Back in 2020 (when this was originally issued) on one of the hottest days of the year I received an email from Russell & Bromley announcing their new autumn range. Was I wanting to think about buying ankle boots? Brogues? No, I was actually thinking that I needed another pair of sandals. Timing campaigns can […]
Timing campaigns correctly is key Read More »
As consultants we sometimes start talking a strange jargon filled language, it makes us feel knowledgable! But what does it mean if you have products / services that are described as a dog? As a question mark or problem child? A rising star? A cash cow? Now I suspect you have heard of a cash
Cows, dogs, question marks, children and stars? BCG Read More »
You need to reduce your costs, where do you look first? Should you be cutting or keeping marketing spend? Many companies look at reducing marketing spend. They see a figure and think, “ah well that is a nice bit of money there, let’s cut that.” These are companies that see marketing as a cost centre.
Cutting or keeping marketing spend during economic turbulence? Read More »
Does the marketing team own the brand image? NO! But are they not in charge of the logo and things like that? Yes, but the company’s brand image is owned by EVERYONE! From the way the phone is answered, to the contents of every email, to how a sales person behaves in a meeting or
Brand image, who owns it? Read More »
We all know the branded pens, shirts, pads and so on that companies give out, but are there items that should not be branded at all, ever? I set that question as I have been asked by a client to see if co-branded face masks are a thing. Given that the government is currently still
When is branded merchandise a piece of merchandise too far? Read More »
You are probably fed up reading how there is going to be a new normal, but what does that mean for you? Your clients? Of course, that depends on the sector that you are in, and where you and they are based. Different geographies and different sectors have different rules. What is important is keeping
Using Marketing to Bounce Back after Covid-19 Read More »
Microbusinesses can export. There is nothing to be scared of. How can one microbusiness drive export business for other micro and small businesses? Referrals! Back in 2018 (when this was first written), I was undertaking a project for a German company. They already had various suppliers in place, but, based on the exchange rate, I
Microbusinesses driving export figures Read More »
Communication is as much, if not more, about listening as speaking. Don’t forget this as you develop your marketing communications strategies.
Don’t forget that your targets are interested in WIIFM (what’s in it for me), so make all communications relevant to the WIIFM. It may not be the points you want to stress about your product, but remove the perceived hurdles from the customer’s point of view and see the sales come in.
Don’t just turn up to an exhibition and expect people to queue up to talk to you if you’ve not told them ahead of time you will be there: Tell people you are going to be there so that they seek you out and then tell people that you were there so that they look out
