"Marketing is not an event, but a process, it has a beginning, a middle, but never an end...” Author unknown

The Blog

Identifying the right Target Market is more important than, well, anything really.
Posted at 02:15 PM on 20 Jul 2009 under Marketing

I cannot believe how often this is overlooked or badly managed. A business CEO with interests in cycling suddenly sponsors a professional cycling team when, really, none of the cycling-watching market would ever actually buy a false nail kit. “And 3rd on the stage from Knysna to George today was the Allure, Do It Yourself Nail Kit Team.”

Customer Information Databases – Pro or Con?
Posted at 01:16 PM on 06 Jul 2009 under Marketing

A Customer Information Database (aka a Customer Relationship Management system, or CRM), has to be the bane of every Marketer’s life. But there is one thing worse – it’s NOT having one!

But does everyone understand the importance of a customer database and do we actually care whether our customers prefer watching rugby over wrestling, when their birthday is or what all their contact details are? I mean, every sales person has their customers’ mobile number programmed into his or her blackberry and they know exactly how to get to their customers’ offices. So what’s the big deal I hear you ask?