Archive for the ‘Marketing Strategy’ Category
Three for free
Posted by Troy Forrest on August 28th, 2009 at 11:49am
“A free lunch is only found in mousetraps.”
- John Capozzi
3 free experiences I had this past week;
- A restauranteur relaunching his business, offering a free come-try-our-new-menu lunch to a group of networked colleagues. Implied cost – if you like it, tell others, and come back to spend
- Two young ladies walking around the Unley Football Oval signing people up for a free raffle (win a footy!). Even though it was free, people were still reluctant. Unspoken potential cost – after the draw, they’ll sell my details to a timeshare holiday place who will harangue me in the middle of dinner. I don’t need a football that badly.
- Some clever professionals donating time & wisdom to speak at a forum I’m building. The sense-of-obligation cost of taking this free help – expose & endorse the generous parties, owe them a favour, create a forum worthy of their presence.
‘Free’ comes with different costs.
Posted in Insight, Marketing Strategy
Be like Drama
Posted by Mal Chia on August 25th, 2009 at 12:59pm
If you really want to get noticed in your market, you need to do something different.
Don’t follow the competition.
Make your own rules.
Think outside the box.
Deliver over and above what your customers exepct.
Do something no one else in your catergory is doing and there’s a better chance that people will remember and come back to you.
Be like Johnny Drama and order a Welch’s Grape Soda.
Posted in Branding, Marketing Strategy
Artists shift your thinking
Posted by Troy Forrest on August 13th, 2009 at 4:28pm
“The most acclaimed artists not only create more works than their peers,
they also generate more failures.”
- Dean Simonton
In his analysis of how people can change the minds of others, Cognition Professor Howard Gardner looks at revolutionary artists. He suggests that artists create watershed moments - alter the thinking of an entire population – by doing 3 things; Continue reading…
Posted in Imagination, Marketing Strategy
Brand salience must be a strategic objective
Posted by Michelle Tustin on August 7th, 2009 at 1:22pm
The argument continues as to whether brand salience is top of mind awareness or more broadly the propensity of the brand to be noticed or thought of in buying situations. At Square Holes we believe salience is a measure of how big the brand is in the minds of customers. Specifically, this means that it is more than just a top of mind awareness measure. It is what is in the mind of the consumer, in both the number of brand associations and the strength of those associations.
Posted in Branding, Marketing Strategy
Australian advertisers and their agencies are too fixated on research and play too safe
Posted by Jason Dunstone on July 23rd, 2009 at 7:02pm
In a recent article on B&T on-line, Jacques Burger, the South African managing director of The Campaign Palace in Sydney and national CEO argues that “People go with their gut because they like it. Australia is too safe, its way too safe. Clients are too safe. I think it has become fixated on research in a bad way.”
In Australia for just over 10 months, he views the local advertising scene as “too safe”.
Posted in Advertising, Imagination, Marketing Strategy