DWS Associates Marketing Solutions

Business Development & Direct To Consumer Marketing Solutions

Member Registration / Login:
Member Registration / Login:


Not a member? Click here to register »

_

  • Request Information
  • Home
  • Marketing/Sales Tools
    • What Can You Afford To Spend To Acquire a New Customer?
    • Marketing Planning Tools
      • Marketing Assessment
      • Customer Acquisition & Retention
        • Customer Acquisition & Retention Assessment
        • Customer Acquisition & Retention Checklist
      • Marketing Needs Analysis Tool
      • Marketing Performance Evaluator
      • SWOT Analysis Tool
      • Marketing Plan Guide & Template
      • Sample Size Marketing Calculators
    • Direct To Consumer Marketing Tools
    • Competitive Analysis & Competitive Intelligence Tools
      • Competitive Intelligence Assessment
      • Competitive Marketing Performance Evaluator
      • Competitor SWOT Analysis Tool
      • Competitive Situation Analysis Template
      • Competitive Analysis Tool
      • Competitive Radar Tool
      • Competitive Continuum Charting Tool
      • Competitive Positioning Mapping Tool
      • Competitive Intelligence Packaged Services Programs
      • Competitive Intelligence Services
    • CRM Planning Tools
      • CRM Readiness Assessment Tool
      • CRM Application Assessment & Vendor Selection Tool
      • Life Time Value Calculator
      • Life Time Value Acquisition Cost Calculator
      • Net Present Value Calculator
      • Customer Retention Rate Calculator
      • Customer Acquisition Assessment
      • Customer Retention Assessment
    • Marcom Tools
      • Promotional Capabilities Assessment
      • Advertising Appeals Checklist
      • Sample Size Marketing Calculators
      • Marcom Planning Tools
        • Marketing Campaign Planning Guide
        • Communications Strategy Template
        • Advertising Media Selection Tool
        • Marketing Communications Plan Template
        • Message Planning Template
        • Advertising Effectiveness Tool
        • Agency Evaluation Tool
        • Advertising Campaign Creative Brief Template
        • Campaign Circulation Planning Tool
        • Campaign Response Tracking Tool
      • Marketing Calculators
        • 1-Step Marketing Campaign Calculator
        • 2-Step Marketing Campaign Calculator
        • Campaign Inquiry (Lead) Projections Calculator
        • Marketing Campaign - Simple ROI Calculator
        • Campaign ROAI & Breakeven Calculator
        • Campaign Lead Flow Calculator - Based on Desired Profit
        • Campaign Lead Flow Calculator - Based on Desired Revenue
        • Campaign Lead Flow Calculator - Based on Sales Cycle
        • Marketing Campaign Financial Results Calculator
        • Cost Per Lead (CPI) Breakeven Calculator
        • Marketing Campaign Circulation Sizing Tool
        • Lead Generation Calculator by Media Type
      • Direct To Consumer Marketing Tools
        • Direct To Consumer Marketing Assessment
          • Direct Marketing Self Assessment
        • Direct To Consumer Marketing Planning Tools
          • Direct Marketing Campaign Planning Guide
          • Direct Mail Campaign Financial Analysis Tool
          • Direct Mail Campaign Production Cost Estimator
          • Direct Mail Campaign Response Tracking Tool
          • Direct Response Advertising Media Selection Tool
        • Direct To Consumer Marketing Calculators
          • Average Order Value Breakeven Calculator
          • Direet Response Campaign Media Level ROI Breakeven Calculator
          • Direct Order Campaign Breakeven ROI Calculator by Media Type
          • Single Variable - Campaign Breakeven Calculator
          • Direct Mail Testing Financial Analysis Calculator
          • Mailing Package Production Cost Estimator
          • Telemarketing Campaign Calculator - Revenue Based
          • Telemarketing Campaign Calculator - Contact Universe Based
          • DRTV Ad Allowable Calculator
          • DRTV Income Cash Flow Calculator
          • DRTV ROAI Calculator
      • Digital - Social Marketing Tools
        • Digital Marketing Assessment
        • Social Media Readiness Assessment
        • Social Media Networks Database
        • Digital Marketing Calculators
          • Social Media ROI Calculator - Single Media Tactic
          • Social Media ROI Calculator - Multi Media Campaign
          • PPC Advertising Breakeven Calculator
          • PPC Adwords Profitability Calculators
          • Banner Ad ROI Calculator
          • Website ROI Calculator
          • Email Lead Generation Calculator
          • Email Campaign Revenue & Profitability Analysis Tool
          • Email Testing Financial Calculator
    • Trade Show Event Marketing Tools
      • Trade Show - Event Participation Sponsorship Checklist
      • Trade Show - Event Attendance Calculator
      • Trade Show - Event Breakeven ROI Calculator
      • Trade Show - Event Marketing Brief
      • Trade Show - Event Tasks Checklist Template
      • Trade Show - Event Budget Template
    • Product Marketing Tools
      • Product Evaluation Checklist
      • New Product Idea Screening Tool
      • Product Life Cycle Analysis Tool
      • New Product Launch Plan Template
      • New Product Launch Plan GANTT Chart & Budget Template
    • Sales Planning Tools
      • Sales Capabilities Assessment
      • Strategic Sales Account Plan Template
      • Account Executive Sales Plan Template
      • Sales Opportunity Assessment Tool
      • Sales Leads Pipeline Calculator - Revenue Based
      • Lead Flow Planning Calculator for Sales Cycle
      • Sales Force Sizing Tool
      • Sales Territory Planning Tool
      • Sales Prospecting Activity Rate Calculator
    • eCommerce, Catalog, Retail Tools
      • eCommerce / Catalog Marketing Assessment
      • Catalog eCommerce Business Audit Overview
      • Catalog eCommerce Business Audit Tool
      • Catalog Square Inch Analysis Tool
      • Catalog / List Rental Circulation Planning
      • Customer Retention Rate Calculator
      • RFM Scoring Model Calculator
      • Retail Financial Calculators
    • Higher Education Marketing Tools
      • Higher Ed Marketing Assessment
      • Student Relationship Management Assessment
      • Student Recruitment Self Assessment
      • Student Retention Self Assessment
      • Higher Ed Competitive Radar Tool
    • White Papers
    • Marketing Tools Request
  • Services
    • Marketing Needs Analysis
    • Market Planning Services / Programs
      • Routes-To-Market Evaluation & Planning Services
      • Strategic Marketing Plan Development Services
      • Marketing Assessment Services
      • SWOT Analysis Services
      • Market Intelligence Services
      • Market Opportunity Assessment Services
      • CRM Assessment Services
      • CRM Application & Vendor Assessment Services
      • Target Audience Identification Services
      • Customer Acquisition Program Services
        • Customer Acquisition Program Audit Service
      • Customer Retention Program Services
        • Customer Retention Program Audit Service
      • Partner Marketing Program Services
        • Partner Marketing Program Audit Service
    • Competitive Intelligence Services
    • Competitive Intelligence Packaged Programs
    • IntelliComp Competitive Analysis Software
    • Marcom Services
      • Inhouse Agency Planning & Setup Services
      • Marketing Communications Assessment Services
      • Customer Journey Mapping / Message Planning Services
      • Marketing Campaign Planning Services
      • Digital Marketing Assessment Services
      • Email Marketing Services
      • Digital & Social Media Services
      • Content Marketing Services
    • DTC & Retail Marketing Services
      • Catalog Marketing Assessment Services
      • Multi Channel Marketing Assessment Services
      • Catalog Merchandising Services
      • Catalog Planning & Design Services
    • Demand Gen & Sales Planning Services
      • Sales Capabilities Assessment Services
      • Sales Plan Creation Services
      • SalesGen2020 Demand Generation Services
      • Sales Pipeline Forensics Services
      • Lead Management System Planning / Design Services
    • Marketing Tools Request
      • Content Marketing Service Packages
  • Workshops
    • Marketing Planning Workshop
    • Customer Acquisition Workshop
    • Customer Retention / Loyalty Workshop
    • Marcom Message Planning Workshop
    • Direct To Consumer Marketing Workshop
    • Catalog Marketing Workshop
    • Partner Marketing Workshop
    • Lead Management Workshop
    • Marketing Tools Request
  • Knowledgebase
    • Marketing Planning
      • Do You Need a Marketing Plan?
      • Marketing Planning 101 Tutorial
        • Marketing 101 Presentation
      • Market Segmentation Criteria Checklist
      • Targeting / Segmentation Hierarchy List
      • Segmentation Analysis - 10 Principles
      • Types of Segmentation Analysis
      • Effective Competitive Analysis Guide
      • Market Research Checklist
      • Lead Generation Checklist
      • CRM Application & Vendor Selection Checklist
    • B2B Marketing
      • B2B vs. B2C Marketing
      • Sales Funnel Explained
      • B2B Lead Generation / Checklist
      • B2B Lead Scoring
      • B.A.N.T. a System for Scoring & Ranking Leads
      • Managing the Sales Pipeline
      • Building a Lead Management Program
      • B2B Landing Page Lead Form Design
      • B2B Social Media
    • Catalog Marketing, eCommerce, Retail
      • Quiz - Catalog Marketing
      • Merchandising 101
      • Anatomy of a Winning Product
      • Catalog Merchandising
      • Catalog Marketing 101 Tutorial
      • Catalog Marketing Overview
      • Catalog Marketing Checklist
      • Catalog Creative Strategy
      • Catalog Design
      • Catalog Design Checklist Tips
      • Catalog Copy Checklist Tips
      • Catalog Review Checklist
      • Retail Competitive Analysis Checklist
    • Marcom
      • Sales Promotion Planning Checklist
      • Campaign Planning Steps
      • List Rental Strategies
      • Circulation Planning Checklist
      • Advertising Campaign Planning Checklist
      • Advertising Checklist for Multichannel Marketers
      • Media Advantages & Disadvantages Checklist
      • Ways to Increase Advertising Response Rates Checklist
      • Creative Brief Checklist
    • Direct Marketing
      • Direct Marketing 101 Tutorial
      • When to Use Direct Marketing
      • Direct Marketing Process
      • Keys to Successful Direct Marketing Programs
      • Database Data-Driven Marketing Checklist
      • Direct Marketing Success Checklist
      • Direct Marketing Offer Checklist
      • Direct Mail Package Design
      • Direct Response Copy Guide
      • Direct Marketing Brochure Checklist
      • Direct Mail Email Design Tips
      • Direct Response TV / Video Guide
      • Direct Response Radio Guide
      • Direct Response Telemarketing Guide
      • Teleservices Definitions
      • Telemarketing Program Design / Creative Guide
    • Digital Marketing
      • Landing Page Design Guide
      • Website Information Request Form Design Tips
      • Social Listening - Why
      • Social Media Listening Tools
      • Social Media Networks Database
      • Direct Response Banner Ads Guide
      • Direct Response Email Guide
      • Email Copy Guide & Tips
      • Email Design Guide & Tips
      • PPC Ads - Tips For More Effective Writing
      • Guide to Creating Profitable Personas
      • How to Start a Successful Blog
      • Successful Blog Post Checklist
    • Higher Education Marketing
      • Adult Student Recruitment Checklist
      • Adult / Post-traditional Student Lead Generation Checklist
      • Adult / Post-traditional Student Retention Checklist
      • Email Tips For Colleges & Universities
    • White Papers
      • White Papers
        • 5 Principles to Drive Recruitement & Retention
        • 6 Irrefutable Truths of Succesful Marketing
        • 7 Strategies to Drive B2B & B2C New Customer Acquisition
        • 7 Strategies that Drive Enrollments Near & Long Term
        • 10+ Reasons Why Most College Marketing/Enrollment Plans Fail and How to Avoid Them
        • Adult Student Recruitment
        • Adult Student Retention
        • Adult Student Recruitment Best Practives
        • B2B Demand Generation Best Practices
        • B2B SEO & SEM
        • Build a Social Media Powerhouse
        • Colleges Chase Adult Students Away
        • Competitive Intelligence 101
        • Competitive Intelligence 101 - Higher Education
        • Content Marketing Doing It Right
        • Direct Mail Advertising
        • Direct Marketing Analytics
        • Direct Marketing Offer
        • Direct Marketing Business Plan
        • Direct Response Print Advertising
        • Direct Response Creative
        • Direct Marketing Campaign Planning
        • Direct Response Circulation Planning
        • Developing a Lead Management Program
        • Developing Messages and Offers That Increase Adult Enrollments
        • Lead Flow Planning
        • Lead Scoring, Priorizations, Routing
        • Marketing Metrics
        • Marketing Planning 101
        • Best In Class Referral Programs
        • Successful Direct Mail 101
        • Successful B2B Social Media 101
        • Targeting & Segmentation
        • How Some Colleges Chase Prospective Adult Students Away
        • Build A Student Recruitment And Retention Juggernaut
  • About
    • Our Founder
    • Industry Expertise & Clients
    • B2B/B2C/Retail Newsletter Archive
    • Higher Ed Newsletter Archive
    • Marketing Tools Request
  • Book
  • Contact Us
    • Marketing Needs Analysis - What do you need?
    • Marketing Connection Signup
    • Marketing Tools Request
      • Market Opportunity Assessment: Why You Need One & 5 Key Steps
      • Enrollment Management: Navigating Disruption to Achieve Success
      • 49% of retailers name in-store mobile experience a top priority
      • 2019 Digital Marketing Trends & Gen Z
      • Enrollment Management: Shifting Demographics & Shrinking Population
      • Smart College Recruitment Targets Wisely Using Segmentation
      • Email Marketing Tips
      • The hidden cost of selling direct – the returns game
      • 2018 Lead Generation & Recruitment Predictions & Tips
      • How's your marketing?
      • The Offer - How To Make One They Can't Refuse
      • Successful Product Development
      • How Direct Makes Digital Better
      • Questions That You Need To Answer
      • Do You Know What Your Competition Is Doing?
      • The Marketing Planning Process...Doing It Right!
      • Managing The Sales Pipeline
      • Being Prepared for Change (Why You Need Market Intelligence to Drive Revenue Growth)
      • Competitor Update: Coursera Coming to Eat Your Lunch
      • Discussion: Why Should Your Institution Exist in the 21st Century?
      • Discussion: Should Your College Exist in the 21st Century?
      • Welcome Back: Former Students, Graduates
      • Adult Students: Thoughts on the Chronicle's Report
      • Avalanche of Dreck...Are you part of the problem?
      • Profile of the Average Online Student
      • You Can't Make It Up In Volume
      • Simple Guide to Creating Profitable Personas
      • Amazon Losing Billions - You Should Be Scared
      • Comment: Why Most CMOs are Failing
      • Marketing Personalization...Most of It Isn't
      • Amazon's "Try Before You Buy"
      • Are Shoppers Really That Resistant to Self-Checkout?
      • B.A.N.T. May Be Old, But It Still Works
      • All The Martech In The World Won't Make You a Marketer
      • 9 Tips For Writing Effective PPC Ads
      • Blogging: 5 Reasons Why & 5 Tips for Success
      • The 4 Step Welcome Email Series
      • The Lead Management Game - Winning Or Losing?
      • Part 1: Podcasts Should You Start Your Own Podcast?
      • Part 1: Blogs: Should You Start A Blog?
      • 8 Simple Ways to Increase Enrollments
      • PART 2: Podcasts: Develop Your Plan
      • Should You Buy or Generate Your Own Leads?
      • How to Overcome the 3 Reasons Most Miss Their Enrollment Goals
      • Contact Strategy: People Buy From People
      • 2 Commonly Overlooked Causes for Enrollment Shortfalls - And How to Fix Them
      • Designing and Writing Effective Direct Mail Packages
      • Developing Your Content Marketing Strategy
      • How Content Marketing Can Increase Enrollments, Retention
      • Influencer Marketing: More Confusion Over Simple Concept
      • 10+ Reasons Why Most College Marketing/Enrollment Plans Fail & How to Avoid Them
      • Marketing Planning 101 - Are You?
      • Are CMOs' Jobs in Jeopardy?
      • Lead Flow Planning - Getting It Right
      • Omni Channel or Not? Retail Survival or Not?
      • Announcing Our New Enhanced On-Demand Services for Adult, Graduate and Continuing Education Programs
      • Tips for Great Direct Response Radio
      • Email Design Tips
      • Data-Driven Marketing...It's As Old As Index Cards, And Then Some...
      • Why They ain’t buying what you’re sellin’
      • New Degree Programs: What You Must Learn from Google, Amazon and Apple
      • Student Recruitment & Retention Goes to the Movies
      • Just Outsource It!
      • Why You’re Not Answering Their Questions
      • Adult Students: Are You Serious or Just Screwing Around?
      • Is Your Brand Safe?
      • Ask Questions
      • Event Marketing for Adult Enrollments
      • Retail is Not Dead!
      • Pros & Cons of In House Agency
      • Is Affiliate Marketing for Your Business?
      • Webinar: 7 Proven Techniques for Increasing Adult Student Enrollments
      • False Victories
      • Bring Programmatic Adv In House? Yes? No?
      • Call Attribution Tech - Do you need it?
      • Are you losing sales people?
      • Webinar: Adult Student Retention
      • Is ‘eMail Blindness’ Killing Your Business?
      • Direct Mail Tips for More Effective Student Recruitment
      • Marketers Wake Up...Get Those Phone #s
      • The Secret to Successfully Providing Life-long Learning
      • Higher Ed Marketing Podcast 3: Web Forms
      • Higher Ed Marketing Podcast 4: Thank you page
      • 2 Secrets to Achieving Adult Enrollment Goals
      • Social Worship
      • The Amazon Effect...Are You Ready?
      • Old Ways Don't Open New Doors
      • Early Results: Adult Student Recruitment Effectiveness Part I of II
      • Early Results: Adult Student Recruitment Effectiveness Part II of II
      • Webinar: Competitive Intelligence 101
      • How to Say the Right Thing so More Adults Enroll
      • Clear Communications, not Content Marketing, is Key to Achieving Adult Enrollment Goals
      • Are You Listening Carefully? Asking the Right Questions?
      • Missing Unrealistic Goals
      • What Are You Putting Into Your Sales Pipeline
      • Competitive Intelligence - What is it? Why do you need it?
      • Yes, You Do Have the Budget
      • Enrollment Opportunity: Under-served Segments
      • Why Colleges Are Failing to Achieve Adult Enrollment Goals
      • 01
      • 02
        • Are You Sitting Around Waiting for Business?
        • Get More Our of Your CRM Investment
        • Tips for Building Affordable, Effective Marketing Research Program
        • Smart College Recruitment Targets Wisely Using Segmentation
      • 03
        • Marketer's Toolkit Goes Mobile
        • A/B Testing: Some Important Rules to Follow
        • Targeting is Not Rocket Science
        • Snap Chat for Student Recruitment
        • Colleges Must Lead the Way in Marketing to Millennials
        • How Many Leads Do You Need?
        • Do You Know What a "Lead" Is?
        • Do You Know How Many Sales Leads You Need? Find Out With...
        • Content Marketing: It's a Mess
      • 04
        • What Is The Best Marketing Channel?
        • Do You Need a Marketing Plan?
        • Data Analytics Improve Enrollment Performance
        • Why Facilitated Strategic Planning Workshops are Most Effective for Your College...
        • Common Social Media Challenges and Solutions
        • 8 1/2 Common Errors in the Student Recruitment Process
      • 05
        • Differentiation - Colleges Need to Be Uniquely Valuable
        • Non-Traditional Students: Tips to Attract & Retain
        • Market Planning Process
        • Market Analysis - Identify Your Target Markets
        • Catalog Business Plan
        • 10 Common Digital Marketing Mistakes & Solutions
        • Tips for Recruiting Millennials to Your College
        • How to Lower New Student Acquisition Costs
      • 06
        • Your Website Needs Help
        • Better Adwords Performance ASAP
        • Higher Education Marketing Assessment Tool: A Demo
        • Join Marketing Connection Today
        • Marketers Are Focused On the Wrong Things
        • Marketing...It's About the Numbers
        • Colleges Without Market Research: Penny-Wise, Pound Foolish
        • Top Benefits You Enjoy From a Mystery Shopper Audit
      • 07
        • The Future of Content Marketing
        • Pokemon Go: Student Recruitment & Retention?
        • Whatever the Channel: Marketing Success Depends on 5 Factors
        • When Your Customers Aren't Your Customers - Social Media Pitfalls
        • Content Marketing Success
        • Why You Can't Afford to Pass on a Retention Audit
      • 08
        • Your Trouble With Adwords
        • You Can't Recruit & Retain if You Don't Know Your Audience
        • Facebook Live for Student Recruitment
        • How to Make Significant Improvements to Student Recruitment Results
      • 09
        • Why Facilitated Strategic Planning Workshops are Most Effective for Your College...
        • Video Marketing: Tips for Greater Success
        • The Details Are in the Plans
        • Digital Metrics: How Much is Real & How Much is Bullshit?
        • Video Content Marketing: Tips for Greater Success
      • 10
        • How You Can Enroll More Non-Traditional Students
        • Your Email Metrics Are Wrong
        • Too Much Content Too Much Waste
        • How Asking the Right Questions Can Increase Enrollments
        • Content Marketing for Higher Education Recruitment and Retention
      • 11
        • 5 Ways to Increase Graduate School Enrollments by Leveraging Data
        • Big Data, Predictive Analytics & Marketing Research Strike Out in Election 2016
      • 12
      • Direct Marketing Planning
      • How Many Leads Do Our Sales Executives Need?
      • The Drones Are Coming!
      • Advantages of Direct Marketing
      • Student Retention Tips for 2016
      • Outbound Telemarketing Missing Opportunities As Part of College Student Recruitment
      • New Study Identifies Opportunities to Improve Student Recruitment
      • 6 Tips to Improve Your College's Content Marketing Performance
      • Lead Flow Planning - Getting It Right

Category List

Marketing Connection (1)
Content Marketing (16)
Marketing Analytics (1)
Catalog Marketing (2)
Podcast: Higher Ed (4)
Strategic Marketing Planning (3)
Customer Acquisition (4)
Market Research (4)
Marketing Communications (4)
Student Recruitment (4)
B2B Marketing (1)
Advertising (1)
Digital Marketing (3)
Lead Management (7)
Marketing Strategy (2)
CRM (1)
Target Marketing (1)
Demand Generation (1)
Retail Marketing (1)
Internet Marketing (1)
Marketing Planning (7)
Martech (1)
Email Marketing (3)
Marketing Channels (1)
Direct Marketing (9)
Marketing (4)
Retailing (2)
Market Opportunity Assessment (1)
Marketing Management (1)
Competitive Intelligence (2)
Marketing Tools (1)
Omni Channel Marketing (1)
Telemarketing (1)
Sales Management (3)
Social Media Marketing (2)
Mobile Marketing (1)
eCommerce (5)
Webinar (2)
SEM (2)
Higher Education Marketing (55)

Tag List

retail (3)
Sales (3)
Predictive Modeling (1)
Student Satisfaction (1)
Marketing Promotions (4)
Integrated Marketing Communications (1)
Lifelong Learning (1)
Student Recruitment (25)
Profits (1)
PPC Ads (1)
Marketing Collateral (2)
eCommerce (9)
Segmentation (5)
Email (3)
Social Media Marketing (6)
Target Marketing (2)
Omni Channel Marketing (2)
Personas (3)
Higher Education (10)
Selling (1)
Podcast (2)
CRM (3)
Direct Mail (4)
On Demand Marketing (1)
Market Opportunity Assessment (2)
earned media (1)
Business Development (1)
Content Marketing (11)
Millennial Marketing (1)
Broadcast Direct Response (1)
Personalization (1)
Student Enrollments (1)
Adult Student Recruitment (1)
Dave Freeman (3)
Nurturing (1)
Web Forms (1)
Social Media (1)
Data Analytics (2)
College Retention (1)
Offer Development (1)
Merchandising (2)
Marketing Management (1)
Direct Marketing (13)
Adtech (1)
A/B Testing (2)
Consumer Catalogs (1)
Website Design (1)
Multi Channel Marketing (3)
Cataloging (1)
Webinar (2)
Affiliate Marketing (1)
SEM (2)
Differentiation (1)
Adwords (2)
Market Research (8)
Direct Response (3)
Marketing Media (2)
B2C Marketing (1)
New Program Development (1)
Event Marketing (1)
Catalog Marketing (4)
Search Engine Marketing (1)
Strategic Planning (5)
Marketing Communications (8)
Market Analysis (1)
Customer Acquistion (3)
Mobile Marketing (2)
Blog (1)
Outsourcing (1)
Media Buying (1)
Digital Marketing (9)
Student Retention (14)
Student Success (1)
Marketing Assessment (2)
Internet Marketing (4)
Student Nurturing (7)
Market Segmentation (2)
Marketing Audit (1)
Lead Generation (18)
Marketing Analytics (1)
Market Intelligence (3)
Competitive Intelligence (7)
Thank you page (1)
Gen Z (2)
Market Planning Process (2)
Marketing Tools (2)
Marketing Channels (4)
Martech (1)
Marketing Planning (9)
Revenue (1)
Video Marketing (2)
Direct Response Marketing Product (1)
Market Testing (1)
paid media (1)
Customer Acquisition (7)
Higher Education Marketing (21)
Product Development (1)
DR Radio (1)
Competitive Analysis (3)
Retail Marketing (9)
Retailing (8)
Marketing Technology (1)
CMO (1)
College Recruitment (1)
Marketing Automation (1)
Database Marketing (1)
Online Marketing (5)
Generation Z (1)
B2B Marketing (2)
Marcom (1)
Lead Nurturing (11)
Business Catalogs (1)
Marketing Research (3)
Adult Students (4)
Email Marketing (5)
Student Acquisition (10)
Adult Student Retention (1)
Content Markteing (5)
DWS Associates Marketing (1)
Setting Goals (1)
Sales Management (2)
Key Metrics (1)
Lead Management (13)
Customer Retention (2)
Demand Generation (7)
Data-Driven Marketing (1)
Campaign Planning (1)
Targeting & Segmentation (3)
Inbound Marketing (1)
Marketing Strategy (8)
Market Planning (2)
Target Market (2)
Advertising (5)
Social Media (5)
Enrollment Management (3)
Strategic Market Planning (4)
influencer marketing (1)
Direct Response Email (2)
Telemarketing (1)
Post-traditional Students (1)
Creative (2)
Process Mapping (1)
Student Recruiting Campaign (1)
Sales Pipeline (1)
Assessments (1)
Marketing (17)
eCommerce Product Development (1)
Customer Service (1)
Call Center (1)
Mystery Shopper Audit (3)
Marketing Connection (1)
SMS Text (1)

Tag Cloud

Event MarketingAssessmentsMarketing StrategyPersonasTarget MarketingProfitsVideo MarketingMarket IntelligenceKey MetricsCompetitive IntelligenceStudent RecruitmentMulti Channel MarketingStudent SuccessNew Program DevelopmentStudent SatisfactionMystery Shopper AuditMillennial MarketingMarketing ChannelsDirect Response Marketing ProductData-Driven MarketingCollege RecruitmentStrategic PlanningStudent RetentionEnrollment ManagementMarketing AnalyticsBlogIntegrated Marketing CommunicationsEmail MarketingCatalog MarketingB2B MarketingretailMarket ResearchMerchandisingProduct DevelopmentBusiness CatalogsMarket SegmentationPersonalizationDirect MailAdvertisingMarcomMarketing AuditSearch Engine MarketingOffer DevelopmentInternet MarketingSetting GoalsGen ZOnline MarketingSocial Media MarketingMarketing AutomationCatalogingMarket TestingLead ManagementMartechDave FreemanAdtechDigital MarketingEmailTargeting & SegmentationInbound MarketingLead GenerationSocial MediaOutsourcingMarketing TechnologySalesSEMSMS TextStrategic Market PlanningAffiliate MarketingPost-traditional StudentsStudent Recruiting CampaignMarket AnalysisAdult Student RecruitmenteCommerce Product DevelopmentDirect ResponseMarketing CommunicationsCRMOmni Channel MarketingCustomer AcquisitionCompetitive AnalysisThank you pagePPC AdsCMOCall CenterDirect Response EmailGeneration ZSegmentationPredictive ModelingMarket PlanningDatabase MarketingWebinarCreativeMarketing ManagementNurturingTelemarketingContent MarkteingContent MarketingWebsite DesignHigher EducationDirect MarketingMarketing PromotionsCollege RetentionRetailingMobile MarketingB2C MarketingA/B TestingDR RadioLead NurturingMarketing PlanningProcess MappingAdult StudentsMarketingSales ManagementStudent EnrollmentsMarketing CollateralSales PipelineSocial MediaData AnalyticsCustomer AcquistioneCommerceCampaign Planninginfluencer marketingPodcastearned mediaBusiness DevelopmentAdult Student RetentionStudent NurturingHigher Education MarketingMedia BuyingSellingDifferentiationConsumer CatalogsMarket Planning ProcessMarketing MediaCustomer ServiceTarget MarketMarket Opportunity AssessmentDWS Associates MarketingBroadcast Direct ResponseStudent AcquisitionMarketing ToolsDemand GenerationCustomer RetentionMarketing ConnectionRevenueLifelong LearningMarketing ResearchRetail Marketingpaid mediaAdwordsWeb FormsOn Demand MarketingMarketing Assessment


Archive

2019

  • May

Do You Know What Your Competition Is Doing?

Jan 15, 2018

competition4.jpg

A lot of lip service is paid to competitive intelligence (CI), but my experience is that when it comes right down to it, many organizations “talk the talk,” but don’t “walk the walk.”  Most organizations set aside little or no money for competitive intelligence.  If they do conduct it, much of it seems to be focused on pricing and what the competition is doing on social media and web activity.   That’s wonderful, but that’s a small part of competitive intelligence/analysis.

Being competitive and winning in today’s business world means more than having the lowest price or a social media presence.  It means understanding a whole range of factors about your competitors, how your organization, your products and services match up to and relate to those factors, and the overall competitive environment.  It means looking at product, service, people, pricing, manufacturing, distribution and more.

When we ask prospects whether or not they use competitive intelligence, we get a range of what I consider unexpected reactions.  I say unexpected because being concerned about what the competition is doing is one of the first things I learned when I entered the business world.   Today, I’m sad to say that the reactions range from “what is it, and why should I care;” to “It’s not my job;” to “We can’t afford it;” to “I know we should do it, but don’t.”  What scares me is that these reactions come from marketing people or people responsible for marketing in their organizations.

CompetitiveIQ_220.jpgOn the other end of the spectrum, we find that when businesses actually do have a competitive intelligence program, they lack a systematic approach.  There’s often a lot of collecting of data, but then doing the analysis and applying the results of that analysis fall by the wayside.  I’ve been conducting competitive analysis for large and small businesses for decades and almost universally those analyses once completed have been put on the shelf, ignored and not acted upon by management.

You need to follow a systematic approach to CI.  Do you have a data system for inputting, storing, and analyzing the information?  Is that system available to all of the areas in your organization that either work with the customer or have an impact on product and service development?

We preach the gospel about competitive intelligence as part of the strategic and even tactical planning processes, but most of it falls on deaf ears.  And, it’s not a one industry or one size of business phenomena.  It seems to be almost universal.  It seems that management is just too busy to focus on what the competition is doing and then develop plans to stay ahead of or surpass them. Worse yet is when management doesn’t believe they have any “serious” competition.  And, CI budgets when they do exist are generally the first to be cut when the business starts having revenue/profit generation issues.

As believers in the importance of competitive intelligence we have developed many tools and software applications for collecting, storing, analyzing and then communicating that information to all of the people in the organization who need to have an understanding of the competitive environment, including management, sales and the marketing organizations, as well as such areas as customer service, R&D, distribution and manufacturing.   We offer not only complete competitive analysis and intelligence services, but also the software which can make tracking a competitor’s activities a lot easier.

To find out how well your organization is doing in developing and executing its competitive intelligence and analysis programs, take our quick 56 point competitive intelligence self-assessment. (Takes less than 15-minutes.)

START NOW

The assessment addresses key aspects of competitive intelligence and analysis. It will help you determine the current state of your competitive intelligence and analysis practices and processes from collecting, storing, collating and then analyzing and finally applying the results of the analysis.  Your answers will indicate specific areas where you may benefit from improvements. And, it will also help guide your decisions about your future competitive intelligence and analysis needs and investments.

Here are just some of the tools we offer for those serious about CI:

Competitor SWOT Analysis Tool

Competitive Analysis Tool

Competitive Radar Tool

Competitive Continuum Charting Tool

Competitive Situation Analysis Template

Competitive Positioning Mapping Tool

Get serious about CI, if you're a leader in your industry/sector, it will keep you the leader.  And, if you're not a leader in your business sector, it can help you become one and it might also save your business.



Tags: Competitive Intelligence, Competitive Analysis
Category: Competitive Intelligence

user_avatar

Patrick McGraw is VP of Higher Educaton Marketing Services and has more than 25 years experience in market research, competitive intelligence, business intelligence including database marketing and CRM, strategic planning, brand development and management as well as operations/campaign management. His work has consistently helped his clients and employers develop and implement more efficient ways to attract and retain profitable customers, enter new markets and launch new products. His areas of focus include the education, hospitality, travel and tourism, hi-tech, telecommunications, financial services, and retail industries on both the agency and customer sides.


Add Pingback

Please add a comment

You must be logged in to leave a reply. Login »

« Previous
Next »

© 2025 DWS Associates

Log In