30 August 2012
Gil Rudawsky, writing for www.prdaily.com has argued that Lance Armstrong's recent crisis PR situation was handled well and that the outcome was in fact a ‘best-case scenario’.
The article by Rudawsky argues that in a ‘lose-lose’ situation, Armstrong opted for the lesser of two evils in an effort to administer some serious damage control. More...
21 August 2012
The use of video has become increasingly central to many global marketing campaigns, especially as videos can be watched and shared so easily on the internet. In fact some marketing videos become so popular that they rival the products they are marketing.
Now former 24 star Kiefer Sutherland (the actor played Agent Jack Bauer in the critically acclaimed TV series) has provided another example to add to the list. More...
14 August 2012
A question we are often asked at Metrix is whether direct marketing is on the decline. No, we say; but don't just take our word for it.
According to new research published by the Direct Marketing Association (DMA), almost 25 per cent of all sales in the UK can be attributed to direct marketing.
More than 600 UK businesses took part in the survey which reveals that revenue worth about £700 billion - 23 per cent of UK sales - stems from direct marketing. More...
12 August 2012
Asking a company director “what business are you in?” usually produces a swift and predictable answer. We all tend to define our business by what we do – so the broker will tell you she is in “the insurance business” and a retailer may tell you he is in “the fashion business”.
The obvious answer is not always the right one, however, and getting the answer correct is fundamental to business strategy.
Take motor cycle manufacturer Harley Davidson, for example. At first sight, the company is pretty clearly in the ‘transport business’ or maybe the ‘motor cycle business’. The company itself has apparently recognised that this is too simplistic, however, and has (according to a speaker at a conference I attended some time ago) redefined its purpose. It now believes it is in the ‘big boys’ toys’ business. More...
07 August 2012
Ambush marketing is a marketing strategy where advertisers can capitalise on an event without paying a sponsorship fee.
There have been several stories in the news this week about ‘ambush marketing’ at the Olympics where non-official sponsors of the Games have used creative ways to get around the restrictive marketing protocols that are in place.
A great example of this is discussed in Tom Fishburne’s ‘marketoonists’ blog (http://tomfishburne.com/2012/08/the-power-of-ambush-marketing.html). More...
02 August 2012
Three words in the headline – and what’s the connection between them?
It’s a secret. I don’t mean I’m not going to tell you. I mean the connection between them is the fact that companies involved in constructing the Olympics venues are not allowed to publicise the fact.
The Olympics is a great opportunity to showcase many things about Britain, starting, of course, with our sporting talent.
But we should also be celebrating the skills and expertise of the UK construction industry which designed and built the Olympic venues on time and generally on budget. More...
02 August 2012
"Where were the Germans... and frankly, who cares?"
The question was famously asked by veteran sports commentator Barry Davies as Great Britain beat their old rivals in the men's hockey final at the Seoul Olympics. A slightly irreverent remark, maybe, but a memorable off-the-cuff observation of pure broadcasting genius which, 24 years on, still ranks in The Times' top 25 greatest-ever commentary moments.
As we approach the half-way point of the 2012 Olympics another question is on many people's lips, particularly retailers with businesses in London well away from the Olympic Park in Stratford - "Where have all the customers gone?" More...
01 August 2012
London 2012 has been dogged by ticketing controversy ever since the first tickets went on sale last year. So when rows and rows of empty seats were photographed this week, the London Organising Committee of the Olympic Games (LOCOG) found itself in hot water again.
Among the events hit worst by a lack of crowds were the swimming, gymnastics and tennis and LOCOG has promised to investigate why rows of seats were left empty at a range of events - something which prompted heavy criticism in the media and a huge backlash from the public. More...