Howard Theriot's Profile
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Howard Theriot's articles
"You are to become a creator, not a competitor; you are going to get what you want, but in such a way that when you get it every other man will have more than he has now." — Wallace Wattles
Posted: 2010-12-02
Category: Business
Unless you operate in a highly specialized industry where there is virtually no competition, you are probably constantly trying to one-up your competitors. Whether you get sucked into price wars or the "why our product is better than their product" game, it's draining and endless — and honestly, not a very good way to expend your energy or your budget.
Posted: 2010-08-07
Category: Marketing
It happened again. A client came to me about doing a new direct mail campaign and said, "We need to start thinking outside the box."
Posted: 2010-06-25
Category: Advertising
It never fails, every time I hit the highway I see a billboard that boldly states… "Does advertising work? It just did!" This, my friend, is advertising at it's worst.
Posted: 2010-05-27
Category: Advertising
Many organizations approach marketing by writing a marketing plan and then putting a lot of energy into producing the projects to fulfill that plan.
Posted: 2010-03-24
Category: Marketing
In today's highly competitive marketplace, consumers can choose from any number of competing sellers in order to get what they want. When you and your competitors offer the same quality product and rely on low prices, loss leaders, and special incentives to make the sale, the product becomes a mere commodity and price is all that matters. But, when you shift your focus away from the sale and toward the consumer experience, you change the playing field.
Posted: 2009-12-21
Category: Marketing
Effective annual marketing plans have always relied on a combination of real data and intelligent assumptions. Recent years have brought us a great deal of change at a very fast pace, which has created new challenges as well as new opportunities for preparing an effective 2010 marketing strategy.
Posted: 2009-11-04
Category: Marketing
Marketing is a job that's never done. It's an ongoing process and should evolve with your business. It should be driven by data and goals. And it should be about engaging the consumer — not persuading him.
Posted: 2009-08-26
Category: Marketing
It's up to you to live your brand and build the most valuable tool in your marketing arsenal — trust.
Posted: 2009-08-12
Category: Marketing
The first step in developing a successful marketing plan is to determine who you are and what makes you special. You must fill a need or people will have no use for your offerings, right? Consider where you want to be and how best to get there. Decide what it is that sets you apart and how this will benefit the consumer. A thorough understanding of yourself, your prospects, and your competition will help you determine — and achieve — your goals.
Posted: 2009-06-11
Category: Marketing
