Video Library

Quick Tips

Why You Need A Marketing Plan

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 the time as a team to sit down, define, and gain consensus on the common characteristics of their best customers. 

 

Marketing Plan Tips & Marketing Budget Tips

Originally taught as part of Marketing Boot Camp for the companies in the Booth School of Business’ Polsky Accelerator, this 5-minute video overview will teach you some marketing plan basics to get you started on building your own plan.

 

Positioning Statement vs. Elevator Pitch

In this video segment, we help the entrepreneurs in the Accelerator program at the University of Chicago's Polsky Center for Entrepreneurship differentiate between positioning and an elevator pitch, and to understand when and how to use them. 
 
View the slides used in this portion of the workshop here.

 

 

What is a Competitive Set?

During a workshop at the University of Chicago’s Polsky Center for Entrepreneurship, we helped the attendees think strategically about their company’s competitive set. This understanding is essential before a brand can successfully define how it is unique. Examples included two of our favorites, KRAFT Macaroni & Cheese and Chicago’s Goodman Theatre.

 

 

Conducting Free Client Research

During a Research for Entrepreneurs workshop at Chicago’s 1871 Tech Incubator, we used lead tracking as an example of how companies can gather useful information over time for free.

 

Four Market Research Rules You Should Know

Whether you are developing a discussion guide for a 1:1 interview or conducting a SurveyMonkey survey, there are four market research rules you need to know to make the best of your research time and acquire the most comprehensive and useful data.

 

The Difference Between Strategies and Tactics

Many people seem to have a hard time differentiating between strategies and tactics. Here's our handy rule of thumb and some real world examples.

 

 

 

Webinars

Vistage webinar cvr

Positioning: Laying the Foundation For Sales & Marketing Success

In this webinar, originally conducted for the 19,000 members of Vistage, Susan Silver explains the importance and value of creating a strong positioning statement for your business. She’ll help you describe your business in one sentence and refine your existing positioning statement if you already have one. You will also learn how to align your marketing and sales messaging so they are working hand in hand.

Communicating Your Value Prop When Your Time is Limited

This webinar focuses on using the answers to five key questions to create a basic, single-target positioning, typically best for B2C products. There is also an overview of how to approach dual-targeted positioning, which is most useful for B2B companies that have more complex, multi-layered sales. 

TV Appearances 

Washington Business Tonight

As part of Washington Business Tonight's Consulting Series, Susan Silver, President of Argentum Strategy Group, was asked to talk about three common marketing mistakes that small to mid-sized businesses often make. These can be summed up by "Do, Reach, Say.