By Andrea Norman on Sunday, January 31, 2010

Whether it's architecture, construction, music or law, the survivors in this economy are ones that have a well-defined niche.

Read More »

By Andrea Norman on Sunday, January 03, 2010

and my daughter thinks it's lame.  "Mom, you're old.  You CAN'T like Lady Gaga," she declared.

I DO like Lady Gaga and it's partially because of the parallels to my beliefs about marketing.

Read More »

By Andrea Norman on Thursday, November 19, 2009

I remember a few years ago when my employer and I would make judgment calls about whether a potential opportunity was "worth the effort" to pursue.  Times have changed!

Read More »

By Andrea Norman on Sunday, June 21, 2009

Clearly defined mission, goals, strategies and tactics are the foundation of a business.  The marketing decisions should flow from those fundamentals. Whether you implement a new marketing collateral piece or search engine optimization, asking the question, "Does it get us where we want to go?" will help you to prevent chasing the latest, greatest technology or tool for its own sake.  After all, marketing should have a return on investment associated with it.

Read More »

By Andrea Norman on Sunday, June 14, 2009

Today's Arizona Republic's article, "Fizzling arts fundraiser offers lessons" discusses the less than overwhelming response of the "MyArtsCommunity.org" campaign.  As the article aptly points out, there were several errors and problems that plagued the campaign.  They pinpointed timing as the primary culprit. Not enough time and bad timing, specifically, they claimed were the issues that made this campaign's ROI -(-349%)!  (They earned $22,258 but spent $100,000.)  Timing was clearly one of the issues but the two bigger issues were ill-considered marketing strategy and a lack of compelling messaging.

Read More »