30 September 2010

Getting influencers on side is key to modern marketing

word of mouth

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.

Risk taking is all part of building a brand

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 […]

Comet is on the right lines

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.

Loyalty is in our data hands

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.

Mother knows best


The Mother’s Union calling on brands to sign Fairtrade-style pledges to protect children from advertising (“Brands urged to sign pledge to children”, MW 16 September) is in my view a PR stunt that promotes The Mother’s Union while doing little to protect children from harm.

This blockbuster is one you mustn’t miss

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 […]

The Secret Marketer on sport sponsorship

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 […]

Brands must put green into mainstream

An overwhelming number of consumers want to do more to help the environment, but new research seen exclusively by Marketing Week reveals that many are put off by the higher price of ’eco-friendly’ products.

On your marks to be a serious brand contender

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 […]

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