Wednesday, 22 December 2010
Tuesday, 7 September 2010
Wednesday, 5 August 2009
Doing some good - Breast Cancer Campaign
A recent campaign for Breast Cancer Campaign's annual fundraising event 'wear it pink' in October. A campaign that involves DM, Email, new microsites, Press, search and social networking (email and social networking are firsts for wear it pink). An excellent campaign (even if I do say so) about raising donations for breast cancer research. Starting to show some promising results with Facebook fans increasing and lots of comments on the site.
A very worthwhile event to support!
Tuesday, 21 July 2009
Winning business is hard enough
A recent lesson that I've witnessed is the art of winning new business. Yes, it is about good strategy, excellent creative and chemistry with the client. But it is also about respect amongst the team that are working "above and beyond" the call of duty. Without respect in a highly pressured environment, you have chaos and we know where chaos get you!
Monday, 20 April 2009
SOCIAL MEDIA MARKETING - Overview and Case Studies
Check out another interesting presentation on social media, giving lots of examples to bring social media to life, although it feels a little light on measurement and the long term impact on the brands presented.
Thursday, 9 April 2009
An Introduction to Social Media for Charities
Finally a simple presentation that goes some way to explaining Social Media, loads of great examples. A must read presentation from Steve Bridger
Tuesday, 7 April 2009
Finance brands taking the &%^$
Recently my better half received our annual house and content renewal and as we've done over the last 6 months decided to compare the cost of premiums. Not unsurprisingly, we were able to get it cheaper, up to 45% cheaper. It makes a difference over the course of the year.
So when my better half called to see what the incumbent would do, they had no problem matching the figure! When quizzed as to why they didn't just offer it up front. The call operator said and I quote "it's too much hard work"....
Really what she meant to say was, we rely on consumer apathy to get away with stealing money and reaping huge profits to fund pension payouts.
It pays to compare and is worth 30 minutes to save up to 45%.....
So when my better half called to see what the incumbent would do, they had no problem matching the figure! When quizzed as to why they didn't just offer it up front. The call operator said and I quote "it's too much hard work"....
Really what she meant to say was, we rely on consumer apathy to get away with stealing money and reaping huge profits to fund pension payouts.
It pays to compare and is worth 30 minutes to save up to 45%.....
Tuesday, 3 March 2009
The Future of Advertising, APA, 17/02/09
Check out this SlideShare Presentation:
Monday, 2 March 2009
Cowboy insights
A new emerging trend, not really! It's been happening for a long time now.
The logic, let's get everyone into a room and create an insight to post-rationalise the proposition that senior management have concocted (but don't tell anyone).
Then, let's forget both the insight and proposition as the creative idea is tinkered with, so that it mirrors the "back of the fag packet" scamp that the Managing Director created in between meetings.
Spend millions of pounds in the coming months, throwing it at consumers, panic when it doesn't deliver the numbers.
And finally disown any knowledge of what occurred.
"I moved accounts just beforehand"
The logic, let's get everyone into a room and create an insight to post-rationalise the proposition that senior management have concocted (but don't tell anyone).
Then, let's forget both the insight and proposition as the creative idea is tinkered with, so that it mirrors the "back of the fag packet" scamp that the Managing Director created in between meetings.
Spend millions of pounds in the coming months, throwing it at consumers, panic when it doesn't deliver the numbers.
And finally disown any knowledge of what occurred.
"I moved accounts just beforehand"
Wednesday, 25 February 2009
What will brands learn from the current recession
Besides the obvious pain and suffering that the recession is inflicting on people, communities and business, what will marketers learn that they'll take forward.
What are the lessons out there?
Will we see a brand break the mould and be brave? Like Barclaycard did some years ago!
Will we see the dawn of a new age from brands and marketers?
Time will tell!
What I don't think we'll see change are the following 3 things: -
1) Customer respect - there will be a lot of talk focusing on the customer, but very little real action
2) Customer insight - to drive communication activity
3) Accountability - on going debate about accountability, especially in the digital arena
Sometimes, it's easier to turn away and hope the situation changes and you don't end up too badly damaged
What are the lessons out there?
Will we see a brand break the mould and be brave? Like Barclaycard did some years ago!
Will we see the dawn of a new age from brands and marketers?
Time will tell!
What I don't think we'll see change are the following 3 things: -
1) Customer respect - there will be a lot of talk focusing on the customer, but very little real action
2) Customer insight - to drive communication activity
3) Accountability - on going debate about accountability, especially in the digital arena
Sometimes, it's easier to turn away and hope the situation changes and you don't end up too badly damaged
Wednesday, 11 February 2009
A Masterclass in connecting
A lesson in connecting with your audience from Steve Jobs, superb pointers in how to do it.
Thursday, 5 February 2009
Tuesday, 3 February 2009
Customer Service connects businesses to consumers
A recent article from Motley Fool (www.fool.co.uk) shows that value is important but service is better. The usual suspects at the top of the ranking, with a few surprises ALDI and LIDL entering the race.
The most encouraging finding is that independents are fairing very well, as they better understand that personal service is where it's at. Connecting with your customers provides a better experience and in today's fast paced time poor environment that is more valuable than any marketing campaign.
At the end "Word of Mouth" the most powerful marketing tool a business can have
The most encouraging finding is that independents are fairing very well, as they better understand that personal service is where it's at. Connecting with your customers provides a better experience and in today's fast paced time poor environment that is more valuable than any marketing campaign.
At the end "Word of Mouth" the most powerful marketing tool a business can have
Monday, 26 January 2009
Squeeze that budget and forgot about having an idea
The current push by clients to squeeze budgets is nothing new really. Recession or not!
For a long time now "bean counters" have been running marketing departments or having a greater say in the spending of budgets and getting agencies to do more for less. Now this is smart business and there is no disagreement there.
The problem is that clients aren't investing in ideas. And ideas is where they make money. Not a revolutionary idea! They make money because consumers see something in the idea that is engaging, warm, humorous or clearly demonstrates a benefit, just think about Gorilla, Sony Bravia or 118 118 and then buy. And if you're really lucky they might buy again!
Ideas are not necessary visual, it can also be in the smart use of data, segmentation, targeting and niche audiences. Recently I have been working with a British icon, which sounds great! The problem is that they react to the market and consequently want safe ideas, that will safely deliver numbers. They have forgotten what makes good communication and subsequently won't invest.
Instead they're becoming more and more reactive.
It seems that in the current economic uncertainty, that embracing ideas is a far more powerful thought than squeezing budgets and being brave is about trusting your agency.
After all, no agency wants their idea to fail
For a long time now "bean counters" have been running marketing departments or having a greater say in the spending of budgets and getting agencies to do more for less. Now this is smart business and there is no disagreement there.
The problem is that clients aren't investing in ideas. And ideas is where they make money. Not a revolutionary idea! They make money because consumers see something in the idea that is engaging, warm, humorous or clearly demonstrates a benefit, just think about Gorilla, Sony Bravia or 118 118 and then buy. And if you're really lucky they might buy again!
Ideas are not necessary visual, it can also be in the smart use of data, segmentation, targeting and niche audiences. Recently I have been working with a British icon, which sounds great! The problem is that they react to the market and consequently want safe ideas, that will safely deliver numbers. They have forgotten what makes good communication and subsequently won't invest.
Instead they're becoming more and more reactive.
It seems that in the current economic uncertainty, that embracing ideas is a far more powerful thought than squeezing budgets and being brave is about trusting your agency.
After all, no agency wants their idea to fail
Wednesday, 14 January 2009
Can re-branding be an opportunity to connect with your customers
It seems to me that Norwich Union (or is now Aviva) has missed an ideal opportunity to connect with customers and prospects with this billboard campaign. Yes it part of an integrated campaign, but it fails to deliver a compelling reason for the re-brand that consumers will feel confident with.For me the missing bit is re-assurance that it is change in name only, that the things that make Norwich Union successful will be enhanced as part of the re-brand.
Maybe just a simple consumer benefit line would help!
Wednesday, 7 January 2009
Is service the best form of defence?
Is good old fashioned service the best retention strategy going? When you hear consumers talk about why they prefer dealing with one company, isn't the most common reason given "the service".
As marketers, it is rare that consumers will nominate a nicely crafted letter or email, that extolls the virtues of the brand and thanks them for their loyalty and rarely do we see brands deliver true retention strategies!
Are brands missing a trick?
As marketers, it is rare that consumers will nominate a nicely crafted letter or email, that extolls the virtues of the brand and thanks them for their loyalty and rarely do we see brands deliver true retention strategies!
Are brands missing a trick?
Tuesday, 6 January 2009
Will brands suffer for not looking after customers in these challenging times?
Will brands invest in their customers and show the same loyalty to them, as customers have shown in the brands? When things were going well, brands were happy to acquire customers in a massive land grab, think Royal Bank of Scotland, Barclays, HBOS to name a few!
In the current economic uncertainty, which brands will benefit from investing in their customers?
It's interesting that when the BOE dropped the official interest rate, the lack of urgency by some of the banks was deafening! Some banks have taken weeks to pass on something to their customers, at the same time credit card companies are increasing their rates
What about the customers, that are looking for some relief? When will they be shown some loyalty and respect
What damage are brands doing by not thinking about their customers? Will the key tracking metrics of trust, reliability, honesty, value for money and loyalty be damaged beyond repair. The winners in this time will those that are brave!
In the current economic uncertainty, which brands will benefit from investing in their customers?
It's interesting that when the BOE dropped the official interest rate, the lack of urgency by some of the banks was deafening! Some banks have taken weeks to pass on something to their customers, at the same time credit card companies are increasing their rates
What about the customers, that are looking for some relief? When will they be shown some loyalty and respect
What damage are brands doing by not thinking about their customers? Will the key tracking metrics of trust, reliability, honesty, value for money and loyalty be damaged beyond repair. The winners in this time will those that are brave!
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