For London 2012 a marketing firm is both service provider and client May 15, 2012 COUNTDOWN TO THE LONDON 2012 OLYMPIC GAMES 72 DAYS TO GO Q What was your brand’s primary reason for being involved with the Games? A The task of marketing the London Olympic Games has been described as the biggest assignment in UK marketing history. For a group of agencies to collectively and collaboratively be able [...]
How to manage the web of social media April 25, 2012 SOCIAL media has revolutionised the way that companies communicate with their clients, allowing instant responses to customer needs. Whether via embedded instant messenger (IM) help on a customer query site or publicising your latest pension offering, social media can help your business. British retail banks are hardly known for their willingness to embrace change and [...]
Don’t miss out: Social media is becoming a productivity tool April 25, 2012 FACEBOOK and Twitter long ago moved beyond social media sites and became vital channels for communication, as well a useful tool for businesses and enterprises. With generation Y weaving social media into every aspect of their lives, businesses that ignore this may cost themselves the talent they need to grow and succeed. If access to [...]
Marketing is changing, but won’t be unrecognisable April 4, 2012 SIMON Middleton, in his book What You Need to Know About Marketing, describes the profession as “one of the earliest activities ever undertaken by mankind.” Like another early profession, it is often perceived as “of dubious morality.” Middleton explains that the impulse to market is misunderstood. Marketing is simply about building relationships between businesses and [...]
You don’t need stacks of cash for marketing September 25, 2011 GUERRILLA marketing techniques used to be the only option for cash-strapped startups. Indeed, tales of startup business owners donning fancy dress, handing out flyers and doing stunts are not uncommon. Thankfully, the internet has changed the game a bit. The guerrilla spirit is still required, but nowhere near as much as a healthy dose of [...]
Getting the taste for luxury marketing September 11, 2011 WE’VE all heard people say that good restaurants and products don’t need to advertise, but how exactly do you launch a luxury brand without doing so? We ask Penfolds, a high-end wine producer, how it markets its brand. 1. SCARCITY “There has to be an element of scarcity to any high-end product,” says Mathew Bird, [...]
ONLINE SME MARKETING SEMINAR February 17, 2011 British Library Business & IP Centre is holding a seminar on online selling and marketing to help small businesses communicate clearly online. Cate Trotter, the founder of Insider Trends, whose marketing and consultancy work has included brands such as Marks and Spencer, Clarks and Nokia. She will pinpoint key trends in online businesses and outline [...]
MARKETING July 15, 2010 Q. I am starting a business and I need to think about marketing but I don’t know where to start. Can you offer me some advice? A.This is a common problem. Most people will have heard of marketing, but they don’t know quite what it is. Mark Brewerton, the managing director of Total Marketing Solutions, [...]
ADVERTISING Q&A May 6, 2010 Q. I have recently started a business and am wondering whether I should be planning for an advertising campaign? A. Lots of entrepreneurs won’t be able to afford to spend on an advertising campaign when they first start out, it’s usually something that comes down the line. However, Carl Harris, business director at Cuba UK, [...]
Mediation flourishing in downturn June 16, 2009 LORD Woolf reported an intriguing statistic this month when he said that mediation delivered “a £1bn cost-saving” a year for business by diverting cases from the courts. The former Lord Chief Justice added that commercial litigation costs UK Plc £33bn per year. An average case going through the courts costs £1m and consumes three years [...]