Strategy & Customer Needs Analysis
Ask Their Opinion
One of the best pieces of advice I was given to help remove the barriers to success with an advertiser, is to ask them their opinion on something. How I[...]
Tagged: Strategy
Strategy & Customer Needs Analysis
Soup Anyone?
This week’s success story is about soup, or more specifically, how a media company got an advertiser to think outside the box and make soup for his customers. Get the[...]
Strategy & Customer Needs Analysis
What You Think Does Not Matter
“Sales are contingent upon the attitude of the salesperson, not the attitude of the prospect” –William Clement Stone. I get to hear good stories from all over the world as[...]
Strategy & Customer Needs Analysis
Double Six
I have a coffee shop that lets you throw a dice to see if you get a FREE coffee. I think that is pretty cool. The deal is, you order[...]
Strategy & Customer Needs Analysis
Fish Where The Fish Are
14 years ago I spent a year travelling round Australia with my young family. To keep the mind alert and The Wiggles CD turned down, I wrote a book that[...]
Strategy & Customer Needs Analysis
Are Your Clients Wasting Their Advertising Dollars?
The US department store owner John Wanamaker is best remembered for his famous quotation: “Half the money I spend on advertising is wasted; the trouble is I don’t know which[...]
Strategy & Customer Needs Analysis
How to Make Your Sales Department Unique in the Marketplace – Without Entering the Price War
Does your media sales department have a USP? What is a USP, or unique selling proposition? It is a single unique benefit, appeal, essence or big promise that you hold[...]
Copywriting · Strategy & Customer Needs Analysis
Definitive End Date or Limiting Takeup? Take Our Poll
I had a small blue – best of three falls with a client last week. They are running a radio campaign for March based round an offer. An extra $300[...]
Strategy & Customer Needs Analysis
Stop Overcomplicating It
There is no doubt that advertising briefs can be complicated. Too many buzzwords that dilute the true meaning of exactly what the client is after, agencies trying to prove their[...]
Strategy & Customer Needs Analysis
Creative and Strategy
As a strategist I spend 95% of my day reading advertising briefs, and without fail, 95% of those have “out of the box creative concept”, or “media first” at the[...]
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