The Fundamentals of an Intentional Marketing Plan
If you're tired of guessing, chasing trends, or overcomplicating your marketing, here’s a high-level look at the fundamentals of building a marketing plan that works.
How Risk Tolerance Shapes Your Growth Strategy
This 2x2 matrix maps Sales Growth Potential (x-axis) against Risk Tolerance (y-axis). Whether you're bootstrapping a startup or managing a mature business, your position in this grid says a lot about your current strategy and where you want to go next.
Should I Focus on Profit or Revenue?
When evaluating a business or marketing strategy, one of the most important questions you can ask is: Should I prioritize revenue or profit? This 2x2 matrix offers a visual framework to assess your current position and guide your next steps. The vertical axis represents profitability, while the horizontal axis shows revenue scale.
Competitive Strategies: Porter’s Generic Strategies That Work
In this post, I’ll break down Porter’s Competitive framework using Canadian companies that follow each of the four strategies.
Acton Central - New Private School
Today, I would like to feature one of our clients: Acton Academy Calgary Central.
Marketing Strategy - Free Session
I’m inviting you to a free session about marketing strategy. You will learn the difference between strategy, tactics, and a plan.
Step 5 - The Marketing Statement: Let’s Take A Look at Tukaluk
Looker Studio is an excellent platform to present a marketing statement and show key measures and critical metrics related to marketing. The marketing statement gives a quick overview of what is happening over the last few months and compare that to what happened last year for the same time period (assuming the measures are available).
The Importance of Impressions: Let’s Take A Look at Tukaluk
In recent years, our company has used Google’s data visualization product called Look Studio for our marketing reports. Even though Looker Studio has many limitations (which I won’t get into), I thought I would see if we could use this platform for our clients implementing the principles of Intentional Marketing (our book). David Cooper has graciously allowed us to use data from Tukaluk Campsite and Cabins for this purpose.
Awesome Tenting Campsite: Let’s Take A Look at Tukaluk
In our model, for the x-axis, there is a continuum of how intensive the owner wants to be. They can choose to be laid back or they can be aggressive. The y-axis relates to the portion of the market that the owner wants. They can aim to capture 100% of the market or a lesser portion. These are the variables that the owner must decide on.
The Intensiveness of Marketing is a Choice: Let’s Take A Look at Tukaluk
In our model, for the x-axis, there is a continuum of how intensive the owner wants to be. They can choose to be laid back or they can be aggressive. The y-axis relates to the portion of the market that the owner wants. They can aim to capture 100% of the market or a lesser portion. These are the variables that the owner must decide on.
Chipping Away at Revenues: Let’s Take A Look at Tukaluk
In this article, we will look at some of the metrics that can be calculated from the measures collected in the last step. Specifically, we will look at conversion rates.
Step 4: Calculate the Metrics: Let’s Take A Look at Tukaluk
In this article, we will look at some of the metrics that can be calculated from the measures collected in the last step. Specifically, we will look at conversion rates.
Step 3: Collect the Measures - Visits: Let’s Take A Look at Tukaluk
In this article, we will look at Step 3 - collecting measures, specifically visits, and add the measures to the model.
Step 2: Design the Model: Let’s Take A Look at Tukaluk
In this article, we dive into Step 2: Design the Model (page 29). This step falls under Phase 2 – Build the Model, where we aim to construct a model that accurately depicts the marketing and sales activities of a business.
Step 1: Asking Important Questions: Let’s Take A Look at Tukaluk
In this step, there are 6 questions to ask and answer before starting the project. I’ll list the questions and then answer the questions from David’s point of view.
Intentional Marketing: Lesson 10 of 10 Things I Learned from Joanne
I learned from Joanne all about “intentional marketing”. Specifically, I learned how the parts of the Customer’s journey are linked together and the concept of “alignment” between the products, the marketing, and marketing.
10 Things I Learned from Joanne: Lesson 9
I learned from Joanne that the outcome is the last behavior of the customer's journey.
10 Things I Learned from Joanne: Lesson 8
The short answer is that I learned that paying attention to impressions is important. In this article, I list the specific things that I learned from Joanne.
10 Things I Learned from Joanne: Lesson 7
What I learned from Joanne is that estimating involves thinking and asking questions. By Joanne’s standards, this means doing a lot more thinking and asking many questions than I do naturally. I have to consciously set time aside to think and develop questions. I’m getting better. Practice helps.
10 Things I Learned from Joanne: Lesson 6
I learned from Joanne that from a high level, there can be issues with the product, the market, or marketing – or any combination of these. Classifying your company’s situation is the next step. In short, there are only a few situations that make logical sense.