For your marketing to be effective, it requires both a target market and a target product (or service) - a single offering that gives you the highest chance of becoming part of the customer's life. Target market  - that one group of customers within the broader market where you have the greatest chance of success. Target product - that one offering amongst everything you sell that gives you the best chance of an initial sale. Once you've made the initial sale, you are in bed with the customer and the game changes. Achieving this initial sale requires focusing on who you want to sell to and  what you want to sell to them. Target market and target offering.  Do [you]...want [this]... I keep coming back to the 4P's of marketing: Product. Place. Price. Promotion. It is easy to get stuck on the promotion "P". Yet, the other, less obvious Ps have the bigger impact on driving business growth, starting with the product. Just think how McDonald's does it - th

As a marketing professional and a keen observer of market trends, I've been intrigued by the latest wave of Chinese cars making their mark in South Africa. The buzz is hard to ignore, with an ever-increasing number of South Africans turning their heads towards these new arrivals. But as we navigate these exciting times, it's crucial to dive deeper and understand what truly makes a car worth your investment. The Initial Attraction The allure of these new entrants from China is undeniable. Prospective buyers are vocal about the impressive array of standard features, advanced technology, and, most significantly, the attractive pricing when compared to established players like Volkswagen and Toyota. Even car reviewers seem to be on board, often giving these vehicles a pass, suggesting no apparent reason to avoid them. But is it all as straightforward as it seems? Brand: Beyond a Name and Logo In the excitement of new launches, we often forget that a brand isn't just about the l

Something they don't tell you when you start on your own as a consultant: there are no rules to it - you make it up as you go and as you gain confidence. It's up to you how you want to do it. It's more art than science. I find it quite amazing. There's no right or wrong way to consult, especially as an independent. Take, for example, the near cast-in-stone rule that diagnosis should precede strategy. Although true, I'm finding that I often do diagnosis and strategy almost at the same time as I interact with business owners and marketing directors. Since I only focus on small and midsized clients, I tend to work with organisations with flat structures where decision-makers still have front-end contact with the market. Information is often already in the room - it just needs to be sorted.  One could argue that this is taking shortcuts, but I've found delaying the strategy discussion "till next time" ignores the reality of the moment where a certain insig