Blog Archives

Floor clock

In Promotion, Timing Matters

By Andrew Ballard Guest Writer This post originally appeared on Herald.net and is reprinted here with the author’s permission. Properly timing your promotion is vitally important to producing a positive return on your marketing investment. Reaching the right market with the right message through the right media at the wrong moment won’t generate sales. In […]

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Media Icons

How to Select the Best Media Mix

By Andrew Ballard Guest Writer Just when you thought the extent of communications channels couldn’t get any more confusing — POW! — a new medium emerges. Media fragmentation has made it far more difficult for marketers to generate a positive return on their investment. Holy media plan, Batman, what do we buy now? In this […]

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Man writing

Craft the Right Message for Success

By Andrew Ballard Guest Writer This post originally appeared on Herald.net and is reprinted here with the author’s permission. Marketing is a complex pseudoscience, one that has become even more challenging to get right in the adolescence of our digital era. And your success depends on crafting the right message. In this second installment of […]

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KPI Dashboard

Part 5: Stewardship and the Numbers, Continued

Key Financial Indicators Key financial indicators are important measurement tools for business. These indicators are determined based on the information recorded on the three statements outlined in my previous post. While it isn’t critical for an owner to remember how to calculate each of these indicators, it is important that an owner is monitoring the […]

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Variety of Customers

Have You Profiled Your Customer Persona?

By Andrew Ballard Guest Writer This post originally appeared on Herald.net and is reprinted here with the author’s permission. A few years ago I wrote a column, “The Four Secrets to Marketing Success,” that generated far more responses than usual. That feedback inspired me to provide more detail on each of the topics. This is […]

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