The Achaleon blog

What's piqued our interest in marketing and technology

Don’t have a USP, don’t need a USP.

USPs like this help consumers with snap decisions.

USPs like this help consumers with snap decisions but not more complex purchases.

When you are talking about marketing, you can’t go very far without someone mentioning how important it is to have a USP, or Unique Selling Point for your product or service.

But when you are selling complex technology, business-to-business, is it worth spending time and effort creating and promoting a USP? And if not, what should you do instead?

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Exhibitions: when to say no

Exhibition stands

A great opportunity, but not for every business.

When you get a phone call from an exhibition organiser, offering you space at an amazingly discounted rate, it’s sometimes hard to know how to respond. After all, this is most likely to be a genuine opportunity – you know and they know that empty spaces look bad at an exhibition, so at the eleventh hour they will almost give stands away.

But there’s the catch: they aren’t giving away a stand, just an empty space.

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Working out meaningful ROI figures from your marketing

Bar chart of pound coinsIf you want to know where best to allocate your marketing budget, or whether it makes sense to spend any more on marketing, you need to properly measure your  return on investment.

Measuring marketing results can get very complex, but for most businesses it’s best to keep it simple so you get clear answers to help make decisions. There are just a couple of basics that you need to understand before you get started: Read More »

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Jargon: how to make it work in your marketing

'Confused' in American Sign Language

‘Confused’ in American Sign Language

Have you ever been told that you shouldn’t use jargon in marketing or sales presentations?

Yes? Me, too. But as you may have guessed from the title, that’s not the position I’m taking here.

The thing is, when you’re selling to a technical audience, you need a certain amount of jargon to explain quickly and clearly what you’re offering. And if you fail to use the same phrases and acronyms as everyone else, then you’ll sound like a real outsider.

But if you get it wrong Read More »

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Your marketing: focused or free-range?

This is a summary of an article originally published in The Marketer, the publication for members of The Chartered Institute of Marketing:

The main thrust of the article is that successful businesses don’t allow marketing to ‘run free’, they take specific steps to set marketing goals that are closely linked to sales and business strategies.

Here are the top four tips I drew out of it: Read More »

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