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Your Questions Answered


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  • Is it possible for us to use segmentation to set our pricing structure?
    Marketers use segmentation pricing strategies in many ways. Many sandwich shops provide a discount for early lunch orders that help ‘ease the squeeze’ for the peak lunch-time period. So-called ‘happy hours’ in bars and bistros and ‘early dining/pre-show dinner discounts’ are further applications of how segmentation assists to overcome the rush-hours and ‘ebbs and flows’ of business.

  • Do we need a tag line with our logo?
    A tagline gives you the opportunity to expand on your brand. Everyone has heard of memorable taglines such as “Real Thing”, “Just do it”, “Oh what a feeling”, “There is no other store” etc. So the next question is what should my tagline be?

  • How much should we spend on our marketing?
    How much should we spend on our marketing? I’ve been told that some companies budget for 10% of their total sales.

  • Is there any difference between marketing and sales. Are they the same or quite different?
    --------------------------------------------- The short answer is ‘they are quite different – yet complementary disciplines’. When you can have your sales and marketing teams working together, you'll win by having a better pipeline to sales, more closed sales and better lifetime value from your customers.

  • SEO and SEM where can I find all I need to know?
    As a medium sized business I keep hearing that I need to make sure our web site is Optimised and that we should be doing search engine marketing. Is search engine optimization easy? Who does it,? How do I know what we need and what they are talking about?

  • How we can make the right decisions on where and how to spend our marketing investment
    I am the managing partner of a substantial professional services company. We recently realised that we actually spent in excess of $100,000 in the previous 12 months on marketing! Having realised the extent of our current marketing investment we do not want to spend even more – however we do need to know how we can make the right decisions on where and how to spend our investment in order to get the cumulative growth we want.

  • Does our marketing have to change if we are seeing shifts in the market dynamics?
    We’re a relatively small manufacturer in a highly competitive category – we’ve witnessed some intrusion from Asia in the last 12 months with prices being eroded and we’re finding it hard to compete. We have an advertising plan and a budget that has worked for us in the past but as the market has changed I suspect we need to do things differently. Your thoughts please?
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