Why do companies spend a lot of time and effort developing straplines (sometimes also called tag-lines)? Straplines sum the company up and be easy to remember Let’s look at some examples If I said to you “anytime, any place, anywhere” Well if you are British and over 40 you would immediately say Martini. “A xxxx […]
The author has seen draft business plans where the marketing P of Promotion has had a single sentence of explanation. It read “We will do a sales promotion after we launch.” The business concerned had confused Promotion with Sales Promotion. So, what do we marketers mean? Basically, it is all the forms of communication with
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Primarily process is used in the service sector and the customer service side of manufacturers. Having the right processes in place ensures a consistent customer experience, a consistent quality of service so that repeat visits and uses are encouraged. Example of when the process goes wrong. The author had a bad experience with a service
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Surely, people are HR’s remit aren’t they? Well to a certain extent. But your employees are also very important from a marketing point of view: Identity: Emails Of course you should make sure that your email addresses are easy to remember but that you don’t have any issues with shortenings that could be embarrassing. I
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Of the Marketing Ps: Place, Product, Promotion, Price, Physical Evidence, People, Process, Planet; the one that is the most misunderstood at first glance is Place. Isn’t it just where my premises are? Not necessarily! If you are a fish and chip takeaway then a part of it is where you are, but if you are
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A few weeks ago we looked at the Decision Making Unit for B2B roles, but what if you are a consumer facing business? Well, you have your buyer personas to define. How do I define a buyer persona? In short it is what your ideal customer(s) looks like. Some people will call them ICP (Ideal
When we discussed the Business Plan the mission statement is one of the first things that you need to have at the top of the plan. Often though it is one of the last things that is developed. So hard, so important A mission statement sums up your company, why you are in business, what
Undertaking the business planning process is a task a lot of founders find lengthy. In the course of this article we will cover key questions to ask yourself and areas that should or could be included. Who are you writing it for? Yourself, staff knowledge, investors? If the latter what type of investors? The answer
What is CSR, and how can you leverage it? CSR stands for Corporate Social Responsibility. It is not about greenwashing or doing things for how they look, but it is about how the company supports the wider community, without being legally bound to do so. It is done because the business is aware of the
Rebuild your piece of the economy The various parts of the UK may be coming out of lockdown at varying speeds and in differing orders which makes it all a little confusing. BUT as the numbers of vaccines go up, the lockdown is easing. We all hope that this is the last one, but if
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