Latest Ideas &
Research
We are pleased to provide the following articles
as a strategic marketing resource for business owners. You can
also buy books and reports by
Banda through this website.
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Summer
2010: by Brent Banda, MBA
Increase Profitability Through Market Penetration
Market Penetration is a growth strategy that involves selling more of your current products or services to your current target market. Although there is no radical change to the company's corporate strategy, it often provides a significant opportunity to increase both revenues and profit.
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May 14, 2010
Brent Banda answers family business questions in Globe and Mail feature
The Globe and Mail has posted a special feature on issues facing family businesses. Brent Banda was asked to answer reader questions from a strategic marketing perspective.
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Spring
2010: by Brent Banda, MBA
Should I Invest in My Business?
Just because you own a business, you don't necessarily have to invest time and money in growing it. Highly successful entrepreneurs realize more opportunities exist than can be pursued. One of the most difficult roles of a business owner is choosing where to allocate time and money.
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Fall 2009: by Brent Banda, MBA
Building
off Failures
Failure will exist in any business. High performing companies
are prepared to manage setbacks as business and marketing plans
are executed.
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Summer 2009:
by Brent Banda, MBA
Touch
Your Customer
When you develop your marketing plan, focus on influencing
points of contact that have the greatest impact on your customers.
Most business owners simply don't take the time to consider when
these crucial moments occur.
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Winter 2009:
by Brent Banda, MBA
Strategy
for an Improving Economy
There is a difference between an improving economy and a high
growth economy. High growth is like drinking from a fire hose.
In 2007 and most of 2008, labour was impossible to find and there
was a lineup of customers at your door.
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Winter 2008 Newsletter: by Brent
Banda, MBA
If
You Sell To Businesses... Your Marketing Strategy for an Uncertain
Economy
As the financial markets tighten and consumer spending declines,
your customers and vendors will have less money to spend. Less
cash means companies change how they do business and how they
plan for the future. Business relationships will change, creating
opportunities for growth and improving profitability.
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Winter 2008 Newsletter:
by Kevin Meldrum, B.Comm
If
You Sell To Consumers... Your Marketing Strategy for an Uncertain
Economy
Consumers generally have become increasingly concerned about job
stability and retirement savings. October 2008 numbers from the
Conference Board of Canada show consumer confidence at its lowest
level in 25 years, and consumers feel they will be even worse
off six months from now.
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Winter 2008:
by Brent Banda, MBA
Improving
Sales Agent Performance
Most manufacturers view Sales Agents as a necessary evil. Few
manufacturers feel the Sales Agents earn their pay or focus on
increasing volume. Sales Agents are people. In any organization,
performance is a result of having the right people on board and
forming a working relationship that produces good work.
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Summer 2008:
by Brent Banda, MBA
Driving
Profit Through Relationship Marketing
Relationship Marketing is a simple concept. It focuses you on
building a continued relationship with your customer rather than
incurring a single transaction. Unfortunately, few companies do
this well.
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Fall 2007:
by Brent Banda, MBA
Timing
a Product Launch
When is the right time to begin selling a new product? Do you
want to jump into the market right away or wait and learn from
your competitors' mistakes? Like most decisions in business, there
is no right answer. You'll have to make a judgment call.
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Spring 2007: by Brent Banda, MBA
Growth
Through Brand Repositioning
Increased competition, pricing demands and changing
markets can affect a company's market share and bottom line. When
faced with these situations, companies often turn to repositioning
as a way to create new appeal for existing customers and attract
new growth opportunities.
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Winter 2007: by Brent Banda, MBA
Push
vs. Pull Marketing
Pull Marketing creates a situation in which consumers
knowingly request a branded product and "pull" it through
the distribution channel. Push Marketing sounds much more aggressive
than it actually is. It creates a situation within the retail
environment where the manufacturer and the retailer work together
to promote one specific product model or entire product line.
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Fall 2006: by Brent Banda,
MBA
Creativity
Can Sell
Have you ever watched an interesting TV commercial
and one minute later forgot what was being sold? Creativity used
effectively in advertising is more than artwork.
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Spring 2006: by Brent Banda,
MBA
Linking
Marketing and the Sales Force
Most business owners can easily improve the performance
of their sales force by ensuring salespeople work toward the company's
broader goals. This can be more complex than it sounds.
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Winter 2006: by Brent Banda,
MBA
Creative
Pricing
When setting a price you can adopt simple tactics that work in
other industries. Remember, every industry has its own nuances,
and not every tactic will work for your company. So, take what
fits and modify it to your situation.
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Fall 2005: by Brent Banda, MBA
Attracting
Profitable Customers
The first step to effectively marketing your business is to understand
your current customer base by identifying the most profitable
segments and by examining the lifetime value of each segment.
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Spring 2005: by Brent Banda,
MBA
Branding
Your Business: More Than Just a Name
Branding is a term that all business owners come across but few
truly understand. Branding is similar to branding on a ranch.
You leave your mark on your customer's mind.
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