This content was originally posted at www.tammytsang.com.
There is a difference between marketing and marketing strategy. Marketing is your general branding, the mediums you reach out with and the messages you relay through those mediums. Marketing strategy focuses on making educated decisions on what your branding should be, what are the best mediums to choose from and what message will resonate most with your target audience. It’s important to differentiate the two as most people we encounter have marketing – but no marketing strategy.
It’s been over 4 years since I started my career, and I can say wholeheartedly, that without support from mentors, friends, and family, I’d be as lost as the day I graduated. Most things on this list are learned from this support network, and some through my own mistakes and failures. I hope this is as helpful to you as it has been to me.
At the beginning of every week, our team kicks off Mondays with a Weekly Meeting. At the end of these meetings, each of us must “check out” of the meeting by telling the team one thing that they’re grateful for. Of the list of 50 or so things that each team member has mentioned this past year, each has chosen one or two to be featured in this blog post.
We hope you enjoy it! Happy Thanksgiving, Canada!
If I were to throw 10 tennis balls at you at the same time, how many would you catch?
You’d be lucky to catch one. On the other hand, if I only threw one tennis ball at you, you’re most likely going to catch it. Marketing works in the exact same way.
A couple of weeks ago, we added hockey-fanatic Simon Tse to the family. We armed ourselves with three questions in hopes of learning a little bit more about the new Social Media guy.
Whenever I’m creating something that I feel is significant, I often get that tingly feeling inside. It’s a pendulum-like balance between fear and excitement and although it’s disconcerting, it belongs in my creation process.
I was ecstatic when Daily Deal sites like Groupon, TeamBuy, and Living Social started exploding in Canada. It seemed like a great idea at the time – a win-win between merchant and customer. As customers, we’d receive great deals to try out new restaurants and local activities. As merchants, you’d to drive new customers to your business for a nominal fee – effectively replacing the need for a marketing plan. It all seemed perfect on paper, but, like most things, only once it was put into practice were you able to truly begin noticing the cracks.
Here are 3 reasons why Groupon is a poor marketing strategy:
When I was about 8 years old, my mom would drive us to a nearby shopping mall where I would immediately bolt to the toy store and wait there while she went shopping. I’d stare at the newest action figures for two to three hours until she came around to pick me up. At the time, I had plenty of action figures, but I would always long for the ones hanging on the wall in pristine packaging. The shopkeep would stare inquisitively at me as I tried desperately to will the packaging off the action figures and into my hand.
A couple of months ago, I had a great conversation about “Brand Building” with the extremely well-dressed (that’s irrelevant, but I noticed) and humble Steven Fitzgerald. 17 years ago, Steven and his partner founded Habanero Consulting Group, a provider of enterprise-level employee, customer, and member portals. It is now a multi-million dollar business with an award-winning work culture. The conversation had originally inspired me to write a post, but as I continued to talk to others about the subject, I knew I had to wait and gather all the information I had before putting something together. From these conversations, I’ve taken three tips that have stuck with me the most; I hope they’re as inspiring to you as they were to me.