Tightrope: Marketing Differentiation for New Businesses

By Duane vK. Lamb MMBA

Tightrope: Marketing Differentiation for New Businesses is a 'users manual' for a new entrepreneur. Veteran entrepreneurs, those in business three to seven years, can benefit from this book as well. The veteran business owners can read and compare the strategies given here against their daily practices. The marketing differentiation of a business is not a new concept. Many companies differentiate themselves as consciously and subconsciously by utilizing all of the many tools that are available to them within their marketing strategies. The problem with so many of these businesses that I write of here is that if they are aware of their differentiation strategies, they do not 'rinse and repeat' their strategies to their potential market bases. Companies that can identify ways to separate themselves from their competition practice their proven strategies to create space in their vertical markets. Marketing, for them, is constant, and, those businesses tend to have more successful advertising campaigns.

• Language: English
• Publisher: BookBaby
• Release date: May 21, 2019
• ISBN: 9781543972689

Book preview

Contents

Chapter 1

Free Your Mind

The Four Ps

Chapter 2

The Mission of Strategic Thinking

The Vision of Strategic Thinking

Chapter 3

Developing Your Audience

Control Your Backyard

Chapter 4

Alike, But, Different

EXHIBIT A -- Best Shoes

EXHIBIT B -- Value Shoes

Chapter 5

The Sphere of Influence

Chapter 6

Know Your Customer

Uncontested Market Space

A Red Ocean (In Real Time)

Chapter 7

Develop A SWOT Analysis

Internal Factors – Strengths

Internal Factors -- Weaknesses

External Factors -- Opportunities

External Factors -- Threats

Chapter 8

The ‘Game’ of Word-of-Mouth-Advertising

Feast and Famine

The Use of Gamification for Differentiatio

Gamification - The ‘Game’ of Customer Serv

Come Out Roll 7 or 11 -- You Win!

Pass Line (Point) Bet – The Game Is On!

Reduce the Risk – Utilize a Human Resource

You Crapped Out!

Chapter 9

Employees, Your Most Valuable Asset

People Make The World Go Around

Chapter 10

Understanding the ‘Why?’

Keep Your Marketing Balance

Bibliography

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ISBN: 9781543972689

FOREWORD

By: Elayne Hayes-Anthony, Ph.D.

Department Chair and Professor

Jackson State University School of Journalism and Media Studies

This book is a new awakening to the world of media consulting. It is the brainchild of Duane Lamb. Duane is an accomplished researcher who is serious about marketing. He is also a former student of mine that has always thought outside the box. His work here is a close up of where this discipline is now and where it will go in the future. He has made his mark in so many ways and stepped out on faith. This approach will empower many is the area of strategic marketing to approach their promotional designs with renewed vigor. It is essential for us to approach the storms of life so that we have a greater appreciation and understanding of life’s trials and tribulations.

When Duane was in college, he found his niche in radio and started in that direction in his emphasis, internship and later job. He fell in love with communication and made it his professional passion in life.

Through tried and measured strategies this work shows how social media and other technology can make a difference in selling your ideas, goods, and services.

This book challenges us on how social media enhances everything we do. It is very gratifying to see a former student challenge us to use these tactics at our fingertips.

I am enjoying molding young minds as these young men and women pursue the field of media—the most potent communications track in the world.

I believe that Duane ’s marketing approach will benefit every business across our borders. With this approach, we can fulfill our purpose and encourage the next generation.

Let’s embrace, celebrate and target your customers toward the highest market value for our dollar.

Tightrope

Marketing Differentiation for New Businesses

Duane vK. Lamb, MMBA

Chapter 1

Hello and welcome! This book is intended for new entrepreneurs and is written to be ‘user-friendly’ to you ‘newbies’ out there. There are