Snapshot : Businesses use creative approval controls to prevent legal issues, ensure brand and customer consistency and manage budgets and the company reputation. But, these controls often work against breakthrough. They provoke differences of opinion about business risk. This article covers how to turn these challenges into an opportunity to create better work. Last week, we shared three simple creative evaluation questions that keep you focussed on external customers, their… Read More »Creative approval – How to get creative work through your business
Marketing creates connections between consumers and your brand. We have a lot of experience in driving great marketing and want to share our knowledge so you can grow your business through great marketing.
Snapshot : Getting creative work out the door and in front of customers can be a challenge. The creative evaluation process takes time. There can be many distractions and differences of opinion as your try to make the creative work better. To keep you on track through these challenges, we recommend you always come back to three key questions. Who’s it for? What do you want them to think and… Read More »Creative evaluation – 3 key questions to keep you on the right track
Snapshot : Following from last week’s article on how marketing and e-Commerce are divided by a common language, this week we focus on e-Commerce positioning. This is a specific area of business strategy where marketing and e-Commerce come together. Learn how working on your e-Commerce positioning helps you make key decisions and sets the direction for all your future marketing activity. The best e-Commerce stores have a clear brand identity.… Read More »E-Commerce positioning – a perfect place for marketing and e-Commerce to connect
Snapshot : Customer targeting decisions are an important part of brand management. Customer segment profiles help you define and describe your target customers. We’ll share how to use them to create a shared understanding of the the customer and to check your marketing activity against customer needs. Ideally, you want it to show the customer as the hero of your brand’s story. In brand strategy development, you have many important… Read More »Customer segment profiles – how to make your customer the hero
Snapshot : Learning how to be more creative is fun, but it also has serious benefits for marketing. Being creative gets easier with practice, but often, it’s hard to know where to start. Here, we share our three favourite easy creative ideas to help you take that first step to being more creative. We love the word creativity. Who doesn’t? Creativity puts a smile on your face. It’s fun. Create something, point… Read More »Easy creative ideas for any business
Snapshot : In the world of online fashion shopping, you’re either hot or you’re not. This week, we mystery shop The Iconic, Myer and Converse’s D2C store to check out their online selling experience. Find out what we learn about front end areas like the design, navigation, search and product pages. We also investigate how they organise their back-end systems like delivery and returns to win (or lose) customers. If you have a passion… Read More »Let’s step into online fashion shopping
Snapshot : This week, we look at the pros and cons of short-term versus long-term advertising. The former focuses on sales activation, while the latter builds brand equity. Research shows the best results come when you find the right balance between the two. You only find the right balance for your brand when you review advertising impact. So, we’ll share three different ways to do that. Advertising (including media) is usually… Read More »Let’s talk about advertising impact on sales and profits
Snapshot : The customer needs of communications, socialising and productivity bring many online marketing opportunities. In this article, we’ll explain and dive into those needs, and give examples of brands that grow by meeting those needs. Learn from these examples to boost your own online marketing. A few weeks ago, we wrote an article about TNS’s Digital Lifestyle study, which identifies six online customer needs. We focussed on three of those needs – information,… Read More »Online marketing opportunities from communications, social and productivity consumer needs
Snapshot : Nobody knows everything about graphic design, everybody needs help sometimes. Online graphic design resources can give you inspiration, lessons on specific techniques or tools, or help you source specific design elements. Check out our list of the most common graphic design resources and how and when to use them. Variety is the spice of life, and life’s certainly spicy when you work with graphic design. When you have to cover a wide range… Read More »Online Graphic Design resources for new designers
Snapshot : A great way to practice your marketing and creative skills is to analyse adverts from other categories. This week, we analyse recent adverts from Bankwest, Commbank and ANZ Bank to work out what they’re trying to do, and how well they do it. In particular, we try to find the point of difference that makes them stand out from competitors. The main problem with advertising evaluation is you only get to use those skills when you create new advertising.… Read More »Bank advertising – what’s the story here?
Snapshot : This week, we cover how you can use digital services to connect better with customers and grow your business. We review the 3 extra service Ps – people, process and physical evidence – that add to the core marketing mix. And then, we look at three key online customer needs – information, entertainment and shopping – where digital services can grow your brand. It’s clear the 4Ps of marketing is a great starting point for marketing plans. With product,… Read More »Grow your business with digital services
Snapshot : Everybody knows the 4Ps of marketing. Product, price, promotion and place give you as a useful mental checklist to frame your marketing plan. But we have another 4Ps model we also like to use. This model focusses more on being a marketer, than marketing itself. So check out how these 4Ps – project management, planning, politics and pain management – reflect what marketers actually do day-to-day. There’s been a… Read More »The alternative 4Ps of marketing