Customer centric marketing is pivotal when creating a successful sales and marketing strategy.  When it comes to growing your business and improving your bottom line, nothing is more important than knowing what makes your customers and prospects tick. Whatever industry or sector you operate in, understanding and creating semi-fictional characters (more commonly known as personas) that personify…

Positioning is one of the simplest marketing strategies to implement, and yet is one area that is often not even properly considered.  This article takes a closer look at why you should carefully consider how your brand is to be positioned in the marketplace. The benefits of positioning The ultimate benefits of positioning your business…

There’s something deeply human about our desire to tell and listen to stories – we’ve been doing it for centuries. Think about your favourite stories – whether it be in the form of a novel or a television series – and consider why you’re drawn to the narrative and what it is that makes it…

Whatever anyone says, Marketing is merely a process.  It is not a dark art, and anyone pretending that there is a “secret marketing formula” for success, is talking cobblers.  Marketing is actually a very logical process.  You are simply creating a defined product and service for a defined audience and then putting the mechanisms in…

When most people think about what marketing is, their mind’s eye leaps to creative campaigns, brands, advertisements and promotions.  However, marketing covers a much wider remit than just promotional communications.  In fact, these are actually one of the last stages in the marketing strategy process.  The starting point for any sound marketing strategy is the financial metrics,…

So, first things first, what actually is a marketing audit?  Put simply it is a thorough review of everything that impacts upon the marketing of your business.  It usually comes as a surprise to most how many different elements of your business impact upon your marketing effectiveness. Who should carry out a marketing audit? To…