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FRESH THINKING

You have to reach people

Ideas and Blogs

We regularly post on the issues and what we have observed happening in the complex world of marketing. The views and opinions are ours - and we are always open for debate. Let’s chat.

Most Recent

The True Value of IP

04.04.18 / 05:35AM / Michelle Gorton

Mark Twain famously said, "there is no such thing as a new idea…” The reality is that greatness often comes by re-imagining and extending what already exists. What’s newly created is still unique and novel, just maybe a little familiar and occasionally spectacularly inventive.

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marketing and advertising

Sales Growing Or Slowing? What's a realistic Target?

12.03.18 / 06:37AM / Peter O'Leary

One of the great business challenges is to deliver ongoing, continuous, growth in sales and profits. It’s an obvious objective - a common belief that it’s easy to repeat what you have previously done and then do some more.

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sales growth

Advertising Effectiveness - Secrets Revealed

03.01.18 / 03:11AM / Peter O'Leary

Today we are all much smarter. Marketing Science has revealed where the power was hidden, and we can find our own evidence in the vast quantities of data served up daily. There should be no excuses, just success stories. But this not the case.

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marketing strategy

Ads - What to Avoid

29.12.17 / 03:10AM / Peter O'Leary

Our list of what not to do. There is much to learn from mistakes of the past (all done by others, of course). Don’t minimise your Brand Hammering home the Brand works everytime. Your audience likes to hear from you. Minimise brand presence and they may miss that it was you completely. Who gets the benefit then? The category leader. If you’re a clear and dominant Number 1 the rules are slightly different (but only slightly). Don’t be boring. Loose me forever. There is no excuse. Don’t be totally rational. This is the same as being boring. Some argue that being rational is a must for Trade or Industry ads. That makes sense if those ads aren’t talking to people - human behaviour is consistent across all walks of life and activity. Our message is that Emotion leads. This covers our 2 and 8 second objectives. Rational messaging follows and may well be needed to hold the audience beyond 20 seconds. Start with Rational and your challenge is much, much harder. Don’t forget who your audience is. This is the ‘you are not your customer’ lecture. It’s not about what the internal team thinks. Internal perceptions are typically not evidence-based, and more often they have developed over a long time from assumptions and confabulations. What does the market need? Briefly, on the touchy subject of market research focus groups, - we find that it’s far more effective to watch what people do than to listen to what they say they do. (Feel free to ask more about this). In the digital world, there are better ways to understand how real consumers behaviour. Understanding how that market is orientated is key. There are many examples of ads that have been written by the client, for the client and missed the market completely. (Not our clients, happy to share). It’s sad waste of time, money and an opportunity missed. Don’t trigger someone else’s brand. The worst thing that you can do in an ad is trigger recall of someone else’s product. Your money, they get the benefit. The most common trap is when smaller brands talk about the category rather than about themselves. The category leader reaps the reward. There are many straight-forward strategies that apply based on your market position. From when you should lead, when you should ride on someone else’s shirt-tails, to when you should zigzag. Don’t expect one size to fit all. Good creative is context dependent - a banner ad on a website can never convey the same detail as a printed brochure. Developing creative messaging is a fascinating process. As the Madmen era showed, it requires passion, commitment and self-belief. And that’s just from the client - that wonderful person who has ‘sign off’, ultimate approval and, dare I say, accepts complete responsibility. This should be a team game - not a one pony show.

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marketing strategy

Media - Sector Updates

26.12.17 / 03:10AM / Peter O'Leary

Television Television continues to be the most influential of all media, despite no growth. TV remains the first choice for most people, accounting for 86.6% of all viewing (in Australia). There is ongoing polarisation around programming content, with news, sport and the reality genre enjoying substantial audiences. The impact of technology and personal devices (like Tablets and Smartphones) is enabling time-shift viewing - around 3% of viewing is shifted between 8 and 28 days from the original broadcast.

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brand marketing

Brands are built in media and at point-of-purchase.

22.12.17 / 03:09AM / Peter O'Leary

Consumer research has consistently shown that products that are advertised on TV are considered to be of a higher quality than those that aren’t. It doesn’t mean that TV is the only answer but it does show that cues come from an array of sources.

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brand building

Human Attention span is getting shorter.

18.12.17 / 03:09AM / Peter O'Leary

Human attention span is now measured at just 8.25 seconds, down from 12 seconds in the year 2000. (For comparison, a goldfish is measured at 9). The shift is attributed to use of devices and the cluttered world in which we now find ourselves.

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brand marketing

The media, the audience and the Advertiser.

15.12.17 / 03:08AM / Peter O'Leary

The relationship between the Audience, Advertiser and Media is fascinatingly delicate:

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Media Advertising

Why invest in your brand now?

11.12.17 / 03:07AM / Peter O'Leary

Some years ago a large Australian Retailer underwent a major re-brand. After 50 years, the leadership recognised the need to demonstrably update and refresh. The outcome was outrageously successful - receiving universal praise (how rare is that?). Acknowledged by the customers, embraced by the vast workforce and recognised by shareholders (who appreciated the lift in share price that followed). Congratulations for all involved.

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brand strategy

The origins of branding

06.12.17 / 05:46AM / Peter O'Leary

The modern word Brand is derived “Brandr”, an ancient Norse word meaning “to burn”. Its early use was to signify ownership (i.e. this cattle belongs to me!). Over time the Brand gained more meaning. When recognising the Brand, not only could you identify the Owner but also the origin and often make a determination on quality.   

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brand identity