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Home / Archives for Scott Miller

Scott Miller

Scott Miller

Scott Miller

After graduating from Washington & Lee University in 1967, Scott Miller began a career in advertising and political consulting. As Creative Director of McCann-Erickson in New York, he worked for such clients as Coca-Cola, Miller Brewing and Exxon, and won every major award for creative excellence in the advertising industry, including Clio Awards and a Lion d'Or from the Cannes Film Festival. In 1979 he founded Sawyer/Miller Group with David Sawyer. In 1988, Scott co-founded Core Strategy Group. At Core, he has worked on developing communications, marketing and branding strategies for a number of Fortune 100 clients. In addition, he provides commentary on political and corporate communications on the major television networks, and often lectures on communications, branding and insurgent strategies.

How Do I Create High Margins?

Aug 6, 2013 By Scott Miller

One of the most difficult elements of marketing for most people is the art and science of pricing. There’s a lot of science to it—but it’s also an art. How do you price your goods and your services? Where do you start?

Filed Under: Pricing Strategy Tagged With: Differentiation, Margin, Pricing, Pricing Strategy, Profit, Relevant Benefits, Scott Miller

The Brand of You

Dec 20, 2012 By Scott Miller

Everyone talks about brand. But in a small business, the most important brand you can build is the brand of you. All the little details of how you run your business will communicate your brand to customers, much more than the things you say your brand is. That brand is you.

Filed Under: Marketing Innovations Tagged With: Branding, Communications, Culture, Customer Experience, Differentiation, Establishing Priorities, Keys to Business Success, Leadership, Personal Outlook, Product Development, Relevant Benefits, Value, Word of Mouth

Marketing for Repeat Business

Dec 20, 2012 By Scott Miller

The Holy Grail of marketing is getting people to come back more often to buy more. It is a very simple concept, but very difficult to achieve. If people use your product long enough and have a great experience using it, they will keep coming back to buy more and love your brand.

Filed Under: Marketing Innovations Tagged With: Branding, Customer Experience, Keys to Business Success, Marketing, Marketing Repeat Business Philosophy Branding Sales Strategies Word of Mouth Value Tracking Data Product Development Customer Experience, Philosophy, Product Development, Sales Strategies, Tracking Data, Value, Word of Mouth

Applying Political Terms to Marketing Segmentation

Dec 20, 2012 By Scott Miller

There are important insights for product marketing that actually come from the political world. One of the most important lessons is in how to segment the market, identifying which customers to go after and which ones to ignore. You can save time and money by focusing on your most productive targets.

Filed Under: Marketing Innovations Tagged With: Advertising, Branding, Business Plan, Competitors, Customer Acquisition, Customer Loyalty, Establishing Priorities, Market Segmentation, Marketing, Sales Strategies, Setting Goals, Tracking Data, Value, Word of Mouth

Advertising through Your Customers

Dec 20, 2012 By Scott Miller

The best advertising in the world comes from your best customers, not broadcast advertising or flyers or billboards. The credibility for word of mouth advertising is incredibly high, making it important to turn your customers into a powerful advertising force for your business.

Filed Under: Advertising and Lead Generation Tagged With: Advertising, Branding, Business Services, Communications, Customer Acquisition, Customer Experience, Customer Loyalty, Establishing Priorities, Innovation, Keys to Business Success, Marketing, Networking, Product Development, Relationships, Sales Strategies, Saving Money, Tracking Data, Value, Word of Mouth

What Does Your Business Believe In?

Dec 20, 2012 By Scott Miller

For your business to really succeed, it needs to be about more than just a product. You need a deeper purpose guiding your decisions. Companies that have something they really believe in have a better chance to succeed. Find the beliefs and values that make you unique, and let them guide your decisions.

Filed Under: Innovation Tagged With: Branding, Communications, Culture, Differentiation, Establishing Priorities, Leadership, Personal Outlook, Philosophy, Product Development, Solving Problems, Value

Effective Market Segmentation

Dec 19, 2012 By Scott Miller

A business can only be built on the strength of its customers. You can maximize the support you get from customers through effective market segmentation. Two of the segmentation strategies you can use are attitudinal segmentation and demographic segmentation.

Filed Under: Strategic Planning Tagged With: Advertising, Customer Acquisition, Customer Loyalty, Keys to Business Success, Market Segmentation, Marketing, Planning, Research Tools, Tracking Data, Word of Mouth

6 C’s of Relevant Benefits

Dec 17, 2012 By Scott Miller

For any business to succeed, it must offer value to its customers. A great value is what will bring customers back, and drive growth. An important factor in value is relevant benefits, which is how your product or service meets the needs and wants of customers.

Filed Under: Marketing Your New Business Tagged With: Customer Loyalty, Differentiation, Keys to Business Success, Relevant Benefits, Relevant Benefits One More Customer Fran Tarkenton Scott Miller Control Choice Change Customization Connection Convenience, Value, Word of Mouth

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From the Editor’s Desk…

Small Biz Gems

“Nothing great was ever achieved without enthusiasm.” —Ralph Waldo Emerson
A lecturer, poet, and essayist, Ralph Waldo Emerson was the leading voice of the New England Transcendentalist movement of the mid-19th century, which valued insight over logic while also advocating for humanity’s inherent goodness. This revelation comes from the closing paragraph of “Circles,” a chapter in his 1841 book Essays, First Series.

“I insist on a lot of time being spent, almost every day, to just sit and think. I read and think. So I do more reading and thinking, and make less impulse decisions than most people in business.”  —Warren Buffet

 

“I have not failed. I’ve just found 10,000 ways that won’t work.”  —Thomas Edison

 

 

“You can’t ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new.”  —Steve Jobs

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