Marketing Communication

How do you market to people who think your store is frustrating?

July 20, 2011

Marketing is about moving people along the sales funnel – from target, to suspect, to prospect, to sales lead, to customer. It’s a process with different tools and experiences applied along the way. Recently, smart brains have started to recognise the principles of gaming in marketing – in areas such as collecting frequent flyer miles, [...]

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How do you market to people who think your product kills them?

July 19, 2011

Messaging about the cancerous dangers of cell phones is always surfacing in the media. But, so far, it’s just rumours and it has not slowed down the market. The value proposition outweighs the perceived risk. A recent article, “Do we understand the “risk” of mobile phone use?” looks at our assessment of risk. It argues [...]

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How do you market to people who hate your product?

July 18, 2011

Marketing a product is tough when it is hated so much that people start a political party to ban it. “Anti-PowerPoint party in Switzerland tries to ban software” according to the Huffington Post although, as it points out, the party is actually a front for someone wanting to sell his book on PowerPoint. It must [...]

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What has Marketing got in common with a bow tie?

April 21, 2011

What has Marketing got to do with a bow tie? It looks easy but it’s actually quite difficult to complete, unless you buy something pre-made Not everyone can pull it off Lots of people don’t do it, or don’t do it well It’s fashionable but open to being misunderstood Marketing & the Sales Funnel The [...]

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How green is your marketing?

April 14, 2011

Marketing communication that misleads buyers in to thinking that your product is environmentally friendly, when it’s not, is called “greenwashing”. An Ottawa-based company, TerraChoice, lists its 7 sins of greenwashing. Sin of the Hidden Trade-off. Suggesting a product is “green” based on an unreasonably narrow set of attributes without attention to other important environmental issues. [...]

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Using social media to market a country

April 12, 2011

Marketing a country is not easy when there is so much international competition. But the Canadian Tourism Commission (CTC) has found some interesting ways to engage its target audiences. Click on the Explore more of Canada ad on this UK page and you can instantly use Google Maps and Street View, to take a 360 [...]

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Has anyone used Prezi to make a presentation?

March 31, 2011

I did a presentation on Marketing and Social Media using the Prezi tool. Like most people I am getting very bored with PowerPoint, so I was pleased when someone told me about this newer tool (thanks Andrew Soobrian, @andrewsoobrian). It is intuitively easy to create with Prezi – a bit like working on a large [...]

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How to build gaming in to your marketing

March 23, 2011

Gaming on web sites is about engagement. It is not about visitors playing games, collecting points and leaving. Gaming is a strategic investment in entertaining people in your target market, getting them engaged in your brand and motivated. You want “gamers” to keep returning, to buy in to your brand positioning and to buy your [...]

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