Category Archives: Marketing Strategy

Marketing Strategy and the 2015 Election Campaign in Canada

I always like to take the opportunity to educate readers of marketing during periods when they are paying attention to a specific event. Also, making marketing relevant in something that public sector marketers and communicators in Canada are keenly interested. In Canada right now we are involved with an election campaign. A few years ago I wrote an article on Marketing Warfare and its relevance to election campaigns. So I am updating the article to the 2015 election.

I constantly hear […]


Marketing Articles to Read this Summer

Summer is a good time to catch up on your reading. Here are 11 articles on marketing which should keep you up to date on some very important developments in the world of marketing.  Trying reading them while enjoying your favourite beverage.

4 Tips for Adopting a Customer-Centric Mindset

If you’re taking an integrated marketing approach, your customers need to be driving the decisions your company makes.

Otherwise, your brand could risk becoming irrelevant—or, worse, offensive—to your audience.

When customers are embedded […]


“Strategy before Tactics” is key to Marketing Success

Strategy is doing the right things. Tactics is doing things right.” 

One of the most costly mistakes most organizations make is to start rolling out individual marketing tactics without a strong strategic foundation in place. Social media, blogging, website design, email marketing, advertising, proactive public relations … if you don’t combine these individual tactics into a cohesive strategy and develop the right marketing strategy, you won’t get the results that you hope to obtain.

The first step in realigning your marketing approach […]


Why the TOWS Matrix is important to Public Sector Marketers

As someone who teaches marketing I am always surprised that most of the participants at my courses and seminars are very familiar with a SWOT analysis (which stands for Strengths, Weaknesses, Opportunities and Threats.) For those who are not familiar with the SWOT analysis – it helps organizations  identify strengths and weaknesses predominantly based on internal factors. Opportunities and threats usually arise from an external environment.

However, very rarely do I find participants who are familiar with SWOT employ  the SWOT/TOWS […]