I am no stranger to marketing; I’ve done it in both the for-profit and non-profit arenas. Yet even this old dog learned a few tricks in Propel: Five Ways to Amp Up Your Marketing and Accelerate Business by Whitney Keyes. If you, on the other hand, are a newcomer to the field, her five marketing principles lay out everything you need to know very clearly. They apply equally to big business, small business, and even personal branding.
Keyes breaks it all into five sections aspects: strategy, story, strength, simplicity, and speed.
A lot of thinking goes into marketing before you ever take any actions. The Strategy section thoroughly defines the basics: mission, vision, values, and SMART goals and objectives. Keyes also covers SWOT analysis, how to do market research, and what to do with the information you discover.
Keyes talks about the process of branding and finding target audiences in her Story section.
Strength comes through developing and then leveraging authentic relationships with customers as well as collaboration and alliances with other businesses and with the media.
Simplicity is the result of focus on priorities and setting action plans to avoid wasting time and money.
Speed is not only about being able to move quickly to take advantage of opportunities but also being able to judge quickly whether your actions are getting the right results.
What I particularly liked about Propel are the numerous examples all along the way from Keyes’ own career and clients. These clarify the concepts she offers and demonstrate how they work in real life.
If you need a crash course in marketing or just a refresher, you will find it in Propel.
Over the past 20 years, Whitney Keyes has worked as a senior Microsoft manager, strategic adviser for American Express and a marketing consultant to thousands of individuals and organizations around the world. She is a member of the National Women’s Business Council, a non-partisan federal advisory council created to serve as an independent source of advice and counsel to the President, Congress, and the U.S. Small Business Administration on economic issues of importance to women business owners. Whitney was a winner of the Small Business Administration’s Women in Business Champion of the Year Award for Washington State.
Whitney serves as a professor and fellow for the Center for Strategic Communications at Seattle University and guest lectures for the University of Washington and other academic institutions. She teaches Global Reputation Management and related marketing communication courses. She also manages a consulting practice, delivers keynotes and facilitates workshops for organizations including the Small Business Administration and Port of Seattle.