• Why Your Marketing Strategy is Outdated: 5 Tips to Boosting Business with Inbound Marketing
    28/09/16 Business Development , General Marketing , Inbound Marketing , kfm , KFM Category , Marketing , Marketing Trends , Social Media , Vancouver Marketing # , , , ,

    Why Your Marketing Strategy is Outdated: 5 Tips to Boosting Business with Inbound Marketing

    In the past few years there has been a significant shift towards inbound marketing. Power has shifted from the marketer to the consumer; the outbound technique of chasing consumers with ads is no longer effective. Instead, through the use of inbound techniques, marketers are focusing on capturing consumer attention with valuable content, which eventually lures them in as potential customers.

    Hubspot recently released their State of Inbound Marketing Report, which provides valuable insight into the direction of the marketing world. It revealed that the biggest marketing priority in North America is to convert contacts and leads into customers. Ironically, generating traffic and leads is also the biggest challenge marketers face.

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  • 6 Things You Need to Know About Geofencing
    31/08/16 Advertising , Communications , Event Marketing , General Marketing , Karran Finlay Marketing , KFM Category , Marketing , Marketing Trends , Social Media , Strategic Marketing , Vancouver Marketing # , , , ,

    6 Things You Need to Know About Geofencing

    If you’re in the world of marketing, you’ve probably heard of geofencing. It’s a relatively new location-based mobile technology that allows marketers to target people in specific geographic areas. It works by wrapping a virtual fence around specific locations. Consumers are targeted based on the GPS in their phone. Anytime a person enters a geofence with their mobile device, they will receive your mobile ads or alerts.

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  • 4 Steps to More Strategic Communication
    15/08/16 Advertising , Communications , General Marketing , Karran Finlay Marketing , kfm , KFM Category , Marketing , Social Media , Strategic Marketing , Vancouver Marketing # , , , , ,

    4 Steps to More Strategic Communication

    What is Strategic Communications?

    Strategic communications refers to communications efforts that are lined up with a strategic plan, which should be a minimum of 12-months long. It helps a companies plan out their budget so that it lasts the whole year and enables them to develop communications strategies based on events and holidays that are relevant to both consumers and the company. In marketing, being strategic means the best message is being delivered to the intended audience.

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  • 5 Tactile Techniques To Help Market Your Product
    04/08/16 Advertising , General Marketing , Karran Finlay Marketing , kfm , KFM Category , Marketing , Marketing Trends , Social Media , Strategic Marketing , Vancouver Marketing # , , , ,

    5 Tactile Techniques To Help Market Your Product

    Customers respond to products based on how they feel, both digitally and in reality. Therefore, it’s important as a business to ensure that your products are marketed with this in mind. When a consumer has a positive tactile experience with your brand, they relate this to high value, durability and functionality of your goods. The following 5 qualities all combine to create an overall tactile experience for consumers.

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  • 15/02/16 Communications , General Marketing , Karran Finlay Marketing , Marketing , Marketing Trends , Social Media # , , ,

    These Tweets They Are A-Changin’

    Twitter changingTwitter has made a few changes recently. Is it because the platform is about to be 10 years old and feels the need to revamp their services? I don’t know, but I do know it’s beginning to feel a lot like Facebook.

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  • 27/11/15 Advertising , Business Development , Karran Finlay Marketing , Marketing , Vancouver # , , ,

    Defining Your Target Market


    No matter what you’re selling, you need to understand who you’re selling to. This applies to any type of company or organization – to increase engagement, members, buyers, etc. you need to relate to your audience and to do so you need to know who they are. Who is your audience/customer? Why should they buy your product? What can your company/product/organization offer that no one else can? Here are six steps on how you can identify your target audience.

    1.  Identify the solutions you provide or/or the problems you solve

    The starting point in defining the target market for your proposition is to understand the solutions you provide (or the problems that you solve). Once you have a good idea what these are, you can start to work out who is most likely to have these problems or require these solutions.

    2. Paint a picture of the customer

    Start to list all the different types of customers that have the problems you solve. Once done, you can start to build up a picture of these customers. Group them by location – where do they live, what is their environment like. Then group them by market sector – are they professionals, retired, students, etc.

    Ask yourself other types of relevant questions about these people. Are they married? Are they male or female? Do they play sports? Define them in as many relevant ways as possible.

    3. Who will gain from the value in your offer?

    Ask yourself:

    • To whom will these problems be most troublesome?
    • Who will have the most to lose by not dealing with these issues?

    If you can demonstrate that the cost of NOT sorting out the problems is GREATER than the cost of dealing with them, then your case becomes compelling.

    Remember to take into account aspects like emotional upheaval, stress and the risk to reputation when implementing your solution, as well as a bottom line cost. It is all these factors that make up the value in your offering.

    4. Think about your market

    Today we live in the world of niche. For example, we are no longer prisoners of television schedules or shopping mall buying. We can watch what we want or shop where we want at our convenience from almost anywhere in the world; meaning every person can enjoy a unique viewing experience. The world is our virtual oyster.

    The web is fantastic at delivering personalised products and services, cutting out many of the distribution challenges that previously existed.

    It is these factors that mean it is a more effective strategy to be a big fish in a small pond rather than the other way round. It will be easier to build your reputation and gain referrals. You will also find you get more from your marketing endeavours.

    With the previous knowledge gained, start to segment your market. Choose if you want to work:

    • with particular types of people – high net worth individuals, men, women, students, and so on?
    • in certain geographical locations – Toronto, North Vancouver, Canada, San Francisco, Boston and so on?
    • around tight market sectors – professionals, doctors, athletes and so on?

    5. Look internally at your company

    One way of deciding on the right markets to pursue is to think about your company and your business.

    • Do you have particular areas of expertise?
    • What capacity and work load can you currently handle?

    6. What else is available?

    Once you have decided the answers to some of these questions you must look at the market to see what else is available. The question you must have an answer to is:

    • Why am I uniquely placed to solve the problem?
    • What do I offer that no one else can?

    It may be that for some marketplaces there is no answer. However, in certain sectors or geographical locations there may be many competitors offering a similar product or service.

    Once you have all of your answers, it’s useful to create an audience bio – basically a made up persona that has your list of target audience traits. Get to know this person and build your product or service to appeal to her.

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  • 08/08/09 General Marketing , Strategic Marketing # , ,

    Marketing Questions: I need help marketing my new business, but where do I start?

    By Karran Finlay


    This is a question that I’m asked over and over and it’s a good question. What exactly does a “marketing” firm do and how do individuals and/or companies decide if they require marketing help? The answer is not always straightforward.

    Marketing encompasses the tools that help get the word out about your brand, company, product, etc. Many firms also deal with marketing strategy, which is basically figuring out what tools are going to work best to attract a target market towards a specific product or brand.

    Many larger companies have internal marketing teams that have a good grip on what works and what doesn’t for their business. They’re able to strategize and create marketing plans that align with short and long term goals. They have an understanding of what marketing tools they wish to use and how. But this is often not the case with smaller start up companies. Marketing is a grey area that seems overwhelming and somewhat confusing. The basics make sense, but putting that basic knowledge into action is where things get a little muddy. My general suggestion would be for a new start up business to begin as follows:

    The first place to start is to ask yourself what you want to achieve. What are your company’s objectives and goals? Where do you want your company to be a year from now…3 years from now, etc? Decide what your short and long-term goals are (i.e. financial, brand awareness, distribution, etc.) and then write them down.
    Some companies hire marketing firms to assist them with this process but many do this internally.

    Secondly, determine who your target market/customer is. As your company grows, your target customer base may change but you should set out with an initial assessment of who you think your target clients will be. Then, think about this target market’s interests and hobbies. Does this group watch a lot of television? What shows do they watch? Do they read the newspaper? If yes, which ones? Are they on the internet a lot? Do they drive cars? Once you’ve established these answers, begin to think about what advertising vehicles would best reach this group. If they’re on the internet a lot, an online approach might target this group effectively. An online approach could include banner advertising (ads that run along the top or bottom of websites) or smaller placements on popular sites. Or if this is a group that likes to network, then maybe a launch party would work to develop brand awareness and allow the target clients to feel and touch the product being marketed.

    Marketing firms are often involved with this process. This would fall under marketing analysis, strategy, research, etc. A company can do this research and analysis on their own, or hire a marketing firm to do the assessment and then recommend advertising and marketing tactics best suited to the target market. The marketing firm could also then assist with the creative for the actual ads, web design for a particular marketing program, manage the launch event, etc.

    Once you’ve determined a few good ideas as to what you think might be the best advertising vehicle to reach this group, determine what your marketing budget is. Once you know how much you can spend, you can look at your marketing options and decide which tactics you feel will give you the “biggest bang for your buck”.

    Finally, I recommend that companies always have a plan for measuring the success of their marketing plans. Being able to strategically analyze whether a program worked or not will allow you to tweak and improve your marketing year after year. Again, some companies wish to do this internally or some choose to hire outside agencies to assist with this stage.

    A marketing company can help you with all of the above steps, or companies can proceed on their own if they have the right resources.

    I’ve listed a few articles below that may also help. None of these articles will provide you with hard and fast rules on what you should do – but they are general opinions that may help you to formulate your own understanding of the topic and allow you to take a few more steps forward towards creating a successful marketing campaign for your company.



    Another good read is “Growing A Business” by Paul Hawken. It’s a fun, useful and well-written book that combines smart business advice with good common sense.

    I hope that this information was helpful and if it’s all still a blur, feel free to contact us at Karran Finlay Marketing and we’ll be happy to work with you to figure out a great strategy for your company!

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