van Schouwen Associates

A Short Guide to Smart B2B Marketing Launches

Posted by Michelle van Schouwen

The good news about B2B marketing is its ultimate practical nature. To misquote Chaucer, “Value will out.” In the majority of cases, business-to-business purchasing is driven by practical considerations including but not limited to: -Clear and understandable value your offering brings to the buyer -Timing, as B2B purchases are typically made only when needed (sometimes […]

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Before you launch: Imagine your product has failed. Conduct a pre-mortem.

Posted by Michelle van Schouwen

Positive thinking is great. Blind spots… not so much. “What could possibly go wrong?” is certainly a question that merits asking during any product or project’s development. However, a managerial technique known as the pre-mortem takes the process a critical step farther. The pre-mortem process in three easy steps: “We haven’t launched this product yet. […]

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Ownership tactics: Managing a company when there is way too much to manage

Posted by Michelle van Schouwen

As originally published in Succeeding in Small Business: One of the concerns associated with owning a small business is not being able to juggle it all, and thus risking that “it all” falls apart. If like many business owners, you love running your business, it’s a risk you want to mitigate. Many of us charge […]

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Reflecting (and tooting our horn) after 30 years

Posted by Patrick Rathbun

We are celebrating van Schouwen Associates’ 30th anniversary this year. We’re proud of our accomplishments and feel extremely lucky to have forged so many fruitful, long-lasting partnerships. We’ve been through growth and setbacks, and know that any business would be fortunate to make it this long. With appreciation of our run to date, please allow […]

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Intrigued by inbound marketing?

Posted by Michelle van Schouwen

After all, what could be better? Put the word out about your products, services and expertise, and watch customers come to you, ready to do business. That’s what inbound marketing seeks to do. And that’s why it should be part (major or otherwise) of your mix going forward. Where to start? 1) Consider some of […]

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Worst practices in business: Who DOES that?

Posted by Michelle van Schouwen

You’ve heard of business best practices, of course. They are the subject of books, articles and seminars nearly every day. Far less often do people talk about the all-too-common everyday worst practices that can annoy your customers and vendors, slow your progress, squander your opportunities, and eventually, lead to serious harm or failure for your small […]

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Michelle van Schouwen

The hard, critical work of updating your business premise

Posted by Michelle van Schouwen

First published in Succeeding in Small Business. Our marketing company, van Schouwen Associates, LLC, has been in business since 1985. That’s three change-filled decades. Early on, we had a Mac SE; it was great for words but too slow for design work. Before that, we made do with my manual typewriter from college! We had […]

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Top five truths to review before your marketing launch

Posted by Michelle van Schouwen

Recently I had the privilege of speaking to a group of entrepreneurs and business leaders to share facts they needed to know for any marketing launch. There is nothing better than speaking to a crowd to vet what matters most to real businesses launching real stuff. It was a great experience, and I look forward […]

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The Marketing Dialectic

Posted by Patrick Rathbun

When collaborating with clients, you don’t always hit the bull’s eye. Agencies might have a different vision from their client or vice versa. These differences of opinion don’t have to be crippling. Clients might be conservative or averse to long-term projects or opposed to bold design. Marketing companies might prefer layered, strategic ideas and bold designs. […]

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A dozen considerations to build and protect your small business’ reputation

Posted by Michelle van Schouwen

Among the most important assets a small business can have is its good reputation. In many cases, this reputation is an umbrella that includes the reputation of the business itself, your own professional and personal reputation, and the apparent attitudes and behaviors of your employees. This article was first published in Succeeding in Small Business. […]

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