Two Ways To Market
Which marketing is more effective?
“Let me tell you about our best ever chocolate cake. All of the ingredients are sourced locally.
The butter is hand churned from the milk of Brown Swiss cows...
Two Ways To Market
Tuesday, 21 July 2015
What Does This Advertising Do?
What Does This Advertising Do?
It’s
easy to erect a billboard that broadcasts to everyone—far harder to
build a bridge to meaningful engagement with the people who matter.
If it’s not helping you to get closer...
Betting On Maybe
Betting On Maybe
There are many reasons why Melbourne has been crowned World’s Most Liveable City
four years running—great coffee is just one. It’s impossible to walk a
hundred metres in any direction without stumbling...
Reasons To Choose
Reasons To Choose
Reasons are at the heart of all marketing.
Our marketing aims to give people reasons to choose—an explanation or
a nudge about why they should buy. The biggest mistake we make is
failing to match...
Amplify The Good
Amplify The Good
As
soon as she handed the keycard for the upgraded room to the formerly
disgruntled (now beaming) guest, the receptionist smiled and handed her a
second card. Her eyes held those of the woman...
Traditional Marketing Vs. New Marketing
Traditional Marketing Vs. New Marketing
We
recoil from the traditional marketing tactics that we are exposed to
every day. We install ad blockers and put up barriers that help us to
keep interruptions at bay. We recognise...
The Purpose Of A Billboard
The Purpose Of A Billboard
The
purpose of a billboard is to interrupt as many people as possible, to
create awareness not necessarily impact, to broadcast instead of engage.
I’ve passed a lot of forgettable billboards,...
The Most Important Lens We Have
The Most Important Lens We Have
As
business owners and team leaders we view our businesses through various
lenses. We have a financial lens, a success lens, a marketing lens, a
service lens and on and on depending...
The Premium Story
The Premium Story
It
was just a short internal flight, you barely enough time to get
comfortable in your seat—46 minutes to be exact. That didn’t stop the
guy who had mistakenly been ‘downgraded’ from business class...
What’s Your Customer’s Worldview?
What’s Your Customer’s Worldview?
It
was 10 am and the queue at the cafe serving coffee that’s less than 48
hours out of the roaster was ridiculously long. The line moved
impossibly slowly, and yet not a single person...
The Ideal Customer
The Ideal Customer
The ideal customer
Doesn’t worry about what the product costs.
Tells her friends about your service.
Gives you her undivided attention.
Would never consider switching.
Always listens when you talk.
Doesn’t...
Is Brand Storytelling Dead?
Is Brand Storytelling Dead?
When Shaun
sent through a link to an article declaring ‘storytelling dead’ and
asked me to comment, I wasn’t at all surprised to read what followed.
The piece suggested that because attention...
No Big Pitch Required
No Big Pitch Required
It
was nudging 6pm and Kelly was the last customer at the salon on a cold
and dark winter evening. As she pulled out her credit card at the point
of sale she noticed a discreet, but pretty display...
The Reasons People Buy From You
The Reasons People Buy From You
“People tell us who they are, but we ignore it because we want them to be who we want them to be.“
—Donald Draper,
‘The Summer Man,’ Mad Men, season 4
Our customer’s motivations have...
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