MARKETING BLOGS JUL-DEC 2014

Alan Page has been writing about all things marketing since his early days as a business journalist. As marketing marches on, techniques have changed. A new blog is added to this website and Google+ each month.

Posted December 2014:
CUSTOMERS CAN TAKE MORE
IT IS one thing to ring up the sale, quite another to maximise income from the transaction. Fundamental to profitability is upselling: persuading customers to buy a higher-priced product or service and to add something extra. Upselling is not just about money in your till. It can help customers to solve their purchasing problems and obtain what is best for their purpose. Read more

Posted November 2014:

NO LOATHING LOST
SITTING in the press office at an international boat show, chatting with a friend who edits a leading trade magazine, calm was disrupted as he tried to hide face behind hands and bemoaned: "Oh no, here comes that dreadful tense whore." "Tense whore," I puzzled? "That awful Hortensia from that equally awful public relations shower on the south coast." Read more

Posted October 2014:

HOW TO READ A BANANA
ADVERTISING copywriting is no refuge for the gifted amateur. Allow me to take a look with you at some insider information about the creative words business, in this instance concentrating on printed forms of persuasion, rather than television, radio or online. There should be one kind of advertising: that’s the one with something meaningful to pervade. Read more

Posted September 2014:

CART BEFORE THE HORSE
THREE of the most incredulous statements you could encounter are: firstly, the cheque’s in the post; then, yes of course I’ll still love you in the morning; thirdly, I am a consultant and I’m here to help you. I am a PR consultant. And I am here. I am here to knock down some marketing myths and build up a case for communications practicality that might even help you. Read more

Posted August 2014:

NO WATERING DOWN
ON WHAT was a sun-baked summer's afternoon at a picturesque English race course, the so-called sport of kings abdicated its responsibilities to the money-paying public and racing in general through what has been deemed by many as sheer incompetence. It would have made a telling textbook example of how not to treat your customers. Read more

Posted July 2014:

SPONSORSHIP IS QUALITATIVE
AND NOW a word from our sponsor? No: some words about sponsorship. There’s been phenomenal expansion, largely because sponsorship enables you to target niche areas of new business cost-efficiently. Advertising is considered quantitative. Sponsorship is qualitative, often making significantly better use of promotional resources. Read more

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