The four crucial cornerstones of a successful marketing plan
It is February, budget time again, that time of the year when planning comes to the fore, usually as an added job that is just a pain in the rear. A common question at this time, facing this challenge, is ‘How do I write a marketing plan’?. I am not...
The hidden magic of the triggering event
What is it that acts as the catalyst that initiates the journey a customer will undertake that may end up with a transaction? If you knew this, you would be in a situation to be very specific about your marketing, both the nature of the offer, the way you...
The cost of a fact free media
EEEERRRRHHHHH Excuse me, I just threw up on myself after being assaulted by another ad by a fat billionaire exhorting me to 'Make Australia Great Again' by voting for him and his dodgy party. That nasty experience got me wondering about the nature of...
Australia Day 2019
Comes around quickly doesn't it! Tomorrow! 2018 was a pretty ordinary year, with the revelations of the Financial Services Royal commission after the government was dragged screaming to the table, sandpaper making its (public) debut in test cricket, utter chaos and...
The 1,700th blog post: What I have learnt about writing!
Practise is said to make perfect, but that is wrong.
Practise without learning make even poor outcomes repeatable, not perfect. However, practise with learning can make perfect, or at least improved and optimised. Perfect may be a stretch!
How to quantify your Customer Value Proposition
Your Customer Value Proposition is a vital determinant of your success. Optimising it to ensure it attracts those most likely to enter a commercial relationship with you is very often overlooked.
Here is a formula that at least may assist your thinking
The ’90 day trick’ for success
We tend to overestimate what we can do in a day, but underestimate what we can do in a year. This is a well understood cognitive bias first articulated by Roy Amara, as it applied to tech development, but I have found it holds everywhere else. 90 days...
To focus, ask the ‘Framing Question”
One of my acquaintances is in a real muddle, and stressing out beyond the point of sensible. His business is circling the drain hole, and he is drowning in things that he thinks he needs to do, and things that his various service providers, suppliers and...
Modern Marketing’s dark underbelly.
Digital has driven huge changes in advertising practice. None are more disturbing and annoying than the way we are tracked and targeted.
How can a bureaucracy be intelligent?
Bureaucracies evolved as a means to assemble and deploy the resources necessary to do a job. As organizations grew, so did the bureaucracies that supported them grow in sympathy. Somewhere along the way, size gets in the way of efficiency. An...