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Posts from ‘February, 2014’

The Wrong Target

– By Andrew B Morris When the spotlight falls on budgets it’s common practice – but not always common sense – to turn to cost-cutting and margin reduction as a short-term solution. The marketing budget is a common casualty of this misplaced thinking, especially those elements where results are harder to quantify. That often sees […]

Reinventing Marketing – Goodbye to the 4Ps

– By Andy Hanselman Every marketing professional will be familiar with the concept of the ‘marketing mix’, a recipe that was long made up of the 4 Ps – Price, Product, Promotion, and Place. Some have taken to expanding this to seven or even eight Ps, while others have dropped the Ps entirely and embraced the […]

A ”New Normal” Arrives and Requires some New Thinking (and some revisiting to old and trusted truths and strategies) – by Peter Pritchett

Academy for Chief Executives’ group Directors Group 2 (“Future Leaders in the Midlands”) worked with David Abbott on his “Irrational Customers” workshop this week. I chose David as our speaker this month because I believe that we are clearly entering a new phase of economic activity – and that successful businesses will need to adapt […]

Don’t Get Lost in the Social Media Fog

– By Matt Hodkinson Why aren’t social media and the bottom line bosom buddies in your business?  It seems that ‘social media’ continues to be little more than a buzz word in many businesses today, despite the fad status being well-and-truly dismissed, and a myriad of digital platforms elbowing their way into our daily lives, as […]

Email Campaigns that Really Work

– By Ben Teggin Email Marketing is one of the most powerful and personal ways of connecting with your customers and prospects and can be integrated with your social media marketing more generally. Making sure your message stands out from everyone else is the most important thing. Here are a few tips to help you: Segment […]

Case Study: 80 Prospects to an Event & Nine New Clients Using LinkedIn

Question: How do you get 80 interested people into one room and translate nine of them directly into clients? Answer: According to Neil Driver, a partner at accountants Davis Grant, the answer is a social media lead generation campaign on LinkedIn. The Objective: Davis Grant wanted to leverage their presence in the growing online business […]

And Finally: A Sideways Look at Marketing

A Marketing Slant on a Softball Game An interoffice softball game was held every year between the Marketing Department and support staff of a large company. The day of the game, as hard as the Marketers tried, the support staff beat the Marketing Department soundly. In their best tradition, the Marketing Department decided to find […]

Success Recipe – by Jo Haigh

Creating an exceptional business has much in common with the highly regarded and hugely unexpected success of The Great British Bake off. Who would ever have thought that the combination of the right set of ingredients could not only create a wonderful consumable product, but also take the stars of the show into unexpected stratospheric […]