1/20 – Aim to own a small market A smaller market costs less to address and is easier to own. Owning a market will reduce marketing costs and provide a springboard for future growth. Find a market you can afford to dominate.   2/20 – Complete a marketing audit three months before annual planning and […]

1/20 – Aim to own a small market A smaller market costs less to address and is easier to own. Owning a market will reduce marketing costs and provide a springboard for future growth. Find a market you can afford to dominate.   2/20 – Complete a marketing audit three months before annual planning and budgeting There are few more effective tools for identifying waste and opportunities than implementing an independent and comprehensive marketing audit every year. The ROI can be huge.   3/20 – Stop trying to be more and start being different There is an inverse relationship between product differentiation and marketing costs.  Differentiation on factors of importance to your target market will reduce marketing costs.   4/20 – Do less and do it better Quality always trumps quantity. Use less channels and less messages. Market to a smaller audience and do it better than you have ever…