MARKETING BLOGS JAN-JUN 2015

With a marketing communications career stretching back four decades, Alan Page's experience and expertise are far reaching. A new blog is added to this website and Google+ each month.

Posted June 2015:
A GAPING CHASM
OUR SOMETIMES far-sighted American cousins can see that there are around 750 million people in Europe, with pots of euros, pounds and krone to spend. There are notable export success stories in the other direction, too. As part of the marketing mix on both sides of the Atlantic, the power of editorial is harnessed, using PR. However, there is a gaping chasm to overcome: one of technique. Read more

Posted May 2015:

WHAT'S IN A NAME?
EVERY business has an official name and so much can depend on that appellative, a cornerstone of the enterprise's identity. It can help push the business forward or hinder progress. Once the business title has been agreed by all concerned and approved in accordance with legal requirements you are likely to have to live with it: so be careful not to call the boy Sue. Read more

Posted April 2015:

RIPE FOR RELEASE
DESPITE RUMOURS to the contrary, the humble press release is not dead. It has undergone surgery, yes, but it’s back at work, fit for purpose. Social media has not made traditional channels irrelevant. The process of distributing news releases has not been replaced by tweets. Companies will not be abandoning releases as part of their marketing mix. Read more

Posted March 2015:

SUCK IT AND SEE
IF IT'S FREE, will it attract? Might it turn into a rewarding sale or long-term relationship? With common-sense planning for free trials, samples or consultations you have the means to manipulate the purchasing instincts of potential customers. If you can’t offer something free in advance, you might look at providing them with a tempter alongside. Read more

Posted February 2015:

UPWARDLY MOBILE
SMARTPHONES and tablets have overtaken desktop computers as favoured devices for reaching the Internet. By the end of 2014 almost 87% of the UK’s 16-24 year olds preferred mobile access. If you sell to the general public and your site doesn’t work on mobile you may as well forget it. Google is looking more and more to accommodate in-the-hand visitors. Read more

Posted January 2015:

LEAVING LUCK TO CHANCE?
YOUR REPUTATION can take a lifetime to build. Yet it can be destroyed in moments. Mostly, status is represented by the brand(s). You are likely to have devoted extraordinary energies, ingenuity and financial resources to fine-tuning the product and the way in which you want it perceived by the buying public. Your brand is the biggest asset that you own, a source of huge pride and reward. Read more

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