Old clothes and porridge I got back from holiday recently and apart from the hideous time zone dislocation I definitely know that I achieved some of my goals – rest, a change of scene and the opportunity to do some quiet thinking without interruption. Settling back into the work routine comes easily yet I find […]
Are these a thing of the past? Or are they still a useful marketing tool. Remember when having a round number (ending in 000 or 5555) was a really important part of your business marketing positioning? We slaved to get the same 4 digits for all our regional offices back in the day. Today, I’m […]
I read an article about airline spend on glossy safety videos and found some great marketing reasons for investing in high production values. First – aligning cultural values with education. Air New Zealand partnered with the Department of Conservation (DOC) to promote the importance of wildlife protection. That was after they did a movie hook […]
New ideas often receive pushback. That’s because they’re new, they represent change and that can be threatening to jobs, budgets and ‘the way we work round here’. It doesn’t mean they are necessarily a bad idea. I find that frequently it takes a couple of goes to overcome the pushback and also it takes some […]
Use your experience of life, of human communication and decision making to work out times in the customer journey when personal, individual, manual actions will have greater effect. I love using letters, phone calls, SMS – all great tools for use cases when you need cut through and to effect human-to-human contact as a context […]
The inexperienced new business development marketer will disagree with that statement. Why wouldn’t you want more prospects in your pipeline? The customer doesn’t owe you their business – but they do owe you an answer. Creating marketing tactics that provoke the prospect to answer “no” is a good thing. Sales know not to pursue them […]
Sam Irvine is CEO of Copyright Licensing New Zealand – as a B2B marketer he understands the use cases for AI and marketing. There are two main ones, you can use it internally to manage processes as organisational AI and secondly for external outputs like campaigns and marketing material creation. Good and Bad AI Actors […]
It launched. The “new” rival to Twitter. And there have been many attempts to become serious players in the social media space. Read the list of Launch > Defunction > Acquisition > Milestone. Meta will be closely watching our early behaviour on the platform. What we do now may well influence the features, algorithm and […]
I am a panelist at the Academy for Women Entrepreneurs summit talking about Social Media, Marketing and communications. Three talking points and answers From your experience in B2B Marketing, what do you think our Pacific & Maori business women who target businesses as customers should focus on for their marketing activities? Understand the customer – […]