Effectiveness of ads on smartphone vs TV

I came across this study, commissioned by Facebook, investigating how people respond to visual content delivered on a smartphone vs. a television. It was published in 2015, so you may know about it, already. But, if you don’t, read on as it is very interesting.   The study exposed research participants to video ads on … Continue reading Effectiveness of ads on smartphone vs TV

Christmas adverts’ buzz – How does it help brands?

There are two topics of conversation that you are sure to encounter at one point or another, during Christmas season, in the UK. One, is the likelihood of a white Christmas (spoiler alert: very unlikely!). The other is the various Christmas adverts put up by the major brands.   As I write, Allegro’s Polish grandpa … Continue reading Christmas adverts’ buzz – How does it help brands?

Hard evidence that social media activity helps the bottom line

Social media activity can improve brand perceptions and customer service, but does it translate into more sales and profitability? That is the question that I am often asked. So, I was very pleased to come across two studies, recently, which measured exactly that. Here is a very brief overview of these two studies, and what … Continue reading Hard evidence that social media activity helps the bottom line

What cat food says about the cat owner

When I teach about positioning, I often refer to the market for cat food, using an example unashamedly stolen from my fabulous former colleague, David James.   There are 2 key aspects to positioning. One is to find an angle for the product that is unique and, hence, differentiates it from the competitors. Otherwise, you … Continue reading What cat food says about the cat owner

A new type of marketing celebrity: common people

Sainsbury’s has a long tradition of using celebrities to help promote their products, from pilot Amy Johnson in the 1930s to celebrity chef Jamie Oliver in 2000. And, now, Sainsbury’s is once again reaching out to celebrities. Not one, but four. And there isn’t a TV actress, a sport professional or a pop star in … Continue reading A new type of marketing celebrity: common people

The female consumer – Marketers still missing a trick

As it's International Women's Day, I thought I would share with you excerpts from a poster of the Girls' Day School Trust. It highlights how a girl's life, opportunities and expectations have changed in the last 125 years: In addition to making great strides in education and public life, women have also emerged as powerful … Continue reading The female consumer – Marketers still missing a trick