Alaine Lecuyer's Branding and Marketing Management Blog

In chapter 8 of Guerilla Marketing , Jay Conrad Levinson discusses how to make your marketing efforts stand out and get noticed in a crowded marketplace. It's about thinking outside the box and being creative with your messaging, tactics, and strategies to grab the attention of your audience. When it comes to the pharmaceutical industry, there are many challenges to marketing drugs and medical devices. The industry is heavily regulated, and there are strict guidelines that must be followed when promoting pharmaceutical products. However, this doesn't mean that there isn't room for creative marketing tactics. In fact, in some cases, guerilla marketing techniques can be highly effective in the pharmaceutical industry. One way to use guerilla marketing in the pharmaceutical industry is by focusing on education and awareness. Instead of simply promoting a drug or medical device, you can create content that helps people understand the condition or disease that the product is i...

CASA is a marketing education platform that offers courses to help learners improve their skills in digital marketing. The courses are developed based on the top skills that get people hired, and the way that core skills relate. In this article , we look at the changes from year to year based on the content regarding CASA Marketing. CASA's founder based the courses on this question: "What would be four courses that could have the most impact on helping learners find work or work better?" Digital marketing has been a top skill since 2013 and continues to be one of the top skills in demand. Every year, LinkedIn puts out a list of top skills in demand, and it is critical to consider the implications. In 2021, LinkedIn's top skills in demand included digital marketing as a top-five "hard" skill. This makes sense in terms of where the pandemic has increased online business activity. Data, coding, and tech skills are also top skills. It is beneficial to have the...

Health IT Analytics posted the article  ChatGPT Passes US Medical Licensing Exam (USMLE) Without Clinician Input  in February of this year. With this news, questions arose in my mind about how Artificial Intelligence (AI) and Machine Learning (ML) may impact the job market of the pharmaceutical industry. While the artificial intelligence tool scored only 60% accuracy on the exam, it does beg the question will clinicians soon no longer be required for safety data review and analysis in clinical trials or pharmacovigilance? In my own experience, medical decisions surrounding pharmaceuticals requires the ability to critically think about the reported data and understand the medical impact that may be had. This can be made difficult by poor data entry by the primary investigator delivering medical care the the subjects on the clinical trial. It can also require extensive knowledge of the pharmacokinetics of the drug under study. For this reason, I do not think we all need to ...

In this day and age, with the wide availability of marketing tools,   Guerilla Marketing  techniques can be used at any level of business, from the smallest business to largest firms. As shown previously on this blog, using tools such as Google Sites and Google Ads, even the most novice technology users can create their own marketing campaigns. So what are the strategic implications for these available tools in this modern age? First, technology enables any business owner or marketing manager to expand their word of mouth campaigns to millions. In the past, word of mouth was strictly done through in person contact between customers or even a customer phoning a friend to tout the quality of your products or services. However, now social media sites such as Facebook, Instagram, TikTok, or LinkedIn can engage millions of potential customers with a single post. Secondly, with search engines such as Google, any potential customer can search for the specific products and or services...

Chapter 6 of Guerilla Marketing is all about the different marketing tools and techniques that businesses can use to achieve their marketing goals. The chapter is divided into two main sections: offline marketing tools and online marketing tools. Let's take a closer look at each of these sections. Offline Marketing Tools The first section of Chapter 6 focuses on offline marketing tools. These are the traditional marketing techniques that have been used for decades, such as print ads, direct mail, and billboards. However, Levinson shows how businesses can use these techniques in innovative ways to create a powerful marketing campaign. One of the key takeaways from this section is the importance of creating a strong brand identity. Levinson emphasizes that businesses need to focus on creating a unique and memorable brand that stands out from the competition. He suggests using bold colors, catchy slogans, and creative imagery to create a brand that resonates with customers. Another i...

When starting an advertising campaign it can be hard to know where to start. To get the word out there on your small business, one easy and legitimate option is using Google Ads . Once you have arrived at the website, you simply click the "Start Now" button and follow the step by step guide, starting with adding your website URL. From there, you will have the opportunity to tailor your advertising campaign to achieve your specific goals, whether that is increased sales or just increased website traffic or phone calls. Even the goals align with the concept of Guerilla Marketing , as described by Jay Conrad Levinson. Once you have chosen your goals, you will be directed to a page where you can write your campaign. This includes multiple headlines, which will link to searches by Google users, as well as some guided content for the ad. This appears to have been pre-populated based on the content of my website, which makes it even easier for the user to either accept the text as i...

Advertising and marketing have come a long way since the days of print ads and radio jingles. Today, the rise of artificial intelligence (AI) is transforming the industry, enabling companies to deliver highly personalized, data-driven marketing campaigns that connect with consumers on a deeper level than ever before.  In this blog post, we'll explore the impact of AI on advertising and marketing, and how businesses can leverage this technology to create more effective and engaging campaigns. What is Artificial Intelligence? Artificial intelligence refers to the simulation of human intelligence in machines that are programmed to think and act like humans. AI technologies include natural language processing, machine learning, and computer vision, among others. These tools allow machines to learn from data, make predictions, and perform tasks that would typically require human intervention. AI in Advertising and Marketing The use of AI in advertising and marketing has revolutionized t...

Now that you have created a logo and have your marketing plan in place, it is time to look at how creativity can be used to create your marketing strategy. Jay Conrad Levinson in Guerilla Marketing  suggests this can be done in three simple sentences. Start with the purpose of the advertising campaign, including the target audience, then list how you plan to accomplish your purpose, and finish  with the mood and tone the campaign will use to accomplish this purpose. For example, Lecuyer Consulting could use the below marketing strategy. The purpose of advertising for Lecuyer Consulting is to convince leaders of clinical trial patient safety at pharmaceutical companies that these consulting services will help them understand the technology tools available for patient safety oversight while meeting the vaguely defined requirements and expectations of regulatory authorities. This will be accomplished by creating a visual representation of the difficult to follow regulatory requi...

So you have decided you are ready to take you business to the next level. After ensuring your products or services are ready to share with the world and you have written a marketing plan you are now ready to get the word out. But where do you start? Canva  is a graphic design website that makes it easy to choose your aesthetic and create a company logo. Below are step by step instructions to get you started with your logo creation. Once you have created your logo, you can take the next steps in starting your advertising campaign. Canva  makes it easy to create both digital and print marketing tools. As a part of my marketing strategy for my consulting company, I would plan on having business cards printed that can be handed out as I make connections at conferences. Additionally, I can use my below logo and business card designs in digital marketing on social media sites and my own website, Lecuyer Consulting .

According to Guerilla Marketing  by Jay Conrad Levinson, a good marketing plan can be the difference between success and failure for a business. He suggests that an entrepreneur put together their market plan before ever selling their first product or providing service for the first time. A marketing plan should be simple and straightforward, it will help define the identity of a business and how the company will interact with customers. The first step is to answer the below seven questions to develop a marketing plan to guide your business strategy. What is the purpose of marketing your product or service? Why should customers choose your product or services? Who is your target audience? What marketing tools will you use to meet your purpose? Where do you fit in within the market? How do you want customers to see or identify your company? How much are you willing to invest in your marketing plan? For instance, if you were looking to start consulting for a pharmaceutical...

With the rise of Artificial Intelligence (AI) and Generative Pretrained Transformer (CPT) text, many teachers are faced with a new challenge. How do we prevent students from using these tools to complete their course work for them? The answer may be to use a tool developed to identify text that has been generated by these GPT tools. Open AI responded to concerns by creating their AI Text Classifier . The tool is very simple to use, simply copy and paste the text into an open text box and click a button. With options that range from very unlikely to likely created by AI, the user can quickly identify content that was generated with GPT. However, one might ask how accurate are these tools really? I tested out several blog posts from this very blog to see how well the AI Text Classifier would perform at identifying those that I leveraged Open AI's ChatGPT to create. Interestingly, none of my blog posts were identified as having been likely generated using GPT. In fact, of the three po...