Brian Hardie leads The Marketing Centre’s team across the Home Counties as Regional Director. His extensive marketing career takes in media, logistics, security, fleet management and outsourcing; based on work experience with LWT, Parcelforce, TNT, Capita and Royal Mail. Today he’s talking us through the changes, challenges and opportunities in the home delivery services sector - one that has a particular eye on Brexit, and a particular need to clearly differentiate from rivals.
When it comes to drinks marketing, Jason Wills has done it all. The Southern Co-Op, Charles Wells and Heineken all appear on his CV; and he's been behind major marketing drives for Jack Daniels, Southern Comfort, Desperados, Tiger Beer and a recent innovation project for Kingfisher. Today he’s talking us through the biggest challenges to marketing in beers, wines, spirits and sundry goods, and the areas where most brands show room for improvement.
Marketing: never has a word been so misunderstood. Ubiquitously used to describe everything from a leaflet through your door to multi-million dollar, multimedia campaigns (and everything in between), it's easy to see why marketing has become a term shrouded in misconception and myth. In this series of articles, we aim to dispel some of those myths and instead find the truth. Our first piece unpicked ‘Marketing is all about lead generation’ and the second looked at the myth that ‘Marketing is an expensive business 'cost'’. Find out how to make Marketing ROI work for your business in this step-by-step guide.
Marketing is plagued by mythology. Day-to-day, we deal with many misconceptions and malversions: misguided ideas which too many business leaders have come to believe. Often these myths aren’t malicious, they usually come from a lack of understanding around what makes great marketing or from having being burnt by bad practitioners in the past. We’re here to clear things up. In this series of articles, we’re taking those myths to task one by one. We’ve already tackled “marketing is all about lead generation.” This week, the view that marketing is all inspiration and not so much perspiration.
How well do you know your clients? In marketing director Melissa Baxter’s experience, you don’t know them well enough. Legal services firms have had it easy for years, as far as marketing goes - clients have been loyal, specialisations have been apparent, and merely having a website has put you ahead of some competitors. But what’s been good enough for years may not hold up for much longer: it may be time to raise the bar.