I just wanted to congratulate you on what is the best article I have read in a long time – “When small think big” (March, p34). Thanks!
I am head of marketing for French ferry company SeaFrance, and have an interest in a relatively new business start-up via my husband. I’m also studying part-time for an MBA.
Your article was peppered with excellent advice and it was so refreshing to read something that provided such a good “tool kit” for ideas and action.
It was pertinent to me since this semester’s assignment is taking a new product from an SME and launching it with minimal budget. I’m just about to investigate the billboards idea and add that to the plan.
I’m also passing on my copy of the article to my husband and fellow MBA participants.
Following on from Louise McGrath’s comment in the feature about signing up to competitors’ e-mails, one additional tool I also find helpful is to keep visiting their websites. Don’t make a purchase, and then see how the competitors follow you around the web serving you with ads (display ad retargeting). It’s a great way to keep track of both their offers and their positioning
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