Published in PSMJ AE Rainmaker. Savvy firms – regardless of whether they are ‘formally’ organized by geography, discipline, or client/market type – believe in developing a marketing program around their target markets. No matter the size of your firm, some degree of focus is essential to earn … [Read more...] about Keep focused.
Articles
Strategic marketing planning
Anne Scarlett has authored over 75 published articles. They are organized by topic in the sidebar to the right. Often, Anne expands upon these topics, presenting to audiences in intimate training sessions as well as at highly-attended conferences. In addition, her insights are frequently quoted in A/E/C industry publications. Representative articles:
Don’t be fat and happy! (Those days WILL come again…)
Published in the Zweig Letter. At last, your business is where you want it. Revenues have risen in recent years; you’ve streamlined operations and increased profitability; you have a solid presence within established industries; and bonus time will be highly rewarding. In short, you are fat, dumb, … [Read more...] about Don’t be fat and happy! (Those days WILL come again…)
It’s already mid-year! How are your strategic marketing efforts tracking against plan?
Published in the Zweig Letter. For this article, we are making two basic - yet crucial - assumptions: 1) You have an annual business plan, and 2) You created a supporting strategic marketing plan - designed to realize the vision within the business plan. If you don’t have either of these things, … [Read more...] about It’s already mid-year! How are your strategic marketing efforts tracking against plan?
Reap real rewards!
Build an all-inclusive strategic marketing plan. Published in CE News. In the one dozen techniques to make clients remember you first, point numero uno was to become versed with your company’s marketing approach and plan. Now it’s the beginning of the new year, and I’m hopeful that most of our … [Read more...] about Reap real rewards!
Don’t lose sight of lessons learned…
Planning includes a reflection upon this year's lessons. Published in AE Marketing Letter. It’s Fall — time for savvy firms to gear up for 2009 strategic planning, followed by the development of tactical action steps. In marketing, we begin by collecting data on competitive positioning, hit rates, … [Read more...] about Don’t lose sight of lessons learned…