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,…

One of the questions I get asked the most is “how do I measure my marketing activity?” Firstly, I am always pleased to hear this question, as when asking new contacts how their marketing activity is currently performing and delivering for the business, I am met with a shrug of the shoulders and bemused faces!…

So what is this big marketing secret? All of us that are in business need customers. Right? Without customers, we have no business. We just have a business concept. Once you have a customer you have a business. Ideally, we actually need quite a few customers – to spread the risk and make our business…

When is the last time you created any marketing communications for your business? It may have been a website, landing page, e-shot, social media post or a promotional campaign. The chances are it will have been in the last week or so. Now have a think about how you settled on the final design and…

It sounds counter-intuitive. Surely if you want people to buy more, you have to offer them more? Well actually, research has discovered that too much choice has the opposite effect. Have you ever gone to a restaurant and looked at the menu and just felt overwhelmed at the amount of choice? Sometimes there are so…

When it comes to your customers, can you really say you understand everything about them – from what defines them as individuals from the general populous, to what makes them tick when choosing what to buy? This process of clearly outlining and understanding customers is one that many businesses strangely overlook, and in doing so…