If your campaign raises awareness, you’ve failed. Sorry, but it’s true. There’s only one thing that matters in marketing – and that’s action. Continue reading »
Category Archives: Marketing Strategy
Posts concerned with marketing strategy in all of its forms.
Worthing – a town in need of TLC (Response to retail healthcheck report)
This is an analysis of “Retail Healthcheck and Retail Zone Review (Montague Street)” published by Worthing Borough Council, May 2012. Continue reading »
1 thing LOCOG got badly wrong (and what they should have done instead)
Yesterday, I discussed how LOCOG pulled a content marketing blinder (in collusion with the BBC) for the London 2012 Olympic Games. Today, I’m going to lay out their biggest mistake, why it happened and what they should have done to avoid it. Continue reading »
The 2012 Olympics sized soap opera
When the Archers was conceived in 1951, it was designed to help Britain’s farmers back on their feet through accessible dissemination of information. Somehow, LOCOG and the BBC have managed to pull off a similar stunt – but did anyone notice? Continue reading »
Film teaser shows there’s life in the QR Code yet
Calling a film “Branded” is only really going to appeal to a certain subset of people. People like me, in other words, who live and breathe the branding world, gobbling up any new source that threatens to give us a bit of knowledge or insight. However, this film is a bit different – thanks to … Continue reading »
Blackberry’s ‘Janus’ Strategy is heading for the rim of defeat
RIM – the troubled makers of Blackberry – are meant to be refocussing the operation to arrest massive losses and try to save the business. However, looking at two recent industry reports, they’re turning into a Janus that will achieve neither. What the hell is going on? Continue reading »
“Have you tried…” isn’t good enough. We need smarter cross-category selling
Buy a box of own-brand cereal from any supermarket and you’ll probably see “Have you tried our other delicious flavours?” emblazoned on the back. In terms of maximising the brand’s sales opportunity, this isn’t good enough – as I shall explain using a bottle of shampoo (while illustrating how you can maximise your owned media … Continue reading »
There’s a right way to do things and… No, that’s it.
Not pissing off engaged consumers should be point one on everybody’s marketing plan. Let me tell you a story which proves that this isn’t always adhered to. Continue reading »
Food, gender differences and what this means for your marketing
Inherent femininity causes a minor affront to masculinity in a tale of product design, packing and marketing. Continue reading »
A kitchen bin, a watch and what this means for behavioural change
Moving my kitchen bin has taught me a valuable lesson about marketing. And it’s time that I shared it with you. Continue reading »
