Engagement moves into club class environment
Jo RobertsBrands that run exclusive members-only loyalty programmes are well placed to give their most valuable ambassadors the VIP treatment in return for greater consumer engagement.
Thinking local
Jo RobertsIn a city where people can barely make eye contact, it was a surprise to hear a group of London consumers talk about a desire to get closer to their communities.
Local strategies for local people
Jo RobertsNew research has identified an increasing desire for people to reconnect with their local area. But after years of going global, how can companies and brands best form genuine links on a community level?
Political personalities
Jo RobertsThe election battle, as predicted, commenced this week so with four weeks of intense political marketing, what can the parties do to win over a largely apathetic public?
Finding the perfect celebrity match
Jo RobertsBarely an hour passes without an announcement of a celebrity partnership deal. It seems, like the general public, brands can’t get enough of them.
Keeping a safe distance builds consumer trust
Jo RobertsMarketers need to ensure their use of behavioural targeting techniques do not make internet users feel like they are under Big Brother-style scrutiny, according to the results of research by Addvantage Media and YouGov.
Taking a break is in the hands of strangers
Jo RobertsEaster’s fast approaching, and for many it will be the first opportunity for a break in the sunshine this year. The way people are booking a holiday has changed for good, whether it’s a family planning a UK break or an older couple looking to go long haul.
Researching consumer’s daily lives
Jo RobertsThe problem with focus groups is that those taking part often feel pressured to say certain things. Or, simply resort to talking in clichés.
Bringing your brand back from the brink
Jo RobertsThe internet and in particular social networking sites have changed the rules of handling a branding crisis, yet most companies – Toyota being one of the latest examples – are risking their brands’ reputations by failing to adapt their defence strategies to the real-time and candid nature of the online environment.
The financial highs of the market research industry
Jo RobertsMarket research is having a good week, judging by some of the positive figures out over the last seven days. While other businesses are struggling to bounce back from a tough couple of years, financial results coming from research agencies show that despite cutbacks to marketing budgets, a healthy chunk is being allocated to those doing the analysis behind the scenes.
Keep message consistent on every channel
Jo RobertsResearch exclusive to Marketing Week has pinpointed six purchasing personalities based on whether a consumer is shopping with price or a product in mind.
On the inside track
Jo RobertsA spoonful of microchip and a measure of motherboard are both parts of the recipe that make up a computer. But these ingredient components can be brands in their own right and have to decide how to market themselves.
Getting customers to pay more
Jo RobertsWhen a new brand launches and compares itself to the rest of the market, it must be tempting to put a price tag below your competitors or simply a few pence more.
Voicing your ethical stance
Jo RobertsA green glow underneath the golden arches logo outside McDonald’s European restaurants is supposed to promote that the fast-food chain is an eco-friendly company. But is this enough to convince consumers that it is a sustainable brand?
Betfair plays a game of two sides
Jo RobertsFootball pundits normally roll out the sporting clichés and give us the benefit of their wisdom in television studios and on the airwaves, but betting exchange brand Betfair is now signing up their services in an attempt to promote its offering.