marketing

customer acquisition

The cost of focussing on customer acquisition

Our Managing Director, Rachel Bevans, analyses a recent experience to consider the cost of focusing on customer acquisition without a balanced approach to retention. The scenario You’re a loyal customer of 10 years with a monthly subscription service, costing $102 a month. You go to login to your account and see exactly the same package […]

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Alignment

Mind the gap: when people, brand and business are disconnected

Our Managing Director, Rachel Bevans, gathers insights from latest research to understand the relationship between trust and alignment. Trust in brands is low A recent study by Havas found that only 39% of brands are seen as trustworthy, with 71% of consumers having little faith that brands will deliver on their promises. These findings highlight

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brand alignment equity reputation trust

Building trust in uncertainty calls for alignment

Purpose-led leadership aligns people, planet and profit Purpose-led leaders agree that the role of a business is to create long-term value for all stakeholders, achieving the triple bottom line of people, planet and profit. This is alignment in its purest form – aligning customers, employees and key stakeholders around a common purpose, values and identity

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Optimism

The Future is Bright for Business and Brands: Optimism Drives Long-term Value

Part 1 of 3 in “The Future is Bright for Business and Brands”, a thought piece for First 5000 on the importance of optimism in building business and brands.  Optimism Drives Long-term Value   With communities, the environment and the economy all negatively impacted by recent events, the outlook to the start of 2020 in

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long term brand building

In it for the long term: business, brand and marketing strategy

Businesses need to invest in the long term or risk being stuck in an endless cycle of cash flow challenges. First published in First 5000. Short-term financial priorities rule the mind-set of many mid-sized business Having worked with mid-sized businesses, and evident in research by KPMG1 BDO2, Grant Thornton3 and the Australian Government Department of

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Revitalise Your Brand

Balance consistency and evolution Brands should be developed as long-term assets to the company and for long-term relationships with customers and employees. Consistency is key. On the other end of the scale, complacency is dangerous. Brands need to evolve over time to accommodate business growth, new customers and employees, market changes and so forth.  It’s

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Turn strategy into actions to achieve your objectives

12. Activities, action targets, timing and responsibilities Once you’ve agreed on objectives, priority strategies and investment, you can develop your activity plan: – Customer segment and strategy – What are the activities you need to do?  – What are your action targets? – What is the timing?  – Who is responsible?  Example: Awareness, engagement and community building

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Commercial assessment, prioritisation and investment

11. Commercial assessment, prioritisation and investment Once you’ve assessed your strategies and how they need to be changed to achieve your objectives, you’ll need to prioritise what you do and when. This requires a commercial assessment of which strategies are ‘good business as usual’, the quick wins (lower value, lower resource) and big wins (higher value, higher resource), small

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What experience do you deliver across every area of the marketing mix?

8. Your brand-customer experience Each area of the brand-customer experience or marketing mix contributes to your objectives – Product, range, packaging and innovation cycle – Service proposition and innovation cycle – Price and promotional pricing – Place/Distribution – Place/Store & Online environments – People – Process What do you need to do differently in order to achieve your

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Is your customer value proposition designed to achieve objectives?

5. Customer value proposition What is your customer value proposition? What is your offer to customers that is of value to them and will increase their value to you over time?  What are their unmet needs and problems that your brand and business can solve?  What are the products and services, important elements of the experience/marketing

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