I’ve been talking about Target Audiences for a long time, but I’ve never really gone through what that actually means. This audience is the core group of people that your business needs to focus on in order to survive. You can have more than one target audience, but if you do, y
Employees are often overlooked as a primary stakeholder and brand champion for your business. Organizations are more productive and successful when there is good dialogue and communication between management and employees. It is therefore important that you put just as much time and
Everyone is always talking about social media marketing and print advertising, but what rarely gets mentioned is word of mouth marketing and how incredibly effective it is. All marketing goals, wether they be through traditional print forms or through social media avenues, are set to
Do you know your communications objectives? When you write a business plan one of the first steps you take is to set up projections of your one year and five year goals. It is the same when you go to set up life and personal goals. In business school they teach you that these goals sh
Commander Chris Hadfield is an exceptional astronaut. I don’t say that because he has become as famous as Neil Armstrong and Buzz Aldrin, the first men to walk on the moon. Nor do I say this because he is the first Canadian to command the International Space Station (Go Canada!)
There are six steps to brand advocacy, the process by which an individual goes from being unaware to being a Brand Champion. Historically, the four-step AIDA model (Awareness, Interest, Desire, Action) has been used to explain this phenomenon, but I prefer to use the more in-de
The timing of social marketing is extremely important. As more and more businesses take the plunge into creating social media profiles for their companies, they are coming across new problems, procedures and unwritten social rules of the online landscape. As I have discussed before, s
Brand champions are people who without your influence, pay or threats have decided to love and promote your product or service to anyone who will listen. These are extremely powerful and influential people who you need to learn to recognize, become friends with and keep happy.