I don’t think anyone would argue with the power of “word of mouth” (“Conversations on brands are vital”, MW last week), although this research is further ammunition against those that would doubt it. Personal endorsement is the best form of marketing you can get. On top of this, the arrival of social media has made it an even more important area for marketers to understand and harness.
Cuts to funding of the arts threaten to sweep away corporate support in its wake and throw the baby out with the bathwater. Sitting on the desk of culture secretary Jeremy Hunt is a document detailing the draconian budget cuts that the Arts Council England (ACE) will have to make in the wake of Chancellor […]
Tesco chief executive Sir Terry Leahy’s message to investors, published in a national newspaper this week, was an important rallying call for the way owners of public limited businesses and their management teams should run a company. Leahy encouraged shareholders to engage with management, understand the business strategy by getting under the skin of the […]
Having read your news article “Comet promotes ’lifestyle’ and fun aspects of products” (MW 16 September), it is encouraging to see a high street brand with a progressive understanding of what the in-store experience means to today’s consumer. Comet recognizes that shoppers want to push buttons, open doors and ask a lot of questions when making major purchases. Web shopping, while often cheaper, does not scratch that itch.
Defining and measuring loyalty (“How to retain customers and build brand loyalty”, MW 9 September), and understanding its impact on customer revenues has been a constant area of frustration for database marketers over the years. It is complex because customers can be perfectly satisfied with a service but regularly switch suppliers; while others may have a neutral attitude to their supplier but remain a customer over a long period of time.
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Rather than renting out movies last week, Blockbuster launched a title of its own. Last Wednesday the Texas-based movie rental company filed for Chapter 11 Bankruptcy protection in a US court. Challenging competitive forces, $900m in debt and a decline in its market share means that the only way Blockbuster can survive is to close […]
Our ’man on the inside’ provides a view from the top of the marketing tree It has been a tough time lately for professional sport. Whatever your game, it has most likely been tarnished with allegations of wrongdoing. Some say that the unprecedented levels of money flowing through the industry is to blame. I suspect […]
It is less than two years until the start of the London Olympics and sponsors will seriously have to up their game in the awareness stakes if they are to gain a strong advantage from the Games. London 2012 is giving brands what could be a once-in-a-lifetime opportunity to engage with a British public united […]