Mindshare Strategy
Archive for December, 2007
Telling Your Own Story
We have discussed story tellers at length, but most of that discussion applies to established business and not to entering a new market. The concept, however, applies to both. To understand this, it is easiest to refer back to our tackle shop example from before.
Rather than already owning the tackle shop, assume we want to [...]
Comparative Advantage
If your market is saturated, it might be difficult to find a competitive advantage over others. Your products are likely identical, and your prices very much the same. Production is as optimized as it can be, and there are few to no differences between your and your competitions’ company structure.
What you need is a comparative [...]
Staggered Entry
Any entry into a new market needs to be taken in steps – the first of which is brand advertising. You need to build brand awareness and demand for your products long before you make your first sale. This can be costly, but not nearly as much as a premature product launch.
Previously, I talked about brand [...]
TOWS
As you have probably learned by now, marketing is an on-going process of both self- and competitive- analysis. You need to understand who your company is, who your customers are, and who you are competing with – information that can stay fairly constant over time, or suddenly change overnight without warning. Analysis must start from [...]
Landscaping
Author’s Note: Mindshare Marketing came back online at 9:30 this morning. Thank you to everyone who helped figure out what went wrong in the upgrade!
The first thing any entrepreneur looking to enter the market must do is survey the landscape. While standing atop a hill and peering down at the city might sound like a [...]
