Parifornia

Original insights in international business and marketing

Does Your Marketing Communication Address the 3 Whys?

Once upon a time there was a bright Marketer who knew all about his products.  He could tell you everything you wanted to know about his line and could even … Continue reading

March 11, 2014 · Leave a comment

This is How Smart Marketers Will Win

If the goal of marketing is to create awareness and demand then what is the point of using conventional tools, mediums and messages?  In a world that’s always on, packed … Continue reading

December 17, 2013 · Leave a comment

You Won’t Find the Answers in The Office

They say that visiting houseguests are like fish:  after a week they stink up the place.  The same could be said about marketers in the office.  You see, marketers have … Continue reading

April 30, 2013 · Leave a comment

Are You Really Listening to Your Customers?

“You have lots of nice rooms but no house.” This is a direct quote from a very important customer I once had.  To understand his meaning I have to take … Continue reading

April 2, 2013 · Leave a comment

When the Going Gets Tough. The Tough Visit Their Customers.

You come to the office and there it is waiting in your Inbox.  The familiar message from senior management announcing that once again, all “non essential” travel is on hold … Continue reading

March 28, 2013 · 2 Comments

Survival Strategies for the Great Digital Content Race

Picture the scene:  You’re at the starting line of a 1890s land-run back in the American West.  Packed around you are hundreds, perhaps even thousands of other prospectors just waiting … Continue reading

February 11, 2013 · Leave a comment

10 Strategies to Fix Your Trade Show Problems

You may have heard me say it before:  I don’t care much for corporate participation at trade shows and congresses.  Trade shows generate doubtful (or at best marginal) returns and … Continue reading

February 4, 2013 · 7 Comments

The Most Important Question You Can Ask

So much business focus these days seems to be on WHAT to make, WHERE to sell it and to WHOM.  This is standard operating procedure for many businesses.  After countless … Continue reading

January 31, 2013 · Leave a comment

7 Reasons Why Trade Shows Don’t Work Anymore

Trade shows are fast becoming an antiquated and outdated form of classical, outbound marketing.  I’ve never hidden my disdain for them and so I wanted to at least share some … Continue reading

January 28, 2013 · 5 Comments

The Product-less New Product Launch Event

Puzzled by the title?  Bear with me a bit.  In an article by Neil Rackham (author of SPIN selling) entitled “Why Bad Things Happen to Good Products,” the author makes … Continue reading

December 31, 2012 · Leave a comment

The Marketer as Challenger

Much has been made of the Challenger Sales Model.  First published just over a year ago, the book and Authors (Matthew Dixon and Brent Adamson) defied conventional wisdom that the … Continue reading

December 24, 2012 · Leave a comment

Customer Insight Gathering: 25 Prospecting Questions

In many organizations, Sales and Marketing are partnering to reframe the conversations field personnel are having with B2B customers.  The days of classic F&B selling are over and are being … Continue reading

December 17, 2012 · Leave a comment

Five Must-Haves for Successful Marketers

I’ve spent the past 15 years working in various Marketing roles.  From small firms to massive industry juggernauts,  from upstream product Marketing to downstream sales and business development, I’ve had … Continue reading

December 7, 2012 · 3 Comments

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Andrew Hyncik

Andrew Hyncik

Parifornia is the creation of Andrew Hyncik, an experienced International Marketing executive who's lived and worked for over 20 years in both Europe and North America.

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