Author Archives: Mary Adams

Dig Deeper into your Target Audience’s Motivation

Whether you work in a B2B or a B2C company, it’s critical to understand who the target audience is and why they might purchase a product or service that your business offers. I’ve had numerous sessions with CEOs and clients who want to sell to “everyone!”  Not only doesn’t “everyone” buy any product (even toothpaste, […]

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Sage Marketing Quote

What makes content engaging is relevancy.  You need to connect the contact information with the content information. –Gail Goodman President & CEO, Constant Contact

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From Plato to…Play-Doh

After just having seen a story on TV news about college essays, and the “strikingly original” questions being asked of applicants, I opened my University of Chicago magazine and saw Laura Demanski’s article on the essay questions asked by the admissions office for the Class of 2016. The most popular question of the six offered […]

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Sage Marketing Quote

The way you can understand all of the social media is as the creation of a new kind of public space. –Danah Boyd Social Media Researcher, Microsoft

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You’re Only as Good as Your Vendor

This article “You Are Only as Good as Your Vendor” appeared this weekend in Sarah E. Needleman’s “The Accidental Entrepreneur” column in the WSJ.  It’s a great read, not only for entrepreneurs, but for absolutely anyone in business. Why? The notion of “No Man is an Island,” is true for every business person–if you’re a […]

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Sage Marketing Quote

The biggest myth in marketing is the idea of meeting expectations.  There is no such thing as meeting expectations.  You either exceed them or you fall short. In a world where 60-80% of customers describe themselves as satisfied or very satisfied before going on to defect to other brands, merely “meeting expectations” is no longer an option. […]

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Brand Charter: the Lego Blocks of Branding

Over the past couple years,  I’ve noticed more and more clients being very precise in asking for a narrow scope of work from me as a Marketing Consultant.  Perhaps it’s the economy that limits their requests for more comprehensive marketing, or perhaps companies find it easier to ask for tangibles that are missing from their […]

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Sage Advice Quote

Anticipate the difficult by managing the easy. –Lao-tzu Chinese Philosopher (604 BC–531 BC)

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Can’t Do Everything? Do Something.

Here we are in the New Year with lists of things to do in hand, a new business plan, new themes to follow or new lists of resolutions, new systems to start, new calendars to prepare.  And what happens?  Paralysis sets in. The overwhelming number of things to get started, or finish out from last […]

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Sage Marketing Quote

Make the customer the hero of your story. –Ann Handley Chief Content Officer, MarketingProfs

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