“We’re all marketers now” Marketing is (or should be) at the heart of an organisation’s revenue generating activities. It influences and is influenced by every aspect of the business. In high performing organisations marketing is no longer the domain of just the marketing team. It’s the responsibility of everyone in the business. So, an understanding of marketing is an essential … Read More
Marketing training for insolvency practitioners
Insolvency Support Services, an award-winning provider of a uniquely complete range of support services to the UK insolvency market, offers two Wallace Marketing training courses for insolvency practitioners as part of its extensive ISS Training programme. Eileen Maclean, director of Insolvency Support Services and one of the UK’s foremost insolvency practitioners and trainers, said: “David’s expertise lies in developing and … Read More
Is your marketing achieving results? A masterclass for SMEs
Is your marketing achieving results? Are you and your colleagues so busy running your day-to-day business operations that you have little time to think about marketing? Are you spending too much time and money on activities that do not generate sales? If so, you’re not alone. These are common challenges that hold many businesses back from realising their full potential. … Read More
Walk more to boost your marketing thinking
The German philosopher Friedrich Nietzsche knew the power of walking, stating that “all truly great thoughts are conceived while walking”, a quote I came across while preparing for an active travel market research project for a UK city. The benefits of walking, where possible, rather than driving or taking public transport, extend far beyond physical health improvements and financial savings. … Read More
Marketing matters in the “new normal”: conference takeaways
The excellent speakers at PM Forum’s recent annual conference, Marketing matters in the “new normal”, provided many great learning points, as usual. Here are just a few of my key takeaways that are hopefully useful reminders for marketers in both professional services firms and B2B companies: Firm leaders want marketers to be the trusted advisors that we advise them to … Read More
Marketing to over 50s
Do 50 year-olds have the same needs, wants, preferences, attitudes, and behaviours as 85 year-olds? Some might, but most don’t. So why do some businesses group everyone over 50 into one “50 to 85” segment and market to them as if they are one homogenous mass? Would they adopt a similar approach to marketing to 15 year olds as to … Read More
Planning for success the British & Irish Lions way
There’s a lot to be learned from the military and the world of sport when it comes to good marketing strategy and planning. The ancient Chinese military strategist Sun Tzu’s The Art of War should probably be textbook reading for all marketers. I remember wondering why my boss at Sony gave me a book (Moving Mountains: Lessons in Leadership and … Read More
Teaching retail marketing at Heriot Watt University
Since my first Saturday job in a William Low supermarket while at school and summer jobs at Glasgow Airport’s Duty Free Shop, I have been involved in, and fascinated by, the diverse, every-changing retailing sector for my whole career. These hands-on, customer-facing roles were an excellent foundation for subsequent retail marketing projects as well as many other aspects of working … Read More