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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

Reach and Frequency: What should be the priority? - AMBA Agency

14.05.19 / 06:00AM / Peter O'Leary

Let’s say that you've been tasked with delivering the best results from a limited budget. It’s now time to decide on the optimal exposure/reach and frequency needed to make your advertising campaign a major success - there are so many options, opinions and possibilities. More importantly, how would you know if you have the right strategy?

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Advertising, Media Advertising, Media Strategy

When to consider Brand Repositioning? - AMBA Agency

15.04.19 / 04:00AM / Peter O'Leary

There are four reasons why you would consider repositioning your brand:

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Google Expands Video Use

04.04.19 / 06:32AM / Jakob Caudle

Short-form Video is more important than ever! As the digital landscape evolves the battle between the alpha corporations, Google and Facebook, have extended into a new arena - the contest for video dominance. Video is the most consumed media format globally. As a result, all digital platforms are focused on establishing a stronghold in this market. Google and Facebook are currently helping themselves to unlock brand budgets and assert control over targeted performance advertising. As this battle continues, we’re on the lookout new developments that marketers can utilise.

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brand building

Key Visual Elements in Branding Your Digital Presence - AMBA Agency

04.03.19 / 10:50PM / Peter O'Leary

Branding is now more critical to business success than possibly at any other time in history and there are millions of reasons why. Human attention span is shortening and decisions are being made purely on emotive reactions in an instant (swipe left).

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Digital Advertising, Branding, brand communication

When do you hire a Brand Ambassador? - AMBA Agency

31.01.19 / 08:45PM / Peter O'Leary

Let's start with a straightforward definition of what a Brand Ambassador is - it’s a person, especially a celebrity, who is paid to endorse or promote a particular company's products or services. The keywords are Brand, Paid and Promote.

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brand marketing

BRANDING WITH A HEART: THE BENEFITS OF CSR

10.01.19 / 12:33AM / Peter O'Leary

Corporate Social Responsibility (CSR) is standard practice for most business. No matter what the size, there is an expectation that businesses do the right thing - from helping those in need to tackling issues that will make the world a better place. This expectation is almost becoming a demand, watched closely by all stakeholders, including shareholders, employees, customers and regulators/governments.

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Branding, CSR

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 every time. 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. Lose 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 a 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