Can Anyone Moderate?

I recently attended a conference on the front end of innovation. Although I found much of the information presented to be quite interesting, I was shocked and horrified to hear a presenter state “Focus groups are a technique of the 60’s and 70’s”. This woman went on to say that she “trains” clients all the time to conduct interviews with …

AMA Podcast Features Martha

Martha Guidry is featured in a new AMA podcast called “Crafting a Winning Marketing Concept.”  In the interview, she explains about the importance of a positioning concept and how it differs from a core concept.  Also, she speaks about critical components of a winning positioning and the importance of target audience feedback.  Click <HERE>.

The 5 Major Pitfalls in B2B Concept Development

Most business units are required to respond to competitive pressure by maintaining or increasing market share and enhancing profitability; launching new products or services is often a key strategy behind achieving these market share and profitability goals.  Marketers are most often on the front line of this battle, continually trying to develop line extensions or new offerings to satisfy the …

Harnessing the Power of Iterative Qualitative Research

Marketers and market researchers are put under incredible pressure to get their product or service “out the door” quickly and of course, well-tested and positioned for success.  The challenge for many is doing all the necessary qualification steps in the allocated time with a constrained budget.  Yes, there are lots of methodologies to solicit feedback – online bulletin boards, in-person, …

Freshen Up New Concept Thinking with Client Immersion

Developing concepts for your brand or business can be so challenging particularly because a client “lives” the brand every single day at work. The professionals working on a particular business can’t help but “drink the Kool-Aid®”; they are, after all, employed by the company that is marketing the product(s) or service(s), and some adherence to a company bias is almost …

Stretching Your Marketing Dollars for a Small Business

Get feedback from your customer – It is imperative that any marketing effort be grounded in the knowledge of your target audience.  This can be done formally with a quantitative or qualitative study, or informally just by asking customers about their experience either when calling in orders, stopping in your business, or having a cup of coffee with you 10 …

Winning Marketing Concepts Sell Benefits, not Features

Why is developing and launching a new product or service so hard?  It takes time and resources, both human and financial, to make it happen.  According to various research studies, between 50 and 80 percent of new products launched each year fail, costing companies and shareholders billions of dollars. This does not mean the only reason a product or service …

The 5 Major Pitfalls in Insurance and Financial Services Concept Development

Most business units are required to respond to competitive pressure by maintaining or increasing market share and enhancing profitability; launching new products or services is often a key strategy behind achieving these market share and profitability goals.  Marketers are most often on the front line of this battle, continually trying to develop offerings to satisfy the organizational demands of share …

Drive Your Business with a Well-Articulated Positioning Concept

BMW, Apple, Disney, Ritz Carlton, Coca Cola, Tylenol, Cover Girl cosmetics, Head & Shoulders . . . Behind every successful product, service, or brand is a powerful concept.  It is really that simple.  Products and services that win in the marketplace are successful in presenting an idea that combines a clear benefit with invisible consumer logic.   Whether your business is …