Tag Archives: category management

7 parameters of a C21 marketing scorecard

Developing metrics to measure the impact and ROI of marketing is becoming a game of choice around competent boardroom tables. Given the level of marketing engagement around many of those tables, it seems sensible for marketers to take the initiative. … Continue reading

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Heston Vs Jamie, a retail bunfight.

  It is fascinating to watch the evolution of the marketing of the two retail gorillas, Coles and Woolworths. It is clear what they are doing, setting out to engage consumers with the freshness, range and provenance of their produce, … Continue reading

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The value curve

As a young marketing graduate in the 70’s I was given a scholarship to attend  an intensive marketing management program in Boston, run by Harvard professor Jim Hagler. He changed my life. One of the many things he rumbled to … Continue reading

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Digital body language

  Prospecting, lead qualification and nurturing, prospect management and the transaction itself have all changed forever. The salesman with a bag has been relegated, at best,  to the transaction end of the prospect to transaction continuum. In the process, we … Continue reading

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The 7 common features of successful websites

  Success does not happen by accident, it comes from hard work, knowledge, insight and experimentation. In the case of websites there are almost a billion websites live (866k) in July 2014, the billion mark will probably be reached by … Continue reading

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Future of Urban Agriculture

  How we deliver good quality food and water to an urbanised and growing population around the world is the challenge of the 21st century. We have gone from a largely subsistence existence to a highly urbanised one in 200 … Continue reading

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What matters?

  One of the most common questions I get is how you get away from competing on price. A couple of things are common in the situation that leads to the question: Someone else has control of the value chain. … Continue reading

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10 rules for small retailers to out-compete chains

Chain stores dominate our grocery shopping environment, they have developed all the advantages of scale, and use them to the advantage of their shareholders, by delivering returns, and to customers by delivering low prices. The model works, in Australia 75% … Continue reading

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Greatest marketing mistake

  One of the most memorable, and biggest mistakes I made as a young product manager was to redesign a pack. The product was an old fashioned, relatively low value product on supermarket shelves, it had a small niche to … Continue reading

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Everyone is in Marketing & Sales!

We all know  the world of sales has changed. Consumers now have virtually all the information they need to make a purchase choice without any assistance from a “sales assistant”. Before a significant purchase, consumers now review all sorts of … Continue reading

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Outcome defining metaphors

Marketing is about telling stories, engaging people with them, which builds awareness, affinity, preference, and with luck, persistence, and good management, can lead to a transaction, or two. Metaphors, when well used can make a complicated point in a memorable … Continue reading

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7 ways to argue constructively

  Debate and argument fills a vital role in all parts of our lives, it is what makes us human, this capacity to be able to think and communicate, rather than just react. For an extended period with two different … Continue reading

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Show the value

Fountain Tomato Sauce used to be the market leader in NSW, daylight was second and third. This was a long time ago, and responsibility for the Fountain brand was my first real job as a product manager who had real … Continue reading

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Socialised branding

Building brands has always been the core of successful marketing efforts, and by comparison to what it is now, it used to be simple. Do a bit of market research, make stuff, generate distribution, throw money at advertising, generate volume, … Continue reading

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Compelling data on what next.

Mitch Joel may have flogged his Twist Image agency to WPP, but hopefully he keeps on writing his blog and alerting us to terrific stuff like this presentation Winners and Losers in the Digital age,  by Scott Galloway. Read the … Continue reading

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Consumers and FMCG retail control

Retail has changed, very quickly and in a fundamental way, but not for everyone. Retailers, the blokes with the bricks and mortar still hold sway in most markets, but to varying degrees, and can continue to do so if they … Continue reading

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Risk and A/B testing

As a marketer, I am fairly left brain oriented, some may say flakey and opinionated, and I have done well with that for many years. Here is the paradox. You can now test just about everything if you try hard … Continue reading

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Reading the consumers mind.

Businesses spend many millions trying to understand the way consumers consider the choices confronting them in a supermarket. With up to 30,000 items on shelf, and some categories having hundreds of choices, it is a key consideration. A mix of … Continue reading

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Renting your sales.

  Walking into chain retailers these days you are inevitably confronted by displays of product, usually at a discount. Most people seem to think that it is the retailer doing the promotion as a means to attract added sales, which … Continue reading

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Have we lost it?

Until I was about 10 years old, I lived in a little cottage at North Avalon, and used to walk to primary school through the sandhills, along the beach, then to  school, and back. It sometimes took longer than it … Continue reading

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