An Ideation Session Won’t Always Develop a Winning Marketing Concept

The scenario: Sales are declining, brand loyalty is wavering, and budgets are being cut and then management says, “You need to come up with some new product ideas. The brand team scrambles to pull together a swat team for an ideation session at the end of the week. The result: A group of people gets together and throws some things …

Winning Marketing Concepts It Is All About the Consumer

Launching new products or services is often a key strategy behind achieving market share and profitability goals for all types of service and product companies. The need to develop high quality, winning “concepts” for these new products or services is glaringly apparent. Interestingly, because clients spend so much time with their product or services and examining the data, they often …

Book A Speaking Engagement

Liven up your next meeting or conference with an engaging talk by The Concept Queen.  Past audiences enjoy Martha’s dynamic and engaging presentation style. She can share concept know-how to drive your business to winning results.  Martha can serve as a keynote speaker or conference presenter.  She has spoken at various conferences, published many articles, done live radio, and written …

What’s Your Marketing “Sweet Spot?”

Most of us hear the idea of a “sweet spot” as it relates to sports, which have some type of implement – tennis racquet, golf club, baseball bat, etc.   The “sweet spot” is defined as the place where a combination of factors results in maximum response for a given amount of effort. For athletes, repeatedly hitting this area helps them …

The Fixer-Upper Concept

Writing a winning concept can be tough. When you read a good concept, it is easy to say “I could have written that,” but trust me, I’ve worked with many teams over the years and creating a simple, single-minded communication is not an easy task. Interestingly, I just read Malcolm Gladwell’s book, Outliers. In his book, he highlights that 10,000 …

Do Concept Heat Maps Help?

I can’t tell you how many vendors try to sell the new “best” way to test a concept.  It seems like everyone has a proprietary approach they often tout as the “next best thing since sliced bread.”  Regardless of your vendor, you likely want to know one or all of the following answers: relative appeal, perceived value/expensiveness, purchase intent, relevance, …

UVP vs. USP

If you have a company, a brand, a product, or a service you need to stand out in order to make headway in the overcrowded market.   Marketing is all about creating that message which will accomplish this goal.  Now, the question becomes, “do I create a UVP, a USP, a positioning, or all-of-the-above for my offering?” Let’s define the terms …

The FrankenConcept Video

Listen to this and learn how to tell if you’ve created the notorious FrankenConcept! Click HERE to Watch Please feel free to post a link to your Facebook or LinkedIn page, blog or website from the YouTube Post – if you like it! Also, please add a comment on YouTube!

F.O.C.U.S. I.T. for Great ACBs

The ACB communicates the unmet need or frustration that your target consumer feels. It provides a fundamental context for the entire concept. Get it wrong and the concept becomes confusing and irrelevant. Get it right and the concept will flow forward effortlessly. Of course, this forward flow also assumes that your benefit and reason to believe (RTB) provide the solution …

Nurture a Concept to Success

If we only had a crystal ball, it would be a lot easier to develop winning concepts.  We’d simply just take a peak and voilà, a great idea would appear.  Unfortunately, many marketers and market researchers try to use their concept test as a crystal ball to be predictive of appeal and success.  The test becomes the gate for a …

Right Message Can Save $$

Getting your marketing concept right means you can communicate the right message to your target audience and stretch your marketing dollar further.  Here are 6 tips that a small business should keep in mind to make every marketing dollar count. Get feedback from your customer – It is imperative that any marketing effort be grounded in the knowledge of your …