Marketing Forum

Post Office

A Different Hat — Fri, 20 Nov 2009 12:09:27 GMT

New blog on http://community.brandrepublic.com/blogs/adifferenthat/default.aspx

Will there be a day when the Marketing and HR departments in big organisations become one?

Someone Happy — Fri, 20 Nov 2009 10:07:39 GMT

We're used to seeing job titles like Head of Marketing, Head of HR, Personnel director, Marketing Director, Head of Brand, HR director etc

Will we see it become common in major organisations for job titles and board positions like Director of People and Marketing or Global Head of HR and Marketing, or Director of Brand and People?

What about Global Brand Tribe Director ? or Director of Organisational belief?

New Brand Tribalism has emerged. www.newbrandtribalism.com

Should the Government ban logos on cigarette packets?

brandrepublic.com — Mon, 02 Jun 2008 13:58:24 GMT

The government is considering banning tobacco companies from using brands and logos on cigarette packaging and limiting retail displays.

It is also mulling over plans to outlaw packs of 10, while limiting access to vending machines.

The move is the latest in a series of far reaching restrictions on the sale and marketing of tobacco since New Labour came to power in 1997.

The new proposals are aimed at reducing the number of under-16s who smoke and reducing the burden of smoking-related diseases on the NHS, but is it a step too far? How can a brand differentiate itself without brand names and logos?

Sms reading jobs for indians

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15 Steps for Practical Marketing Tips For Bigger Businesses

Darryl Dhoffer — Thu, 28 May 2009 22:55:38 GMT

However big your business is, and however dedicated your marketing department, it never does any harm to review the ‘hardy perennials’ of good marketing practice and ensure that they are established in your organisation. The advent of New Technology opens up all sorts of possibilities for new marketing techniques. These marketing tips are a combination of new thoughts and reminders of what has been shown to work time and again.

1) SWOT Analysis.
Other business planning techniques may come and go but the SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis remains an ever-popular method for focusing thought. When developing a SWOT analysis, concentrate on the top 3-4 items in each category. Remember to match strengths and opportunities against weaknesses and threats.

2) Research
Conducting regular research amongst current and prospective clients has always been a first principle of good marketing practice. The advent of online survey templates such as surveymonkey.com make this process incredibly easy. There is now absolutely no excuse for failing to research opinions and buying practices regularly amongst your target market .

3) Scenario Planning
Preparing for the future requires creative thinking. When conducting forecasting or scenario planning, it’s often a good idea to open the session up to non Board members. Research shows that an individual with more background information about an industry does not necessarily have a greater predictive ability, only greater confidence that they are right. Furthermore, younger members of staff are often better at thinking creatively about the future.

4) Intranet
Most large companies will have invested in an internet website but they don’t always look at the potential of a corporate intranet for boosting staff morale and efficiency. Where a company has several offices in different locations or employs a number of remote workers, an intranet can be an excellent means of exchanging advice and information between members of staff. Encourage people to post sales tips on your message board or run a monthly/annual competition for suggestions. (This virtual equivalent of a suggestions box in the staffroom can also be achieved via a dedicated email address ‘suggestions@xyz.co.uk’). Companies operating an intranet for communications purposes can find that it offers great cost savings and the potential for a paperless office.

5) Understanding Competitors (1)
When conducting a competitor analysis, look beyond the obvious. Not every company of the same type as yours is actually competing with you directly. (This may be because they are based in a different location or targeting an audience that has no overlap with yours.) On the other hand, a different type of company may have a product or service that does compete with yours – for example Financial Advisers and Accountants both offer financial advice and televisions are as readily available from a supermarket these days as from a specialist electrical store.

6) Understanding Competitors (2)
At a consumer level, your competitor companies are those that compete with you to obtain “share of wallet”. So if you’re trying to sell an investment product by direct mail, your offering may arrive on the same day as a holiday brochure. You need to be sure that the way you sell the ‘concept’ of your product works even against ‘lateral’ competition.

7) Public Relations
PR can be defined as “managing the corporate reputation – the projection of your company’s image to stakeholders and the public.” PR is not optional – whether you choose to plan is. Get involvement from the highest level, know what you want to achieve and make sure that you measure the results. As a company grows bigger and recruits more staff, its profile with the Press (or newsworthiness) increases. This is where it is worth remembering that – unless it is handled properly – not all news is good news. Sometimes, your corporate bad news won’t reach the public domain, but it is always good practice to plan for this eventuality. Draft a positive Press Release (even if you decide that you don’t need to issue it) and coach your directors/spokespeople for handling aggressive media questioning.

8) Competitive Intelligence
Once you have identified your key competitors, keep an eye on their activity. It is important to be aware of how, where and what they are advertising. Look out for any competitor special offers or other marketing ploys that might affect your own plans.
Take note of which competitor strategies are repeated – this can be an indication of initial success.

9) Affinity Marketing
Affinity marketing means selling your product/service to a partner organisation’s customers/members using their endorsement. Critical factors for successful affinity marketing are:

1) The strength of the relationship between the partner organisation and its customers/members.
2) The means by which you can access those customers/members. (Is this a database or ‘high street’ marketing proposition?)
3) The quality of the data held by the partner on its customers/members. For example, if you want to target people over 50, you need to know that your affinity partner can provide details of age.

10) Worksite marketing
This is a form of affinity marketing. It is normally an employer-supported programme whereby you use the employer as a ‘host’ to facilitate the sale of your goods or services to the employees. Worksite marketing can have the advantage of enabling you to reach a large audience in one go. However, the build up to the opportunity can be a long and involved process and it requires two stages – the sale to the employer and the sale to the employee before there can be any success.

11) Mystery shopping
One way to ensure that you are providing your customers with an excellent level of service is to ‘live the customer experience’ for yourself. In the guise of a mystery shopper, contact your own sales or customer services line and see whether you are happy with the way in which you are treated. Remember – in an ideal world – the marketing department isn’t just the people that handle the specific marketing projects it’s EVERYONE and the details – such as how the ‘phones are answered and how your staff dress for client meetings – all count.

12) Exhibitions
When you have a stand or presence at an exhibition, make sure that your whole presentational package ties together. The literature handed out on the day should help people to recall the stand and the products or services on offer on the day of the exhibition. Because exhibitions are not necessarily a regular occurrence, you can use them to pilot or test new marketing propositions. (Dare to be different – try a competition or product demonstration.)

Make sure you have clear objectives for attending the exhibition and ensure that the people manning your stand are properly briefed about what they are – be it to collect business cards or opinions, or to sell the product there and then. There is an art to manning a stand in order to be perceived as politely welcoming rather than a barrier to entry.

13) Segmentation
This is the art of breaking down your entire client base into sections in order to facilitate a more targeted marketing approach. The most obvious segments are: gender, age, income and geographical location. Don’t spend too much time worrying about perfecting your segmentation parameters to the nth degree, just make a start and test as you go. Any segmentation is better than none.

14) International marketing
Before launching your products in another country, it is important to understand whether any aspect of the local culture or legislation will act as a barrier to success. Find out about local distribution methods and conduct market research. Always ensure that marketing materials are originated in the native language rather than simply translated from your own.

15) Branding
Don’t take too many liberties with your brand. If you are diversifying by offering a new product or targeting a new market, you’ll need to consider whether the association of your existing brand’s attributes/values will be a benefit or a hindrance or whether you need to develop an entirely new brand to support the new direction.

Phew!!!! Thats done, which i hope raises conversation or helps young marketers out there

Marketing advice required: London Taxi Company

Alex penn — Tue, 10 Nov 2009 11:26:58 GMT

HI ,

We are a taxi company Hummingbird Cars in London. We provide Airport Transfer service from all london airports.

We have recently started our new business and we would like to expand our business. Can anyone suggest which is the best way of Marketing our business so that we can increase our business.

http://www.hummingbirdcars.com

Thank you

Alex

Are brands losing share in the multicultural market place?

Saad Saraf — Thu, 29 Oct 2009 12:28:19 GMT

Walk into any of he 95,000 supermarkets, convenience stores and cash and carry’s, which are controlled largely by the multicultural communities, and one thing you are sure to find out. These stores, which can shifts up to 33% share for a number of major retailing brands. But this honeymoon is not going to continue as you can see an increasing number of foreign brands, which are imported to the UK to cater for the needs and demands of a growing diverse multicultural consumers. So what can major brands do in the face of this onslaught: 1) ignore this phenomenon and assume they are large enough to withstand brands chipping into their sales and gaining more shelf space from them and consequently resulting in their brands continuing to slide further 2) develop a strategy based on understanding their audiences, motivations and purchasing patterns in order to address their needs, fend the competition and increase their market dominance and share. Established brands can’t ignore the challenges to their dominance and must continue to learn and innovate to stay on top of their game otherwise they will continue to see their sales and market share dwindling. Saad Saraf Multicultural Marketing Specialist Mediareach Advertising www.mediareach.co.uk

How to define your brand?

Adam Smith — Wed, 07 Oct 2009 14:35:03 GMT

I work for an online shoe retailer called www.fitnessfootwear.com.
"The web's widest choice of sports and outdoor shoes" is our slogan, but what defines us as a brand?

This is our biggest question right now. Because we don't know what our customers think of us beyond being a fast, efficient and friendly family run business.

But then, we don't just sell running shoes and hiking boots, we sell some bizarre fashion items like emu boots of all things. They tie into the whole trendy outdoors look promoted by some of our other brands.

So here we are with this bright, colourful set, selling all sorts of shoes online -generally with a focus on the outdoors. But how do you depict yourself as a brand and give yourself an identity in this regard?

Any suggestions or resources to help with this would be greatly appreciated.

BR Ballot - Should Pret a Manger change its marketing strategy?

Gordon Macmillan — Mon, 02 Nov 2009 15:15:58 GMT

Sandwich chain Pret a Manger is under fire over its food labelling stance for the second time in a week, this time because it labels sandwiches made with chicken shipped in from Brazil as "fresh".

Should it change its marketing strategy to be more honest about where its food comes from? Tell us what you think we will include the results in a weekly BR news story including the best comments from the forums and from Twitter.

[Poll]

Can agencies delight you as a client?

Agustin Beccar — Fri, 30 Oct 2009 18:58:00 GMT

How could an agency delight you as a client? Is it complicated or just simple common sense?

Has anybody tried the system? Any feedback? Shall I try it?

john Sarkis — Tue, 27 Oct 2009 06:59:28 GMT

Hello, is anybody tried the C2S Autopilot Marketplace system? Any feedback? Shall I try it?

Good Experiential Blogs

c byrne — Mon, 26 Oct 2009 11:17:40 GMT

There seem to be loads of American ones but any recommendations for UK blogs please? http://www.hotcow.co.uk/mooTalk.htm is quite good and regularly updated.

Can't get a job in Marketing? - Want to start our own Company ?

Alex Cahill — Wed, 14 Oct 2009 15:53:22 GMT

Hi Guys,

My name is Alex. I have recently moved to the UK after a year of world travel. My career background is in banking but I now want to make a shift back to what I excelled at in my University days - Marketing Communications. This encompasses all areas including Advertising, PR and Sponsorship. I have an added interest in Social Media and how it will play a huge part in communications in the coming years.

As some of you may have experienced, making a career shift in this economic climate is next to impossible and shortsighted recruiters tag my CV into the banking pile automatically. So I am left with only one alternative - start my own company and surround myself with smart people with a similar mindset and ambitions.

I have a Degree in Marketing and a Masters in International Business. I also have experience with my own entrepreneurial ventures in the sports and events management industries. I now want to start a full service media agency and am looking for individuals who are willing to discuss this further.

Contact me on alexcahill100@gmail.com and we can discuss further.

Thanks

Alex

IDM or CIM???

Gemma Potter — Mon, 03 Mar 2008 14:01:57 GMT

I have been given the opportunity by my employer to do further study, i am unsure as to whether i should do an IDM or CIM course? Which will add more value to my future career? As i am a recent postgraduate, i wasnt really sure which direction to follow,

Any help/suggestions would be greatly appricated

Do you still exfoliate?

brandrepublic.com — Wed, 21 May 2008 11:14:33 GMT

Metrosexual man is fast becoming an endangered species, with the average British bloke spending only £2.50 a year on skincare products such as cleansers and facial scrubs, according to new research. The figure does not include basics such as soap.

The Mintel figures are dwarfed by the outlay women spend on skincare products; a whopping £602m a year compared to just £57m for men.

The news will come as a blow to cosmetics companies such as Estee Lauder with their Clinque's skin supplies for men, Beiersdorf's Nivea for Men and L'Oreal Paris' Men Expert brand, which have all invested millions in this burgeoning market in recent years.

Have you recently ditched your scrub for good old fashioned soap? Is the credit crunch forcing you to cut back on non-essentials or have you never felt the pressure to moisturise?

Do you buy expensive skincare products for your boyfriend? Do you expect the men in your life to use skincare products? Let us know.

Recent email account phishing attack

Helen Derrett — Sat, 10 Oct 2009 19:18:42 GMT

With regards to customer email marketing do you think brands need to worry about re-educating customers on managing their SP or is this something not to get too worried about??/

Your views

Jackie Horwood — Wed, 30 Sep 2009 15:31:48 GMT

Hi, I am currently undertaking my Dissertation for my BA Hons Degree in Business Management. The topic for my research is Marketing during a recession, can budgets survive. What I am trying to research is - during a recession we hear that many companies cut their marketing spend and budgets, but if marketing works and improves profits, surely companies should increase their spend and maintain their budgets. Does anyone have any thoughts on this, has your company cut their marketing budgets or spend and if so what was the reasons given.

A viral game for the Welsh Rugby Union

Emma Pozzetti — Fri, 02 Oct 2009 13:52:52 GMT

Hi,

We've just created a viral game for the Welsh Rugby Union called 'Patriotic Games' www.patriotic-games.co.uk , which parodies the famous rugby Haka stand-off event from last year’s Autumn Series when the Wales and New Zealand rugby teams menacingly eyeballed each other for a good few minutes before the game started. Players can now re-enact the scene for themselves using their computer mouse!

There are also some fantastic rugby prizes to be won- Read our press release for more information: http://mcmnet.co.uk/news.aspx?n=31

Any feedback would be appreciated

Who in your opinion is harder to win round – the consumer or the employee?

Collette Yates — Thu, 01 Oct 2009 15:56:48 GMT

We at Caburn Hope have noticed that one of the trending hot topics of late is the employee brand. Evidence suggests that the employee brand is becoming a strong sub-brand in its own right, and must therefore be treated with equal passion and creativity as the consumer brand when mounting a marketing campaign. To draw in the best employees, the employee brand must be uber attractive and strong. How important a role does employee marketing and communications play within your organisation, and do you consider staff an easier win than the consumer when trying to achieve brand buy-in?

www.caburnhope.co.uk

name, please

Mattias Dymling — Sun, 27 Sep 2009 20:07:38 GMT

I can't seem to remember the name of a certain branding/design agency with offices in new york and london (and more?). Please help me. They have worked with coca-cola and I think carries a double name (like Mesky Piller or something). thanks in advance/Fred

Customer Experience

James Hartshorn — Thu, 27 Aug 2009 16:00:48 GMT

Just looking for thoughts from the community as to which brands you feel have excelled in terms of customer experience.

Looking at all aspects of customer and user experience – lifecycle and touchpoint experience, proposition/product and usability experience, as well as transformation of online experience.

Thanks !

James

PALM PRE ? IT'S JUST A FART

Nic Niewart — Sun, 16 Aug 2009 18:32:19 GMT

There are concerns over the lack of privacy due to the electronic architecture of this gizmo. I don't know anything about that issue, but what I do know is that as a name, it's a fart. In Hokkien, which is the majority Chinese dialect in SE Asia, namely in Singapore and Malaysia, pampwee- or make your own spelling- Palm Pre also is a good spelling- means the expelling of noxious gases through your anal passage. It ranks up there with the Nova car- No Va (does not go) and who could forget D.U.P.A.- Duke University PostGrad Association or Arsehole in the Slavic languages. They could have asked me, but no they didn't. One thing's for sure, I won't be holding a fart up to my ear.

How to reach 'hard to reach' groups?

Mike Novakovic — Fri, 14 Aug 2009 21:05:16 GMT

I run a small but quite unique business offering a service of grave care and floral tribute deliveries within the Warwickshire and West Midlands areas of the U.K. Recently, my business - Still Remembered Grave Tending Services (www.stillremembered.co.uk) was voted a 'regional winner' for the West Midlands in the HSBC Startup Stars business competition. I have customers throughout the U.K and also in countries such as France, Germany, USA, Canada and Saudi Arabia.

Although I have a number of different target groups for my business, since starting in November 2006 I have had a consistent problem in really reaching those would benefit most from the service - specifically the housebound elderly and disabled.

I wondered if anyone could offer some suggestions as to how to reach this particular group of people to enable me to let them know of my services?

I have tried advertising in the usual ways - newspapers, magazines, parish magazines etc and have also had both articles and radio interviews on my service.

Any ideas would be welcome as I feel I have exhausted all avenues.

Many thanks

Mike

How can marketers measure their PR coverage?

Richard Abbott — Thu, 16 Jul 2009 14:50:49 GMT

No matter how successful a PR campaign appears, marketers still struggle to measure the results effectively - an increasingly important consideration given the recession and its impact on internal accountability.

Marketing looks into this issue in a special report on PR (29 July issue). But in the meantime we would like to hear how marketers and PR practitioners are addressing this perennial problem...

Burger King's £85 burger - clever PR or expensive mistake?

brandrepublic.com — Tue, 22 Apr 2008 09:40:53 GMT

Burger King has launched an £85 burger, which it claims is the UK's most expensive burger.

The ploy is sure to be widely reported by newspapers and the media and as such should be taken at face value - a cheap publicity stunt to generate column inches.

The tactic will help enhance BK's reputation as the more upmarket of the two big burger chains, with McDonald's better known for selling burgers for as little as 99p.

However, we've already had stories of a £30 Pot Noodle to be sold in Harrods this year. Is the move less than original or a harmless PR stunt?