Business Tools review

We review the tools and strategies business employ to help succeed. Anything from SEO, to management and leadership, to getting bigger premises.

   Mar 04

How Tradesmen Like Plumbers Have Changed by Using YouTube and Online Professional Bodies

Discovering a plumber is a simple job. Finding an excellent plumbing technician is not as simple however it is possible. The best method to be sure you got the very best one is by beginning early. This might not seem like excellent guidance if you require one now so here is exactly what you can do now.

Ask around. Get a couple of numbers from pals, family members, neighbours and coworkers. Individuals just suggest a person who did a great job. They will certainly be sure to tell you about the frustrations they experienced so listen keenly. If many individuals speak ill of a particular plumbing technician or plumbing company then prevent it. You may get a few glowing suggestions. If one number appears more than as soon as among your circles, then you understand you have a winner.

Consult another professional in the building market. If you just recently rewired your home or repaired your roofing then you have the contacts of these individuals. Ask to recommend a great plumbing contractor they may know. They are most likely to select the name of a pal. This is not a bad thing. If they were dependable then they will certainly choose a plumbing contractor who will certainly provide you a service that is similar to theirs. They will certainly likewise make sure not to mess up the track record that they have constructed with you.

If you are still incapable to choose a selection then examine how long the plumbing technician has been around. This need to be reasonably basic if he is registered. A knowledgeable plumber ought to have the ability to address a lot of your questions. It would also be a good idea to look into a union or registration body. They will have a list of every real plumbing contractor. They will likewise warn you versus rogue dealers. Finally, if you are unsure who to pick, choose a plumbing contractor who belongs to a company. A company is likely to be more accountable due to the fact that they have a physical address and are registered.

Plumbing is, unfortunately, one of those markets and industries, that is typically full of con-artists and cowboys. They are unethical and take advantage of the vulnerable who don’t know enough, or aren’t strong enough to suggest, whilst surrounding by a pool of growing water from a leakage. So when you have an emergency situation, or how do you ensure that the individual you call to come and fix it ASAP is reliable and will not overcharge as they think it’s easy money?

The first option and probably the very best, is to have a little list of suggested plumbing professionals (and other emergency situation tradesmen) on-hand from loved ones– individuals who have been made use of before, preferably multiple times, and have a track record for being reasonable, ethical and with excellent service. Plumbing professionals in California or plumbing technicians in Congleton will constantly rely on a great track record– this holds true all over the world, and so they are the ones to trust one of the most.

If you have no recommendations list, and you do not have the time to ask around (let us envision a growing pool of water in the kitchen area!), then the starting point you will want to look is online. However don’t jump directly into the plumbing professionals internet sites themselves yet– instead head over to the Institute of Plumbing, which is an official internet site to enhance plumbing technicians and the way they work. This site likewise has a directory site listing of every plumber, and you can browse it totally– the most helpful technique being by postcode– so quickly you can see all plumbing technicians in Congleton, or anywhere you are!

YouTube is another arising choice for discovering plumbing professionals that can be dependable, with them putting in the time and effort to in fact trouble putting a video together– see this example of Congleton plumbers:

When you have actually begun sounding a couple of individuals, ensure you inquire particular questions in order to assess their professionalism. For example:

  1. Ask how long they have been in the plumbing business, and how long they have actually had this particular business (to guarantee they do not continuously change names).
  2. For non-emergency work– as if they have previous jobs where you would be able to see and check their work (helps rule out those who stop half-way through a job).
  3. Does anybody advise them and can you get their details?
  4. Guaranteed plumbing professionals are a have to– in case something goes wrong, you wish to guarantee they can fix it, no matter the costs (accidents do happen to even the very best plumbers Congleton sometimes, so ensure your plumbing professional is guaranteed).
  5. Do they belong to expert bodies in their market– e.g. APHC– which control all plumbing and heating specialists, these expert bodies have codes of ethics and members have to stick to them or they can be reported by you and deal with being kicked out!

   Sep 22

The Cheapest Office Premises Around?

How some people are taking advantage of working out of self-storage units, and their cheap rates!

The corrugated iron corridors of the Access self-storage center in West Norwood, south London are marked by the confidential layout of padlocked doors. Behind numerous are the possessions that individuals just can not bring themselves to throw away – typically the residue of life-changing minutes like death or divorce. Yet in among the heaps of furniture and knick-knacks, a growing variety of the metal containers play host to a wide range of small businesses.

They’re brought in by the flexibility, the short-notice durations and low overheads that characterise the rough and prepared space offered by the self-storage market.

Geoff Gladwell of Chaffinch student storage company has noticed an influx of visitors recently, but not all are wanting to use the space just for storage – many are utilising the area for running their business from it. Other storage companies report the same thing – more businesses are using the containers as a way of escaping soaring office rental charges.

Hiren Patel, the boss of e-commerce gift business Sent 4 U, runs one such small firm, and he’s tired. In the run-up to Christmas his team is parcelling up 12,000 items a day – toys, celebration items, diaries, cards and his best-selling Santa outfits – and sending them all around the world. It’s a day-and-night operation, and he employs 20 personnel to assist him keep up with the joyful rush. For a seasonal company such as his, the self-storage devices are perfect.

“It’s convenient to be here,” he states. “You don’t have to pay council tax, it’s all included in the rent. It offers you selection, if business isn’t performing you can offer one month’s notification and move on, or you can decrease your space so it provides you good flexibility.”.

Mr Patel uses various storage units for different bits of his operation – like a series of mini storage facilities.

“It is a kind of depot,” he says. “We keep our distribution center right here to utilize the flexible area and save some cash.”.

While the High Street is suffering from an increase in empty stores, the market for storage devices is growing as more online sellers recognize they are convenient and cheap locations to store their stock. Storage centres are usually found on the outskirts of towns, in areas where space is cheap. And while these places might not offer a distinguished address, the fundamental units are ideal for e-commerce companies. In Balham, south west London, Helen Cockle and Helen Gilbert moved their children’s clothing business, the Little Legs Business, to a storage area when their stock grew out of the cooking area table. Beginning with a 15 sq ft (1.4 sq m) location in a regional Big Yellow center, three years later on the business has actually broadened into a space virtually 10 times the size.

Many storage centres also provide a front-of-house reception location to take shipments. Mike McGuire from Scottish self-storage company Len Lothian states such a service is a significant destination for small businesses who rent its devices. “The major reason why small firms specifically save with us is that we accept shippings on their behalf,” states Mr McGuire. “We sign for and take in the goods into shop. They are out and about running their company and don’t lose time awaiting shipping of stock.”.

No business rates.

Storage business started in the United States in the 1970s, the idea then infected Australia, and just truly launched in the UK in the past 20 years. It’s in this past years that renting space has started to expand, and there are now about 1,000 sites in the UK offering more than 30 million sq ft of storage space. Chaffinch Student are a storage company specialising in the student market, and look to provide a storage facility when students are out of term, or during summer holidays. However, they have noticed a steady increase in enquiries from business owners wanting to take advantage of their storage units. They have since started targeting business customers. This year Chaffinch tell us 42 % of self-storage space was for industrial use, compared with 39 % in 2012.

Benefits include lower costs, but also, whilst the Treasury introduced VAT on storage area in 2012, which has raised costs for domestic users, businesses can claim it back. Companies likewise do not need to pay company rates – the taxes usually paid on non-domestic properties – on any storage space they utilize. This is due to the fact that the Evaluation Workplace Company states the problem landeds on the self-storage business itself. “We usually evaluate self-storage centers as a warehouse and the operator of the self-storage center will generally be responsible for the payment of rates,” it states.

It’s difficult to put an average price on the cost of storage area in the UK since it differs across the country, but a consumer can expect to pay about £20 a year per sq ft

Thanks to BBC News for the original copy of this article. You can find it here.


   Mar 21

Take Advantage of SEO Resellers Plans For Maximum Profit

In the last few years, the modern business world has witnessed some speedy revolutions regarding technology. We’ve also seen a major impact of the internet on customers and business organizations. Due to this, most companies have tried to construct stable standards associated with selling practices.

This has increased the demand for SEO reseller websites. In simple terms, SEO reseller is a popular service through which business organizations can achieve higher visibility for their business websites. SEO resellers help business organizations rank higher in search engines when they’re unable to do it independently.

Since a direct approach to a major Search Engine Optimization firm may be quite expensive, going through an agent or SEO reseller may seem to be a more viable option. While outsourcing SEO and SEO tasks to professional SEO reseller websites, business organizations are able to market their products and services on the internet in a much better way.

Most people don’t realize, but a major share of the present SEO market is held by SEO resellers. This is because the traditional approach of SEO firms approaching prospective clients and vice versa has significantly slowed down.

Currently, strong business solutions may not be able to independently meet the robust demands of most consumers. However, additional knowledge to implement and pick various resources to boost marketing efforts may prove to be very beneficial. It makes it easier to expand a Cheshire business organization’s reach and attract more customers. A local SEO Cheshire firm can certainly help to drive your business.

In the last few years, online selling has become extremely popular in almost every part of the world. In order to generate more traffic, websites need to rank higher on search engines. SEO reseller websites can make this task a lot easier. However, before you choose an Cheshire SEO reseller, you should consider some important points. Some of these have been discussed below.

Role of SEO Reseller Websites in the Modern Business World

These days, SEO reseller websites play a very important role in assisting various business organizations who want to outsource SEO assignment to reputed and trustworthy SEO providers in an inexpensive manner.

You can easily find a lot of SEO companies on the internet. These companies offer some good opportunities to small SEO companies and individual consultants to join as authorized SEO resellers.

In fact, some companies also train people under SEO reseller programs to attract more companies which are looking for the same kind of assistance. SEO resellers have become a solid bridge between reputed SEO companies and clients. When you deal with an SEO reseller, you don’t have to dent your wallet.

There are many different kinds of SEO reseller programs available in the market. Some of the popular ones include agency programs, co-branded affiliate programs, SEO tools programs and API/White Label programs.

affiliate marketing

Aspiring Cheshire business SEO resellers can choose a program according to their needs and requirements. SEO resellers use only white hat search engine optimization practices to advertise and market a business on the internet. An SEO reseller tries to build a long term and fruitful relationship between a client and SEO provider.


   May 27

How Benefit Cosmetics made a big impression with a £3,000 video budget + MORE

Ed Pilkington, Diageo: Your marketing epitaph should be ‘highly effective’, not ‘creative genius’
Effectiveness may not be a word that stirs the blood. However, when you think that being effective means “being successful in producing a desired or intended result”, and we all work in the results business, then there is no escaping that effective marketing should lead to success. The question therefore is how to be effective…

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Brexit concerns fail to curb consumer spendingGfK’s monthly consumer confidence index found that people’s propensity to make a big purchase increased by four points to +9 in May compared to the previous month and by seven points from a year ago. This despite the fact that retailers including Next and Marks & Spencer have warned over consumer spending due to economic uncertainty…

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Adobe’s global CMO on what it takes to forge a career in technology marketing
What advice would you give to marketers looking to progress in their career?
Look for companies where a pivot is about to happen because I think that’s when things are most exciting. Look for an opportunity at a company that is transitioning or starting from scratch. That’s personally what I like to do…

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How Benefit Cosmetics made a big impression with a £3,000 video budget
Despite fierce competition in the premium beauty market Benefit Cosmetics does not advertise in the UK. Instead, the brand focuses its attention on creating mutually beneficial partnerships with publishers and genuine relationships with bloggers – who are also unpaid.
As a brand that does not advertise, Benefit’s ability to spark conversation is vital…

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I have to admit, I am not the most patient person. I am even less patient when it comes to being put on hold by so-called ‘customer service departments’. We are all familiar with the inevitable message, “your call is very important to us, we will be with you shortly”, while you die a little bit at the other end of the line…

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   May 20

Understanding the diverse tastes of the UK’s most wealthy + MORE

The 5.7% fall in the first quarter compares to a 3.9% fall for the same period the year before and marks three years of primarily declining scales for Asda.
The disappointing results will be embarrassing for Asda’s CEO Andy Clarke, who last August claimed it had reached its “nadir” after sales fell 4…

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Should brands be concerned by Google’s focus on AI?New products and services unveiled at the event included Google Home, a voice-controlled device that lets users ask questions or receive tailored local information such as traffic or weather, as well as a new messaging app dubbed Allo and a video chat service, Duo.
Google hopes it can outsmart rivals with Google Assistant a chat bot that learns more about users as they use it via machine learning, AI and natural language processing…

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The 2015 scholars were yet another successful bunch and represent brands such as Mondelez International, Channel 4, BBC, L’Oreal, Qubit, Talk Talk, Bing and KFC.
Set to a backdrop of Arsenal FC’s Emirates Stadium, watch each of them offer their advice to the next generation of emerging marketers below…

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Understanding the diverse tastes of the UK’s most wealthyLuxury brands looking to target high net worth individuals (HNWIs) in the UK need to understand the group’s diverse behaviour, as consumers in this category are more digitally savvy than average for their age, while still being big advocates of traditional channels such as TV.
They also have a love of both high-end and everyday products, so marketers may need to rethink how they communicate to compete effectively…

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How brands can score at Euro 2016

– marketingweek.co.uk

How brands can score at Euro 2016Brands need to look beyond the obvious to capitalise on the opportunities surrounding the UEFA Euro 2016 tournament, because while targeting the male population on TV will generate significant reach, this is by no means the only option.
Indeed, there are 7.7 million female football fans in the UK, according to Kantar Media’s 2016 SportScope study, which suggests 33% of the UK’s 23…

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   May 13

Food and drink industry welcomes stricter rules on advertising junk food to children + MORE

Why brands should invest as much ad spend in eSports as in Premier League FootballIf you haven’t picked up a video game control pad before, you’d be forgiven if the term ‘eSports’ creates a face full of confusion.
Essentially, professional gamers compete on titles such as Call of Duty and Minecraft to mass audiences that tune in through the web. To give you a sense of its popularity, live-streamed competitions can carry cash prizes of up to $5m, while globally MLG…

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The Committee of Advertising Practice (CAP) is today launching a full public consultation on introducing new rules that would govern how brands can target children in non-broadcast media, including online. It comes amid widespread concerns around childhood obesity and the need to ensure the rules reflect changing media habits…

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Arnd Pickhardt, advertising and marketing director at Lidl Germany, won Visionary Marketer of the Year. He was promoted to the top marketing job in the discounter’s home market of Germany at the end of 2015 having run its marketing operation in the UK since January 2014, with his move testament to the impact he has had in the marketing transformation at Lidl…

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JICWEBS, which was set up in the UK by ISBA, the IAB and the IPA to promote trusted digital ad trading, is to provide certifications to companies pursuing positive advertising strategies. Publishers, agencies and ad tech providers will all be audited to determine whether they are up to scratch against six principles:

Educate yourself about traffic fraud and the risks that it poses to your business…

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The big winners on the night included Aldi – which won Brand of the Year and Marketing Team of the year – as well as Direct Line which picked up the CEO Award for Marketing and Lidl’s Arnd Pickhardt who was judged the Visionary Marketer of the Year.
The full list of winners is:
Compelling Content
Brand: Absolut VodkaAgency: Somethin’ ElseName: Silverpoint
Outstanding Storytelling
Brand: Royal NavyAgency: WCRSName: Made in the Royal Navy
Marketing for Society
Brand: Women’s AidAgency: WCRSName: Look At Me
Digital Transformation
Brand: Trelleborg Marine SystemsAgency: Stein IASName: Measurable marketing quality
Branded Experiences
Brand: Virgin TrainsName: Virgin Trains Village Limits at Festival No…

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   May 06

Morrisons boss: ‘Our marketing is helping boost sales and brand loyalty’ + MORE

BT’s revenues for the year were up 6% to £18.9bn while adjusted pre-tax profit rose 9% to £3.47bn. Speaking during an investor event today (5 May), BT CEO Gavin Patterson admitted that three years ago the company had been in decline but said a focus on its “strengths and competitive” helped the company to its best performance in seven years…

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Morrisons saw like-for-like sales rise 0.7% in the three months to 1 May. During the quarter Morrisons also launched its Easter TV campaign – the first major above the line spend since the supermarket appointed Publicis London as its ad agency earlier in the year.
The campaign was a springboard for Morrison’s new brand proposition ‘Morrisons Makes It’…

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The UK is ‘four years behind the US’ on customer experienceAmerican brands are more advanced in customer segmentation and brand experience than UK counterparts, and are more aligned internally, meaning they continually outperform the UK in customer experience.
The US beats UK companies by an average of 2% on customer experience scores, according to the latest US Customer Experience Excellence report by consultancy KPMG Nunwood, with the top five American brands scoring the best in the Western world…

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Every now and then the Secret Marketer has a Damascene moment. A blinding flash of the obvious; something I’m sure everybody else has noticed, but not me. The most recent one was this: we make the basic mistake of believing that there is a world of people who are lying awake at night thinking about our brand – and awaiting, with bated breath, to engage with it…

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The campaign, which first launched in 2013 and features a cat playfully asking consumers to ‘Be More Dog’, had become a mantra for the mobile network brand. It even trained more than 600 members of staff to implement the brand philosophy in their day-to-day work.
However, Marketing Week understands that O2 is dropping the long-running campaign as it prepares to “imminently” launch a new brand positioning…

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   Apr 29

Telefonica: ‘Apple is yet to demonstrate a strong case for why people should buy the Watch’ + MORE

Brits curb major spending as Brexit concerns deepenAfter 15 continuous months of positive growth numbers, consumer confidence levels fell back into negative territory with a -3 score in April. All of the measures used to calculate the Index, including personal financial situation, general economic situation and major purchase index, also saw declines this month…

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Speaking at Marketing Week Live today (28 April) Richards said that while sales data he has seen suggests the Apple Watch is selling better than some might think, many consumers are waiting to see what the firm does next.

“The challenge for Apple is the question ‘what is it doing for me?’…

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Ruth Mortimer: Marketers – let’s confront the problems with scale
You’ll recognise these as words from a classic brand management course. Actually, I’m lying. These are the words of Vox Media and The Verge co-founder Josh Topolsky in his excellent recent essay ‘Your Media Business Will Not Be Saved’, posted on Medium.
Topolsky is writing specifically about the media business but his words have value for marketers…

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Speaking at Marketing Week Live today (28 April), Ellwood said: “Marketers have to put their brand in context. People are not walking around thinking about [new Disney film] Captain America: Civil War or about brands the whole time. They are actually thinking about their lives.”
Most consumers are also overwhelmed by choice, he said, and part of a brand’s job is to declutter to make the process of making a purchase easier…

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How to ensure value for money from mobileCosta targeted customers on mobile to help drive them in-store when nearbySpend on mobile advertising is growing at a terrific pace but it will not reach its full potential until brands can more accurately measure the effectiveness of their campaigns.
According to the latest IAB and PwC Digital Adspend study published in April, the amount of money spent on digital grew at its fastest rate for seven years (16…

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   Apr 22

Marketing leaders urged to have ‘more emotional conversations’ about workplace stress + MORE

5 things we learnt at Advertising Week EuropeBrands need to move into a post customer-centric world
Marketing has to move beyond being customer-centric into a world of “being people-centric”, according to Nina Bibby, marketing and customer director at O2
Speaking on a panel at Advertising Week Europe, on why brands need to embed themselves in culture and start engaging with what consumers care about, Bibby said: “It’s easy for us as marketers to overestimate our role in our customer’s lives, we think about our products and services a lot and they don’t…

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Speaking at Advertising Week Europe yesterday (20 April), Ansell said the strategy in its food business when he joined was to “sell more stuff” with very little in the way of long-term strategy.
“When I came into the marketing function we didn’t have a brand position, the basic question of ‘what we stand for’ didn’t exist and the marketing team was quite fragmented,” he revealed…

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Paul Geddes on turning Direct Line into a brand-driven businessPaul Geddes does not subscribe to the notion that all marketers should aspire to become CEOs. This is the route he took himself, having started his career as a marketer for brands such as Max Factor and Pampers at Procter & Gamble, before rising through various job moves to become CEO at insurance giant Direct Line Group (DLG)…

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Marketing leaders urged to have ‘more emotional conversations’ about workplace stressThe ‘Let’s talk about stress panel’ at Advertising Week Europe. From left to right: Diana Tickell, CEO of NABS; Mark Rowland, director of fundraising at the Mental Health Foundation; Suki Thompson, CEO of Oystercatchers; Matt Atkinson, CMO of SagaDuring a discussion about mental health challenges in the creative industries, Matt Atkinson, CMO at Saga, said leaders have a responsibility to create a more open workplace culture in which people feel comfortable discussing their problems…

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As the Panama Papers story and the fallout continue to dominate front pages, there are some huge lessons for marketers.
Much of the public outcry surrounding the Panama Papers lies in the hypocrisy of public figures. As the spheres of business, government and society converge the actions of our leaders, institutions and brands are under an ever-increasing degree of scrutiny…

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   Apr 15

‘Ad blockers are forcing us to innovate’ says Jeep as it tests non-obtrusive ad format + MORE

Anybody working in marketing is dealing with marketing technology (martech), since digital by its very nature is technology-based. The customer and their adoption of digital is driving this change. Marketers need technology to harness the data from digital, mobile and social touchpoints, operate marketing automation tools, implement customer relationship management systems and so on…

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The ad format (pictured), created by ad tech firm InSkin, wraps around the top and right-hand sides of webpage content on mobile and tablet. Subsequently, as the viewer scrolls through content, the right-hand side element, which features branding and calls to action, scrolls the page and remains in view…

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What does ‘digital transformation’ really mean?The term ‘digital transformation’ has been used to describe anything from creating a fully responsive mobile website to developing a social media strategy, but in reality true transformation needs to involve much more than just the end product.
So what does this mean for brands? Whose responsibility should it be and what does a transformation project really involve? And what challenges do businesses face when adapting people and processes to new technology and shifting to a ‘digital first’ approach?
As digital now permeates every part of a business, many argue that it cannot be siloed…

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Why offering rewards outside your core product offering could increase loyaltyNectar uses data to help identify the right mix of partners in a loyalty programme“No matter how compelling your brand, there is more to customers’ lives than just you,” warns Will Shuckburgh, UK managing director at loyalty brand Nectar. This realisation underlines why brands are increasingly structuring their customer incentives around rewards that go beyond their core product inventory…

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For the three months to the end of March, Unilever saw sales fall 2% to €12.5bn (£9.94bn) as ‘unfavourable currency movements’ – in particular, a weaker Euro – hit overall sales by 7.1%. In comparison, the FMCG giant saw sales increase 12.3% to €12.8bn (£10…

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   Apr 08

Brands reluctant to be transparent about influencers as many fail to apply ad industry code + MORE

According to current CAP guidelines, if influencers are being paid to showcase a product or service, they have to clearly signpost this, with non-disclosure of paid commercial content considered illegal under Consumer Protection law. Earlier this week, the Competition and Markets Authority announced it would be stepping up its enforcement action in this area…

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Marketing’s new relationship with insight explainedHow do brands use data to produce extraordinary creative? How do they bring insights to life in ways the entire business can understand? And how do they take advantage of the opportunities created by digital? These are pertinent questions in today’s world of marketing that speakers at Marketing Week Live will be answering later this month…

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Facebook opens up Messenger to brands as it announces new scannable ‘Messenger Codes’Facebook’s Messenger platform, which now has more than 900 million active monthly users, is set to launch three new tools; Messenger Codes, Messenger Usernames and Messenger Links.
Codes work so that all Facebook users have to do is scan a particular code to start a conversation on the Messenger platform…

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How insight was used to put the sparkle back into Gold
The team found that Gold had been something people watched when they couldn’t find anything on the BBC or other terrestrial channels, but with new ways of viewing they were instead turning to their set-top box or looking at video-on-demand. People also associated Gold with only showing a limited number of programmes…

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The campaign, co-created with Cloudfactory, includes experiential activity, as well as a new TV ad, digital films and social media amplification. All activity focuses on the brand’s range of nature-inspired flavoured ciders. While the ad won’t be shown on TV in the UK, the brand will run a digital campaign…

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   Apr 01

Save The Children tests new marketing model by bringing a two-year-old online ad to TV + MORE

Last November, the charity partnered with advertising agency FCB Inferno and coffee brand Old Spike Roastery to launch Change Please, which aims to tackle the cycle of homelessness.
As part of the scheme, homeless individuals are housed in temporary accommodation and trained as baristas to sell premium coffee from custom-made coffee vans…

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Twitter rolls out First View ads for UK brands as it pledges to help drive sales
Brands who take up First View with Promoted Trends will take the top ad slot in the Twitter timeline for a 24-hour period. Subsequently, a video ad will not only appear top of a user’s timeline but also top of their trending topics list.
Film studio Universal UK is the first brand to make use of First View – which is available in 29 European markets including the UK, France and Germany – to promote a launch trailer for its new film The Huntsman: Winter’s War…

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The Most Shocking Second A Day ad,  created by agency Don’t Panic, first launched in March 2014. It depicts an ordinary girl’s life in London should the city experience something similar to the Syrian conflict.
Save the Children has decided to repackage the campaign with a new DRTV ad…

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April Fool’s campaigns: The good, the quirky and the unbelievableWhen it comes to jumping on a topical event, April Fool’s Day can be a good way for brands to have a bit of fun. But it can be difficult to get cut through and so brands need to invest their money wisely and for the right reasons.
Hannah Drury, creative at social media agency We are Social, explains: “April Fool’s Day in the UK feels like our version of the Super Bowl…

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Apple turns 40: What next for the world’s most valuable brand as it hits middle age?
It was back in 1976 that Steve Jobs, Steve Wozniak and Ronald Wayne founded Apple. And while the road has not always been smooth, little could they have known 40 years ago that Apple would become the biggest company in the world by market capitalisation – worth a staggering $605bn by the latest count…

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   Mar 25

Can BHS really become an ‘iconic British brand’ again? + MORE

Until recently, the personal computer (PC) ecosystem was the centre of gravity of the tech industry: it was where the investment and innovation was centred. It took that role away from mainframes, mini-computers and workstations slowly and in stages over the previous 30 years or so, and it did it with scale – PCs could be sold to so many more people that their economies of scale became overwhelming…

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The deal will be supported by a nationwide campaign that will run throughout the summer. The ECB logo will also be included on all Foster’s packaging and there will be bespoke activations in pubs and at selected cricket grounds throughout June, July and August. The deal includes all international T20 matches, one day internationals and international test matches…

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Asda takes on the ad blockers as it focuses digital resources on native content
Speaking to Marketing Week, Asda’s senior director of digital advertising Chris Chalmers said the supermarket has increased its investment in content and that it is “laser focused” on social, mobile and video.
“The rise of ad blocking and banner blindness has forced advertisers to rethink how we advertise digitally…

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The BHS brand was thrown a lifeline this week (23 March) when creditors voted in favour of a so-called company voluntary arrangement (CVA) that would save it from insolvency, at least in the short term. At a meeting, more than 95% of landlords and suppliers, among other creditors, voted for a move to cut its rent…

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Next boss on why mobile is ‘not a gamechanger’ when it comes to upping consumer spend
Reporting its annual results today (24 March), Next has forecasted the toughest trading conditions since the 2008 recession and predicted a weaker outlook for consumer spending for the rest of 2016.
Speaking at a press event, Wolfson said Next would invest £8m into the Next Directory user interface, online marketing and email campaigns this year…

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   Mar 18

BP shifts brand positioning as it launches first TV campaign in 10 years + MORE

Morrisons’ new marketing boss on reviving the brandMorrisons’ group marketing and customer director Andy AtkinsonWith its widely-panned Ant and Dec advertising campaigns and consistently diminishing sales, many had doubted the very future of Morrisons. However, since taking on former Tesco man David Potts as its CEO in March 2015, it has defied expectations…

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Never look back: How to make the most of predictive analyticsAs big data has become embedded in brands and marketing departments, gradually the talk has become focused on the predictive – even prescriptive – power of data.
With companies recording interactions with customers at an ever more granular level, the onus is on marketers to use this data not only to understand past trends but also to predict future behaviour, and to specify automated responses to these predictions…

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The campaign promotes the launch of a new range of fuels and is fronted by a new animated character called ‘Orby’ who is aimed at “lightening” the brand’s tone. It kicks off with a 30-second TV and radio spot, and will be supported by a digital campaign…

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How to amplify programmatic’s new role in out-of-home advertisingProgrammatic ad buying has already revolutionised display advertising online and it is now set to transform the way out-of-home (OOH) media is bought and sold.
In January, the UK marketing body for the OOH industry Outsmart launched Space, a data management application that stores, categorises and standardises inventory in the UK market…

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Don’t overlook the over 65s: The four groups of retirees that marketers need to understand
Brands selling products and services to retired people should plan their marketing around four distinct consumer segments, research suggests. The report by Experian Marketing Services claims that the UK’s elderly population is becoming increasingly diverse, with experiences varying according to factors such as geography, disposable income, health and technological awareness…

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   Mar 11

RBS’ David Wheldon: ‘Marketers, don’t be the dog that barks at every passing car’ + MORE

Speaking at ISBA’s annual conference yesterday (10 March), Wheldon said marketers have become too obsessed with the newest trends to the detriment of focusing on long-term strategy.
“Every trend in marketing is of course the next big thing. We swing in and out like an accordion. A new marketing mantra comes along like a new religion that we must follow…

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Speaking during a Q&A at the Deutsche Bank 2016 media, internet and telecom conference yesterday (9 March), Iger said the company will be increasing investment in technology to help it reach people more directly as all of its content is “distributed through third parties”.
He said: “When you look at the profile of our businesses outside of our parks, resorts and stores, all our IP is distributed through third parties, and in some cases very effectively, multichannel distributors, big box retailers and movie theatre chains, so there’s nothing wrong with that…

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Morrisons rebrands as it focuses on being ‘surprisingly good’ at pricing
A recent Which study claimed Morrions was now the cheapest big four supermarket, ahead of Asda. And Potts said Morrisons’ latest results had been boosted by attracting new customers, which he attributed to price cuts of an average of 3%, for the year to 31 January 2016.
It also posted a pre-tax profit of £217m for the period compared to a £792m loss the previous year…

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Apart from the neverending ‘pinging’ from inane emails on my smartphone offering me the latest data-list for sale, requests for annual leave from my direct reports, and queries from the
boss on the latest marketing spend forecast (the latter quickly ignored), my mind was also observing how the lives of consumers are evolving…

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eBay, Nokia and Wolf & Badger on what to look for when choosing an automation technology partner
Phuong Nguyen, director, advertising at eBay
Making the right technology decision is a key aspect of how you get the underlying infrastructure to enable you to embark on the journey. There are many companies [claiming] to do the same thing, so being able to differentiate why one is better than the other isn’t easy…

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   Mar 04

Bodyform follows P&G with an emoji campaign to offer ‘practical solution’ to the taboo around periods + MORE

The ‘Bohemian Aristocracy’ campaign will run over the next two years and will be supported by social, press, in-store and digital activity.
Royal Salute’s global brand director Vadim Grigorian told Marketing Week that the brand was previously trying to please Asian markets “a little too much”, but that it now wants to have more global appeal…

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West, who has collaborated with Adidas on the limited Yeezy Boost trainers, has “elevated the brand in the US and beyond”.
Adidas’ chief executive Herbert Hainer, speaking on an analyst call today (3 March), said: “The collaboration with Kanye has elevated our brand perception in the US and beyond…

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The campaign, which comes a day after Always launched its own emoji push, is about offering “practical solutions” to the problem, according to the brand’s marketing director Nicola Coronado.
Coronado said it is “fantastic” that both brands have united behind the insight that emojis are an important part of their target audience’s lives…

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With politics, in particular the biggest question of our generation – whether Britain should remain a member of the European Union – the vast majority of brands have so far sat this one out and most likely will continue to do so.
There have been some exceptions. Thirty-six FTSE 100 companies pledged their support for the ‘remain’ campaign last week, while Ryanair launched a campaign to try to persuade people to “vote yes to Europe”…

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In a speech at the Oxford Media Convention, Whittingdale said ad blockers could kill off the newspaper and music industries as he vowed to set up a round table involving major publishers, social media brands and ad blocking companies to “address” the problem.
Whittingdale said: “If people don’t pay in some way for content, then that content will eventually no longer exist and that’s as true for the latest piece of journalism as it is for the new album from Muse…

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   Feb 26

Co-op Bank claims ‘It’s Good To Be Different’ in new campaign + MORE

Co-op Bank claims ‘It’s Good To Be Different’ in new campaignThe campaign, which launches on TV on 2 March, again highlights the bank’s ethical credentials. It follows on from its £5.5m ‘For All The Right Reasons’ activity unveiled two years ago, which has already gone a long way to rebuild trust judging by the fact Co-Op Bank was named YouGov’s most improved brand across all categories in 2015…

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Why brands are missing the link between consumers’ purchasesBrands looking to optimise online advertising spend could find new opportunities by honing in on micro-level purchase data to reach audiences in a wider range of categories.
New data shown exclusively to Marketing Week reveals consumers buying certain products are more likely to buy goods in other seemingly unrelated categories that brands could dismiss as irrelevant…

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They celebrate the marketing that truly matters
The awards are a celebration of the people and brands that matter. From diversity champions and brands placing purpose before profit to the marketers and marketing teams demonstrating trail blazing excellence and developing innovative content, this is a chance to reward true excellence…

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Brexit concerns making an impact as UK consumer confidence drops to zeroThe major purchase index, which calculates the likelihood of consumer propensity to spend big on products such as electronic equipment or furniture, fell four points this month to +12. Joe Staton, head of market dynamics at GfK, says that although it is eight points higher than February 2015, it could point to the start of a long-term dip…

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BrewDog ‘unfazed’ by copy-cats as it releases all of its beers recipes onlineIn a company blog post the craft brewer instructs the home brewing community to “copy them, tear them to pieces, bastardise them, adapt them, but most of all, enjoy them”, while also encouraging them to share their results on social media.
Speaking to Marketing Week, the brand’s head of marketing Sarah Warman said BrewDog was keen to “give back” to the home brewing community as its founders originally started off as home brewers themselves…

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   Feb 19

Russell Parsons: Asda must work hard to beat “horrible and cheap” perception + MORE

Why Snapchat is moving into ecommerce

– marketingweek.co.uk

After persistent rumours, one of Snapchat’s board members finally confirmed what industry insiders have been arguing about for months – Snapchat is developing its own ecommerce platform.
Speaking at a Re/code conference earlier this week, Joanna Coles, the editor in chief of Cosmopolitan and a member of Snapchat’s board of directors, revealed: “Sweet is a channel on Snapchat that Hearst and Snapchat have done together, but at some point that will morph into an ecommerce platform so you will be able to buy from it…

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What does the rise of ad blocking mean for video?Brands using video to capture audiences online need to put quality, creativity and relevance top of the agenda, as new research reveals lack of attention in these areas is the key motivation for consumers to download ad blocking technology.
In the display advertising world, ad blocking is becoming an increasing concern for advertisers and publishers as consumers try to avoid viewing ads they see as intrusive or disruptive to their experiences online…

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HSBC’s Andrea Newman: ‘Women do not want to be singled out as different’
Q. When targeting women or mothers, what do you find is the most effective approach?
We’ve always had a more emotional, storytelling approach when it comes to our marketing communications, whether it be to mothers who are our commercial banking customers or mothers who are customers of our private bank…

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How to connect customer journeys from research to purchase
Consumers are using a growing array of devices to browse and buy, which means the challenge for advertisers lies in tracking people’s increasingly complex journeys from research to purchase across multiple screens.
It is a challenge that is arguably even more important for marketers that make substantial use of affiliate networks, where brands reward publisher partners such as blogs for directing traffic to their ecommerce sites…

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She might never be an Asda customer, but her – and many others’ – perception of Asda is one of the key challenges chief customer officer Andy Murray will face as he takes over from Barry Williams and aims to reverse a sixth consecutive quarter of sales decline.
Murray’s credentials are impressive…

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   Feb 12

How to become a ‘craft’ brand by using content + MORE

How Pernod Ricard and Diageo are using positive messages to combat binge drinkingPernod Ricard CEO Alexandre Ricard with Erasmus president Safi Sabuni, who formed a ‘responsible party’ partnershipDrinks producers and brands are moving away from negative messages about responsible drinking by mixing up how and when to deliver key information about the misuse of alcohol…

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Santander’s CMO on how its ‘Cycles’ sponsorship has boosted brand engagementSpeaking to Marketing Week, CMO Keith Moor said the brand has seen an uptick in brand scores, particularly among those that use the Santander Cycles scheme in London. And despite concerns that people would continue to label the scheme as ‘Boris Bikes’, Moor says awareness of Santander’s association with the programme is already high…

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How to become a ‘craft’ brand by using contentAs consumer appetite for anything ‘craft’ or ‘artisan’ continues to rise, companies are increasingly focused on conveying the story behind their brand, having an opinion and making a stand in order to satisfy this craving for authenticity.
Mainstream brands are, of course, eager to get involved with this trend too but they need to tread carefully…

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Twitter says it wants to be the ‘leader in live video’ as user growth stallsFor the fourth quarter, Twitter attracted 305 million monthly active users – down from 307 million active users in the previous quarter and the first financial quarter in Twitter’s history where the number of monthly users has not grown.
In line with analysts’ expectations, revenues for the quarter were up 48% to $710m while Twitter posted a net loss of $90m compared to a loss of $125m a year prior…

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How to turn ‘scale-ups’ into the next billion-dollar businessCreating the next billion-dollar company is an accolade most marketers would like to lay claim to, but the chances of finding one are on a par with finding a unicorn, which is why the mythical creature has recently become synonymous with this kind of business.
There are, however, more reliable ways of identifying companies that are already gaining momentum but need outside help to get to the next level of growth, according to serial entrepreneur and former angel investor Sherry Coutu, who spoke to Marketing Week following The Marketing Society conference…

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   Feb 04

O2: ‘People expected us to have egg on our face but we are bringing back ‘Wear The Rose’ campaign’ + MORE

Sorrell: Business leaders should have a say in political debates like the EU referendum 

Q You are seen on TV more than most CEOs of FTSE 100 companies. Is it important for the public to see CEOs in the spotlight?
I do it because I enjoy it and it’s helpful. It’s important [for a CEO to be seen]; perhaps others disagree. I disagree with those ex-ministers who say that people who run businesses shouldn’t have a view on the EU or Scottish independence…

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O2, the official sponsor of English rugby, launched the big budget animated campaign during the 2015 Rugby World Cup in a bid to unite fans and propel England to success. But after the host nation England failed to progress beyond the group stage, the major investment, which included changing its shop fronts to promote a logo including England’s rose emblem, was widely mocked…

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Google, Mini and Kia share the secrets to Super Bowl successThe Super Bowl remains a huge draw for brands looking to resonate with the key North American audience. A record 114.4 million Americans tuned into last year’s match while, since 2006, the Super Bowl has generated $2.38bn of network advertising sales from more than 130 brands, according to Kantar Media…

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How GSK plans to shake up healthcare marketing“How exciting can over-the-counter medicines really be?” That was the first question GlaxoSmithKline’s Northern Europe marketing director for consumer healthcare Rachel Deans asked when she joined the business 17 years ago.
One source of excitement at present is the expanded portfolio of OTC brands GSK acquired from Swiss drug maker Novartis in an asset swap deal last year…

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B2B brands shift focus to customer experience
Business-to-business (B2B) companies are moving away from price-led marketing in favour of a value-led approach that puts greater focus on the customer experience, new research suggests. It reveals that retaining customers and growing brand awareness are mounting challenges for B2B businesses, but that many marketers are struggling to adapt to the pace of change…

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   Jan 28

Diageo increases squeeze on agencies as it drives marketing spend efficiencies + MORE

Why 2016 will be virtual reality’s breakthrough year
It is not difficult to see why virtual reality (VR) is being hyped as the next frontier of branded content considering its huge growth potential. The industry is expected to break the $1bn (£710m) barrier for the first time this year, according to Deloitte, and with Goldman Sachs predicting the market could be worth $80bn (£56…

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ITV’s marketing director on planning for life after Downton
Rufus Radcliffe, Group marketing director, ITVMore than 10 million viewers tuned in for the conclusion of ITV’s hit drama Downton Abbey last December, making it the clear ratings winner over Christmas. However, with figures for other flagship shows such as The X Factor taking a dive, the channel will have its work cut out to attract new viewers in 2016…

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In its fourth quarter, Facebook posted a better-than-expected 51.7% jump in revenues to $5.84bn, while ad revenues grew 57% to reach $5.65bn.
And it is mobile that is leading Facebook’s ad growth. Over the December quarter, mobile ad revenue was up 81% year on year to reach $4.5bn – representing 80% of total ad revenue…

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The company’s interim results for the six months ending 31 December 2015 show that net sales for Diageo UK were up 3%, while global net sales rose 1.8%.
Diageo is eager to achieve better returns while lowering its marketing spend, and the alcoholic beverages owner revealed it spent £806m on marketing for the period…

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Jamie Oliver: ‘Brands are not even getting the basics right when it comes to tackling childhood obesity’
Speaking at the Advertising Association’s LEAD 2016 conference in London today (28 January), Oliver said most brands are only now tackling issues such as reformulation and product labelling. He highlighted the example of Ribena, which only shows nutritional information for half a bottle of its drink and uses adult guidelines when “it’s a kids drink”…

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   Jan 21

Google launches real-time charm offensive for brands ahead of this year’s Super Bowl + MORE

What brands can learn from election polling failures
There were gasps of surprise around the country when the exit polls at the general election predicted an outright Conservative majority. Few were more surprised, however, than the companies that had been doing pre-election polling.
Almost all had been predicting a hung Parliament, with Labour and the Conservatives neck and neck with 34% of the vote…

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Mrongovius takes over from Scott Fletcher who held the position since September 2013. He has moved to a senior management role within Delivery Hero Holding.
She joined the brand’s parent company Delivery Hero in 2011 as its seventh employee. It now has more than 2,500 staff. Starting within SEO, she went on to manage the channel for UK and Australian markets, while also coordinating other international SEO teams, including Russia, Mexico, Poland and Brazil…

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Google’s ‘real-time ads’ platform allows brands to trigger messaging and promotions around events – such as the Super Bowl or Uefa Champions League – instantly, with the format encompassing inventory on YouTube and Google’s display network.
Although still in beta stage, Google already has website-building brand Wix signed up as the tech giant tests out the real-time platform during this year’s Super Bowl…

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How connected cars are driving innovation
“I have no doubt that the auto industry will change more in the next five to 10 years than it has in the past 50,” said Mary Barra, chairman and CEO of General Motors (GM), during her speech  at the Consumer Electronics Show (CES) in Las Vegas earlier this month…

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What’s also interesting, however, is how weak the bricks-and-mortar brands have been in pushing the USPs of their offer, whereas the digital marketplace has been quick to stress the ease of online ordering, the simplicity of click-and-collect and, in many cases, cheaper prices.
I find the high street brands’ inability or reluctance to fight back bemusing…

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   Jan 14

Sports sponsorship in an era of scandal – how should brands respond? + MORE

The festive performance by Tesco is way ahead of analysts’ expectations, with the City predicting a sales fall of up to 3%.
Speaking on a press call this morning (14 January), Lewis said Tesco’s commitment to better prices – which saw the overall cost of key Christmas lines (such as turkeys and mince pies) come down by 5% – and improvements in customer service had “put Tesco back on track” as  it aims to rebuild its brand following a difficult 2015…

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IPA Bellwether report: ‘The end of the bull run on marketing budgets’
There was a further slowdown in marketing budget growth in Q4, according to the report, with the balance of marketers saying they would be increasing their spend dropping to just 0.5%; this marking the lowest level for 11 quarters and down from 4.4% in Q3. This means that a broadly similar proportion of companies revised their budgets up as much as down in the quarter…

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Just before Christmas, I commented on my perspective of what makes a world-class client CMO by talking about leadership and orchestration. I used to believe there was a third skill – great judgement – but recent developments have made me think again about that.
Take procurement departments, which are the scourge of many marketers and many more agencies…

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Beats CMO on Dr Dre, ambassadors and unconventional marketing
For somebody who calls himself a “marketing geek” there is nothing nerdy about Omar Johnson, CMO at headphone and speaker brand Beats by Dr Dre. He is extroverted yet understated; cool and sophisticated, but without being arrogant.
Just like Johnson, brand owner Beats Electronics – started by music producers Dr Dre and Jimmy Iovine in 2008 – likes to do things in style and at scale, an ambition made all the more real thanks to its $3bn acquisition by Apple in 2014…

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Sports sponsorship in an era of scandal – how should brands respond?
Sports marketers have plenty to look forward to this year, but ample reason for concern too. The UEFA Euro 2016 football tournament in France and the Rio Olympics both offer brands huge opportunity to reach diverse and engaged global audiences, but they will take place against an unprecedented backdrop of scandal and claims of corruption at the highest levels…

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