Monthly Archives October 2013

What can marketing do to help a small business flourish?

Chris-FroomeA common misconception often made by small business owners is that marketing is for larger, more established businesses.

I had a chat about this with John Ponsford who spent four days last week completely rewiring all the lights in our house.

I asked John how he gets referrals and he explained that all of his work is through recommendation and word of mouth. He’s nervous about spending money on marketing and unsure what results he could achieve if he went down this route. He doesn’t advertise in the Yellow Pages but doesn’t know what he should do or where he should start.

I commended him for the way he and his father quietly got on with the job; how pleasant they were in how they didn’t get in the way of the family; their courtesy and how we appreciated that they always tidied up whe...

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It’s not what you say but what they hear that counts

listeningThis was one of the many profound insights shared with a global audience of PR and communication leaders from around the world that gathered a stone’s throw from the National Assembly and Saint-Germain-des-Prés in central Paris last week.

The subject of leadership dominated the two-day ICCO Summit and what was fascinating to observe was a growing consensus view of the recognition that clients need to be supported in understanding not just how their messages are being delivered but more importantly how they’re being received.

I was particularly impressed with Diana El-Azar, senior director responsible for media, entertainment and information industries at the World Economic Forum.

Diana’s job is to oversee partnerships with global media companies and she’s personally involved in setting ...

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What four lessons can marketers learn from the launch of Grand Theft Auto V?

grand-theft-auto-v-wallp-20In business, it’s more important than ever to push the boundaries in order to achieve a competitive advantage. It’s about being brave. And doing things that your competitors can only dream about.

As the world shrinks smaller, the importance of pushing the boundaries and striving for greatness is at an all-time high. And this partly explains why the makers of Grand Theft Auto V (GTAV) – Rockstar – have become the titans of the video gaming industry.

There are very few industries outside of medical, technology, engineering or defence where a company can blow a cool $250m in research and development. But that’s exactly what the founders of Rockstar did before they saw a cent in return...

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When customer service fails – spectacularly!

Delta AirlinesI’m fascinated by real-life experiences of really bad customer service.

It’s not because I have some prurient interest in disasters or the bad luck to befall customers but I genuinely want to understand how marketing can be improved by learning from mistakes made by some of the biggest brands in the world.

It’s not the sort of content PR folk want to see in a blog of course so I’ve had to use social media to dig deep and uncover examples I’d like to share with you. Some appear in my latest book, High Impact Marketing That Gets Results.

The following has been kindly submitted by Barry Maher, a US-sales and marketing guru and author of Filling the Glass: The Sceptics Guide to Positive Thinking in Businesswho works with clients including Merck, Verizon, Wells Fargo, H-P and Budget ...

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Top 5 reasons why customers walk and Top 10 tips of making them stay

exit-sign

Ever had the sinking feeling that you’ve done all that was expected of you to entice the customer or client to come back but they simply leave without making a purchase or don’t bother returning your call?

There are five key reasons why customers tend to walk away and not come back:

  1. They die (1%)
  2. They move (3%)
  3. They are lured by a competitor (14%)
  4. They are unhappy with the product, service or price (14%)
  5. They are unhappy with the way that they’re treated (68%).

Whilst sales and marketing professionals have possibly little influence over the first four reasons why customers do a runner, salespeople and business owners certainly have complete control over at least 68% of the customers who leave.

As such, it’s in your best interests to ensure that your sales and marke...

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Ardi Kolah speaks at ICCO Summit on how international agencies can generate incremental new business in the wake of London 2012

Venue-for-ICCO-SummitLeading PR and sports marketing expert Ardi Kolah discusses the findings of his unique global report that identified opportunities for sports marketing and consultancy services to 2022 at the forthcoming ICCO Summit in Paris on 10-11 October 2013.

Kolah recently advised the Department for Business Innovation & Skills (BIS) in the wake of the phenomenal success of London 2012 Olympic Games and his recommendations have influenced the British Government’s growth strategy for business and professional services.

Kolah’s briefing for ICCO Members includes:

  1. identifying the new business opportunities;
  2. explaining the timescales and bidding processes;
  3. reporting/estimating the budgets;
  4. highlighting the problems presented in specific markets;
  5. detailing the local business cultures;
  6. explaining when...
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Ardi Kolah elected to PRCA Council to represent interests of the PR industry in the UK

Ardi-fullGlobal public relations, marketing practitioner and best-selling management author Ardi Kolah has been elected to serve as a member of the PRCA Council 2013-14.

The PRCA represents PR consultancies, in-house communications teams, PR freelancers and individuals. With over 300 agency members from around the world, including the majority of the top 150 UK consultancies and over 100 in-house communications teams from multi-nationals, UK charities and leading UK public sector organisations. It is the largest professional body of its kind in the UK.

More than 900 PRCA members participated in the voting process.

Ardi Kolah said: “It’s a real privilege to join the PRCA Council at a time when the PR industry is facing some of its toughest challenges with proposed regulation of lobbying and the medi...

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