August, 2012 |

B2B Emotive Marketing

Posted on 2012/08/28 by admin2012/08/28

Emotions are valuable, and value is emotional. Value is what you advertise. Ignore features, benefits, functions, the color of the paint on the server chassis or even ROI. These may help create value or close deals, but they are not value itself, and people buy value. Your boss doesn’t value your protoplasm, and if he does there may be a sexual harassment suit in his future. He values what you can help him achieve, which in turn should be what your company needs to achieve. The marketing question is what is valued? Rarely is it a functional process or a technical specification. Outcome is the center of value. Take AwayFind, a company that alerts you when you have an important email waiting. They have many features which are not valuable. The outcome however – to not be enslaved by needing to constantly check email – is very valuable. It is … Continue reading →

Growing Up

Posted on 2012/08/21 by admin2014/04/29

As many Americans prove daily, it is easier to grow wider than it is taller. Silicon Strategies Marketing is currently consulting with a company that has a fairly wide reach in their market, which is the foundational side of their industry. They serve companies at the middleman and retail level, and on a regional basis are fairly dominant, though they have both room for improvement and the option of growing geographically. Their other option is to go vertical, to begin competing with their existing customers and earn money they otherwise help their customers earn. The trade-off for companies in such positions is complex. To grow, a company needs to provide new value and by doing so attract new customers. Or they need to gather more customers of the type they currently serve, which typically involves taking them from competitors. The last option is to find ways of making money by … Continue reading →