applied know how
In the digital world, your consumers can’t help but shop around.
Regrettable, but true… loyalty is down, but not out.
The past few years have seen exponential growth in tools that have made researching and purchasing products online vastly easier. We’ve seen an explosion of mobile shopping apps that showcase options, simplify pricing, compare product specifications, and facilitate peer reviews that make switching brands easier.… Read more
Anyone involved in businesses that are consumer focused whether you are running the business or in marketing, trade marketing, shopper marketing or sales; whether you work for a retailer or a supplier; one thing is true. If you don’t “win” with shoppers, you don’t win.
Award winning marketing campaigns count for nothing if the shopper doesn’t buy.
But what does winning mean in the consumer business.… Read more
As we start working through the start of a new year, we see new plans, new strategies. This reminds me of one critical element that I see lacking in many strategies or plans is INSIGHT.
This is a simple word that means many different things to people, so I’d like to take time to define what Insight means to me. As brand and business strategists and market observers, we have a strong interest in identifying the potential actionable insights from mere interesting observations or descriptions.… Read more
To start 2015 I’ll focus on online media for a while to enable both managers and Boards to better understand how-mid-decade- advertising is changing.
This change is led by technology- both hardware and software- and both brand owners and agencies are struggling to keep up. And while there are a few brands and agencies surfing the wave of new media habits, the vast majority of us languish in traditional-media unaware of how fast things are changing.… Read more
I’ve spent a good part of my business life trying to get fickle consumers to remember the brands I work for.
We work within organisations to hone strategy and to create a great brief for our creative agencies to come up with fantastic advertising to persuade consumers and then align the commercial activities to create a great experience for our consumers.… Read more