opportunity 13 of 150 A key to effective marketing, and certainly to cost effective strategic planning in marketing, is knowing exactly who to focus resources on – or in other words – who the target audiences are. Most businesses have a number of target audiences – each with its own challenges and opportunities. Your staff […]

opportunity 13 of 150 A key to effective marketing, and certainly to cost effective strategic planning in marketing, is knowing exactly who to focus resources on – or in other words – who the target audiences are. Most businesses have a number of target audiences – each with its own challenges and opportunities. Your staff is your brand. Customers will base their expectations on the behaviour of your staff and how it manifests itself in the quality of the product, the standard of service, the cost of the product (in part related to the efficiency of the staff in the production process and the overall value staff deliver). Until your staff members live your brand, you will not have a brand. There is a misconception that brands are developed purely to address the needs and expectations of consumers. Certainly, brands are developed with the customer or target market as the…