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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

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

When your advertising stops delivering results

04.09.17 / 02:50AM / Peter O'Leary

As a marketer is there anything worse? You’ve invested energy, much of your limited budget and the dial just didn’t move. Everyone is asking the question - what went wrong? And, everyone involved is pointing fingers.

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marketing strategy, advertising strategy

How to differentiate

25.07.17 / 11:20PM / Peter O'Leary

Have you ever wondered why consumers often behave as if they haven’t read the marketing plan? Why don’t they respond instantly to seemingly great products and smart tactical offers? Where is the disconnect? The marketing plan is written for an internal audience, while the consumer doesn’t care about sales objectives or brand goals.

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marketing strategy

Why you should start with strategy

18.07.17 / 09:50PM / Peter O'Leary

Strategy is an often misused and much misaligned term. By definition, a strategy is a plan of action designed to achieve a major aim or objective. Confusion can exist between what is strategy and what are tactics.

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marketing strategy