Smarting at the lack of ‘celebrity marketers’ – here’s 2 we can adopt as our own. OK – let’s be honest, marketers have not quite joined the ranks of celebrity chefs, interior designers, antiques valuers and other ‘experts’ that have carved out a niche on our television screens. Philip Kotler and perhaps Seth Godin […]
We all say we’re customer-centric, but we often forget what it means when the commercial pressure is on. Staying true to your marketing credentials is the best way to succeed when there’s pressure for results, with a dose of good old segmentation and targeting. We’ve all fallen into the trap – we rush out […]
I rather like British Airway’s ‘To Fly, To Serve’ campaign. As a marketer it appeals to me on several levels. Firstly, it’s focusing on what is perceived as a core brand strength – service, delivered in a distincly British way. As BA’s MD of Brands and Customer Service, Frank Van Der Post, put it: […]
Digital marketing is cost effective, measurable and the likelihood is you’re under-investing in it. Make sure you’re keeping an eye on what’s coming over the hill but don’t forget some of the more established digital disciplines. You could argue that I’m writing this a little late in the year because, believe it or not, […]
Whatever it stands for, it’s a peeRleSS tool for keeping on top of your marketing environment. RSS is one of those technologies that until your try it out, you don’t really get your head round it. It doesn’t help that no-one’s 100% sure what RSS means. I thought it meant “Really Simple Syndication” […]
Hats off to Tourism New Zealand – their consistency has been rewarded. Congratulations to Tourism New Zealand on their ‘100% Pure New Zealand campaign’. OK – so it first launched 10 years ago but Tourism New Zealand has just been voted ‘best at destination branding’ during a survey of their peers by the United […]
How does the National Trust ensure it’s new ‘User-Generated Content’ driven property websites are a success? It needs to take an integrated approach to the challenge. I was initially a little incredulous to read that the National Trust was in the process of creating over 300 sites but then of course it all […]