What if Your Marketing Works?

What if Your Marketing Works?

As a marketing professional, my attention is usually focused on generating leads. While leads are important, at the end of the day your business runs on sales, not leads. Unfortunately, too often business owners focus their efforts on the top of the sales funnel,...
The Darker Side of Psychographic Segmentation

The Darker Side of Psychographic Segmentation

If you are a savvy marketer, you already know that everyone is not your customer. You have probably been through marketing segmentation basics, outlining the demographic characteristics such as age, gender and the level of education or income which make someone most...
Microbrewery Marketing

Microbrewery Marketing

Beer. I love it. But not just any beer. I noticeably scoff at the mere idea of a PBR or Natty Lite. But thankfully I live in Indiana – a state where microbreweries reign supreme and are not in short supply. In fact, Indiana ranks 15th in the nation for the...