What is a nightclub? Just a space with music and alcohol and dancing. Simple. Yet there’s a wide variety of nightclubs. Some are cheap – they’re free to enter and the alcohol is affordable. Others are exclusive – you have to pay a steep cover charge and the drinks are exorbitant. So why the difference in [...]
If you're wondering how to do good marketing, you might want to follow the EED rule. Educate. Entertain. Differentiate. Educate – use your marketing to provide your customers with helpful, relevant information. Leave them better off than when you found them. Entertain – make it fun and interesting for them to consume that information. Differentiate – [...]
Question: Who does Louis Vuitton target in their marketing? Rich, older people. They certainly don’t bother marketing to university students, working-class families or pensioners. When you go narrow with your marketing, it actually makes it more effective, not less. But if you try to appeal to everyone, it becomes more ineffective as your message now has [...]
When your rivals zig, you should zag. Here are three counter-intuitive marketing messages you can use to stand out and attract attention: If your rivals boast about having lower prices in their marketing, you could boast about having higher prices that reflect the product’s quality If they boast about fast turnaround times, you could boast about [...]
How many different marketing campaigns can you remember from at any point in your life? My guess is that you can only remember a few. That’s not a lot, considering we’ve all seen tens of thousands of campaigns over the course of our lifetimes. So what’s special about those you can remember? They found a way [...]
“You’ve got to see this movie – it’s just like every other movie!” said no one, ever. “You’ve got to see this restaurant – its food is just like every other restaurant’s!” said no one, ever. “I’ve just met the girl of my dreams – she is just like every other girl!” said no one, ever. [...]
What is your small business doing to stand out with its marketing? No matter what industry you're in, it's a crowded space with lots of competition. So if you don't stand out, customers won't notice you. That's why it's a mistake to play it safe with your marketing. If you do what everyone else is doing, [...]
Take a look at your print and digital marketing and ask yourself this question: "Would I do business with my company if I was a customer and I saw this marketing?" If the answer is 'no', there are five reasons why your marketing might not be hitting the spot. It doesn’t stand out from your rivals’ [...]
"Marketing is a contest for people's attention," to quote the great Seth Godin. So what can small businesses do to gain attention? The answer is to stand out. A lot of small businesses are scared of standing out in their marketing. But the problem with that is if you look and sound just like everyone else, [...]
Studies show that people are more likely to remember humorous information than boring information. That's one reason why I advise small businesses to try to inject humour into their marketing. If your small business puts out boring marketing, it will quickly get forgotten. But if your small business can find a way of injecting some humour [...]
