Blog | Ciavarra | marketing

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What makes successful retail?

I recently had a CEO of a retail organization ask me for my perspective on what makes great retail. Here was my response: At the heart of...

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Understanding marketing program effectiveness

Wanting to understand the incrementally of your marketing efforts? Here is a model you can use in addition to a marketing mix model or...

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“It’s ok, we will just ramp sales back up later.”

No you won’t. Not easily at least. In fact, in some ways it will be easier now. Now when competition is pulling back. Now when you can...

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“We missed our sales plan. It’s our product/marketing/sales/<insert some function here> problem.”

Maybe. More likely, you’ve not built enough equity with your target and the customer outcomes for which you wish to compete. Start by...

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Life may be like a box of chocolates.

But your sales are like layers of a cake. Many companies build their sales plan inside-out. They talk about how the sales will come from...

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Efficiency and effectiveness don't have to be mutually exclusive.

Think about your brand as a combination of what you uniquely offer and how you uniquely offer it. These are choices. Choices that...

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Your marketing and HR leaders walk into a bar

And they never talk. And yet, they should. Each of their actions are affecting each other. Your brand principles (how you uniquely...

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