Advisory Service - Marketing Strategy
Old Media – New Media
TV is an expensive way to advertise that ignores the new media reality – right? Wrong! Graham Medcalf took a trip to TVNZ and found a media organisation that is leading the market in both multi-media and inexpensive advertising opportunities.
Old Media – New Media
Getting More Out of Your Marketing
At the Bizzone Expo in Auckland, Marketing Association Chief Executive Sue McCarty discussed the relationship between sales and marketing, and three top 'smart' marketing activities.
Getting More Out of Your Marketing
New Zealand Marketing Survey: Summary of Main Findings
Main findings of a large-scale survey that assessed the strategic marketing practices of higher versus lower-performing NZ companies.
New Zealand Marketing Survey: Summary of Main Findings
Case Study: TheLowdown.co.nz - Providing Depression Support to Our Youth
With over 19,000 unique visitors to the site in the first month alone, this leading-edge multimedia website is credited with saving young lives.
Case Study: TheLowdown.co.nz - Providing Depression Support to Our Youth
Dust Off Your Lycra – YOU Have More SUPERPOWERS than You Think
There's something incredibly empowering about a Superhero's cape, so dust off your lycra and wear it to the office. It will still fit!
Dust Off Your Lycra – YOU Have More SUPERPOWERS than You Think
Case Study : The Friends of Starship Christmas Cracker House Tour
Inspiring children to be the active, boisterous kids their parents want them to be.
Case Study : The Friends of Starship Christmas Cracker House Tour
The Need for Change: Why Social Marketing is Not Living Up to Its Name
Are we really delivering social marketing campaigns that expect real behaviour change?
The Need for Change: Why Social Marketing is Not Living Up to Its Name
Global Search Marketing
Have you ever reflected on the fact that the domestic market in New Zealand is about the same size as Sydney’s? It’s unsurprising then that business owners in New Zealand are generally very outward looking to export market opportunities to expand their businesses.
Global Search Marketing
The Fundamental Flaw in Creating Your Uniqueness (USP)
How can you be unique? D'Souza discusses the difficulty of finding your unique selling point.
The Fundamental Flaw in Creating Your Uniqueness (USP)
China’s Not Always First
Les Mills International should be our poster child for Kiwi marketers going global. They have 5.5 million people working out every week to likes of their revolutionary BODYPUMP program. Their distribution network to achieve this is 60,000 instructors leading classes in 12,100 fitness clubs in 70 countries around the globe.
China’s Not Always First
Is Nature a Marketing Guru?
Technology rules. Yeah, for about five minutes--then natural instincts take over. Are you stupid enough to fight Mamma Nature?
Is Nature a Marketing Guru?
Does Media Fragmentation Really Exist?
Does Media Fragmentation Really Exist?
Make Fragmentation Your Friend
Media fragmentation has long been promoted as marketing’s worst nightmare, adding cost and complication to a job that was once satisfied by casting inviting messages in the right general direction.
Make Fragmentation Your Friend
Marxist Media
Producers of media from music to TV shows have always had a tough time dealing with progress. At the height of the dot com boom, Shawn Fanning’s Napster became the music industry’s lead villain with its online file-sharing service allowing anyone to share any music with anyone.
Marxist Media
Media Fragmentation? – Don’t Beat Them, Join Them
The fragmentation and proliferation of media channels has been a topic of discussion and consternation for as long as agencies have had long lunches.
Media Fragmentation? – Don’t Beat Them, Join Them
Finance Doubled Your Marketing Budget? (yeah right!)
'Down-time' in the economy is the time when businesses need to be doing more marketing activity and doing it more wisely and efficiently than ever before.
Finance Doubled Your Marketing Budget? (yeah right!)
Case Study Orcon: Seizing the Moment
Orcon is a company that isn't prepared to follow the industry norms. They have thrown down the gauntlet to the other players.
Case Study Orcon: Seizing the Moment
It’s time to say good-buy to customers!
It seems wherever you turn these days you’re bombarded with messages. Messages to buy, messages to pay bills, worrying messages about world affairs, messages from school to fork out even more money, tax messages and so it goes on.
It’s time to say good-buy to customers!
Those Trigger Moments
From mother and baby clubs to insurance brokerages, there are trigger points just waiting to be employed to up-sell, cross-sell and deliver greater ROI.
Those Trigger Moments
Legal and Necessary Insider Trading for Marketing Professionals
Trigger marketing, when used properly, is highly discriminating and mercenary.
Legal and Necessary Insider Trading for Marketing Professionals
Trigger Based Marketing: Timing Is Everything
Today trigger-based marketing is a growing success story and it is only going to get more important as consumers get edgy about the price of heartland staples.
Trigger Based Marketing: Timing Is Everything
The Youth of Today - Not as Complicated as You Think
DeQuervain's tenosynovitis is an inflammation of the two tendons controlling the thumb's movement. It is caused primarily by overuse. Until recently, finger puppeteers were the only occupational group likely to lodge an injury claim for the condition.
The Youth of Today - Not as Complicated as You Think
The Changing Face of New Zealand
New Zealand is changing. Last year’s release of the most recent census information by Stats NZ revealed many important changes in this country’s geo-demographic composition.
The Changing Face of New Zealand
Do Yourself a Favour – NEXUS Awards Review
During 2007 a series of review meetings were held in order to look at the NEXUS Awards from ease of completing the entry form right the way through to judges’ scoring criteria.
Do Yourself a Favour – NEXUS Awards Review
Can You Get There From Here?
The Zune, the first portable media player developed by Microsoft, was released on November 14, 2006. Official objective, according to a senior Microsoft official: “From a strategic perspective it's very important for us to have a play in this portable entertainment space, in particular relative to music and video.” Subtext: “we want to take on Apple’s iPod”.
Can You Get There From Here?
They’re Not Like Us
We all know that to reach the youth in the youth market we have to live with the fact that they are creating content faster than we are.
They’re Not Like Us
Kiwi Youth in the Age of New Media
“I think I'm generation Y. I don’t know why. I think it's what I've been told” (18tracker.com respondent, ‘Hit or Shit 48’ survey)
Kiwi Youth in the Age of New Media
TransPromo: a whole new category of communication has been created
Simply stated, TransPromo is about positioning a promotional message alongside essential transactional information. So? Well, read what it can do to response rates!
TransPromo: a whole new category of communication has been created
The Folly of Working on Your Weaknesses
You’ve been told time and time again: You know your strengths, now work on your weaknesses. That’s the silliest piece of advice you’ve ever received!!
The Folly of Working on Your Weaknesses
The David Beckham Effect
Can David Bekham football and its partners the leverage they require to succeed.
The David Beckham Effect
Spending Money In All The Wrong Places
Some marketers have contracted a very bad cae of 'shiny object syndrome'. It's a terrible and potentially unprofitable disorder.
Spending Money In All The Wrong Places
Fuji Xerox Global Services Marketing Campaign - a case study
If you thought Fuji Xerox "just sells photocopiers", you'll want to read how they launched a totally new offering to New Zealand's top corporates...with exciting results!
Fuji Xerox Global Services Marketing Campaign - a case study
In the midst of Special Occasion Marketing – let’s not forget – we’re here to make money
The right message at the right time with the right offer in the right tone is an on-target needle. Anything else is, to varying degrees, irritating.
In the midst of Special Occasion Marketing – let’s not forget – we’re here to make money
Event Sponsorship : a new way to meet marketing objectives
Sponsorship and experiential marketing may be all the buzz right now, however, as this rapidly growing industry continues to mature, companies are starting to go away from the traditional mainstream sponsorship properties in pursuit of better cut-through and brand recognition.
Event Sponsorship : a new way to meet marketing objectives
The (Shiny and New) Way to a Woman's Heart
Guys, listen up... the way to a woman's heart is not through these traditional "feminine" gifts. What'll really make her swoon and sigh is sleek, metal, shiny, and fast—women want the latest and greatest consumer electronics and have the hots for high tech, just like men.
The (Shiny and New) Way to a Woman's Heart
Seven Hurdles to Marketing Effectiveness—and How to Surmount Them
Marketing effectiveness—achieving it—requires an organization with the resources and know-how to achieve the fine balance between art and science that it takes to create marketing programs that meet measurable business objectives.
Seven Hurdles to Marketing Effectiveness—and How to Surmount Them
Basics of Strategic and Tactical Pricing
Pricing is one of the 4 Ps of marketing and the most basic tactic, having been around for hundreds if not thousands of years. It is the most direct way of communicating value to customers and has the most direct impact on bottom-line performance.
Basics of Strategic and Tactical Pricing
Light the spark of significant change
Malcolm Gladwell tells the story of how boxers Jack Dempsey and Georges Carpentier and RCA general manager David Sarnoff changed the face of radio in one short broadcast.
Light the spark of significant change
Marketing Strategy Is the Foundation for Business Success
In today's business environment, budgets are tight, resources are limited, and organizations are forced to cut corners. The directive is to economize in order to increase profitability or just to remain competitive.
Marketing Strategy Is the Foundation for Business Success
The Age of Relevance - Why we need to break our marketing habits
As more and more New Zealand homes are introduced to broadband, its speed increases and it’s included in more devices, New Zealand marketers truly face competition from offshore organisations. The modern world means that we need to start thinking global, or face threats that will be difficult - and perhaps impossible - to reverse.
The Age of Relevance - Why we need to break our marketing habits
Anticipation the key to marketing to Women
Amanda Stevens, Director of Splash Consultancy Group in Australia discusses how anticipation is key to marketing to women
Anticipation the key to marketing to Women
Left Brain, Right Brain: Creating a New Business Model
"Imagination is more important than knowledge." - Albert Einstein
Einstein's interesting quote (above) points to a current, fundamental shift in business thinking. In fact, business leaders are embracing, with great impact, the concept of integrating analytical abilities and creativity. And this is where our left brain-right brain discussion takes us.
Left Brain, Right Brain: Creating a New Business Model
The Nike+ iPod Partnering Strategy: Develop Unique Lifestyle Relationships
If you want to learn how to develop new revenue generating customer relationships, check out the strategic Nike+ iPod alliance.
The Nike+ iPod Partnering Strategy: Develop Unique Lifestyle Relationships
The Bottom-Line Case for Marketing to Women (Part 1)
"Marketing to women" has become the new buzz phrase for many companies. Corporations are creating high-level positions with the title of director or VP of the Women's Marketing Initiative; forming Women's Advisory Boards; hiring consultants to help them; and employing and promoting more women.
The Bottom-Line Case for Marketing to Women (Part 1)
Five Goals of Effective Chief Marketing Officers
Are chief marketing officers tuned into what really makes them effective?
Five Goals of Effective Chief Marketing Officers
Are the 1.5 million “Consumers who Care” the Next Big Wave?
1.5 million New Zealanders are part of a growing global trend that is seeing consumers taking an increasing interest in how companies are behaving socially, environmentally and culturally.
Are the 1.5 million “Consumers who Care” the Next Big Wave?
Will social responsibility really replace marketing?
This is a controversial topic and one many of you will not have considered or seen the connection between the two yet. How could social responsibility (SR) possibly replace marketing – or why does it need to?
Will social responsibility really replace marketing?
Purina Friskies - A Case Study
This case study explores the strategy behind the launch of Purina Friskies with Milk Essentials™
Purina Friskies - A Case Study
How to Make Your CEO Swoon Over Marketing
If you are like most marketers, you have to take the initiative to demonstrate and communicate to your CEO just how marketing creates business impact. That's exactly what was done by the senior vice-president of marketing at a large nationwide mortgage banking company. Here's how.
How to Make Your CEO Swoon Over Marketing
Experiential Marketing
You don’t need to be an adrenaline pumping, outdoor sports type, as Experiential Marketing is just a logical extension of marketing thinking, a philosophical approach to marketing communications.
Experiential Marketing
Technology and Marketing for Competitive Advantage
The importance of innovation to business survival is beyond doubt and now it is time for you to take action. Written specifically for marketers, business owners and strategic thinkers, this article focuses on the part technology can play in your business growth plans.
Technology and Marketing for Competitive Advantage
The Once and Future Direct Marketing
Lester's 19 Things That All Successful Direct Marketing Companies Know has helped define our approach to our trade and has offered us a clear point of differentiation from which to build a thriving industry
The Once and Future Direct Marketing
Do You Really Understand the 80/20 Rule?
Few rules are more widely quoted in marketing today than the 80/20 Rule (the Pareto's Principle), which states that 80% of your sales come from just 20% of your customer base.
Do You Really Understand the 80/20 Rule?
Consumer Empowerment Reloaded: Why Your Customers Should Drive Your Marketing
Mention the words "consumer empowerment" to marketers, and most will shrink away from you like a vampire from light. Conjuring up all sorts of evils, consumer empowerment is considered a stake in the heart of marketing.
Consumer Empowerment Reloaded: Why Your Customers Should Drive Your Marketing
Why Santa's Marketing Works Better Than Yours!
Santa Claus Inc. is well and profitable, right through recessions, depressions and just about any economic scenario. The reason why his marketing strategies work better than yours, is because he uses solid, dyed-in-the-wool psychology. He knows he doesn't have to use new fangled techniques, when his simple marketing has stood the test of time.
Why Santa's Marketing Works Better Than Yours!
Design: The New Corporate Marketing Strategy
Many marketing executives probably think that the success of companies such as Dell has everything to do with their enviable ability to innovate. Basing corporate brand positioning and differentiation on innovation is no longer an effective strategy, there must be something deeper that drives these brands.
Design: The New Corporate Marketing Strategy
Multicultural marketing: why one size does not fit all
Today, marketers are much more aware of the significant opportunity that the varying demographic groups present.
Multicultural marketing: why one size does not fit all
How the Rest of Us Can Leverage Word-of-Mouth Marketing (Even If You Don't Sell iPods)
Whether you are working in the B2C or B2B space, having your customers tell their friends, family and work colleagues about your product or service is what we all hope to achieve (and translate) into new leads, new customers, increased sales and improved brand awareness.
How the Rest of Us Can Leverage Word-of-Mouth Marketing (Even If You Don't Sell iPods)
Everyone's a Direct Marketer Now That Permission Is Here to Stay
Whether they know it or not, and whether they want to admit it or not, and whether they care to act like one or not, the Internet has turned every company into a direct marketer.
Everyone's a Direct Marketer Now That Permission Is Here to Stay
How Best Practices Can Get You a Better Meal
When marketing strategies fail, it's not because they aren't innovative enough. They fail because someone didn't think it was necessary to pay attention to fundamentals.
How Best Practices Can Get You a Better Meal
Understanding Buyer Behavior: Primary Demand Vs. Selective Demand
If you are generating leads or interest in your business, but are struggling with making sales or deals happen, you may be mistaking the type of demand your prospects are showing.
Understanding Buyer Behavior: Primary Demand Vs. Selective Demand
Marketing Strategy for Skeptics
Strategic planning is still vital. Believing your business can build success solely on its founding visions and dispense with the bother of a formal business strategy is a risk no business can afford to assume.
Marketing Strategy for Skeptics
Marketing? What is Marketing?
DLB interviews leading UK business commentator Alan Mitchell - his answer to the question 'What is Marketing' is refreshingly different
Marketing? What is Marketing?
Relationship Marketing has nothing (and everything) to do with Marketing
What marketers need to do to take the high ground in delivering key success factors for relationship marketing.
Relationship Marketing has nothing (and everything) to do with Marketing
Care to try sampling?
'Try before you buy' is an old technique - but how can brands persuade consumers to actually purchase the product after sampling it?
Care to try sampling?
The Simple Objective of a Marketing Campaign
If your customers don't come back, or you don't get good referrals, your product - or your marketing - stinks
The Simple Objective of a Marketing Campaign
How to Avoid New-Product Pricing Traps
Three broad categories of "pricing traps" that companies must avoid to insure successful and sustainable product introductions.
How to Avoid New-Product Pricing Traps
The Hidden Costs of Discounting - a Consumer Response to Pricing
Price is only important for some consumers, and for different reasons. Many do not care about pricing at all!
The Hidden Costs of Discounting - a Consumer Response to Pricing
A few admissions by a local marketer...
It should be compulsory for marketers to travel, read newspapers, watch the news on TV, listen to the radio, do the weekly supermarket shopping, and occasionally take a drive outside maps 1 and 1a
A few admissions by a local marketer...
Going Global - "It's a small world after all"¹
Expanding offshore? You’ll need patience, intestinal fortitude, a sense of humour, and a willingness to really learn about the country.
Going Global - "It's a small world after all"¹
Don't Send Wrong Signal to Customers
Do you run a bargain or low-end operation? Then step right up, my friend, your direct marketing promotions should be hawking your goods like a carnival barker. And don't stop shouting your spiel until they buy, buy, buy!
Don't Send Wrong Signal to Customers
A New Perspective on Marketing to Women
Learning more about your female customers and how they buy is potentially more important than the product or service you are selling.
A New Perspective on Marketing to Women
A Revolution for FMCG Direct Marketing
How wide are the marketing options growing for FMCG marketers and how fast are they developing? There's a revolution happening at basket level.
A Revolution for FMCG Direct Marketing
Endorsements… ezy-pezy style!
Getting a personality to endorse a product carries a number of dangers - not least the egos of some of them!
Endorsements… ezy-pezy style!
Paint Wars - Get Your Preparation Right!
When is a colour not a colour? The lesson for marketers is not to make assumptions.
Paint Wars - Get Your Preparation Right!
Paying lip service to the idea of consumer choice
Low involvement processing is undoubtedly a breakthrough in understanding the human mind, but is it really the saviour of advertising?
Paying lip service to the idea of consumer choice
Jump Out and Touch the Right Chord
Colour adds meaning to our lives. Why, then, is so much of our direct mail presented in black and white?
Jump Out and Touch the Right Chord
Focus as a Marketing Strategy
This article focuses on focus and its application to marketing through three best practice examples.
Focus as a Marketing Strategy
Spread The Word
When your customers talk...people listen. So why aren't more business owners using the cheapest and easiest form of advertising?
Spread The Word
Financial Intelligence for Strategic Planning
With solid marketing return on investment (ROI) techniques and planning tools in place, marketers can improve the effectiveness and profitability of their campaigns.
Financial Intelligence for Strategic Planning
Are Marketers Chasing Rainbows?
Are marketers chasing rainbows in setting impossible objectives around sustained growth, brand differentiation, persuasive advertising, profit maximization and knowledge management?
Are Marketers Chasing Rainbows?
Good Positioning Is a Sacrifice
Establishing a position for your product or service is a process of both inclusion and exclusion... and involves some difficult decisions and sacrifices along the way!
Good Positioning Is a Sacrifice
The 3-Hit!
Richard outlines what the 3-Hit approach is that Direct Marketers should be using for email campaigns.
The 3-Hit!
A Word in Your Silo . . .
How to make sure your ad agency is aligned with your call centre and you marketing strategy.
A Word in Your Silo . . .
How Should You Test Your Marketing Strategy?
In many business settings, strategy is a word that has cachet. It seems to have a little less today, with the word execution gaining quickly, but it still carries some weight.
How Should You Test Your Marketing Strategy?
Strategizing Your Next Move In The Global Game
You have one chance to make a positive impression, no matter what market you are in!
Strategizing Your Next Move In The Global Game
Re-Positioning Positioning
The act of positioning is a core element of a successful marketing strategy. This is a change—a healthy one—from the days when it was considered simply a tactic.
Re-Positioning Positioning
A Strategy for Marketing to Professional Service Firms
Publicis Rainger Certificate of Direct Marketing Scholarship winner, Nicola Sewell, explores the key elements in building and maintaining a successful working relationship with Professional Service Firms.
A Strategy for Marketing to Professional Service Firms
Fulfilment is not a four-letter word
For too long, fulfilment has been the F-word of the marketing process. Now it's being recognised as a critical ingredient in the communications mix.
Fulfilment is not a four-letter word
The Customer Evangelism Manifesto
A new way to reach prospects through your existing customers
The Customer Evangelism Manifesto
A Question of Value
We toss the phrase 'value added' around like a five-cent coin, but how well do we understand it?
A Question of Value
Managing Channels for Results
Adam sheds light on strategies for manufacturers who still need the services of an independent distributor or dealer channel.
Managing Channels for Results
CASE STUDY: 5 Tips from a Dimensional Package Campaign
Learn from someone's experience with a dimenional package campaign
CASE STUDY: 5 Tips from a Dimensional Package Campaign
Planning: Is it time for a Renaissance?
DM needs a revival in long-term planning to be successful, well, long term!
Planning: Is it time for a Renaissance?
Asian Companies must re-think their Marketing Strategies
For many decades there has been a management mantra that claims 'the customer is king', but it has remained, for the majority of customers, at best a platitude and at worst a legacy of broken promises
Asian Companies must re-think their Marketing Strategies
How Women Buy
What women want is the eternal mystery, and we can't all tweak our product lines to fit a woman's top ten desires (true love, regular pedicures and sculpted upper arms, among others).
How Women Buy
Consumers Don't Trust Marketers
According to a recent UK survey, consumers are distrustful of marketers. Have they lost touch with the consumer?
Consumers Don't Trust Marketers
True Multi-Currency Commerce for Small Businesses
How to become a truly global eCommerce player.
True Multi-Currency Commerce for Small Businesses
That Personal Touch
What makes some businesses irresistible to customers?
That Personal Touch
Can You Convert Your Marketing Into a Religion?
It's worked for religions for thousands of years; why don't you start making disciples?
Can You Convert Your Marketing Into a Religion?
Scandalous Celebrities: When to Drop Your Product Endorser
Over the years, celebrity endorsers have been involved in many different kinds of scandals. What's a company to do?
Scandalous Celebrities: When to Drop Your Product Endorser
7 Degrees Toward Global Marketing Nirvana
Here's the path to global Nirvana in seven easy steps
7 Degrees Toward Global Marketing Nirvana
Build A Niche and Never "Sell" Again
When your product or service meets a need, your customers will do the selling for you
Build A Niche and Never "Sell" Again
7 Rules for Direct Marketers
Alan shifts the focus from campaigns and creative to the people doing the work - seven power-packed guidelines from someone who's been there
7 Rules for Direct Marketers
How to Commit Brand Suicide
There are lots of ways companies kill their brand names. It's easy. Sean will show you how.
How to Commit Brand Suicide
Face a World of Challenges in the New Decade
Opinion on the future for Direct Marketers
Face a World of Challenges in the New Decade
Branding or Direct, a new approach to planning the strategic mix
Integration of both online and offline activity remains a central issue for marketers. Learn some key answers to this.
Branding or Direct, a new approach to planning the strategic mix
Get More Sales by Reducing Skepticism and Increasing Desire
Techniques for combatting the skeptics and making your product sound too good to be true
Get More Sales by Reducing Skepticism and Increasing Desire
US cigarette marketing 2001: The lowest ring of the Inferno
Jim has a bee-in-his bonnet about the tactics of US cigarette marketers
US cigarette marketing 2001: The lowest ring of the Inferno
Who Wants to Market to a Millionaire?
A few tips for marketing to the wealthy
Who Wants to Market to a Millionaire?
Niche Marketing and the Arts
The challenges for marketing the Auckland Philharmonia.
Niche Marketing and the Arts
The information edge: How to get the full value of information in the new economy
Information is NOT enough - it's what people do with it that counts
The information edge: How to get the full value of information in the new economy
Marketing to Kids
Three components of effective television marketing to children.
Marketing to Kids
Satisfying the 'Grown-Ups' Too
Successful DM to children requires adherence to marketing principles few achieve.
Satisfying the 'Grown-Ups' Too
Talking to Kids as Customers
A major opportunity and certain challenges.
Talking to Kids as Customers