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Marketing today: 3 big things to know

Marketing today: 3 big things to know

So much has changed with marketing tactics and technology in the past five years. At times, it may be tempting to throw up your hands and say, “Too much! I’m going to go live under a rock, with my trusty fax machine.” But you must resist this urge. Because although marketing tactics and technology have been in a constant state of change for a while, the basic principles remain very much the same. And your family would miss you.

Marketing has changed—or has it?

Time is short, so we’re not going to try to cover everything in this post, but instead highlight three concepts we view as essential for today’s marketer to keep in mind.  
  1. Have a content strategy
  2. It’s a small world
  3. Analytics are your friend
Before we dive in, let’s backtrack a bit to define what marketing actually is. According to the American Marketing Association, marketing is:
Value-based healthcare: How more targeted messaging can boost your impact

Value-Based Marketing: How Targeted Healthcare Messaging Can Boost Your Impact

In a crowded, highly regulated industry like healthcare, it can be challenging to properly communicate the value of your product or solution. Fortunately, there are still effective ways to produce value-driven healthcare messaging to reach your target audiences at each level of the system – with a little specialized knowledge about their respective pain points and priorities.

C Suite

Executives are big picture people, so it pays to stick to big ideas when shaping your messages to them. One theme that’s bound to get traction is cost savings. Whatever your product or solution is, frame it in terms of its overall cost impact to an organization. Can the initial purchase price be softened with reimbursements? Can your solution be framed as an overall cost-saving measure?
  • Overall cost to organization
  • Reimbursements
  • Cost avoidance
Do I need exhibit management?

Do I Need Exhibit Management?

Ever hear the expression: Too many cooks spoil the broth?

Modern day exhibitions can be a mad house—with exhibit and event management often pushed to the back burner—right up until the event is practically underway. While incredibly effective for audience engagement, many shy away from live events and conferences because of the stress and complexity that can go along with participation. A lot can ride on the success of an exhibit, and organizations regularly spend tens (or hundreds) of thousands of dollars per event to make it so. So why risk a small error becoming a major snafu? Consider end-to-end exhibit management.

With end-to-end exhibit and event management, everything—from initial concept, messaging, and design, all the way through to final logistics and execution—are kept in line by a single, dedicated team.

How to value your brand

What is brand value? According to Kotler’s Marketing Bible (Chapter 10), it is “the added value endowed on products and services. It may be reflected in the way consumers think, feel, and act with respect to the brand, as well as in the prices, market share, and profitability the brand commands for the firm”.

How do you measure the value of your brand? Theoretically, the brand value chain is a structured approach to assessing the sources and outcomes of brand equity and the manner in which marketing activities create brand value.

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