Business to business trading [and associated marketing] is essentially the exchange of products and services between companies as opposed to the sale of goods and services to individual consumers.
You just started your own business and you’re creating a small business marketing plan. I admit, I have become a little obsessed lately with color theory as an analogy for marketing and a creative way to make marketing more fun.
Marketing definitely has some parts that require you to be more tactical and strategic than perhaps your creative, go- with-the-flow mentality enjoys. Complementary colors are across from each on the color wheel and our mind doesn’t always like to combine them, except at Christmas.
This week, I will also teach how to take your marketing plan and turn it into a marketing calendar so that you know exactly what you need to be spending time on every day!
If you are feeling stuck, confused or overwhelmed by the thought of creating a marketing plan for your business. I am also proud to be a wife and mom of two teens doing my best to maintain the balance in my life and in my business.
Enter your email address to subscribe to this blog and receive notifications of new posts by email. Your Strategic Marketing Plan is an integral part of your overall business plan, and we can help you pull all of the elements together.
Based upon years of working with technology companies who were at various stages of strategic planning, Aistrup Consulting developed our own flexible process to help customers define and develop compelling, actionable marketing plans. We don’t need to re-invent the wheel every time we take on a project—if all you need is a “tune up” on your old plan, we’ll start from there.
We write your plans to meet the specific needs of your audience, whether it’s investors, lenders, Board members or your own management. Take the first step toward making that commitment, and call us today to help you develop an actionable Marketing Plan. Conducted a product line optimization to identify low margin products and refocus business development on high profit segments. Developed and wrote funding documentation for clients seeking financing and government grants, resulting in over $20 million of SBIR funding and successful private and public financing rounds. Trained Marketing and Sales of a Fortune 50 technology firm in Best Practices including strategy and value proposition development, market analyses, competitive intelligence, product life cycle modeling, pricing strategies and product launches. Clarified the value proposition for a disposable medical device, established a new brand identity and ultimately positioned the product as the new industry standard within two years.
Conceived and led strategy development for more than 20 early stage technology companies, resulting in first commercial sales, industry awards such as “Startup of the Year” and funding from SBIR, private and public sources.


Strengthened product pricing strategies for management of a renewable energy technology firm, validated with in-depth analysis of competitor financials, distribution, production capabilities, new products and SWOT analyses. Established an aggressive IP licensing program for a biotech company resulting in the company’s first multi-million dollar license agreement with a Fortune 100 medical device company. Licensing and royalty revenues increased from zero to over $50M in 5 years, propelling the company to #20 on Fortune Small Business Fastest Growing 200 List. Managed and negotiated Intellectual Property licenses and agreements with global technology developers in the Printed Electronics industry resulting in two publicly announced agreements. Qualified prospective licensing targets for medical diagnostic technologies, initiated discussions and negotiated terms leading to 3 executed agreements. Typically marketing of services is done following the services marketing mix using the 7 Ps framework unlike the marketing of products for which the marketing mix involves the 4 Ps framework.
The initial movement in marketing strategies was from a direct marketing scenario to brand marketing.
However, with services gaining prominence over time, it was realized that the very definition of services was evolving as more and more services were being focused on internet or info-tech based services where direct interaction with the customer was lost.
Since services cannot be differentiated purely based on features on offer, the major differentiation to create a brand association and thus customer engagement, is through tapping the social networks. The 7 S framework for digital marketing started gaining in prominence for services marketing strategists. Over time, it was realized that social media is perhaps the biggest tool today to lead a brand marketing strategy for many of the services and product categories, since in both cases, the target segment often uses the internet as a source of information (through websites or though the personal social network) while deciding on a service vendor. If you are wondering what I am talking about – this post is the final in a series on Mix and Match Marketing plans. Our program isn’t “canned”—instead, we customize how we work with you based on your unique needs and budget. In direct marketing, the marketing managers typically had a role of sales managers and the most important strategic focus was to ensure a incentive structure for the sales force, both internal salesmen and external salesforce (dealers, retailers, distributors) such that the one-to-one marketing could be done at the point of sales.
While branding definitely ensured that the customers develop a brand association with the service, sometimes the nature of the service is such that the essence of the service is a transactional one.
While the dynamics of a pure internet marketing strategy is slightly different, the essence of the same has been captured in more comprehensive frameworks on digital marketing, which have been derived purely through the theories based on economic rationality.
Our authors are educators from top QS ranked universities and practitioners from multinational enterprises.
Most artists tend to have a color palette that they prefer working with and naturally gravitate towards.In my personal artwork, I tend to gravitate to more earthy tones of deep blue, golden yellow and a warm red.
For me that means a bit too much time on Facebook and not enough on LinkedIn or picking up the phone and calling people; all of these tactics have brought me new clients when I have used them the right way and been consistent in my marketing.


Complementary colors serve to create contrast and often deepen the emotional impact of a work of art. I am going to give you some fun ways to create a visual marketing plan that is colorful, creative and practical at the same time. I am an award-winning entrepreneur with close to 15 years experience in marketing, sales and education.
Over time marketing managers have realized the sustainability of pull marketing than the traditional approach of push marketing strategies. However, it was realized that if a fraction of the sales force deviated or moved to another firm, the entire customer segment was lost to the business. So brand marketing focus gradually started to shift towards customer engagement and the benefits of social networks started getting conceptualized.
And the color wheel below should you give you an idea of where I am going with this unusual perspective on how to make creating a marketing plan more fun by creating the perfect marketing mix for your business.
Van Gogh is one of my favorite  artists, here is an example of his work using the contrast of green and shades red. In my professional life, I am a coach, author, and speaker who is passionate about helping creative women entrepreneurs build profitable businesses. I love all of the roles I play and work every day to juggle all the balls that I am holding, sometimes I drop all the balls and drink a couple of glasses of wine.
This paved the way for the next generation of marketing, namely marketing using social media. I love playing with analagous colors, like all the shades of blue and green together but I struggle with how to add contrast. Curious to see more examples, click on the image to visit Miao‘s blog post, there are some great examples of famous works of art that use contracting colors. But the more diverse your palette is, the more robust your marketing will be and the more money will start to flow consistently into your business. Now as services gained in importance, it was realized that the differentiation of services was even more difficult based on tangible features like that of a product. I am new to painting and having fun exploring this side of my creativity.How diverse is your palette?



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