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Marketing Plans & Budgets

Marketing and the Calories-in, Calories-out Myth

October 5, 2015 by Maria Ford

A few years ago, in a quest to figure out why I was living and eating healthy but still feeling terrible, I did a rigorous “elimination diet”. Although my goal wasn’t weight loss, that was one of the results. I wasn’t eating less, and I wasn’t consuming fewer calories. I was just eating different. That’s […]

Marketing’s N-body Problem, and How to Fix It.

August 17, 2015 by Kaszas Marketing

“There’s no present. There’s only the immediate future and the recent past.” George Carlin One of the most fascinating and complex subjects in nature is entanglement. In its simplest form, entanglement suggests that to measure something properly, or to predict a future outcome, you must be aware of all the factors that will affect the […]

The New Math: Lead Generation in the 21st Century

July 20, 2015 by Kaszas Marketing

“5 out of 4 people have trouble with fractions.” As seen on a T-shirt. Sales math is broken. Maybe it’s another case of the new math. I don’t know. Either way it doesn’t work. In today’s world businesses are bombarded with new and novel ways to generate leads. I have a spam folder full of […]

Living-Marcoms-Plan

“Everybody Should Have One!”: The Living Marcom Plan

June 1, 2015 by Maria Ford

I recently delivered a draft Living Communications Plan to a client and, after I took her through how it is structured and used, she exclaimed, “This is amazing! Everybody should have one!” Indeed! I’ve written before about marketing being a series of good habits, and our Living Communications Plan makes that mantra concrete and actionable. […]

The Much Misunderstood Marketing Function

February 3, 2015 by Kaszas Marketing

  “We have a deal with the banks. We don’t lend money and they don’t sell shoes.”- a former boss, circa 1974 More brilliant words were never spoken in business. This great statement was a favourite of my first boss. He used it whenever employees at the shoe store asked for advances on their paycheques. […]

Marketing Resolutions for 2015

January 4, 2015 by Maria Ford

It’s a New Year! Time to make adjustments and to try to do things better than you did last year. Personally, I’m going to make the effort to do a better job of not over-scheduling myself … we’ll see how well that goes! Now, how about some New-Year MARKETING resolutions? May I suggest you that […]

Year in Review: Favourite Posts

December 15, 2014 by Maria Ford

  I’ve been looking back over our marketing blog posts from 2014 – these are my favourites! Some of them are ones that clients said inspired them. Some struck a chord with clients. Some are just my personal favourites. Enjoy this “year in review”: Holding on to Sameness …the pull of inertia is ever present. After […]

Marketing Efficiency: Achieve More with Less Effort

August 25, 2014 by Andrew Symes

Everyone recognizes the benefits of an energy-efficient home. A similar reality can be found in marketing: a “marketing efficient” operation is one in which program execution becomes simpler to execute as time goes on and deliver the best possible bang for the buck.

Holding on to Sameness

July 14, 2014 by Maria Ford

  What was the last Big Change that you made in your life? I mean something dramatic, something that felt like a huge risk. It may have been a new career, a financial risk, ending a relationship or starting a new one, or deciding to jump head-first into a new activity or venture. I’ve done […]

Sobering Up with Strategic Planning

July 3, 2014 by Kaszas Marketing

“We don’t have twelve years’ experience in Vietnam. We have one year’s experience twelve times over.” John-Paul Vann Those of you who remember the trying times of the Vietnam War may be familiar with John-Paul Vann, who rose to become the most powerful civilian in the US Army, the equivalent of a Major General. Vann […]

8 Reasons Your Marketing Plan Will Fail

April 22, 2014 by Maria Ford

These are, in my opinion, the eight most common Marketing problems. If you suspect any of them is in play in your organization, it’s worth examining to ensure that your investment in Marketing isn’t wasted. No product. Or poor product. This leads to Marketing resources being wasted on salvage efforts and damage control rather than […]

A Must-Read: Marketing Automation Review from Forrester Research

February 5, 2014 by Kaszas Marketing

  Forrester Research recently released its Marketing Automation Review, a fantastic resource for those in marketing, sales, or business operations. (In October, I wrote a post titled, “Is Marketing Automation For You?” Before you delve into Forrester’s review, that post will serve as a good primer. ) I won’t rehash what Forrester has detailed so […]

Disorderly Conduct: Marketing and the Law of Entropy.

January 21, 2014 by Kaszas Marketing

The English vocabulary is filled with amazing words. I don’t count “shmeat” and “twerk” among them, despite their being recognized by the Oxford English Dictionary in 2013. But here is one word that is absolutely fascinating: Entropy. Entropy is used in many ways and in many contexts. It’s a staple of the scientific community and […]

“You can pay me now, or pay me later”

November 14, 2013 by Kaszas Marketing

Website 101 – Rules of Engagement “You can pay me now, or pay me later” If you’re an advertising buff or a love-child of the sixties, chances are pretty good that you came across the FRAM Oil Filter commercials that ran in the early to mid-1970s. The earliest versions featured actor Walter Mathews as the […]

Escapism – How NOT to Launch a Product or Service

September 11, 2013 by Kaszas Marketing

The Not-So-Great Escape: Top 3 New Product Introduction Errors “Those who try to flee will be shot” It may sound harsh, but this generic line from any prisoner-of-war movie ever made would be a good one for product, marketing, and business professionals to abide by when it comes to new product introductions (NPIs). New products […]

Is Your Marketing Team Performing Like a Jazz Band

Is Your Marketing Team Performing Like a Jazz Band?

August 21, 2013 by Kaszas Marketing

If the answer is “no”, this might be a good time to reconsider the tune. Jazz bands, like effective marketing teams, are tightly knit collectives of talent, known for their attention to detail and passion for their craft. Each member plays an integral role in the outcome; but, while each instrument has a beautiful sound […]

Marketing is a Series of Good Habits

July 16, 2013 by Maria Ford

  I think everyone has an idea about what Marketing is, particularly in these transparent times when brands and advertising messages are dissected and analyzed in popular media. But based on the experiences that we have at Kaszas Marketing, I would say that what nearly everyone who isn’t a (good) marketer fails to “get” is […]

Advertising 101: “You may fire when you are ready Gridley”

June 18, 2013 by Kaszas Marketing

  Captain Staros: “What kind of artillery support do we have, sir?” Colonel Tall: “Two batteries of 105’s” Staros: “They won’t make a dent. Over” Tall: “No, but it bucks the men up. It’ll look like the Japs are catching hell” Those lines are from the movie The Thin Red Line. The Captain, whose company […]

You Have Questions About Marketing. We Don’t Have the Answers.

June 4, 2013 by Maria Ford

When we first meet with a new prospective client, two scenarios are quite common: They may have spent time preparing a detailed plan of exactly what they need, which they present to us, and then explain that they need help doing it because there is no one responsible for Marketing on staff. They will go […]

Living Communications Calendars

February 18, 2010 by Andrew Symes

While a living marcoms calendar is an excellent vehicle for tracking and planning marketing activities, a lesson we’ve learned is that these calendars run the risk of becoming mere holding-places for individual tactics. Activity-Based Calendars Certain marcoms activities – like events, press releases, speaking engagements and webinars – occur at a specific time. A calendar […]