The phrase ‘that might work in practice, but does it work in theory?’ is invariably attributed to economists. Unfortunately, the theoretical aspect is also what holds precedence in marketing degrees in many of our universities. In an article on Medium in 2016, Tribefire founder Daniel Palmer described studying marketing at university as “a frustrating waste […]
One word sums up why now is the best time to be a marketer
The level of opportunity open to marketers today means marketing’s golden age is now. The challenge, however, is working out which opportunity to seize first. Believe it or not – and given all the bad news around marketing in the last few months, many people do not – I believe today is the best time […]
The Days of the FMCG Marketing Hegemony are Numbered
Why the FMCG Big Brand are Trapped and What B2C Can Learn from B2B Brands Working in consumer marketing is seen as the apex of the marketing career pyramid. Indeed, it is taken almost for granted that consumer marketing, and, in particular, FMCG marketing has the best brands, the best agencies and the best talent. […]
The (digitally) illiterate CEO
Imagine you are an airline recruiting for a new CEO, and they admitted they did not really know anything about aircraft economics, aircraft leasing or airline distribution. Unlikely they would be hired, I’m sure you agree. It’s just as impossible to imagine any CEO of any retailer openly admitting they did not really understand this […]
Building Brand You
We have never been busier multitasking, whether busy building our own companies or full on working for companies and we rarely stop to think of how much time we spend promoting and curating the brand names we work for, we just get on and do it as part and parcel of our every working day. […]
What Marketing Strategies do you need for today?
Do you get the feeling at the moment that the marketing world is one large mass of opportunity but slightly overwhelmed by the choice and which channels to choose. And when you do choose, how are you integrating your traditional channels i.e TV, Print, Radio? Are all these synching with your online activities? Thankfully the […]
Marketing Breakfast – March 2012
A brief interview from Institute of Ireland Marketing Breakfast. I am speaking on the topic “The Future of Marketing? (A lot) More
Must attend seminar!
On Wednesday 14 March, I am speaking at the Marketing Institute of Ireland Marketing Breakfast. I am speaking on the topic “The Future of Marketing? (A lot) More Different Than You Think!”
Marketing Your Business The Right Way
To market your business the right way you need a good marketing strategy. There are dozens of ways to market your business the question is which ways are the most effective for your product or service? You can outline your marketing strategy with this popular saying, “Who, what, where, when, and how?” Who is your […]
Branding part 2.
I wrote recently about forgetting about branding. Although it is not strictly true, I do feel that we can get misled. Actually brand and brand building itself is not the issue. Some people think a brand is a logo. Others that it’s something a marketing consultant or designer creates for you. Others think it’s a […]
Branding? Fugged about it!
The best way to market: ignore what everybody else is doing – especially big companies. If you talk to brand marketers, they will generally tell to invest in the brand. If you talk to the direct response marketers, they will tell you to only invest in tactics where you can immediately track this metric. Who […]
How To Market Effectively Even If No One Understands What You Do
So how do you effectively market your product or service when one knows anything about them because you’re in a new and emerging industry? How can you expect to get customers if no one understands what it is that you do? If this is your situation then a big part of your marketing strategy will […]
Understand that there are only three ways to increase your business
There are only three ways to increase sales in any business: • Increase number of customers • Greater purchase frequency • Increase transaction size. Most marketing efforts focus far too much on the first category – getting new customers. Indeed, with all the social media hype, you would swear that is all their is. The […]
The Most Powerful Word In Marketing!
So what is the most powerful word in Marketing? Because what I’m about to reveal to you is so important, I want to ask you to do something a bit out of the ordinary to set the stage. Whether you’re sitting or standing, lift your right foot off the ground about two inches and hold […]
7 highly effective marketing tips to help small business
Here are 7 low-cost but highly effective marketing tips to help any small business find customers and generate sales quickly. 1. Don’t Advertise Like a Big Business Big businesses advertise to create name recognition and future sales. A small business can’t afford to do that. Instead, design your advertising to produce sales …now. One way […]
Single Shot Advertising – a great way to throw money down the drain!
Single Shot Advertising One shot ads, rarely get results. Most customers don’t jump on the band wagon the first time it passes by. It’s like asking to get married on the first date: it could happen, but highly unlikely.
Last month, Mary Meecker from Kleiner Perkins came out with a presentation on Internet trends that made a few eyes pop open. The big one that I took away was this… the top 200 leading marketers across all industries (the big players like P+G, makes of Tide, Pampers etc, Gillette) spent less than 2.6% of […]
Old is the new ‘new’.
I’m sure you have head of the movie ‘Alien’. It’s particularly memorable for John Hurt’s Kane character and his gastro-intestinal distress caused by a face-hugging alien. It was pitched to the studios with one line as ‘Jaws in space’! The ‘Pirates’ movies – The Curse of the Black Pearl, Dead Man’s Chest and At World’s […]