Gifts form an emotional connection that discounting can never achieve
Ed WardSavvy marketers are realising discounts ruin brand image and slash margins, but gifts and rewards can boost sales while building loyalty.
Uncategorized
Want to invest in your future? Make ageism a thing of the past
Jonathan DurdenOlder talent represents a bargain for brands, with priceless wisdom and focused creativity outweighing the price tag.
‘Discipline in the kitchen, magic on the plate’: How KP Snacks’ marketing transformation has enabled growth
Niamh CarrollStreamlined processes, the principles of Ehrenberg-Bass, and creating an ‘engaged marketing community’ are all helping the privately-owned snack company drive growth, says marketing boss Kevin McNair.
Camelot pledges to ‘invest and innovate’ around National Lottery despite losing license
Michaela JeffersonAs it battles with the Gambling Commission over the decision not to renew its National Lottery licence in 2024, Camelot has reported ticket sales of more than £8bn for the second year in a row.
Why Dickies isn’t taking its 100-year legacy for granted
Niamh CarrollCelebrating its 100th anniversary this year, apparel brand Dickies is on a mission to cater to a diverse consumer base spanning builders and tradespeople to skaters and artists.
Marketoonist on QR codes in customer service
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
This Much I Learned: Former Nike CMO Greg Hoffman on creative leadership
Charlotte RogersIn the latest episode of Marketing Week’s podcast series, former Nike CMO Greg Hoffman discusses the origins of 2018’s ‘Dream Crazy’, the secrets of brand identity excellence and why restrictions can be joyful.
One marketer on why being an apprentice feels like ‘hitting the jackpot’
Charlotte RogersConvinced he would never have made it into marketing without an apprenticeship, Nationwide’s Taylor Kellond urges brands to embrace different ways to attract young talent.
‘Brand love’ is banished to Marketing Week’s Room 101
Marketing Week ReportersMarketing Week readers have voted to put long deadlines for TV booking, the phrase ‘we know from research’, and ‘brand love’ into Room 101.
Five tips for creating effective email content today
April MullenEmail is a perennially effective marketing channel, but to maintain that you need to stay on top of best practice. Here are five things you should be doing now.
Misunderstanding marketing, inflation, creative talent: 5 interesting stats to start your week
Niamh CarrollWe arm you with all the numbers you need to tackle the week ahead.
Why creative content is essential to crafting powerful digital experiences
Attilio BottaDigital experiences are often conceived to fulfil a campaign objective, but they should be a consistent part of customer relationships – and you may already have the creative content to fuel them.
Sports Direct, Lavazza, Guinness: Everything that matters this morning
Marketing Week ReportersGood morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Marketers on how to build an ‘influence bank’
Matthew ValentineIn the second of our new series on what makes a great marketing organisation, marketers share their tips on how to build a bank of influence in business and why learning the language of finance is a fix for impostor syndrome.
Business outcomes and memories not clicks: Your Marketing Week
Russell ParsonsAt the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From P&G’s advice to prioritise business outcomes to why memories matter more than clicks, it’s been a busy week. Here is my take.