• Running

    You can learn a lot about how people approach their careers by looking at how they approach their hobbies. Running is such an important part of my life that I have created a separate blog for it, Predawn Runner. Whether you are recreational or competitive, I welcome you to join me there in discussing how we fit running into an already-full life.

Category Archives: Marketing

Market Segmentation for Industrial Marketers – Why You’re Probably Doing it Wrong

By Greg | Published: November 24, 2009
As a marketer, you are undoubtedly familiar with the concept of market segmentation, where you divide your market into identifiable customer groups to improve your targeting. A key concept for proper market segmentation is that customers should be grouped by values (needs and wants) and the behaviors these values drive. It is important not to confuse segmentation with classification, where customers are grouped by characteristics which are not necessarily predictive of how they will respond to a specific value proposition.
Also posted in Parenting, Strategy | Tagged , , | 4 Comments

Application Success Profiles – A Powerful and Flexible Marketing Tool

By Greg | Published: November 19, 2009
This is a marketing tool I have developed to quickly convey successful applications to help build credibility at new accounts. The tool focuses on the value the solution brought to a customer, and it is quick and easy to create. They are a great tool to populate an application-focused section of a website or industry-specific presentations, as well as creating opportunities for published articles.
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The 10 Natural Laws of Blogging: Observations from a Novice

By Greg | Published: November 13, 2009
A full 5 posts into my blogging career (OK, maybe "hobby" is a better word), here are the 10 lessons I have learned. Therefore, they must be "natural laws", unbreakable no matter what the effort. I am sure at least 3 of them are wrong, and I've missed another 5 or more. Please feel free to add or challenge as you see fit.
Also posted in Leadership | Tagged , , | 4 Comments

Trade Show Strategies for Industrial Marketers – Go Niche, Go Big, or Stay Home

By Greg | Published: November 10, 2009
Far from being relics of a bygone area, trade shows are still an important part of the marketing mix for most industrial companies. Most companies do a poor job of planning and preparing for shows, and thus see a poor ROI. Here are five tips, from selecting shows to promoting your presence, that can help you maximize your results.
Posted in Marketing | Tagged , | 10 Comments

Are Starbucks’ Big Gambles Paying Off? Too Early to Tell, but Reasons to be Encouraged

By Greg | Published: November 7, 2009
Starbucks' actions on opening 15th Ave. Coffee and Tea and introducing Via instant coffee may have looked like gambles, but early signs are encouraging, and there is a lot that was done right with the experiments. The threat of cannibalization to their in-store experience is pretty minimal, and the margins on the Via brand are worth the slight risk.
Also posted in Strategy | Tagged , , | 1 Comment