3 November 2011

The secret marketer refocuses his team with substance over style

Strategy planning this week. A three-day flipchart fest at a rather nice boutique hotel in the South of France. Plenty of work and plenty of play, including a round of golf and some of the best food and wine I have tasted for quite some time. It’s tough working for a big corporate sometimes. I […]

Time to play incentive card

It is no surprise to hear about new retail loyalty schemes being launched (MW 20 October). Brands that already run such schemes are now seeing the opportunities that come with accessing data to understand their customers better, and to offer personalised promotions. The backbone of a loyalty programme is the data but card holders have […]

Why loyalty schemes have mobile future

Paul Godwin suggests that the future of loyalty programmes may lie in a universal card that is supported by a large collective of brands (MW last week). While this might free up space in people’s purses, going mobile has to be the logical next step. The Tesco and Nectar loyalty programmes are experimenting with mobile […]

Business must take long-term view of sales promotion data

It continues to surprise me that many brands are failing to use the vast amount of consumer data that is gathered during the course of a sales promotion. Much of that data sits unused and wasted, with the irony being that a large number of brands then go on to spend vast amounts on acquiring […]

Match delivery mechanism to purpose of staff rewards

UK Gift Card and Voucher Association director general Andrew Johnson is absolutely right when he states that, for employers, cost savings are the main advantage of rewards delivered via email or mobile (MW 20 October). But it is vital to keep in mind the comment made by New Look head of business solutions Rob Froome […]

Give brand messages a human face

Wally Olins has a habit of getting it dead right. He’s done it again when he describes airlines as “cold, mechanistic and absolutely uninterested in their passengers” (MW last week). But airlines aren’t alone. When I look at so much of the post-sales communications I get from all sorts of companies, it’s the same: cold, […]

Web comment

Editor Mark Choueke’s riposte to Guardian columnist George Monbiot’s negative view of the advertising industry written under the banner ’Advertising is a poison that demeans even love and we’re hooked on it’ generated a plethora of responses. Read Mark’s editorial atwww.mwlinks.co.uk/ToGeorgeMonbiot Monbiot’s views are the product of a quasi-Manichean belief that the world of commerce […]

Make trust a priority

Northern Rock: Virgin target

Richard Madden hit the nail on the head with his article on brand trust (MW October 20). Banks are, of course, front of mind when we think of issues of trust and it’s great to see Sir Richard Branson announcing that ethics will be at the core of Virgin’s bid for Northern Rock we live […]

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