When I wrote a brief to engage a new PR agency for one of my clients recently, I received complements on its detail and depth from every recipient, “Thank you! How refreshing to receive a decently written brief for once!” Whilst flattering, it also reminded me that the calibre of briefs I am sent – as a marketing consultant – …
Marketing is a superpower
Marketing is a superpower As marketeers, we know that marketing is a superpower. Setting strategy one moment and re-sizing a photo for social media the next. Creating a content plan before lunch and checking budget spend against forecast after. In a fast-moving digital world, measurement information comes at us by the second. It’s hard not to get overwhelmed and hide …
Six Steps to Great Marketing Planning
Marketeers are usually good at doing things. We juggle channels, response rates, copy, graphic design, online ad campaigns, customer segmentation etc. etc. We work at speed and to tight deadlines, in order to deliver perfection in image and word form. So, why do we need six steps to great marketing planning? Because, its a rare skill to plan consistently across …
Preparing for Greatness Post COVID
It sounds a bit mad – preparing for greatness post COVID – whilst we’re worrying about the more immediate issues of keeping our jobs, our homes and our health. However, it will be over one day, and the economy will gradually recover. So, this is now the phrase I find myself using most regularly with clients. The business landscape might …