Have you seen the latest Pfizer television advertisement? It is a touching collage of the warm moments between people that are part of the healing process. This advertisement is part of a larger marketing campaign focused on ‘More Than Medication’. This marketing campaign is a dramatic comment on emerging trends in the attitude Canadians have […]
The Risky Business of Marketing Your Point of Difference
Why do you think marketers talk about point of difference until they are blue in the face? Let’s face it, marketing your point of difference feels risky. It is associated with giving up income. If you claim expertise in one specific area of your profession then you must be walking away from business in another […]
Planning a Website – Key Considerations
For better or for worse, a website will influence prospective clients, referral networks and job candidates. How can you leverage this ability for the betterment of your practice? To begin with, you will need to define success. Does success mean heavy traffic and if so by whom? Does success mean more inquiries? If so, how […]
Are You Still a Generalist?
Discovering a specialty or niche in the market, is a critical planning stage to all marketing services offered by my Toronto marketing firm. Why? Marketing for engineers, architects, accountants, alternative health care providers and all other professional service firms, benefits from having a niche market. As Seth Godin so eloquently and humorously put it: When […]
Assessing the Online Opportunity
Do you ever wonder if you left money on the ‘virtual’ table because your firm does not have an online presence? If so, you are not alone. Some professionals are still speculating whether or not their firms would benefit from a website, a blog or a search engine optimization strategy. Rest assured that at this […]
