You can’t be all things to all people.
You don’t have unlimited resources.
Your marketing needs to be strategic - aligned with your Competitive Strategy and targeting the right people with the right message.
Topics for discussion:
What is Competitive Strategy?
What forms of promotion are available?
How do you want your firm to be perceived?
What is the source of your firm’s competitive advantage?
What market(s) should you target?
What messages should you communicate?
What marketing channels will be most suitable and effective?