5 essential parts of all (marketing) strategies

5 essential parts of all (marketing) strategies

All strategies are made up of 5 basic parts. GOAL Where do we want to go? The only point of developing any strategy is to accomplish some specified goal. If you don’t have a clear goal, you don’t need a strategy. ANALYSIS What is the current situation? You...
A guide to better advertising creative briefs

A guide to better advertising creative briefs

Providing your creative team or agency with the key information they need to know is critical to getting effective advertising any other marketing communication. It’s not enough to just ask them to design an ad for you. There’s an infinite amount of ways...
5 questions every ad should answer

5 questions every ad should answer

All ads — no matter whether it’s a TV spot, a print ad, a billboard or a Facebook sponsored post — are vehicles to communicate a message for a company. The most effective ads compel people to do an action that the company wants them to do. That could...
Core principles of advertising

Core principles of advertising

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” — John Wanamaker What elements make up a good ad? How can you tell if an ad will be effective or not? What will really get people to buy your product or service?...
The network model of marketing

The network model of marketing

We used to focus all of our energy on trying to develop ads that would communicate a singular message about our core value proposition in an intriguing and compelling way. If we could do that, people would buy. The problem is that’s no longer enough. That method works...
Don’t run after a bus

Don’t run after a bus

The 2000 Year Old Man (by Mel Brooks): Don’t run after a bus. There’ll be another.   We sometimes get caught up chasing after trends. Some trends shape the marketplace. Online shopping. Social media. While some trends are just fads. Remember when everybody put QR...