OnPoint Insights

Fresh Perspectives & Big Ideas To Increase Productivity & Growth

Category Archives: Marketing

Don’t shortchange the in-store experience

By | Marketing | No Comments

The consumer path to purchase is traditionally depicted by a purchase funnel, a model beginning with brand “Awareness” and (hopefully) ending with a “Conversion” or purchase transaction. Businesses need to move shoppers through this funnel to fuel growth. A company can choose to focus on the ratio of each move…

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Why and How to Invest in Digital Marketing

By | Marketing | No Comments

The complexity of today’s marketing ecosystem can be overwhelming considering the various components, the fact that each is vying for limited marketing dollars and that ROI on those dollars is never guaranteed (and often hard to predict). When developing a strategy, the 2016 brand executive has to balance what history…

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4 Tips for Communication Planning

By | Marketing | No Comments

Amid the hustle and bustle of annual strategic business planning, many organizations fail to properly consider and define their marketing plans. While marketing planning may be a subset of the overall business plans, it requires a rigor all its own. Many business leaders do not understand how the marketing plan…

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8 Tips For Crafting Effective Communication

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Between sending, receiving, posting, forwarding and replying, we devote countless hours of our time to the actual dissemination of information. Can the same be said for the actual crafting of the message we’re trying to communicate? Effectively communicating a point is critical to success in our professional—and personal—lives. Below are…

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Co-Brand Or Store Brand?

By | Marketing, Sales, Sourcing | No Comments

As frugality has become relevant and widespread, consumers are reconsidering the true value of every product. If a brand’s value proposition is unclear or vague and consumers don’t understand the superiority or benefits, it will quickly become a lame duck in today’s marketplace. When the consumer cannot tell the difference…

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