How to Write a Killer Creative Brief The ability to write an effective creative brief is a fundamental discipline in marketing. Great marketing only stems from a great brief. In other words, you only get out what you put in. As marketers, we need to be able to convey and express our thinking and ideas […]
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Marketing Plan ExampleStarbucks Marketing Plan The One Page Marketing PlanSince I first created the One Page Marketing Plan template, many people have asked me to provide a marketing plan example so they can see it in action. So here it is! The One Page Marketing Plan takes the core components of an effective marketing plan […]
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The One Page Marketing Plan Creating, and using, a Marketing Plan is a critical aspect of any successful business or marketing operation. It provides clarity and direction on where to focus resources; what strategies to apply; what actions and activities are to be undertaken; and how these will be measured to understand success. An effective […]
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Delimiting and defining your target audience is the starting point for any business plan, marketing strategy or brand architecture; yet it’s a discipline that many struggle with, often defaulting to limiting or misleading perspectives and measures. As Michael Dell stresses, “The idea of being all things to all people is a thing of the past.” […]
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Guest Post by Simon Ensor, Managing Director of Yellowball For the vast majority of us (including myself) it appears that it is in our nature to want to complete tasks that have a more immediate deadline, compared with tasks that have an ambiguous deadline. A prime example in a small business would be prioritising administrative […]
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Marketing has changed. Everyone thinks that they can do Marketing. They think it’s easy, just a matter of common sense. We all consume Marketing (or rather what we consider Marketing); we know what we like and what we respond to, hence we believe that we’re experts. But Marketing has changed and has to change…fundamentally. Changing […]
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How to think about marketing spend One of the most frequent questions that I get asked is when should I start spending money on marketing, and how much? Don’t think that you HAVE to spend, especially when you first start, but don’t fear it if and when you can. All companies that grow like crazy […]
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One of the most common questions that I get asked is, when you’re a startup founder how do you find the time for marketing? Let’s face it, you have a million other things that you need to focus on so how are you going to get round to writing blog posts, updating Facebook, composing tweets, […]
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What is Marketing…really? Marketing for developers may be a dirty word…for some a voodoo science…to many, marketing is practiced by over-paid ‘suits’ with no understanding of product development who create expensive but ineffective ads. In reality, anyone who’s been through a startup launch realizes that marketing is critical as the biggest problem that any new business […]
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For generations in marketing and business we’ve used the SWOT Analysis to evaluate a company’s, unit’s or brand’s position, and consequently as a starting point to devise future strategy. It has served us well since its inception in the 1960s with it’s simplicity, functionality and intuitiveness; remaining un-changed and un-equivocal for over 50 years. It provides a […]
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