Archive for August, 2007
Brand – Art or Science
Posted by Jason Dunstone on August 19th, 2007 at 1:07pm
The annual week of marketing related speakers this year focuses on the centrepiece of marketing – brands. Marketing Week 2007 posses the question ‘Managing Brands – Art or Science?’ A bit of a silly question, but one that may even beat last year’s record attendance of 800 marketing boffins. Continue reading…
Posted in Insight
Marketing in cyberspace
Posted by Jason Dunstone on August 12th, 2007 at 12:57pm
Do you live in Second Life? Virtual world Second Life reports to having eight million residents, increasing by 20% each month. While this is lower than the more than seventy million on MySpace, it is still impressive. Second Life reports to generate US$1.6 Million [AUD$1.8 Million] transacted every 24 hours. Are you missing out on a marketing goldmine? Continue reading…
Posted in Uncategorized
What is your consumer insight budget?
Posted by Jason Dunstone on August 6th, 2007 at 1:27pm
Good marketing is about engaging, connecting and empowering consumers. It is about being creative in understanding the market, identifying gaps and opportunities. While risk taking and intuition is vital, successful marketing strategy doesn’t come from misguided assumption or arrogance as to what consumers want, think and do. Successful marketing is about getting deep inside the lives and minds of consumers, sparking emotions and ultimately stimulating action. Continue reading…
Posted in Uncategorized
No tattoos. No tank tops. No Burbury.
Posted by Andrew Millar on August 2nd, 2007 at 5:15pm
I’ve come across two instances lately where the journey to grow new markets has ended in a travellers’ tale of woe.
The first concerns the exclusively British brand Burbury. They saw profits in shifting their market away from the upper class Brits and Japanese tourists to a broader more youthful base. So they introduced their famous signature tartan to the baseball cap. Continue reading…
Posted in Insight
B2B phone marketing works – if you persevere
Posted by Prof David Corkindale on at 4:49pm
For B2B lead generation, ‘old tech’ phone marketing can be effective: many people still prefer a live voice to an email. To pay-off, it has to be well conducted. Here are some tips*:
Posted in Marketing Strategy