioning statements made easy

I’m willing to bet that your company has a mission and a vision statement. You probably even have a list of core values or organizational goals. In fact, chances are pretty good that all of these statements are framed and hanging on a wall somewhere for all of the world to see. That’s great. But… Read More
By Craig Lindeman  |   On July 6, 2017  |   0 Comments
audience, benefit, business category, differentiating factor, marketing, positioning, positioning statement, target audience, usp