BackA few years ago, when I was in advertising, a client rang me to discuss his advertising budget. He suggested that due to poor economic conditions, his sales had fallen off and that as a result, he wanted to boost his advertising budget. Had I been more typical of the advertising industry, it might have spent ...
REDUCING MARKETING COSTS – TIP 18
If I had a dollar for every time a visual branding guru, or indeed marketing genius has told me that the brand identity of an enterprise has to be applied consistent throughout the organisation, I would be a wealthy man – or not so poor anyway. What is more, whilst designers are known for obsessing about ...
REDUCING MARKETING COSTS – TIP 17
It occurs to me that everyone and everything can and should be held accountable. Despite this, so much of what we do in Marketing is not held accountable, or certainly, in my view, not accountable enough. There are many things that are said to make digital communication attractive as a communication and indeed marketing tool, but for ...
REDUCING MARKETING COSTS – TIP 16
Last week I read an article that discussed the approach Steve Jobs took to managing his senior team at Apple. Apparently he always limited the number of people reporting to him to around 6. Further he had a policy of getting those six people together with him for an extended meeting each week. The purpose of ...
SIX THINGS CONSUMERS NEED
The most effective approach to marketing involves identifying and addressing consumer needs. If you cater for consumer needs and do so better than others you cannot help but succeed. So all you have to do is understand consumer needs and then tailor your offering accordingly. Fortunately many researchers have looked at human needs and a range of models ...
