FMCG conga line rides again
Years ago I worked as a junior marketing bloke for Allied Mills, which became Meadow Lea Foods, then Goodman Fielder. I returned 25 years later as a contractor running a specialist unit of the ingredients division in a pre-sale "polish-up" as they struggled to...
6 Steps in Managing Serendipity
"Serendipity" . Luck that takes the form of finding valuable or pleasant things that are not looked for. Websters Dictionary. My old Dad used to say "Son, the harder I work, the luckier I get" and it has usually worked out that way. It follows then that if you...
3 Elements of the perfect website.
On several occasions last week I found myself frustrated that I could not find a piece of information I needed on a website, I knew it had to be there somewhere, it is just that someone had effectively if inadvertently hidden it. GGGRRRRR Over the years I have asked...
Socialised branding
Building brands has always been the core of successful marketing efforts, and by comparison to what it is now, it used to be simple. Do a bit of market research, make stuff, generate distribution, throw money at advertising, generate volume, make more stuff, advertise...
3 steps to Lead conversion
Creating a lead is a whole world of work and pain for many business people, followed by another, converting the lead into a transaction. Too often I see the process followed as an aggressive "close at all costs" mentality. That approach rarely ever worked well for...
The 3 second test of a website.
When my kids were young, stuff always headed towards the floor. If it happened to be a piece of bread, it always landed buttered side down, so we had the "3 second test" Story to the kids was that it took the bugs 3 seconds to move from the floor onto their piece of...
Compelling data on what next.
Mitch Joel may have flogged his Twist Image agency to WPP, but hopefully he keeps on writing his blog and alerting us to terrific stuff like this presentation Winners and Losers in the Digital age, by Scott Galloway. Read the post, watch the presentation, have a...
Data, context and lies
As great an advocate of analytics as I am, it remains a truth that data without a context is useless. It is in the articulation of the context that data is given meaning, and it is at this point that the context can be articulated to change the meaning of the data....
Top 11 tasks for Small businesses.
Consumers and FMCG retail control
Retail has changed, very quickly and in a fundamental way, but not for everyone. Retailers, the blokes with the bricks and mortar still hold sway in most markets, but to varying degrees, and can continue to do so if they are as smart as they have been in the past....