BIG is good, but SMART is better

Posted by on Aug 12, 2013 in Advertising, Cost Transformation, Costing, Marketing, Media, Return on Investment (ROI)

Marketing Effectiveness: There are many occasions when adopting the ‘be big’ attitude works and works well. Large TV advertising campaigns such as Guinness’$20million ‘Tipping Point’ or the £13.4million advert Aviva Insurance used to promote their name change from Norwich Union highlight the potential successes and failures of going ‘big’. They can lead to an award winning memorable and talked about campaign (Guinness), or they can just as easily leave consumers underwhelmed (Aviva).  Like many marketing channels, ‘big’ can be used effectively but how efficient or necessary is it? We understand that certain brands require this approach but for the most part, we prefer to be ‘smart’ rather than ‘big’. Often, being smart with your strategy can provide you with both greater efficiency and effectiveness on your investment, but this doesn’t necessarily mean lower spending. Obviously, you can decrease your spend by being smarter with the marketing channels you use and the activities that you opt for within each of them. However, with marketing budgets normally set in place, the money is already there. So why not spend the same amount but spend it better? This way everyone wins!’ Social media is a good example of being too focused on ‘big’ as many companies invest time and resources in appearing...

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Round-table discussions at The Gherkin

Posted by on Feb 26, 2013 in Advertising, Marketing, Media, Procurement, Return on Investment (ROI), wasted spend

The Marketing Factory is getting ready to host another of their regular networking events on Thursday 18th April at The Gherkin in London. This particular event will be a breakfast round table discussion and will feature experts with media buying and marketing procurement backgrounds. How often do you hear that your media buying agency is getting inside your customer’s hearts and minds in a way that only they can? They use psychographics, geographics, demographics and more to ensure the delivery of your key messages to the right audience in the most cost effective ways possible. Sound familiar? Our argument is that how do you know you’re getting the best value for money or that what they’re advising is actually best for you and not the most profitable for them. Can you review the data and have you asked the questions, the right questions? We’ve spoken to many companies over the years regarding their media spend and more often than not, they’re being told that with their media profile, they are getting the best deal available to them and more often than not, that just isn’t true. We are holding a round-table discussion on the topic of whether you can and should buy direct as well the issues surrounding this. We will...

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Keep up with Google through SEO Effectiveness

Posted by on Feb 1, 2013 in Advertising, Return on Investment (ROI), Social Media, Technology

Each year Google makes on average 500 changes to it’s search engine algorithms. Some of these are small incremental changes, some however are fundamental to the way we see the web. This relentless pace of change is actually speeding up, so we all need to know and understand enough in order for us not to have our business websites damaged irreparably. The focus here is on Google as in the UK over 90% of all search is done via Google, albeit Microsoft’s Bing is applying a good amount of competitive pressure, but it’s still a way off in terms of overall impact. So what’s the reason for all the changes I hear you say? Well the search market is maturing, people (SEO companies) are becoming more and more sophisticated in manipulating the search results and the revenue that Google is getting is plateauing. This latter fact will clearly put extra pressure on Google to maintain their lead in the search market and they can only do this by continually improving search results for the user. For many of you I can hear you say “why does this matter to me? My site is fine.” The truth is that, depending on how clean your SEO team has been, future Google...

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Simple Marketing Messages are key to flexibility and effectiveness

Posted by on Jan 31, 2013 in Advertising, Marketing, Return on Investment (ROI), wasted spend

Cutting marketing spend seems to be the current focus for most but that shouldn’t have an impact on your efficiency. One way to cut costs but remain effective is to ensure you’re getting the most out of your advertising. I want to get back to the root of marketing and go over the importance of keeping your marketing messages simple and overall, understandable. By ‘marketing messages’, I mean how you convey who you are and what you do, to different target groups. This does sound simple although the number of complicated and indistinguishable messages that appear across our media channels seems to suggest that simple doesn’t come that simply to all. There are a number of reasons why this is occurring but it’s really only down to two parties. Either the advertising agencies are creating indecipherable messages through overly creative strategies or the campaign management aren’t clear on their desired messages and target market. Having clear and simple marketing messages requires that, firstly, you know what your customers actually want from you and secondly, you are courageous enough to exclude aspects from your messages so you can remain focused.  If you are not absolutely clear about what really motivates your customers then the temptation is to not exclude anything from your messages whereby advertising multiple...

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What’s up with the advert attention?

Posted by on Nov 19, 2012 in Advertising

For the past few weeks, one question has really been niggling in my mind. What is it with the Chanel No.5 advert featuring Brad Pitt? Why they hype? The more people are moaning about it (“Brad sold out”…”It’s ludicrous”…”The advert is bonkers”), the more attention the advert is getting, hence letting the advert do what it’s meant to do… This advert has been ridiculed, parodied even. It’s been written about in newspapers. I must say that Chanel’s TV adverts are not usually my favourite (I am unsure about the mini movie-type adverts of late), but I didn’t see much hype about the advert with Nicole Kidman, or Kiera Knightly. Perhaps it’s the monologue Brad has with himself that is a bit cringe. But people, the more discussions, the more advertising space and time for Chanel. And it’s like the age old trick when you tell someone not to do something then they will do it (“Don’t think of a pink elephant”). Don’t go and view the Chanel No.5 advert featuring Brad...

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