Friday, May 6, 2022
Wednesday, April 13, 2022
Saturday, April 2, 2022
Sales and marketing are two different functions of the same organization. They almost seem the same and people often confuse the difference as they interchange them in layman conversation. One way to look at the difference between sales and marketing is by formulating a concept of each. Sales is the activities that lead to a purchase (more micro) while marketing is the aspect of getting people involved (more macro). While it seems like they are splitting hairs it is important to understand how some activities in small business like Escanaba Polo Mallet Co. lead to bigger brand outcomes.
|You can see the difference|
between sales and brand activities.
(Kotler, et. al. 2006)
Small Business Escanaba Polo Mallet Co. Example: Start-up Escanaba Polo Mallet Co. has few staff resources and in turn must manage most of its own marketing functions (Oh great now that I say that every predatory sales company is going to spam my email!!! 😤). The sales of the product often leads to branding. One might be contacting customers and in turn talk about their company as a new product and a way of doing business. Your often building your brand based on your sales and perceptions of the new company (i.e. selling polo mallets as a sales activity but quality and return service as a brand.)
As a Escanaba Polo Mallet Co. grows you will want to be mindful of how your sales and marketing activities leads to a branding your company from its beginning. Consider other activities such as a strong website, solid presentations, return/service policies, clean presentation of your business, quality of products/service, store front, display, etc. to help people formalize a conception of your business. Keep in mind how the first impression and feeling often sticks with customers a long time. Don't destroy the brand over a single sale!
Kotler, P., et. al (July-August 2006). Ending the War Between Sales and Marketing. Harvard Business Review. https://hbr.org/2006/07/ending-the-war-between-sales-and-marketing
Thursday, March 31, 2022
Businesses thrive when they continuously seek new levels of organizational performance. Learning organizations adapt and those that are dying fail to adapt. Escanaba Polo Mallet Co is a new start up so we have lots of learning to do. Sometimes we can make decisions on the cuff and other times we need a model to help us formalize options. Marvin Weisbord (1976 p431) combines "bits of data, theories, research, and hunches into a working tool that anyone can use.". Below you will find the 6 boxes for formulating a conception of a business and where it can improve.1. Purpose: What business are you in? (Mallets and possible future polo gear)
2. Structure: How to divide up roles and responsibilities. (We are small so roles are multifaceted)
3. Rewards: Do activities have incentives. (Incentives are based on performance of the business.)
4. Helpful mechanisms: Are there adequate coordinating technologies (Process of scaling with technologies.)
5. Relationships: How the organization handles conflict. (Easy return policies and active constructive dialogue. Support our products with exceptional customer service)
6. Leadership: Does someone keep the other boxes in balance? (Yes...small business ownership means many hats)
The model does well simplifying/oversimplify) and considering the wider factors in organizational management. It is provides an opportunity to view the organization from different perspectives to highlight potential issues and determine whether a strategy is being effectively executed. Business is a process of consistent improvement and having models such as this can help in formulating a proper review. You can gain some more insight at Guide to Weisbord’s 6 Box Model
Wednesday, March 30, 2022
|Small Town America Needs Confidence|
If you like the picture Donate to Orphans
One way to improve on confidence is to think about the different possibilities and the truer likelihood of success or failure within the market. If you aren't sure you certainly can take a blind leap of faith but it is often better to try and find opportunities to narrow those gaps of missing information. That isn't always easy when you lack the self-belief to start walking down the path to success.
I read an article in Forbes by Caroline Castrillon entitled This Is The Secret Ingredient For Small Business Success that discusses the nature of confidence. I stole their APA Dictionary of Psychology of underconfidence as, “a cognitive bias characterized by an underestimation of one’s ability to perform a task successfully or by an underrating of one’s performance relative to that of others.” (Its a very informative article so I suggest you read it.)
What we find is that underconfidence, just like overconfidence can impact our decisions and in turn our outcomes. They may often seem subtle but add up in profound ways over the many series of choices we must make. While underconfidence leads to certain outcomes we can sometimes overcome those difficulties as we weigh and balance options. Consider the following...
1.) Look for information before making major decisions.
2.) Listen to your inner self and match that with logical analysis.
3.) Be open to different possibilities and outcomes.
4.) Stay in touch with industry changes and pay attention to what others are doing.
5. Bounce ideas off of others (Get a consultant if you don't have someone to bounce)
6. Recognize that business is a process and failures often lead to success. Just keep working on it!
Escanaba Polo Mallet Co. started as a hobby and slowly has continued to grow and enhance its abilities. This was not a business that one needed to live off of and thus it was possible to take the time to build and enhance it. It is just in the launching start-up stage but has a fairly solid grasp of its processes, method and future options. Each problem was an opportunity to learn and share and not an insurmountable obstacle.
Tuesday, March 29, 2022
Websites are the modern business calling card and are essential for staying competitive in an e-commerce arena. People adjust within the first few seconds and will either stay or leave/”bounce” depending on how they view that site. In today’s world websites are more than just convenience they are essential to modern business. Core elements of strong design are often related to proper navigation, purpose, easy of use, and other important concepts. The key purpose is related to attracting and motivating visitors to take some action such as a purchase.
Looking at the study A Literature Review: Website Design and User Engagement we find there are essential elements to strong website designs. The authors reviewed significant literature to compile what they found.
- navigation (62.86%),
- graphical representation (60%),
- organization (42.86%),
- content utility (37.14%),
- purpose (31.43%),
- simplicity (31.43%), and
- readability (31.43%).
Garett, E, et. al. (2016). A Literature Review: Website Design and User Engagement . Online Journal of Communication and Media Technologies, 6 (3). Retrieved https://www.ojcmt.net/download/a-literature-review-website-design-and-user-engagement.pdf