Targeting mums is a challenge, says BT’s chief brand officer Zaid Al-Qassab, but it’s no longer enough to simply have an appealing message, you have to start by understanding how, where and when they want to engage with you.
Lidl hopes its new yearly partnership with Mumsnet will help build trust in the brand as it looks to boost its quality credentials and be seen as a destination supermarket, not just a discounter .
According to Grant Thornton’s 2015 Women in Business Report, 28% of women see parenthood as a barrier to progressing at work and 40% feel their career takes a back seat to their partners once they do finally return.
The Zoological Society of London, which owns London and Whipsnade zoos, is hoping a two-pronged marketing strategy focused on families and fellows can help it attract the donations it needs to survive the coronavirus crisis.
It’s not enough to create content to lure sales leads, you need to understand how warm they are and to tailor their journey to their interests.
A total of seven brands have been nominated for Brand of the Year, with the winner to be announced at the Marketing Week Masters awards in September.
The shortlist for the Marketing Week Masters awards Brand of the Year has been revealed, and here’s your chance to have a say in who wins.