tag:blogger.com,1999:blog-56422621838592127252024-03-05T00:18:50.761-08:00Footprint MarketingAn experienced marketer and copywriter, sharing tips, observations and general ramblings.Anonymoushttp://www.blogger.com/profile/14149249884466092100noreply@blogger.comBlogger16125tag:blogger.com,1999:blog-5642262183859212725.post-1309213841207515892016-06-13T03:11:00.001-07:002016-06-13T07:05:01.783-07:00What's your marketing objective?<h2>
<span style="font-family: "Trebuchet MS", sans-serif;">#1. What does the business need to achieve?</span></h2>
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<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhRrVArW-Q-0FHr3z334zeuJr3F823CbDYl6KZXxvS7CGkcyf5zve0fgLFPQjbqGdINM3zSdYZG-KcqFFiTWVy0l2pTulgXuyInfmliLLqCF0Fi34Jztzd0HuA0cBkgx6V5T57jyLQMkJY/s1600/confused+squirrel.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><span style="font-family: "Trebuchet MS", sans-serif;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhRrVArW-Q-0FHr3z334zeuJr3F823CbDYl6KZXxvS7CGkcyf5zve0fgLFPQjbqGdINM3zSdYZG-KcqFFiTWVy0l2pTulgXuyInfmliLLqCF0Fi34Jztzd0HuA0cBkgx6V5T57jyLQMkJY/s200/confused+squirrel.jpg" width="200" /></span></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: "Trebuchet MS", sans-serif;">Where do I start?</span></td></tr>
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<span style="font-family: "Trebuchet MS", sans-serif;">- Increased turnover?</span><br />
<span style="font-family: "Trebuchet MS", sans-serif;">- More customers?</span><br />
<span style="font-family: "Trebuchet MS", sans-serif;">- Increased profit?</span><br />
<span style="font-family: "Trebuchet MS", sans-serif;">- Product diversification?</span><br />
<span style="font-family: "Trebuchet MS", sans-serif;"></span><br />
<span style="font-family: "Trebuchet MS", sans-serif;">Whatever your <strong>business objective</strong>, your <strong>marketing objective</strong> should filter down from it so you can realistically achieve them both.</span><br />
<span style="font-family: "Trebuchet MS", sans-serif;"></span><br />
<span style="font-family: "Trebuchet MS", sans-serif;">To make your marketing objectives more achievable, make sure they're <strong>SMART</strong>!</span><br />
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<span style="font-family: "Trebuchet MS", sans-serif;"><strong><span style="font-size: x-large;">S</span></strong> Specific</span><br />
<span style="font-family: "Trebuchet MS", sans-serif;">Be specific in what you're going to do. </span><br />
<strong><em><span style="font-family: "Trebuchet MS", sans-serif;">"I'm going to promote our new set of golf clubs to every golf enthusiast in Hampshire"</span></em></strong><br />
<span style="font-family: "Trebuchet MS", sans-serif;"></span><br />
<span style="font-family: "Trebuchet MS", sans-serif;"><strong><span style="font-size: x-large;">M</span></strong> Measurable</span><br />
<span style="font-family: "Trebuchet MS", sans-serif;">Build in some way of measuring responses so you can see how effective your marketing initiative is</span><br />
<strong><em><span style="font-family: "Trebuchet MS", sans-serif;">"Customers will only be able to purchase the new set of golf clubs by clicking the link to a specially designed web page, which will only be promoted in this campaign"</span></em></strong><br />
<span style="font-family: "Trebuchet MS", sans-serif;"></span><br />
<span style="font-family: "Trebuchet MS", sans-serif;"><span style="font-size: x-large;"><strong>A</strong></span> Achievable</span><br />
<span style="font-family: "Trebuchet MS", sans-serif;">Make sure it's a target you're likely to be able to achieve.</span><br />
<strong><em><span style="font-family: "Trebuchet MS", sans-serif;">"I've set aside a budget of £XXXX for my marketing activity and expect to make XXX number of sales"</span></em></strong><br />
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<span style="font-family: "Trebuchet MS", sans-serif;"><span style="font-size: x-large;"><strong>R</strong></span> Realistic</span><br />
<span style="font-family: "Trebuchet MS", sans-serif;">Make sure your anticipated response is a realistic one otherwise you'll only be disappointed and far better to outdo your own target.</span><br />
<strong><em><span style="font-family: "Trebuchet MS", sans-serif;">"We want to get a 5% response rate with an 75% conversion to sale.</span></em></strong><br />
<span style="font-family: "Trebuchet MS", sans-serif;"></span><br />
<span style="font-family: "Trebuchet MS", sans-serif;"><span style="font-size: x-large;"><strong>T</strong></span> Timely</span><br />
<span style="font-family: "Trebuchet MS", sans-serif;">Set yourself a timeframe so you have a deadline to work towards, go back and measure actual results versus anticipated.</span><br />
<em><strong><span style="font-family: "Trebuchet MS", sans-serif;">"The campaign will begin in April and be spread over a 12 week period, through the Spring as golfers take to their greens, we'll review results on an ongoing basis but analyse results in June"</span></strong></em><br />
<strong><em><span style="font-family: "Trebuchet MS", sans-serif;"></span></em></strong><br />
<span style="font-family: Verdana, sans-serif;"><span style="font-family: "Trebuchet MS", sans-serif;">For more marketing tips contact </span></span><a href="mailto:vicksward@gmail.com"><span style="font-family: Verdana, sans-serif;"><span style="color: #2288bb; font-family: "Trebuchet MS", sans-serif;">vicksward@gmail.com</span></span></a><br />
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Anonymoushttp://www.blogger.com/profile/14149249884466092100noreply@blogger.com0tag:blogger.com,1999:blog-5642262183859212725.post-2448522088161375102016-06-13T03:10:00.000-07:002016-06-13T07:05:37.273-07:00Google rebrand<span style="font-family: "Trebuchet MS", sans-serif;">Did you see the way Google announced their new logo this week?</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgNk8QzphU3QuCtLoI_Ta9KnbaJUmRtVisMQYy-XJUqo0O6ImLjuKxEJyKmUnXBkCBWZKReJN7j-Jf63W0Ae0csFBvTop8rrulUPO_eh5Q2bXYi7l3u_MIRsMvMZdBaOLbtyEVoJo0QlC4/s1600/new-and-old-google-logos.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgNk8QzphU3QuCtLoI_Ta9KnbaJUmRtVisMQYy-XJUqo0O6ImLjuKxEJyKmUnXBkCBWZKReJN7j-Jf63W0Ae0csFBvTop8rrulUPO_eh5Q2bXYi7l3u_MIRsMvMZdBaOLbtyEVoJo0QlC4/s320/new-and-old-google-logos.jpg" width="320" /></a></div>
<span style="font-family: "Trebuchet MS", sans-serif;">It was so simple it was brilliant!</span><br />
<span style="font-family: "Trebuchet MS", sans-serif;"></span><br />
<span style="font-family: "Trebuchet MS", sans-serif;">We landed on the Google page with the old logo, a graphic appeared with a board wiper which scrubbed out the old logo and then simply drew in the new one. Every time I've landed on Google since the new logo has appeared.</span><br />
<span style="font-family: "Trebuchet MS", sans-serif;"></span><br />
<strong><span style="font-family: "Trebuchet MS", sans-serif;">Simple. Neat. Effective.</span></strong><br />
<span style="font-family: Verdana, sans-serif;"></span><br />
<span style="font-family: Verdana, sans-serif;">For marketing tips contact </span><a href="mailto:vicksward@gmail.com"><span style="font-family: Verdana, sans-serif;"><span style="color: #2288bb;">vicksward@gmail.com</span></span></a>Anonymoushttp://www.blogger.com/profile/14149249884466092100noreply@blogger.com0tag:blogger.com,1999:blog-5642262183859212725.post-81708590570770839902015-09-13T08:23:00.003-07:002016-06-13T07:06:22.550-07:00Lazy or brilliant?<br />
<span style="font-family: "Trebuchet MS", sans-serif;"> I just got home and found this on the drive.</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgXky7P4pHaSRZ3ofGZMXkD5hfPi-QU6JCsaZldHKPRuYPxV78Qf893WPUNcKHZ5oH2zs9U3cKyOFvrgeeUJdYBwmVjXyn0K5cAi3wSY7AJwpTPKzaEM_4GYccuYNsvTxNId4abEruaTTE/s1600/ikea+7.JPG" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><span style="font-family: "Trebuchet MS", sans-serif;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgXky7P4pHaSRZ3ofGZMXkD5hfPi-QU6JCsaZldHKPRuYPxV78Qf893WPUNcKHZ5oH2zs9U3cKyOFvrgeeUJdYBwmVjXyn0K5cAi3wSY7AJwpTPKzaEM_4GYccuYNsvTxNId4abEruaTTE/s200/ikea+7.JPG" width="150" /></span></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgHks4G6iuJ4MzDzTrVHi4H7F2ptdp9Pfuwwc_7mqIaRsw0BIGo6K9GM_sroRblQ51UyyxZA0nd-NEnQq-tOGytjFhov9yUa_w-bQHOJYvsLOJK0LOnRk3-V1-BVAuLceYvfF8WvxnkPLQ/s1600/ikea+3.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: "Trebuchet MS", sans-serif;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgHks4G6iuJ4MzDzTrVHi4H7F2ptdp9Pfuwwc_7mqIaRsw0BIGo6K9GM_sroRblQ51UyyxZA0nd-NEnQq-tOGytjFhov9yUa_w-bQHOJYvsLOJK0LOnRk3-V1-BVAuLceYvfF8WvxnkPLQ/s200/ikea+3.JPG" width="150" /></span></a></div>
<span style="font-family: "Trebuchet MS", sans-serif;"></span><br />
<span style="font-family: "Trebuchet MS", sans-serif;"> In fact, there were two. </span><br />
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<span style="font-family: "Trebuchet MS", sans-serif;">Good job it wasn't raining otherwise I'd have come home to a soggy mass! But it got me thinking....</span><br />
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<span style="font-family: "Trebuchet MS", sans-serif;">Ikea must have spent a small fortune on; photography, catalogue design, printing and finally door to door distribution, only to stumble at the final hurdle. Although you can't say I didn't notice it, it's now on my 'to flick through' pile. So door to door distribution is a good way of getting your leaflets, catalogues, brochures into the households you wish to get into. But, the moral of the story is, be warned, it's down to the individual delivering whether it actually reaches the letterbox or not!</span><br />
<span style="font-family: "Trebuchet MS", sans-serif;"></span><br />
<span style="font-family: "Trebuchet MS", sans-serif;"> Then again, it is a Sunday, so perhaps he/she had a heavy night!</span><br />
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<span style="font-family: Verdana, sans-serif;">For marketing tips contact </span><a href="mailto:vicksward@gmail.com"><span style="font-family: Verdana, sans-serif;"><span style="color: #2288bb;">vicksward@gmail.com</span></span></a><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj4Pul3zoad23gHW9e-G6j634deiVl4SaObH-sU4_eu6XyHlkbjfzw9D269NTrYZLZ0tWmJWOegvlaedzOBTMIbMlruK7zfUinRkFi4zC-nxJFkaPZ1PmF99hg8UP4o19Dl1Ji0o3f47b4/s1600/ikea+5.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"></a> </div>
Anonymoushttp://www.blogger.com/profile/14149249884466092100noreply@blogger.com0tag:blogger.com,1999:blog-5642262183859212725.post-91670238053848992182015-09-13T06:09:00.000-07:002015-09-13T06:24:15.340-07:00Marketing must go............<h2>
<span style="font-family: "Trebuchet MS", sans-serif;">Don't do it!!</span></h2>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgOx-xwVBkEV1zG5nBO0yVe7ESXmU52et8A66RHKIW-4vayXGQ6Jt9gpLeAlGUm3Bq1g2TdMcdwyDxPxUT-RvDqpji7DrzSTK14edo_RYSM89bleUTERD6pLTFk4NizKTwSKH4sNLya8Pg/s1600/squirrel+hands+up.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgOx-xwVBkEV1zG5nBO0yVe7ESXmU52et8A66RHKIW-4vayXGQ6Jt9gpLeAlGUm3Bq1g2TdMcdwyDxPxUT-RvDqpji7DrzSTK14edo_RYSM89bleUTERD6pLTFk4NizKTwSKH4sNLya8Pg/s320/squirrel+hands+up.jpg" width="213" /></a></div>
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<h3>
"Marketing is always the first to go when it comes to budget cuts" an 'oh so wise' friend told me this week.</h3>
<span style="font-family: "Trebuchet MS", sans-serif;"></span><br />
<span style="font-family: "Trebuchet MS", sans-serif;">Although not news, it does baffle me!</span><br />
<span style="font-family: "Trebuchet MS", sans-serif;"> </span><br />
<span style="font-family: "Trebuchet MS", sans-serif;">Who decides "we don't need to communicate with our customers anymore" or "we're doing well today, it's bound to stay like that for the foreseeable?"</span><br />
<span style="font-family: "Trebuchet MS", sans-serif;"></span><br />
<span style="font-family: "Trebuchet MS", sans-serif;">No-one. Because it doesn't make sense so why cut out the very thing that enables you to communicate with end users?</span><br />
<span style="font-family: "Trebuchet MS", sans-serif;"> </span><br />
<span style="font-family: "Trebuchet MS", sans-serif;">When times are tough and budgets need slicing. Surely your marketing effort is even more important.</span><br />
<span style="font-family: "Trebuchet MS", sans-serif;"> </span><br />
<span style="font-family: "Trebuchet MS", sans-serif;">Don't let customers get wind of the fact times are hard ... keep finding ways to communicate the great things your company do. Remind them you can give them what they want or need. If you don't they'll soon find someone else who can!</span><br />
<span style="font-family: "Trebuchet MS", sans-serif;"></span><br />
<span style="font-family: "Trebuchet MS", sans-serif;">If the market's quiet, chances are your competitors are feeling the pinch too, so DON'T be the one to lag behind. Remind and reinforce your brand. <strong>BE</strong> the brand of choice.</span><br />
<span style="font-family: "Trebuchet MS", sans-serif;"> </span><br />
<span style="font-family: "Trebuchet MS", sans-serif;">Never assume your customers will remain loyal. Chances are they can get the same somewhere else and if you pull all your regular communications they'll soon forget you.</span><br />
<span style="font-family: "Trebuchet MS", sans-serif;"></span><br />
<span style="font-family: "Trebuchet MS", sans-serif;">Instead of cutting marketing altogether how about shaving costs by being a bit cleverer? There are things you can do better without spending a penny:</span><br />
<ul>
<li><span style="font-family: "Trebuchet MS", sans-serif;">Improve your SEO on your website (if you use Wordpress there's a traffic light system which shows you when your Search Engine Optimisation is at its best on every page)</span></li>
<li><span style="font-family: "Trebuchet MS", sans-serif;">Post regular news stories and share via your social media networks</span></li>
<li><span style="font-family: "Trebuchet MS", sans-serif;">Get the press to publish the 'good news' ... there is power in PR</span></li>
<li><span style="font-family: "Trebuchet MS", sans-serif;">Hook up with a local charity for a fundraising event</span></li>
<li><span style="font-family: "Trebuchet MS", sans-serif;">Become an expert in your field and get blogging</span></li>
<li><span style="font-family: "Trebuchet MS", sans-serif;">Sponsor someone, something, somewhere..........</span></li>
</ul>
<h3>
<span style="font-family: "Trebuchet MS", sans-serif;">Never let the grass grow under your feet, keep their attention!</span></h3>
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<img border="0" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiDyJbhtW7egcYhwnSTo9GslV9me5aUGXj6z2_9uWW3lbv2Q07BLAOM6zDqzzbp61uGl3VNza5Gt43VY0JbEBMhM2oQChYxaIseTCLPtcf44n-kp22Mf4wpjprgQTOOslCXNaM69seSYnA/s320/polar+wave.jpg" width="320" /></div>
Anonymoushttp://www.blogger.com/profile/14149249884466092100noreply@blogger.com0tag:blogger.com,1999:blog-5642262183859212725.post-51943177712839604772015-08-26T01:55:00.002-07:002015-08-26T01:55:32.510-07:00Be the motivation ...<h2>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEipBpLKw23ESxUIkfm7LapqwtBqsYmNVl2C_XZN77clC52boW4JcAQ9ZYJ0B9Knvj9mxqFcpjb660aOaRW2t19u3JWV2YEPaXGfll30Fj2a7uJIhO4DZoE88BtBLU7xgPHAkNyFRerYH_I/s1600/motivated.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="213" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEipBpLKw23ESxUIkfm7LapqwtBqsYmNVl2C_XZN77clC52boW4JcAQ9ZYJ0B9Knvj9mxqFcpjb660aOaRW2t19u3JWV2YEPaXGfll30Fj2a7uJIhO4DZoE88BtBLU7xgPHAkNyFRerYH_I/s320/motivated.jpg" width="320" /></a></div>
... not the distraction</h2>
My thought for the day which could apply to your advertising efforts.<br />
<br />
Motivate your customers to buy from you, rather than distracting them with all the clutter in your ads.Anonymoushttp://www.blogger.com/profile/14149249884466092100noreply@blogger.com0tag:blogger.com,1999:blog-5642262183859212725.post-37471408073102482952015-07-07T03:59:00.002-07:002015-07-07T03:59:38.820-07:00What does your customer look like?<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjsF6eQ6chpfvFhyphenhyphenLRP4CfHZmNl2GMpJqW8VPww_RpJiCVTv6krEQ3oYj7anHxff70on6vbBF46B1J0GWq0Xuipz_D9llIb6hLtkG_R4v6Yp2XgOHYZ3kOcUrq-lbzqK4R3YzZH0kqvNw0/s1600/man+with+cuppa.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjsF6eQ6chpfvFhyphenhyphenLRP4CfHZmNl2GMpJqW8VPww_RpJiCVTv6krEQ3oYj7anHxff70on6vbBF46B1J0GWq0Xuipz_D9llIb6hLtkG_R4v6Yp2XgOHYZ3kOcUrq-lbzqK4R3YzZH0kqvNw0/s200/man+with+cuppa.jpg" width="158" /></a></div>
<span style="font-family: Verdana, sans-serif;"><strong>Let's build a man</strong></span><br />
<br />
<span style="font-family: Verdana, sans-serif;">To be able to reach your ideal customer with your marketing communications, you need to understand him or her. </span><br />
<span style="font-family: Verdana, sans-serif;"></span><br />
<span style="font-family: Verdana, sans-serif;">Let's imagine your 'ideal customer' is called James.</span><br />
<span style="font-family: Verdana, sans-serif;"> </span><br />
<span style="font-family: Verdana, sans-serif;">Let's get to know him. This is called "building a customer profile."</span><br />
<span style="font-family: Verdana, sans-serif;"></span><br />
<span style="font-family: Verdana, sans-serif;">Imagine you've invited James out for coffee?</span><br />
<span style="font-family: Verdana, sans-serif;"></span><br />
<span style="font-family: Verdana, sans-serif;">He's sitting opposite you in your favourite coffee shop. Make some notes while he makes himself comfortable and orders a coffee.</span><br />
<span style="font-family: Verdana, sans-serif;"></span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhhc3ReGqO63MlzGdqvyzBMvJyd5gqBI01FnyrNS0K8qvxAvc29lo7iTH9sHUhU8KDa8LVUkWx1S1dJVyd8Uxydfs9qXG8dHK1dO2pWkY44uJmwIVoYwqRvh6QZGmgHSTDB0MESMPj570k/s1600/puppy+staring.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhhc3ReGqO63MlzGdqvyzBMvJyd5gqBI01FnyrNS0K8qvxAvc29lo7iTH9sHUhU8KDa8LVUkWx1S1dJVyd8Uxydfs9qXG8dHK1dO2pWkY44uJmwIVoYwqRvh6QZGmgHSTDB0MESMPj570k/s1600/puppy+staring.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><span style="font-family: Verdana, sans-serif;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhhc3ReGqO63MlzGdqvyzBMvJyd5gqBI01FnyrNS0K8qvxAvc29lo7iTH9sHUhU8KDa8LVUkWx1S1dJVyd8Uxydfs9qXG8dHK1dO2pWkY44uJmwIVoYwqRvh6QZGmgHSTDB0MESMPj570k/s200/puppy+staring.jpg" width="172" /></span></a><br />
<span style="font-family: Verdana, sans-serif;">What does he look like? How old is he? Where does he shop for clothes. Where does he live? Does he own or rent his home? Does he drive a car? What kind of car? Is he married? Does he have children? What matters most to him in the world? What does he do for a living? What's his job title? Where does he work? What newspaper does he read? Does he read the local paper? What does he do in his spare time? Does he have a hobby? Is he sporty? etc etc.</span><br />
<span style="font-family: Verdana, sans-serif;"></span><br />
<span style="font-family: Verdana, sans-serif;">I could go on.........</span><br />
<span style="font-family: Verdana, sans-serif;"></span><br />
<span style="font-family: Verdana, sans-serif;">This is your customer profile and not only will it inform you <strong>where</strong> you need to put your marketing messages so that James sees them but also <strong>what </strong>sort of messages are most likely to appeal to him.</span><br />
<span style="font-family: Verdana, sans-serif;"></span><br />
<span style="font-family: Verdana, sans-serif;">For more marketing tips contact </span><a href="mailto:vicksward@gmail.com"><span style="font-family: Verdana, sans-serif;">vicksward@gmail.com</span></a><br />
</div>
Anonymoushttp://www.blogger.com/profile/14149249884466092100noreply@blogger.com1tag:blogger.com,1999:blog-5642262183859212725.post-19262637686290289242015-07-02T10:35:00.004-07:002015-07-02T10:35:41.181-07:00It's not what you say, it's how you say it.<h3>
<span style="font-family: inherit; font-size: small;">The power of feelings</span></h3>
<span style="font-family: inherit;">A great example of associating products with emotional needs demonstrated this week by Benson For Beds new TV advertising campaign. I think it broke on ITV yesterday.</span><br />
<span style="font-family: inherit;"></span><br />
<span style="font-family: inherit;">Strong visuals, soft focus imagery, few words on screen, nice 'plinky plonk' music, softly sung, hardly any actual full blown product shots. Simply an implication that the manufacturer is focusing on what customers need and demonstrating visually that they're providing just that; ultimate comfort.</span><br />
<span style="font-family: inherit;"></span><br />
<span style="font-family: inherit;">Much more effective than if they'd spent 30 seconds trying to ram their entire product range down our throats.</span><br />
<span style="font-family: inherit;"></span><br />
<span style="font-family: inherit;">I'm going to be much more engaged by images of nice looking people languishing in soft, comfortable beds! Made me feel sleepy just watching it.</span><br />
<br />
Topped off with a strapline; "Whatever you want to be, be comfortable, be Bensons."<br />
<br />
What do you reckon the creative brief said?<br />
<br />
Make Bensons synomyous with comfort!<br />
<span style="font-family: inherit;"></span><br />
<span style="font-family: inherit;">Click here to see for yourself if they did it:</span><br />
<span style="font-family: inherit;"></span><br />
<a href="https://www.youtube.com/watch?v=IfO2QL8MjAM"><span style="font-family: inherit;">https://www.youtube.com/watch?v=IfO2QL8MjAM</span></a>Anonymoushttp://www.blogger.com/profile/14149249884466092100noreply@blogger.com0tag:blogger.com,1999:blog-5642262183859212725.post-27024450058901605322015-06-28T10:25:00.003-07:002015-06-28T11:38:46.494-07:00Good marketing makes good business<div class="separator" style="clear: both; text-align: left;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEigHiKVQLrUzs7O_sDSIWH45VT0qldAYxcl4ZI7c7Mjko61gh1ZgiwADDyyQFc57i2t9bY7Ibi9C68qejlZF3xsqdfDaXuyqnQPD-qfw4LHrkEH4jN9qAn3kCbbBE0LF4QgiVj3I57uc7A/s1600/Tesco-Logo-Colour.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"></a> "<span style="line-height: 105%;"><span style="font-family: Verdana, sans-serif;"><em>Don't tell me you don't do marketing. If you're selling a product or service of<strong> any kind</strong> you're marketing, but how about getting better at it?"</em></span></span></div>
<div class="separator" style="clear: both; text-align: left;">
<em><span style="font-family: Verdana;"></span></em> </div>
<div class="MsoNormal" style="margin: 0cm 0cm 8pt;">
<span style="line-height: 105%;"><span style="background-color: white; color: black; font-family: Verdana, sans-serif;"><strong>No. 1: What's marketing?</strong></span></span></div>
<div class="MsoNormal" style="margin: 0cm 0cm 8pt;">
<span style="background-color: white; color: black; font-family: Verdana, sans-serif;">The best definition comes from my college textbook ally, Dr Philip Kotler:</span></div>
<blockquote class="tr_bq" style="margin: 0cm 0cm 8pt; text-align: center;">
<span style="background-color: white; color: blue; font-family: Verdana, sans-serif;">“Marketing is
getting the <strong>right goods and services</strong>
to the <strong>right people</strong> in the <strong>right places</strong> at the <strong>right time</strong> at the <strong>right price</strong> with the <strong>right
communications and promotion</strong>.”</span></blockquote>
<div align="center" class="MsoNormal" style="margin: 0cm 0cm 8pt; text-align: center;">
<span style="font-family: Verdana, sans-serif;"></span><strong> </strong></div>
<div class="MsoNormal" style="margin: 0cm 0cm 8pt; text-align: left;">
<span style="font-family: Verdana, sans-serif;"><strong>No. 2: Your tool kit</strong></span><br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgOupilrAaLvSg0ImD1qhIR1hlevc4mwb5N006fhcbhKPuYaLsFMKLBT7UdLJl-RSsKBr2vkvzzb3SUcJWVWWw08UjuoH7o3BMOObTeE0RHpJGjwICD-L2lxK1F99AAqXBc38iRuzzqSi8/s1600/Tesco-Logo-Colour.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="65" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgOupilrAaLvSg0ImD1qhIR1hlevc4mwb5N006fhcbhKPuYaLsFMKLBT7UdLJl-RSsKBr2vkvzzb3SUcJWVWWw08UjuoH7o3BMOObTeE0RHpJGjwICD-L2lxK1F99AAqXBc38iRuzzqSi8/s200/Tesco-Logo-Colour.jpg" width="200" /></a></div>
<span style="font-family: Verdana, sans-serif;">Get marketing right for <strong>your </strong>business by using the tools of the ‘<b style="mso-bidi-font-weight: normal;">marketing mix’</b>. Even Tesco admitted this week "we must get our marketing mix right."</span></div>
<div class="separator" style="clear: both; margin: 0cm 0cm 8pt; text-align: left;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEht7pWjfv_e0Q0XMUulxdyBaM4F301G8YwP7P6Tp-4hBMcCm7XTFi9mBYpQO4pSMR80nQCD-UJJ4nNSbdfhr8MlWWglVIMzNCzvn29kZHfi_ZjYTko2xVPIDKAl54ppo95h8FyHUoI1IsE/s1600/housewife1950.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><span style="font-family: Verdana, sans-serif;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEht7pWjfv_e0Q0XMUulxdyBaM4F301G8YwP7P6Tp-4hBMcCm7XTFi9mBYpQO4pSMR80nQCD-UJJ4nNSbdfhr8MlWWglVIMzNCzvn29kZHfi_ZjYTko2xVPIDKAl54ppo95h8FyHUoI1IsE/s200/housewife1950.jpg" width="140" /></span></a></div>
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<b style="mso-bidi-font-weight: normal;"><u><span style="line-height: 105%;"><span style="font-family: Verdana, sans-serif;"></span></span></u></b><br />
<b style="mso-bidi-font-weight: normal;"><span style="line-height: 105%;"><span style="font-family: Verdana, sans-serif;">No. 3: A cake analogy</span></span></b></div>
<div class="MsoNormal" style="margin: 0cm 0cm 8pt; text-align: left;">
<span style="font-family: Verdana, sans-serif;">
</span><span style="font-family: Verdana, sans-serif;">The marketing mix is
like a cake mix.<span style="mso-spacerun: yes;"> </span>You'll use various
ingredients in varying quantities.<span style="mso-spacerun: yes;">
</span>Blend the right quantities together and hey presto the perfect
cake!<span style="mso-spacerun: yes;"> </span>Too many eggs and the cake tastes
tough.</span></div>
<div class="MsoNormal" style="margin: 0cm 0cm 8pt; text-align: left;">
<span style="font-family: Verdana, sans-serif;">
</span><span style="font-family: Verdana, sans-serif;">Similarly with the marketing mix, put the
right emphasis on each element to suit your business and you'll have the perfect strategy.</span></div>
<div class="MsoNormal" style="margin: 0cm 0cm 8pt; text-align: left;">
<span style="font-family: Verdana, sans-serif;">
</span></div>
<div class="MsoNormal" style="margin: 0cm 0cm 8pt; text-align: left;">
<b style="mso-bidi-font-weight: normal;"><span style="line-height: 105%;"><span style="font-family: Verdana, sans-serif;">No. 4: Elements of the Marketing Mix<o:p></o:p></span></span></b></div>
<div class="MsoNormal" style="margin: 0cm 0cm 8pt; text-align: left;">
<span style="font-family: Verdana, sans-serif;">
</span><span style="font-family: Verdana, sans-serif;"><strong>PRODUCT – </strong>What
are you selling? Where does it sit in the ‘product life cycle’? IE;
introduction, growth, maturity or decline?</span></div>
<div class="MsoNormal" style="margin: 0cm 0cm 8pt; text-align: left;">
<span style="font-family: Verdana, sans-serif;"><strong>PLACE – </strong>Where do
customers buy your product/service from? In-store, online or via third party</span></div>
<div class="MsoNormal" style="margin: 0cm 0cm 8pt; text-align: left;">
<span style="font-family: Verdana, sans-serif;"><strong>PRICE – </strong>What
price will your product/service sell at? What’s your pricing strategy; consider
overheads, the market, competitors, what are customers willing/expecting to
pay?<o:p></o:p></span></div>
<div class="MsoNormal" style="margin: 0cm 0cm 8pt; text-align: left;">
<span style="font-family: Verdana, sans-serif;"><strong>PROMOTION – </strong>How
are you going to promote your product or service? EG: advertising, online, PR,
direct marketing, sponsorship etc</span></div>
<div class="MsoNormal" style="margin: 0cm 0cm 8pt; text-align: left;">
<span style="font-family: Verdana, sans-serif;">
</span><span style="font-family: Verdana, sans-serif;"><strong>PHYSICAL EVIDENCE – </strong>What are the material
elements of the product? IE: packaging, uniform, tickets, literature<o:p></o:p></span></div>
<div class="MsoNormal" style="margin: 0cm 0cm 8pt; text-align: left;">
<span style="font-family: Verdana, sans-serif;">
</span><span style="font-family: Verdana, sans-serif;"><b style="mso-bidi-font-weight: normal;">PROCESS </b>– The
procedure customers experience to find out information about or purchase the
product/service</span></div>
<div class="MsoNormal" style="margin: 0cm 0cm 8pt; text-align: left;">
<span style="font-family: Verdana, sans-serif;"><strong>PEOPLE – </strong>Staff the customer comes into contact with to purchase your product</span></div>
<div class="MsoNormal" style="margin: 0cm 0cm 8pt; text-align: left;">
<span style="font-family: Verdana, sans-serif;">Which elements of the mix are key to <strong>your business</strong>? Once you've got that sussed you can set the path to success.</span><br />
<span style="font-family: Verdana, sans-serif;"></span><br />
<span style="font-family: Verdana, sans-serif;">Now you need some objectives, both for your business and specifically marketing. Next </span><span style="font-family: Verdana, sans-serif;">time I'll help you set them.</span><br />
<span style="font-family: Verdana;"></span><br />
<span style="font-family: Verdana;"><em>Bye for now.</em></span></div>
Anonymoushttp://www.blogger.com/profile/14149249884466092100noreply@blogger.com0tag:blogger.com,1999:blog-5642262183859212725.post-3154678970939748202015-06-22T08:49:00.002-07:002015-06-22T08:57:30.442-07:00What does this blog offer?<br />
<span style="font-family: Verdana, sans-serif;">
</span><span style="font-family: Verdana, sans-serif;"><em>“A breath of fresh air”<o:p></o:p></em></span><br />
<span style="font-family: Verdana, sans-serif;">
</span><br />
<div class="MsoNormal" style="margin: 0cm 0cm 8pt;">
<span style="font-family: Verdana, sans-serif;">The fantastic ‘blogger workshop’ I attended at the
Winchester Writer’s Festival (#winwritersfest) yesterday </span><a href="http://www.emilybenet.blogspot.co.uk/"><span style="color: #0563c1; font-family: Verdana, sans-serif;">http://www.emilybenet.blogspot.co.uk/</span></a><span style="font-family: Verdana, sans-serif;">
has inspired me to join the blogger community.<o:p></o:p></span></div>
<span style="font-family: Verdana, sans-serif;">
</span><br />
<div class="MsoNormal" style="margin: 0cm 0cm 8pt;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjBf3QI2jLX6Fh3m7wUbWeyoUH-j7obV-lQ9DzVQrre6FWvYL2dXYU5y7Fu_IlvoyDeiOIULAbcGGeBSd8zwZBhPkbOAXZ9DdydrcIxZndGi6-kBAIRl6fgIgRFmZYy42UB-dqOa_w3B2g/s1600/monkey_scratching_head.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjBf3QI2jLX6Fh3m7wUbWeyoUH-j7obV-lQ9DzVQrre6FWvYL2dXYU5y7Fu_IlvoyDeiOIULAbcGGeBSd8zwZBhPkbOAXZ9DdydrcIxZndGi6-kBAIRl6fgIgRFmZYy42UB-dqOa_w3B2g/s200/monkey_scratching_head.jpg" width="136" /></a><span style="font-family: Verdana, sans-serif;">But <em>what to blog about?</em><span style="mso-spacerun: yes;">
</span>I’m a crap cook, there’s only so much healthy food I can stomach, I hate
camping, I’ll never be super fit (no stamina!) and travelling seems to be the
luxury of others!!<o:p></o:p></span></div>
<span style="font-family: Verdana, sans-serif;">
</span><br />
<div class="MsoNormal" style="margin: 0cm 0cm 8pt;">
<span style="font-family: Verdana, sans-serif;">So … <em>what to blog about</em>?<o:p></o:p></span></div>
<span style="font-family: Verdana, sans-serif;">
</span><span style="font-family: Verdana, sans-serif;">I love writing, I love marketing and with over 25 years’
experience helping businesses do better marketing … why not combine all 3?<o:p></o:p></span><br />
<span style="font-family: Verdana, sans-serif;">
</span><span style="font-family: Verdana, sans-serif;"></span><br />
<span style="font-family: Verdana, sans-serif;"></span><br />
<span style="font-family: Verdana, sans-serif;"><strong>My blog will:</strong></span><br />
<ul>
<li><div class="MsoListParagraph" style="margin: 0cm 0cm 8pt 36pt; mso-list: l0 level1 lfo1; text-indent: -18pt;">
<!--[if !supportLists]--><span style="font-family: Verdana, sans-serif;"><!--[endif]-->explain what marketing is … no more misconceptions … I’ll spell it out </span></div>
</li>
</ul>
<ul>
<li><div class="MsoListParagraph" style="margin: 0cm 0cm 8pt 36pt; mso-list: l0 level1 lfo1; text-indent: -18pt;">
<!--[if !supportLists]--><span style="font-family: Verdana, sans-serif;"><!--[endif]-->provide tips and advice on “best marketing practice”</span></div>
</li>
</ul>
<ul>
<li><div class="MsoListParagraph" style="margin: 0cm 0cm 8pt 36pt; mso-list: l0 level1 lfo1; text-indent: -18pt;">
<!--[if !supportLists]--><span style="font-family: Verdana, sans-serif;"><!--[endif]-->help you think about how to get newsworthy publicity</span></div>
</li>
</ul>
<ul>
<li><div class="MsoListParagraph" style="margin: 0cm 0cm 8pt 36pt; mso-list: l0 level1 lfo1; text-indent: -18pt;">
<!--[if !supportLists]--><span style="font-family: Verdana, sans-serif;"><!--[endif]-->work out your target audience</span></div>
</li>
</ul>
<ul>
<li><div class="MsoListParagraph" style="margin: 0cm 0cm 8pt 36pt; mso-list: l0 level1 lfo1; text-indent: -18pt;">
<span style="font-family: Verdana;">get you thinking about setting some objectives</span></div>
</li>
</ul>
<ul>
<li><div class="MsoListParagraph" style="margin: 0cm 0cm 8pt 36pt; mso-list: l0 level1 lfo1; text-indent: -18pt;">
<!--[if !supportLists]--><span style="font-family: Verdana, sans-serif;"><!--[endif]-->take a sneaky peak at those doing it well </span></div>
</li>
</ul>
<ul>
<li><div class="MsoListParagraph" style="margin: 0cm 0cm 8pt 36pt; mso-list: l0 level1 lfo1; text-indent: -18pt;">
<!--[if !supportLists]--><span style="font-family: Verdana, sans-serif;"><!--[endif]-->take a sneaky peak at those doing it badly (much more fun!)<o:p></o:p></span></div>
</li>
</ul>
<span style="font-family: Verdana, sans-serif;"></span><br />
<span style="font-family: Verdana, sans-serif;">
</span><b style="mso-bidi-font-weight: normal;"><span style="font-family: Verdana, sans-serif;">Roll your sleeves
up then … let’s get started.<o:p></o:p></span></b><br />
<span style="font-family: Verdana, sans-serif;">
</span><br />
<div class="MsoNormal" style="margin: 0cm 0cm 8pt;">
<o:p><span style="font-family: Calibri;"> </span></o:p></div>
<br />
<div class="MsoNormal" style="margin: 0cm 0cm 8pt;">
<o:p><span style="font-family: Calibri;"> </span></o:p></div>
Anonymoushttp://www.blogger.com/profile/14149249884466092100noreply@blogger.com0tag:blogger.com,1999:blog-5642262183859212725.post-1219596831035444862015-02-11T11:02:00.000-08:002015-06-21T09:58:52.871-07:00Advertising, love it or hate it, it's here to stay.<br />
<br />
<br />
<br />
<br />
<div class="MsoNormal" style="margin: 0cm 0cm 10pt;">
<span style="font-family: Calibri;"><b style="mso-bidi-font-weight: normal;"><span style="font-size: 12pt; line-height: 115%; mso-fareast-language: EN-GB; mso-no-proof: yes;"><v:shapetype coordsize="21600,21600" filled="f" id="_x0000_t75" o:preferrelative="t" o:spt="75" path="m@4@5l@4@11@9@11@9@5xe" stroked="f">
<v:stroke joinstyle="miter">
<v:formulas>
<v:f eqn="if lineDrawn pixelLineWidth 0">
<v:f eqn="sum @0 1 0">
<v:f eqn="sum 0 0 @1">
<v:f eqn="prod @2 1 2">
<v:f eqn="prod @3 21600 pixelWidth">
<v:f eqn="prod @3 21600 pixelHeight">
<v:f eqn="sum @0 0 1">
<v:f eqn="prod @6 1 2">
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</v:f>
</v:f></v:f></v:f></v:f></v:f></v:f></v:f></v:f></v:f></v:f></v:f></v:formulas></v:stroke></v:shapetype></span></b></span><span style="font-size: 12pt; line-height: 115%;"><span style="font-family: Calibri;">Advertisements
have always fascinated me. The variation of graphics and photography used, the
different messages and media.<span style="mso-spacerun: yes;"> </span>All
components fitted together in either an eye catching, innovative or irritating
package.<span style="mso-spacerun: yes;"> </span>Advertisers utilise endless
methods to plead with us to buy 2 not 1, change supplier or upgrade, all in an attempt
to encourage us to spend more.</span></span></div>
<div class="MsoNormal" style="margin: 0cm 0cm 10pt; text-indent: 7.1pt;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiNCX-KynZv8HOKICPn1V8Ywg59Tn9iaZoqVjKux2WH_w7ORB4ms0a-ErXFkUBaAC6rlmDJzpAsQPscB4IQLfT9klyTbYYon7OtQToOgnNGE74ygdkcwwc2ugG4CCEBF0mAB2s6jV5pODU/s1600/hello+boys.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiNCX-KynZv8HOKICPn1V8Ywg59Tn9iaZoqVjKux2WH_w7ORB4ms0a-ErXFkUBaAC6rlmDJzpAsQPscB4IQLfT9klyTbYYon7OtQToOgnNGE74ygdkcwwc2ugG4CCEBF0mAB2s6jV5pODU/s1600/hello+boys.jpg" /></a><span style="font-family: Calibri;"><span style="font-size: 12pt; line-height: 115%;">As much as I love them, certain ads still make my blood
boil.<span style="mso-spacerun: yes;"> </span>A typical case in point; the
recent Co-Op’s ‘Ethics and Values’ tattoo commercial, trying to convince me
that they do have some, whilst all it does is remind me they’re still reeling
from a recent </span><span lang="EN" style="font-size: 12pt; line-height: 115%; mso-ansi-language: EN;">drugs scandal.<span style="mso-spacerun: yes;">
</span>Highlighting for me how misjudged and untimely the ‘Ethics and Values’
premise is.</span><span style="font-size: 12pt; line-height: 115%;"><span style="mso-spacerun: yes;"> </span>However, advertising done well, aimed at the
right audience is based on a carefully crafted science.</span></span></div>
<div class="MsoNormal" style="margin: 0cm 0cm 10pt; text-indent: 7.1pt;">
<span style="font-size: 12pt; line-height: 115%;"><span style="font-family: Calibri;">Hundreds of thousands of pounds are spent every year on “Customer
Focus Groups” where individuals, who represent you, me and the man next door, spend
time answering questions, viewing creative concepts and responding frankly.<span style="mso-spacerun: yes;"> </span>Whilst researchers analyse their responses in
order to shape the form of advertising you see today, developing messages that
will slip into your subconscious “because you’re worth it” or “every little
helps”.</span></span></div>
<div class="MsoNormal" style="margin: 0cm 0cm 10pt; text-indent: 7.1pt;">
<span style="font-size: 12pt; line-height: 115%;"><span style="font-family: Calibri;">Before you know it, it’s affecting your retail experience,
encouraging you to change supplier and believe that <i style="mso-bidi-font-style: normal;">you</i> really do have a need and only <i style="mso-bidi-font-style: normal;">they</i> can fulfil it. </span></span></div>
<div class="MsoNormal" style="margin: 0cm 0cm 10pt; text-indent: 7.1pt;">
<span style="font-size: 12pt; line-height: 115%;"><span style="font-family: Calibri;">Advertisers may appeal to the greedy, ambitious, aspirational
side of your nature or in the case of a charity may be attempting to shock you
into action, pleading with your sense of decency and fair choice or simply encouraging
you to act quicker.<span style="mso-spacerun: yes;"> </span></span></span></div>
<div class="MsoNormal" style="margin: 0cm 0cm 10pt; text-indent: 7.1pt;">
<span style="font-size: 12pt; line-height: 115%;"><span style="font-family: Calibri;">For example; Cancer Research UK’s ‘Let’s Beat Cancer
Together’ slogan recently changed to ‘Let’s Beat Cancer Sooner’.<span style="mso-spacerun: yes;"> </span>A subtle difference but an urgent one.</span></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjqNceQBSFLO1trk0zDA0BBWSeBUNfnpSLkdjrB1UvTOaxbp5cFT4VEvbxgkSeaQcEWW1oAqmvkq9YCM47sxt68LYYCyQ5qbTlyYRRarELgLGwcYdE-loAMU1XNfY1vdxUfsdlLbZM8IDk/s1600/coke.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjqNceQBSFLO1trk0zDA0BBWSeBUNfnpSLkdjrB1UvTOaxbp5cFT4VEvbxgkSeaQcEWW1oAqmvkq9YCM47sxt68LYYCyQ5qbTlyYRRarELgLGwcYdE-loAMU1XNfY1vdxUfsdlLbZM8IDk/s1600/coke.jpg" /></a></div>
<span style="font-size: 12pt; line-height: 115%;"><span style="font-family: Calibri;">My advertising training ground was McCann Erickson, an
advertising agency operating 180 offices in more than 120 countries,
responsible for some of the world’s most iconic advertising campaigns.<span style="mso-spacerun: yes;"> </span>For example; commissioning Haddon Sundblom to
paint the 1931 Santa Claus in red for the festive Coca Cola campaign, an image
which has become synonymous with Christmas ever since.</span></span><br />
<br />
<span style="font-size: 12pt; line-height: 115%;"><span style="font-family: Calibri;">When McCann Erickson opened their doors a century ago, they
did so with the creative philosophy “Truth Well Told”.<span style="mso-spacerun: yes;"> </span>An enduring commitment to the power of truth
transforming brands and building successful business in the long run.</span></span></div>
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<span style="font-family: Calibri;"><span style="font-size: 12pt; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;"><span style="mso-spacerun: yes;"> </span><span lang="EN-US">On one hand you may believe
that advertising harms society and the planet by increasing consumerism, manipulating
cultural values, and invading all aspects of our lives, on the other you</span></span><span style="font-size: 12pt;"> might be happy to embrace freedom of speech and choice.</span></span></div>
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<span style="font-family: Calibri;"><span style="font-size: 12pt;">As Rory Sutherland (former President of the Institute of Practitioners
in Advertising (IPA) acknowledged</span><i><span style="font-size: 12pt; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;"> <span lang="EN-US">“The
truth is that marketing raises enormous ethical questions every day—at least it
does if you’re doing it right…”</span></span></i></span></div>
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<span lang="EN-US" style="font-size: 12pt; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;"><span style="font-family: Calibri;">Over the
years advertising has highlighted many social and environmental problems we
confront worldwide; from climate change and global warming to famine, disease
and child abuse, whilst also positioning campaigns for social or health
improvement.<span style="mso-spacerun: yes;"> </span>The British Heart
Foundation’s commercial featuring Vinnie Jones doing ‘Hard and Fast’ CPR to the
Bee Gee’s ‘Staying Alive’ resulted in at least 28 people in the UK being pulled
back from the brink. <o:p></o:p></span></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEggqHwFM1ABVjrSfuGchfTXjgUb4ZHnnd3hTyvufCVud1BbI0M7TWta6-qzNU6kdJRLS58eeG7_nuJvkmH_K-Jd1kDZ1fgt0fN35ZkQ9lyKjAqE931QOMM3HBLpquM8vemQv_qJygkzbhU/s1600/hard+and+fast.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEggqHwFM1ABVjrSfuGchfTXjgUb4ZHnnd3hTyvufCVud1BbI0M7TWta6-qzNU6kdJRLS58eeG7_nuJvkmH_K-Jd1kDZ1fgt0fN35ZkQ9lyKjAqE931QOMM3HBLpquM8vemQv_qJygkzbhU/s1600/hard+and+fast.png" /></a></div>
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<span style="font-family: Calibri;"><span style="color: #343433; font-size: 12pt; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB; mso-no-proof: yes;"><v:shape id="Picture_x0020_4" o:spid="_x0000_i1025" style="height: 78pt; mso-wrap-style: square; visibility: visible; width: 139.5pt;" type="#_x0000_t75">
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</v:imagedata></v:shape></span></span><span lang="EN-US" style="font-size: 12pt; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;"><span style="font-family: Calibri;">Whilst
Sainsbury’s controversial Christmas ad commemorated World War I with all
profits from the WW1 chocolate sales going to The Royal British Legion.<span style="mso-spacerun: yes;"> </span>In 2013 alone Sainsbury’s raised around £4.5m
for the charity.<span style="mso-spacerun: yes;"> </span>Not to mention the ads
promoting public health warnings; “Think and drive”, “Smoking kills” and “FRANK
confidential drug advice”, all tackled via traditional and social media, surely
these messages are aimed at social improvement?</span></span></div>
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<span lang="EN-US" style="font-size: 12pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;"><span style="font-family: Calibri;"><span style="mso-spacerun: yes;"> </span>Love it or hate it, advertising continues to
seep into our lives, it’s here to stay, so why not enjoy its Technicolor, stand
by your freedom of choice and join the debate.</span></span></div>
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<span lang="EN-US" style="font-size: 12pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-GB;"><span style="font-family: Calibri;"><em><strong>AUTHOR: Victoria Ward, Footprint Marketing</strong></em></span></span></div>
Anonymoushttp://www.blogger.com/profile/14149249884466092100noreply@blogger.com0tag:blogger.com,1999:blog-5642262183859212725.post-12874752081934885172014-12-01T04:39:00.000-08:002015-06-21T09:58:41.856-07:00Santa is Old News.........<h2>
<span style="font-family: Verdana, sans-serif;">............and it's only December 1st!</span></h2>
<span style="font-family: Verdana, sans-serif;"></span><br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgysoKvv-qLYVRl0NkLfWU7ulgOH3RWHqmn_6zUl1p-lTIyHjaAWLBaKEsQZyI-OMgPevDSvbYvDgOWk03TeZeIqOWM0tdueWxG1wrQQxTJGCdodS9wIzZNYuT_GtbnFGRdQWib-2i6grM/s1600/xmas+ads.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><span style="font-family: Verdana, sans-serif;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgysoKvv-qLYVRl0NkLfWU7ulgOH3RWHqmn_6zUl1p-lTIyHjaAWLBaKEsQZyI-OMgPevDSvbYvDgOWk03TeZeIqOWM0tdueWxG1wrQQxTJGCdodS9wIzZNYuT_GtbnFGRdQWib-2i6grM/s1600/xmas+ads.png" /></span></a></div>
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgysoKvv-qLYVRl0NkLfWU7ulgOH3RWHqmn_6zUl1p-lTIyHjaAWLBaKEsQZyI-OMgPevDSvbYvDgOWk03TeZeIqOWM0tdueWxG1wrQQxTJGCdodS9wIzZNYuT_GtbnFGRdQWib-2i6grM/s1600/xmas+ads.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: Verdana, sans-serif;"></span></a><br />
<div style="text-align: left;" unselectable="on">
<span style="font-family: Verdana, sans-serif;">If, like me, you're sick of the christmas battle of the ads already, then perhaps we should all sign a petition to delay the christmas exposure? Will it be John Lewis and that poor little boy with no mates, Sainsburys with their controversial depiction of the first world war Christmas Day truce or M&S with their ads which always get me excited that the stores will be transformed with goodies I won't be able to resist, yet without fail, leave me wondering how there can be such a chasm between their branding and the reality of their offering. Or even Lidls in their quest to overcome customer perception and get us all to switch from our comfortable stalwart shopping favorites to an unknown, German entity which actually offers just as much quality at vastly reduced prices? The list goes on.</span></div>
<span style="font-family: Verdana, sans-serif;"></span><br />
<span style="font-family: Verdana, sans-serif;">Who will get more online hits, in store sales and who cares?</span><br />
<span style="font-family: Verdana, sans-serif;"></span><br />
<span style="font-family: Verdana, sans-serif;">For all my bemoaning, Christmas for our family is a time of great excitement, spending time with family and friends, huddled round the fire, relaxing, eating, drinking, revelling in the children's excitement, making it a special time for loved ones and not-so-loved ones alike!</span><br />
<span style="font-family: Verdana, sans-serif;"></span><br />
<span style="font-family: Verdana, sans-serif;">If there was a national ban on christmas advertising until December 1st then there would be less time to spend money, less time to get worked up about it all. Why should we be driven into parting with our hard earned cash as early as October by retailers? Today is the 1st December and I feel like we've had Christmas twice over already.</span><br />
<span style="font-family: Verdana, sans-serif;"></span><br />
<span style="font-family: Verdana, sans-serif;">In future, why not wait until December? Then, let the festivities for the true countdown to Christmas begin.</span><br />
<span style="font-family: Verdana, sans-serif;"></span><br />
<span style="font-family: Verdana, sans-serif;">PETITION TO DELAY THE CHRISTMAS MADNESS UNTIL DEC 1st:</span><br />
<span style="font-family: Verdana, sans-serif;"></span><br />
<span style="font-family: Verdana, sans-serif;">SIGN HERE.................</span><br />
<span style="font-family: Verdana;"></span><br />
<span style="font-family: Verdana;"></span><br />
<span style="font-family: Verdana;"></span><br />
<span style="font-family: Verdana;"></span><br />
<span style="font-family: Arial;"></span><br />
<span style="font-family: Arial;"></span><br />Anonymoushttp://www.blogger.com/profile/14149249884466092100noreply@blogger.com0tag:blogger.com,1999:blog-5642262183859212725.post-65676419090072679322014-03-27T12:24:00.000-07:002015-06-21T09:54:38.545-07:003 little words<h2>
No, not I love you!</h2>
<span style="font-family: Verdana, sans-serif;">This month saw Santander launch their biggest ad campaign to date with their 'Simple, Personal, Fair' message. Santander state in the new campaign that these 3 little words sum up their banking service. Keith Moor, chief marketing officer at Santander, explained “Our brand new campaign is about showing customers how we aspire to be Simple, Personal and Fair, showing them we are listening and doing all we can to build a better bank........” Whether or not this is their actual customers opinion or what they would like their opinion to be (!), it set me thinking.</span><br />
<span style="font-family: Verdana, sans-serif;"></span><br />
<span style="font-family: Verdana, sans-serif;">Our strapline at McCann Erickson was always 'Truth Well Told' which was indeed what we always strived to do as marketeers. However, confining your company's service or offering to 3 little words is quite a tricky ask? Although it does focus the mind. Why not give it a try?</span><br />
<span style="font-family: Verdana, sans-serif;"></span><br />
<span style="font-family: Verdana, sans-serif;">What 3 words best describe what your company offers? It might take you longer than you thought!</span><br />
<span style="font-family: Verdana, sans-serif;"></span><br />
<span style="font-family: Verdana, sans-serif;">For Footprint Marketing I would choose 'Experienced, Focused, Accountable'.</span><br />
<span style="font-family: Verdana, sans-serif;"></span><br />
<span style="font-family: Verdana, sans-serif;">Bye for now!</span><br />
<br />Anonymoushttp://www.blogger.com/profile/14149249884466092100noreply@blogger.com0tag:blogger.com,1999:blog-5642262183859212725.post-40871816295053097622014-03-13T10:54:00.002-07:002015-06-21T09:55:53.871-07:00Less is more!<h2>
If I threw 5 tennis balls at you how many would you catch?</h2>
<span style="font-family: Verdana, sans-serif;"></span><br />
<span style="font-family: Verdana, sans-serif;">If you're anything like me, you'd drop them all, but I guess the more agile amongst you might catch one but certainly not all 5!</span><br />
<span style="font-family: Verdana, sans-serif;"></span><br />
<span style="font-family: Verdana, sans-serif;">However if I threw a single tennis ball, you're much more likely to catch it!</span><br />
<span style="font-family: Verdana, sans-serif;"></span><br />
<span style="font-family: Verdana, sans-serif;">The same principle applies to advertising, if you have 5 different messages you're trying to get across in your advertisement, chances are your audience won't take in any of them. If your advertisement is too busy, if there's too much information to wade through, take it from me, your reader won't read it. Looking at the press advertising this week in our local paper, I am mortified by the number of advertisers who will have spent a lot of money on their precious advertising space, only to fill that space to the gunnels with headlines, offers, deals, long paragraphs of text, not to mention beautiful photographs which just don't reproduce well in black and white! </span><br />
<span style="font-family: Verdana, sans-serif;"></span><br />
<span style="font-family: Verdana, sans-serif;">When you're placing an advertisement, think about the environment in which it will appear, chances are you'll be surrounded by similar busy, content filled advertisements all jostling for readers attention.</span><br />
<span style="font-family: Verdana, sans-serif;"></span><br />
<span style="font-family: Verdana, sans-serif;">My advice is to stand out from the crowd, stop the reader in their tracks, remember one word 'KISS', <strong>K</strong>eep<strong> I</strong>t<strong> S</strong>imple<strong> S</strong>tupid!</span><br />
<span style="font-family: Verdana, sans-serif;"></span><br />
<span style="font-family: Verdana, sans-serif;">Stick to one tennis ball! In other words, one clear message and execute that message clearly and succinctly. You have a very limited chance to grab and hold your readers attention so make sure they get your message within a few precious seconds before they're on to the next page, offer, deal.</span><br />
<span style="font-family: Verdana, sans-serif;"></span><br />
<span style="font-family: Verdana, sans-serif;"><strong>Less is most definitely more.</strong></span><br />
<br />Anonymoushttp://www.blogger.com/profile/14149249884466092100noreply@blogger.com0tag:blogger.com,1999:blog-5642262183859212725.post-86672212661695588982014-03-05T10:00:00.002-08:002015-06-21T09:56:13.036-07:00Space hoppers in the hall of advertising<span style="font-family: Verdana, sans-serif;">Handcuffs, sketchers and a lot more besides! </span><br />
<span style="font-family: Verdana, sans-serif;"></span><br />
<span style="font-family: Verdana, sans-serif;">Click on the link: </span><a href="http://www.youtube.com/watch?v=hvVKadC8YiA" target="_blank"><span style="font-family: Verdana, sans-serif;">http://www.youtube.com/watch?v=hvVKadC8YiA</span></a><br />
<span style="font-family: Verdana, sans-serif;"></span><br />
<span style="font-family: Verdana, sans-serif;">This is one of my commercials from the 'hall of advertising', rewind 20 years and it was pretty cutting edge!! Yes really! The task was to launch a hip and trendy music station with limited budget. The campaign was loud, proud and ever so slightly offensive, running as a cinema commercial, supported by outdoor posters. </span><br />
<span style="font-family: Verdana, sans-serif;"></span><br />
<span style="font-family: Verdana, sans-serif;">Imagine if you will, a 3metre by 6metre road side poster depicting pierced nipples, tampons and condoms scattered around Bristol city centre. Church goers were not amused with the pierced nipple version appearing outside their front door! It caused a stir and consequently Galaxy 101 got loads of FREE publicity off the back of it! The lady sporting the 'pierced nipple' was even interviewed on local TV.</span><br />
<span style="font-family: Verdana, sans-serif;"></span><br />
<span style="font-family: Verdana, sans-serif;">All in all, a successful campaign, which far outreached the scope of the original budget because the creative was clever and controversial.</span><br />
<span style="font-family: Verdana, sans-serif;"></span><br />
<span style="font-family: Verdana, sans-serif;">The moral of the story.............think outside the box!!</span>Anonymoushttp://www.blogger.com/profile/14149249884466092100noreply@blogger.com0tag:blogger.com,1999:blog-5642262183859212725.post-58400925961190093292014-02-27T03:04:00.001-08:002015-06-21T09:57:23.072-07:00"I love it when a plan comes together"<h2>
Ok so I'm not 'Hannibal' but I wholeheartedly agree!</h2>
<span style="font-family: Verdana, sans-serif;"></span><br />
<div style="clear: both; text-align: left;">
<span style="font-family: Verdana, sans-serif;">The plan this week is a 'Marketing Plan' - a framework of planning up and coming marketing initiatives for the next year. So that as a business you can be proactive to existing and potential customers needs, not reactive.</span></div>
<span style="font-family: Verdana, sans-serif;"></span><br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgSm3UsQQ49fYBow1ffcJ-SkAKS7NcBFftQcq4GcFp0dhH2hV6L2COw48IjVmlo0yRNi2MtePejXzGGoUxpvVfGIfwBqKBmobnWlle4QxO_Nd05Zvqh8bKSJAk_s-LxkYjgy2dDtuZBAuE/s1600/hannibal.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><span style="font-family: Verdana, sans-serif;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgSm3UsQQ49fYBow1ffcJ-SkAKS7NcBFftQcq4GcFp0dhH2hV6L2COw48IjVmlo0yRNi2MtePejXzGGoUxpvVfGIfwBqKBmobnWlle4QxO_Nd05Zvqh8bKSJAk_s-LxkYjgy2dDtuZBAuE/s1600/hannibal.png" width="161" /></span></a><span style="font-family: Verdana, sans-serif;">Planning ahead gives you the benefit of exploiting any seasonality there might be to purchasing your products or services, linking your product to industry initiatives, exploiting publicity opportunities, maximising your creativity so you stand out from your competitors and build in response mechanisms so that you can track who responds from seeing what advertisement, poster, leaflet, online post? That way you can work out what works and what doesn't!</span><br />
<span style="font-family: Verdana, sans-serif;"></span><br />
<span style="font-family: Verdana, sans-serif;">Planning doesn't mean spending more it just means getting cleverer at what you're doing.</span><br />
<span style="font-family: Verdana, sans-serif;"></span><br />
<span style="font-family: Verdana, sans-serif;">Happy planning.</span>Anonymoushttp://www.blogger.com/profile/14149249884466092100noreply@blogger.com0tag:blogger.com,1999:blog-5642262183859212725.post-24573143824731131832014-02-24T03:03:00.001-08:002015-06-21T09:57:40.357-07:00The Silly Stuff Works<a href="http://www.singitkitty.co.uk/?gclid=COCoyL-ggL0CFUStfAodxjsAAA&gclsrc=ds" target="_blank">http://www.singitkitty.co.uk/?gclid=COCoyL-ggL0CFUStfAodxjsAAA&gclsrc=ds</a><br />
<br />
<span style="font-family: Verdana, sans-serif;">By now, you'll probably have seen the new Three.co.uk commercial and may, like me, have been humming along to Starship's 'We built this city' on the school run. The bicycle pumping, determined looking little girl cycling around her cul-de-sac with very cute kitty singing along too, is hard to resist. A feel good ad currently wealding 4.5million youtube hits. Well done Three, it's catching on!</span>Anonymoushttp://www.blogger.com/profile/14149249884466092100noreply@blogger.com0