With elections on both sides of the border, negative marketing examples abound from pooping puffins to warnings about risks that voters simply can’t afford to take. The question is, if negative marketing is used so consistently and liberally by politicians and even by some professionals, does that mean that it works? Sometimes negative marketing […]
Developing a Targeted Marketing Message
International business speaker, Thomas Murrell shares insight on how to create a targeted marketing message. Developing a targeted marketing message is one of the key foundations of an effective marketing strategy, large or small. Even if you are planning to limit your marketing efforts to a single brochure or a small website, this step remains […]
Viral Marketing for Professional Service Firms?
Viral marketing has become part of North American culture. By way of example is the ‘Will It Blend’ viral marketing campaign that promotes blenders using a comical DON’T DO THIS AT HOME video series. The video that shows the blender chewing up an iPhone has had over 5 million views on YouTube alone. Viral […]
Trends in Healthcare Marketing – When Alternative and Traditional Converge
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 […]
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 […]
Market Your Firm with a 30-Second Elevator Pitch
How do you introduce yourself when you unexpectedly run into a prospective client? Most professionals either broadly categorize the type of work that they do “I’m an architect and my firm specializes in residential architecture” or they describe their firm with a level of detail that is confusing, difficult to remember and exceeds the listener’s […]
Concentrate on Low-Hanging Fruit
Concentrate on Low-Hanging Fruit was published by The Bottom Line, a publication focused on accounting and financial professionals. This article explores how to identify and maximize low-hanging fruit i.e. practice development opportunities which not only are the easiest to pick but also pack the biggest punch. The discussion is followed by two case studies, illustrating the […]
Marketing, Branding and Strategic Planning Articles
Since we are new to the blogosphere, I would like to begin with a tour of the existing practice development resources available at the Bekhor Management website: INTERNET MARKETING The Trusted Website Designer explores the risk a professional practice frees themselves from when working with the trusted website designer. Plagiarism Black hat methodology Copyright infringements […]
