Great Advertising Precedes Great Research


It’s not difficult to turn up a marketing pro who will tell you that the three most important things to do to market anything successfully are to test, test, and test. That is a pretty good advice. But it is unrealistic for those with resource poverty, who cannot shell out big bucks for sophisticated research.

The big secret is that you need not shell out any money to learn about your market. If you know what to look for and where to find it, you can obtain critical information for nary a cent. Here below are some of the things you might want to find out:

  • What should you market – your goods, your services, or both?
  • Should your marketing feature some sort of price advantage?
  • Should you emphasize yourself, your quality offerings, your selection, your service, or merely the existence of your business?
  • Should you take on your competition or ignore all competitors?
  • Exactly who are your competitors?
  • Who are your best prospects?
  • What income groups do they represent?
  • What motivates them to buy?
  • Where do the live?
  • What do they read or watch or listen to in the way of media?

The right answers to these questions can prove invaluable to a marketing effort. The wrong answers, or no answers, can prove disastrous. Do what you must to get the right answers. In most cases, great advertising is preceded by great research.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

 

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Strategies to Cause Change


In developing a strategy for change, it is always useful to define clearly what is to be changed. Is it knowledge, attitudes, behavior, or entire group or organizational processes? Each of these is increasingly difficult to change, and each requires proportionately more time to consummate. In most instances, each of these four types of change requires that those preceding must be changed first.

The change process involves three general stages. The first is “unfreezing,” or developing a willingness and readiness for change. The second is the change process itself, which involves new learning. The third is “refreezing,” or the consolidating of the learning from stage two.

Structural strategy means the redesign of the authority, task, and other structures to accommodate changes in the external and internal environment. This approach is sometimes efficacious in localized difficulties, but it has limitations when the nature of change requires adjusting to a deeper level of contingency-severity rather than just adapting to a configuration change in the external environment at the same contingency-severity level.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

 

Setting the Example


One of the best ways to get people to achieve excellence is to inspire them through your own example. No matter how much you talk or what you do, if you aren’t stretching and growing, if you aren’t giving until it hurts, forget about asking them to do so.

Most Olympic athletes got to where they are because they were inspired by an Olympic athlete who preceded them. Few of us, if any, have the capacity to be self-inspired. We need another person to help light the flame. You are their role model. How your people perform will always reflect to some degree the behavior and ideals you live out day-to-day basis.

Virtually everything you do in some way implies a standard to your people—the way you dress, the way you interact with peers and superiors, whether or not you start your meetings on time, the quality of your work. It is a good idea to do a quick check on yourself from time to time to see if you are performing the way you want your people to perform.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.