Argentum Blog

Argentum's blog, Marketing Op-Ed, highlights interesting, real-world examples of marketing with a little bit of opinion thrown in.  It's written by Susan Silver, President of Argentum Strategy Group, with the occasional guest blogger added to the mix.

It's updated once a month, and let us know if there's anything you'd like us to write about!

Three Research Pointers for Beginners

Three Research Pointers for Beginners
Earlier this year I wrote a three-part series on the Top Ten Entrepreneurial Research Mistakes. One of my favorite market research professionals, wrote to me and suggested adding three additional points: 1) Don’t assume you know how to ask the right questions. Get a book on research questioning or...

Favorite Tools: Breakthrough Marketing Plans

Favorite Tools: Breakthrough Marketing Plans
While I have little patience for business books, I frequently refer to Breakthrough Marketing Plans, by Kellogg Professor Tim Calkins, and I often suggest that my clients purchase a copy (or two). Both Tim and I spent 10 years at Kraft Foods in brand management, and Tim’s book essentially...

Defining Your Target

Defining Your Target
A lot of the companies we meet have not clearly defined their target customer. Some make the mistake of trying to appeal to everyone in the hopes of not leaving any potential revenue on the table. Other companies have a general sense of their target, but have never taken...

Maximizing Your Brand’s Word of Mouth Potential

Maximizing Your Brand’s Word of Mouth Potential
A few months ago, we went to hear Professor Jonah Berger talk about his book, Contagious. The book is a useful primer on how to make your product/service more likely to receive word of mouth (WOM) advocacy from your customers. Having spent time consulting for Procter & Gamble’s groundbreaking...

Best Marketing Job Spec EVER

Best Marketing Job Spec EVER
As someone who has been involved with marketing in some way for more than 20 years, I have seen a whole lot of marketing job specs in my time. Without a doubt the VP of Marketing job spec that GiveForward post last week is the best I have ever...

Top 10 Entrepreneurial Research Mistakes, Part 1: Which Methodology to Use?

Being an entrepreneur sometimes feels like you’re playing the guitar while you’ve got a tambourine on top of your head, a harmonica in your mouth, and cymbals between your knees. It therefore follows that there are many things that entrepreneurial companies of all sizes take a crack at doing...

Defining Your Competitive Set

At the core of every positioning statement is the reason a product/service/brand is different and better than its competitors. Because of this, how you choose to define your competitive set is a critical piece of developing a compelling positioning statement. Here’s a quick 3-minute video of how to strategically...

Easy Customer Research

Easy Customer Research
Last week I met with a potential B2B client who has been fortunate to have her product accepted by a major distributor in her category. Phone calls and new orders have begun to come in, which is very exciting! However when I asked her how most people were finding...