Tag Archives: Marketing

6 vital elements of a marketing story that sells.

  As everyone will tell you, (including me here) marketing is about stories, stories that resonate, are remembered, that generate empathy, and lead to an action, and hopefully if your effort is to be rewarded, a transaction. So what are … Continue reading

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Intersection of sales, marketing and technology

  18 years ago running an ingredient supplier to the food industry as a contractor, I sponsored a project of quantifying a range of ingredient specifications against a matrix of  organoleptic, and cost outcomes given a range of processing parameters. … Continue reading

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7 tips to improve your marketing.

Marketing has changed very rapidly from the mass outbound marketing upon which all the marketing theory and practice until about 2000, to what is often called “inbound” marketing, or in other words, finding ways to attract customers to you. There … Continue reading

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5 ways small retailers avoid failure

Small retailers see themselves as under siege, and many just hunker down and work harder to survive, for many, it is too hard. For those that survive, some are doing really well, and there seems to be a few common … Continue reading

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2 tools SME’s have to have

  Most SME’s I see are run by a single person, without the benefit of any sort of advisory board beyond those with whom he/she has dinner sometimes, when they get the time. The hats they wear  make Josephs coat … Continue reading

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How can you do it to yourself???

  I just had another of those really, really annoying phone calls from a call centre, and being a marketer, I cringed with shame and frustration. After I answered, it took probably 5 seconds for the person on the other … Continue reading

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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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“Design” is a verb

Design is often used as a noun, “I will do a design for you” is common. However, when you think about it, design is not just a thing, an end product, it is a process of moving from an idea, … Continue reading

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Design doing

Steve Blank is one of the real thinkers in the innovation space who gets out there into the weeds and gets stuff done. The illustration at the top of this post is one from a recent post on his blog … Continue reading

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7 essential sales tips for SME’s

Most of us recognise that the best sales lead you have is a satisfied existing customer, so why do SME’s so often fail to capitalise on them?. It seems to me that there are a number of reasons, usually they … Continue reading

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6 challenges (and 3 rules) of content creation

The single biggest stumbling block I see to successful digital marketing is not the technology, or the money, desire, or need, it is simply the unwillingness or inability to create relevant, engaging content of value that suits the context in … Continue reading

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Sales funnel revisited as a purchase funnel

  The “sales funnel” is a pretty familiar diagram, it has been around for a long time, simply because it makes sense, at least it did to sales people. To their customer prospects, there is a level of antipathy to … 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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Content marketing story

    “Content marketing ” is no more than a new buzzword to try and build interest in the stuff we marketers have always been doing, telling stories, and creating a context in which the stories we tell will be … Continue reading

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Conferences are for marketing.

  Few things are more important than how we feed ourselves, and get access to clean water. Without these, our species will not survive,  our numbers are increasing rapidly, as the resources of the planet, particularly available water, are being … Continue reading

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3 Marketing observations from the club-house

  Last weekend the local tennis club of which I am a member had an open day. We marketed the day pretty heavily to the local community over the course of a couple of weeks, and got a great turnout. … 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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