To be alluring, according to Oxford Dictionary, is to be powerfully and mysteriously attractive or fascinating; seductive. What marketer doesn’t want that for their brands (or themselves for that matter…)? So how does one create this quality? Well, you can start by taking everything you know...
Australia’s national telco Telstra has long been a pioneer of owned media leverage: they conducted the award-winning THANKS programme almost exclusively through owned channels, they breathed life into tired phone boxes with their free WiFi initiative AIR and they monetise AFL & NRL websites with...
There's always more to be done – innovation, creativity, new ideas...
This post was inspired by a conversation with my 8 year old daughter. Those of you who have children will be familiar with how frequently they come out with surprising, entertaining or shocking statements. Those of you who don’t have children, will just have to...
It’s that time of year again – Christmas. It rolls around quickly. Evocative brand advertising, aggressive retail advertising, crowd's, anticipation and tradition. It’s an intoxicating mix for both consumers and retailers alike. Most B2C companies rely on people's Christmas gifting generosity to meet annual sales...
For years, shopping centres & department stores have used themed events as clever marketing tools to attract customers who then spend money they otherwise wouldn’t have. We’ve all seen the stampede for Santa’s Grotto, the celebrity chef book signing or X-Factor auditions. Now another category...
Whilst it’s easy to occasionally poke fun at the self-help industry, it is now worth upwards of $12bn in the US alone. People who buy into the category are often repeat purchasers, buying multiple products and services – sometimes referred to as therapy-junkies. It’s a burgeoning...
Seth Godin is by a country mile, the most visionary, articulate and inspirational marketer on this planet. Author of 18 books including the seminal Purple Cow, he writes about the post-industrial revolution, the way ideas spread, marketing, quitting, leadership and most of all, changing everything. If...
In the paid/owned/earned media triumvirate, there is a wealth of insight and intelligence regarding paid and earned media, but very little on owned. As the world’s leading owned media specialist, Sonder is gathering insights and intel on the state of the owned media landscape. In...
According to recent research conducted by the Harvard Business Revenue, 80% of CEOs don’t trust or are unimpressed with their CMOs. If that wasn’t shocking enough, it appears as though the frustrations are mutual, with 74% of CMOs stating they believe their jobs do not...