INTRODUCTION How do you put a marketing plan behind the strategy? It may be a surprise that actually creating a marketing plan is what proves most challenging for a business. My recent poll showed this was the aspect of marketing that almost 70% of respondents felt was most difficult. And to be honest, I can …
Let’s be honest about it, we all like being called by our name. Whether we are good at remembering names or not, we always try to and are apologetic when we can’t. It’s not only good manners but it makes a person feel valued to be remembered. I always liked name badges at conferences – …
Personalisation: Bringing communications to the next level Read More »
If a picture paints a thousand words is a well used and known phrase. Personally, I firmly believe that an image can portray far more than a few words. I now extend that thinking to video. How many words does a video paint? And more importantly how do I make a video that paints them? …
The origins of content marketing Content marketing is all about creating, publishing and distributing content for a targeted market. This can be on or offline. Content should be relevant and timely to attract and retain the defined audience and ultimately to drive profitable customer action. The purpose of the content generally falls into 1 of …
Everyone has heard about the 4 P’s of marketing (or up to 8 now depending on where your thinking lies) but I think a good place to begin building your marketing plan is with the 4 E’s of marketing. For many businesses, trying to put together a marketing plan of activity, there are 4 very …
Begin building your marketing plan with the 4 E’s Read More »
Anyone who has worked with me knows that I have a slight obsession with headlines. This goes back to my early days in marketing, writing PR headlines and Direct Marketing copy. It was critical to ensure that the headline was strong enough in its own right to lead to engagement. The result being the news …
We are all familiar with the phrase “Content is king”, first coined by Bill Gates in the ‘90s. However, this simple statement has never been more relevant than now. In 1996, when he originally used it only about 1% of the world was online. By the start of 2020 that had risen to over 50% …
During a crisis, communicating with your customers and letting them know that you are there for them is critical. Combined with this, however, is the need to let them know how you can help them. Otherwise you risk just becoming unwanted spam. For many retailers this has meant a switch to online shops and delivery. …
Many times, marketing is forgotten or overlooked when there is a crisis that impacts the way we do business or sell a product or service. This is often due to the misunderstanding of what exactly marketing is and what the monetary cost to a business might be. In simple terms, marketing is a way of …
Many businesses have had to quickly change the way they are working over recent months. Some have taken their entire business online, while others are doing business behind closed doors or remotely. Both these options present new challenges for business owners used to face-to-face contact and traditional forms of communication. It is vital during this …
