Highly Commended Award Winner
Head of Freelance Marketing, Lorraine Davidson, was delighted to receive an Award from Emerald Literati Network, with co-author Dr Heather Skinner of University of Glamorgan, for a paper which was published in an International Market Research Journal.
The paper, entitled ‘I spy with my little eye: A comparison of manual versus computer-aided analysis of data gathered by projective techniques’, was published in Qualitative Market Research: An International Journal (Vol 13, No4, 2010) and went on to win the Journal’s 2011 Highly Commended Award.
The award winning papers are chosen following consultation amongst the journal’s Editorial Team, many of whom are eminent academics or managers. Emerald said that the paper had been selected as “it was one of the most impressive pieces of work the team has seen throughout 2010″.
Revisit your Unique Selling Proposition (USP)
In a changing marketplace it’s important for companies to ensure that what they perceive to be their Unique Selling Proposition (USP) is still relevant and that their marketing activity is reinforcing the correct message. Getting the USP right will help with product positionning and differentiate from the competition.
A USP can be assigned to one or several products, to a service or indeed to the company as a whole. Some companies differentiate on price alone, but this can be risky and often easily copied. For a more sustainable message therefore, identify a USP which is not purely price orientated and which communicates powerfully.
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First Rule Of Business – Know Your Market!
It may seem obvious to say that every business, however small, should take time to identify its marketplace, its customer types and what benefits these customers are looking for.
However, you’d be surprised how few businesses really do this thoroughly. Research really is a fundamental aspect of marketing. Not only does it provide a snapshot of your business in a competitive context, it can also set the direction for future marketing activity. Continue reading