There is one thing that always bothers me a little when talking about trends in our profession, which is the specialized field of marketing for businesses that sell to other businesses. I find that trends, in many of the considerations and decisions that managers or…. Read More
Category: Strategic Development
Beyond the reason of simply having a website, it's important to have goals in relation to this and to really think about what we want our visitors to resolve there. Why do you have a website? Because in this day and age, it’s essential for…. Read More
Manufacturing SMEs that "perform significantly better" are those focused on strategic planning within the last 3 years. This is one of the findings of the 6th Québec Industrial Barometer from Sous-Traitance Industrielle Québec (STIQ) who annually surveys more than 400 SMEs to produce a portrait…. Read More
A study of the Foundation of Entrepreneurship conducted in 2013 indicated that "only 30% of entrepreneurs operating in Quebec want to grow their businesses, compared to over 40% in the rest of Canada”. Furthermore, “only 15% of them want to export, compared to 30% of…. Read More
Recently, we completed marketing research for a client who wanted to determine sustainable strategic positioning. To do this, the work began with the identification of viable positioning axes in the long term for this company. This can become a particularly difficult exercise, where lengthy reflections…. Read More
Did you know that 17% of medium-sized[1] Canadian companies have shut their doors between 2007 and 2010? That’s one out of six[2]! Apart from macro-economic and cyclical factors that have contributed to this sad statistic, several of them had failed to properly plan strategically. This…. Read More
I was recently at the University of Montreal one evening, not to attend class, but to judge the work of 30 graduating students from the class entitled “Interactive corporate communication.” The project Each of the six teams was expected to optimize the internal communication plan…. Read More
According to the website Investopedia, cobranding is “a marketing partnership between at least two different brands of goods or services. Cobranding encompasses several different types of branding partnerships, such as sponsorships. This strategy typically associates the brands of at least two companies with a specific…. Read More
I’ve often noticed the diverging opinions and objectives between marketing and sales. The contestant from the right-hand corner, the marketing department, is looking to work more on its brand image while the contestant in the left-hand corner, the sales department, is mostly looking to maintain…. Read More
Inbound marketing as we know it has been around for about 2 years now, but it’s only since the last 12 months that it has really become known among marketing specialists. At Exo Marketing, we’ve been exploring the subject matter since October 2009. We’ve analysed…. Read More
