Viral Marketing
Viral Marketing is so powerful because it is like a train building up speed. Once it is moving you can't stop it without derailing the train. It takes a lot of steam to get the train moving. And it is difficult to stop. The train will almost always follow the tracks. You never really know for sure where your viral marketing campaign might lead.
Viral marketing is well named because, when done right, it spreads like a virus. The term viral marketing might be too graphic for some because it brings to mind the viral spread of disease such as the bubonic plague, typhoid, and AIDS. Read the rest of Viral Marketing
Strategic Re-Positioning: Riviera Maya
My first visit to Mexico was to Acapulco on the Pacific coast. It was the seventies, disco was king and Acapulco was the singles' hotspot.
A decade later I visited Puerto Vallarta, also on the Pacific coast for a more relaxed vacation.
Cancun and the Yucatan Peninsula started to gain popularity because of the sandy beaches, warm water scuba diving and proximity to Mayan temples.
Mexico as a winter escape vacation has long attracted northerners - especially Canadians. But it has always had lots of competition from the rest of the Caribbean and even the Southern USA.
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Strategic Positioning: The Battle for Market Dominance
The most important marketing question that you need to address in your business is "What position do you want to hold - in the market and in the minds of your clients?"
Why is that question so important to you?
The answer to that question will clarify your strategy and direction. And that answer will answer a lot of other distracting questions quickly.
This is a tough question. That's why many business owners don't address it. Think about the significance of that. If most aren't addressing this fundamental question about their business then there is a huge opportunity for you if you are willing to do the heavy lifting.
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Marketing Success: Lead With Success Stories
Results sell. The purpose of marketing is to make it easier to sell and nothing sells like results. To capture attention and convert more prospects into eager buyers with your marketing - lead with success stories.
Feature success stories in your advertising, on your website, in your sales calls, and in your networking. Include them on every marketing channel.
This approach is even more important during challenging times. If your clients and prospects are hoarding their money you need to attract their attention and their money with success stories.
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Marketing Strategy: Fight an Evil Enemy
Conflict sells. If you want to be noticed fight a powerful and evil enemy. Who or what are you fighting? While planning your marketing strategy pick an enemy. The tougher, the meaner, the more disgusting your enemy - the better for you. That positions you as the hero.
"You complete me"
The Joker taunted Batman with that phrase in the movie The Dark Knight. The public image of both Batman and the Joker were stronger because of their conflict. A champion needs a formidable villain and vice versa.
The marketing lesson from that is that the public defines you by your competition. If you are not well known maybe you need to pick a tougher enemy.
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George Torok
Marketing Keynote Speaker
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