Marketing

For many business owners, developing a marketing or branding strategy may seem like an option available only to those with a large marketing staff and even larger budget. This myth couldn't be further from the truth, according to Dan. After spending more than 20 years leveraging his skills in different aspects of marketing and business development for leading International brands, Dan puts his expertise to use for a variety of small and mid-sized organizations in both the for-profit and nonprofit sectors.

"The principals are identical," notes Lynch. "Regardless of size, every organization has target customer groups in mind. Their challenge is to find the most effective means of communicating their message to each group in order to attract and retain qualified customers in a crowded and ever changing competitive landscape." Using an informed and thoughtful customer segmentation strategy is important to avoid the mistake of using a 'one-size-fits-all' marketing approach, according to Dan.

In nearly every business, there are important analytics which serve as key indicators to the success (or lack of success) for any marketing effort. Often referred to as 'key performance indicators' (or KPIs), it is critical to know what these measurements are before launching a campaign. Analytics and careful analysis of metrics is not a new phenomenon unique to Internet marketing, but rather the same set of concepts that have been used in catalog direct response and other marketing channels for decades. Do you know your cost to acquire each new customer?

Do you have systems in place to compare one lead referral source to another? Have you tested the cost to reactivate former or long-dormant customers? These are just a few of the things that can help drive your plans for future growth. Can you and do you measure the lifetime value of your customer?

In 2003, Dan started Mattatuck Consulting and has since helped scores of clients achieve their marketing and business objectives. His strength is working with technology-oriented products and services, but his understanding of sales and marketing fundamentals is well suited for any market — direct-to-consumer or business-to-business.

Contact Dan today so you can start a dialog about your needs and whether or not Dan's broad range of practical experience compliments those needs.