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Market Strategy

Market Strategy

The Three Most Important Things in Marketing

Andrew Penny, February 20 2024

Take the image above for example. It looks like a collection of hammers but, in fact, each hammer is different and has a unique purpose: hammers for masons, hammers for welders, hammers for carpenters, joiners, framers, prospectors, and so on. If you were in the ‘hammer’ business, I would challenge you to determine which of these segments you...

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Market Strategy

Cupid for Business

Andrew Penny, February 13 2024

Personalization and Matching.  Dating apps use algorithms to match potential partners based on interests, behaviours, likes and dislikes* (see the last newsletter for more of these dislikes).  B2B marketing can leverage market research to determine the same sorts of criteria and create the best possible match between buyer and seller....

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Market Strategy

Opportunity Research vs Market Research

Andrew Penny, January 23 2024

Depending on who you ask, Market Research can mean focus groups, data analysis, demographic studies, customer surveys and any number of things. But no matter how it’s defined, it typically looks at a group of potential buyers and tries determine if they could be convinced to buy your product or

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Market Strategy

Kingsford’s Custom Market Research Service

Andrew Penny, December 5 2023

Are you: We have all heard the term Market Research and most often associate it with one of those bloated, generic reports that are tirelessly marketed on line. I will admit that even we succumb, occasionally, to their lure – only to be disappointed by the lack of applicability to the specific subject of interest. No matter what industry you...

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Market Strategy

Let's Talk About Competition

Andrew Penny, November 21 2023

No matter who you are or what you are, you have competition. We compete for food, for water, for attention, for mates, for… well just about everything. Businesses are no different – we compete for employees, for customers, for supplies, for financing and so on. Given that competition is as old as the planet, there are accepted ways of competing....

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Market Strategy

Consider the Lobster

Andrew Penny, October 10 2023

Some companies soar to greatness while others plod along, slow and steady; steady that is until the world shifts and they become obsolete… Consider the lobster. The lobster has a tough exoskeleton that protects it from predators. It lets it live a relatively safe and steady life. However, that safety comes with a big downside - it can't grow. As...

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Market Strategy

No One Wears Shoes

Andrew Penny, September 19 2023

Many years ago, a shoe-maker sent his best sales-person to a developing country to see if there was a market for shoes. He reported back, “The market is terrible – no one wears shoes”. Not being sure if this was true, the shoe-maker sent a consultant to double check, “The market is fantastic”, he reported, “No one wears

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Market Strategy

It’s like ‘When Harry Met Sally” but with Penguins

Andrew Penny, September 12 2023

Most movies are unique, except for the endless sequels. And so, when someone pitches a studio on a movie idea, they need to explain something that’s never been explained before. The simplest way to get the new idea across is by using a compelling metaphor. You start with something the studio boss already understands and build on that e.g....

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Market Strategy

Making Circles Pay

Graham Birkenhead, September 5 2023

Last week, we talked about the circular economy, which is an alternative approach to the more linear ‘take-make-consume-dispose’ value chain.  We try to minimise the take and dispose elements, and repeat the ‘make’ element through things like reuse, recycle, and repurpose, while extending the ‘consume value’ element.  It creates a more continuous...

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Market Strategy

Wedge Categories

Andrew Penny, August 15 2023

Standing out and capturing attention can be difficult, especially when you're introducing a new product in a market where there are dozens of similar offerings. How do you find the right buyers and how do they find you. The larger the number of buyers, the more competitors you’ll have to face. A great way to solve this problem is to use a Wedge...

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