marketing
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Marketing Tactics for Manufacturers
- August 24, 2022
- Posted by: David Marshall
- Category: Business, Manufacturing
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Manufacturers have one of the easiest-but-most-difficult times marketing their products, especially in the B2B realm. They have a small, defined audience, which makes their buyers easy to identify and reach. On the downside, having a small, defined audience — generally, purchasing agents or directors of operation/COOs of other companies — means that traditional marketing methods
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Sometimes You Need to Fire Your Customers
- November 4, 2020
- Posted by: David Marshall
- Category: Management, Measurement
I found an old email from a friend, Richard Coyner, who said: “I cannot tell you how many times I have said over my career ‘Don’t bother measuring something if you are not going to manage it.’” There’s an old saying that you can’t manage anything unless you do measure it, but it will take
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Why You Should Keep Marketing in an Economic Downturn
- August 5, 2020
- Posted by: David Marshall
- Category: Business, Innovation, Management
One of the biggest mistakes executives make during an economic downturn is to make cuts to their sales and marketing staff. Those are the two departments that actually make the money that your company runs on, which means there are fewer people helping you make money, which means you make less money. Sales have to
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The Hardest Thing We Ever Tried to Measure
- February 5, 2020
- Posted by: David Marshall
- Category: Management, Measurement
In the past, I’ve talked about the importance of measuring everything your factory does from the number of units produced to the number of hours a machine runs to the amount of scrap you produce. You should also try to measure everyone in the back office too, including HR, the accounts receivable department, and even
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Kris Kumnock: Win Hearts With Iconic Events
- December 12, 2018
- Posted by: David Marshall
- Category: Leadership
I recently had a chance to ask some of my old friends and reps to contribute a guest article to my blog. “What do you want us to write about?” they asked. “How about something you’ve learned in our years working together?” I said. I’ve been in the “iconic event” business for several years, helping