BackFORGET ABOUT RULES OF THUMB – 3 OBSERVATIONS I remember a retailer asking me what percentage of turnover they should spend on advertising, and I recall thinking just how ridiculous this question was. The answer is so simple - as little as you can get away with, given your objectives! There is a car dealer in my home ...
WHEN DO YOU COMMUNICATE?
DO NOT COMMUNICATE TOO SOON – 3 OBSERVATIONS When I was a child, my father would advise, ‘If you feel like a fool, do not open your mouth and remove any doubt’. I imagine there were a number of occasions when I removed that dreaded doubt. People often speak too soon, or speak when they should not. ...
WHO DO YOU COMMUNICATE WITH?
MANY BUSINESSES I COME ACROSS DON’T KNOW – 3 OBSERVATIONS It is interesting how many businesses I come across that have not accurately and precisely defined their audiences, and equally, accurately and precisely prioritised them. There are many. These businesses have not accurately and precisely defined who is to be communicated with, and as a result, are ...
WHAT IS COMMUNICATION?
A WHOLE LOT MORE THAN ADVERTISING, PR AND CONTENT GENERATION – 3 OBSERVATIONS In the context of marketing, many people equate communication with advertising. Indeed, many equate marketing with advertising. While this is becoming less common with the advent and popularity of modes of communication such as social media, communication still means ‘advertising’ to many business ...
REDUCE THE PAIN OF PAYING
IT MAY HURT BUT IT DOES NOT NEED TO HURT SO MUCH – 3 OBSERVATIONS No matter how much you want a product, and no matter how happy you might be with your purchase, it is most often the case that paying hurts. Further, the more you pay, the more it hurts. I would argue, as have ...
