http://tutors.marketingcollege.com/ Blog articles and resources from the experienced tutors at the Cambridge Marketing College http://cambridge.marketingcollege.com/images/blog/cmc_badge.jpg http://tutors.marketingcollege.com en info@marketingcollege.com Copyright 2012 2012-01-30T13:54:59+00:00 http://tutors.marketingcollege.com/page/view/picture_perfect/ http://tutors.marketingcollege.com/page/view/picture_perfect/#When:13:54:59Z Last week my wife and I indulged in one of our favourite treats: a visit to the Rex cinema in Berkhamsted. This is not your average movie-goer experience.  The beautiful Art Deco Rex, originally opened in 1938, closed in 1988, under a twin tidal wave of multiplex developments and home video expansion, before being lovingly restored in 2004; the product of one man’s dream. Advertising and Communications, Marketing Mix ( DCVTM) 2012-01-30T13:54:59+00:00 http://tutors.marketingcollege.com/page/view/a_masterclass_in_direct_marketing/ http://tutors.marketingcollege.com/page/view/a_masterclass_in_direct_marketing/#When:12:09:01Z I am often critical of companies’ direct marketing but today a local carpet cleaning company sent through an excellent example. Telemarketing and Direct Marketing 2012-01-25T12:09:01+00:00 http://tutors.marketingcollege.com/page/view/the_art_of_marketing_leadership_planning_knowing_the_tricks/ http://tutors.marketingcollege.com/page/view/the_art_of_marketing_leadership_planning_knowing_the_tricks/#When:22:13:44Z TRICKS is a six letter acronym designed to remind you of some of the key skills and behaviours required and demonstrated by the most effective marketing leaders Leadership 2012-01-22T22:13:44+00:00 http://tutors.marketingcollege.com/page/view/top_ten_social_bookmarking_sites_reviewed/ http://tutors.marketingcollege.com/page/view/top_ten_social_bookmarking_sites_reviewed/#When:18:11:32Z Social Bookmarking sites have been around since before Twitter and Facebook. Why should you still be interested? Digital Marketing 2012-01-17T18:11:32+00:00 http://tutors.marketingcollege.com/page/view/what_do_the_new_icann_domains_mean_for_marketers/ http://tutors.marketingcollege.com/page/view/what_do_the_new_icann_domains_mean_for_marketers/#When:14:09:13Z Last week in a rather unheralded step, ICANN (Internet Corporation for Assigned Names and Numbers), the organisation that manages domain names on the Internet, started accepting applications for new tailored top level domains or TLDs, something that marks the start of the potential full decentralisation of control of domains and that might have big implications for marketers. Advertising and Communications, Digital Marketing, Emerging Themes, Leadership, Marketing Management, Marketing Environment, Marketing Mix ( DCVTM), Marketing Strategy, Sales Promotion, Stakeholder Relations 2012-01-17T14:09:13+00:00 http://tutors.marketingcollege.com/page/view/alls_well_that_starts_and_ends_well/ http://tutors.marketingcollege.com/page/view/alls_well_that_starts_and_ends_well/#When:16:54:07Z Over the years I’ve found that a great way to avoid the onset of that particular UK, post Christmas Day disease, prompted by excessive hype and build up, known as the ‘was that it?’ syndrome, is to schedule a day in London, ideally taking in a West End theatre show. Advertising and Communications, Marketing Mix ( DCVTM), Stakeholder Relations 2012-01-08T16:54:07+00:00 http://tutors.marketingcollege.com/page/view/lady_gaga_and_the_extended_marketing_mix/ http://tutors.marketingcollege.com/page/view/lady_gaga_and_the_extended_marketing_mix/#When:12:58:19Z It’s no surprise that Lady Gaga is the world’s biggest celebrity A-lister right now and here’s why… Marketing Mix ( DCVTM) 2012-01-08T12:58:19+00:00 http://tutors.marketingcollege.com/page/view/feeling_like_something_tasty_try_some_raspberry_pi/ http://tutors.marketingcollege.com/page/view/feeling_like_something_tasty_try_some_raspberry_pi/#When:15:10:25Z Now there weren’t too many positive messages being thrown about as 2011 ended but the first week into 2012 saw the start of a potential new phenomenon called Raspberry Pi. Advertising and Communications, Emerging Themes, Marketing Environment, Miscellaneous 2012-01-05T15:10:25+00:00 http://tutors.marketingcollege.com/page/view/happy_new_year_and_congratulations_to_chris_parker/ http://tutors.marketingcollege.com/page/view/happy_new_year_and_congratulations_to_chris_parker/#When:15:03:38Z Cambridge Marketing College tutor Chris Parker is elected to the CIM Board of Trustees Miscellaneous 2012-01-05T15:03:38+00:00 http://tutors.marketingcollege.com/page/view/itunes_match_music_in_the_cloud._a_lesson_for_marketers/ http://tutors.marketingcollege.com/page/view/itunes_match_music_in_the_cloud._a_lesson_for_marketers/#When:14:38:16Z With iCloud, the music you purchase in iTunes appears automatically on all your devices. You can also download your past iTunes purchases. Where you want, when you want. So what can marketers learn from this? Digital Marketing 2012-01-02T14:38:16+00:00 http://tutors.marketingcollege.com/page/view/the_doom_and_gloom_of_the_uk_seems_a_far_cry_from_the_positive_attitude_of_/ http://tutors.marketingcollege.com/page/view/the_doom_and_gloom_of_the_uk_seems_a_far_cry_from_the_positive_attitude_of_/#When:09:25:43Z Turkey:  A Business Travelogue The doom and gloom of the UK seems a far cry from the positive attitude of Turkey.  Even with grey skies the optimism of delegates at this years International Marketing Conference was in direct contrast to the UK.  1500 delegates attended eager to learn about the new opportunities to grow.  To get that number attending a similar conference in the UK is unheard of.  Have we lost our enthusiasm or are we too tied to our desks to look ahead any more? Emerging Themes 2011-12-12T09:25:43+00:00 http://tutors.marketingcollege.com/page/view/do_you_really_only_have_one_message_to_say/ http://tutors.marketingcollege.com/page/view/do_you_really_only_have_one_message_to_say/#When:15:15:35Z If you think when marketing that you only have to say things once then perhaps it’s time to think again Advertising and Communications 2011-12-08T15:15:35+00:00 http://tutors.marketingcollege.com/page/view/wikipedia_lessons_on_direct_marketing/ http://tutors.marketingcollege.com/page/view/wikipedia_lessons_on_direct_marketing/#When:14:29:27Z Wikipedia is running its annual fundraising appeal. However, being Wikipedia, they are publishing all their tests and results of their online advertisements. Advertising and Communications 2011-12-07T14:29:27+00:00 http://tutors.marketingcollege.com/page/view/england_rugby_-_boo_hiss/ http://tutors.marketingcollege.com/page/view/england_rugby_-_boo_hiss/#When:09:48:34Z It would appear the pantomime season has begun early in Twickenham this year. A lack of performance on the pitch at the rugby world cup a few months ago in New Zealand, has been dwarfed by a litany of farce off it. The booing and hissing has built to a crescendo in the last few days as the cast’s dirty laundry has been strung out for all to see. Advertising and Communications, PR and Media Relations, Stakeholder Relations 2011-11-27T09:48:34+00:00 http://tutors.marketingcollege.com/page/view/marketing_and_advertising_recruitment_awards_mara/ http://tutors.marketingcollege.com/page/view/marketing_and_advertising_recruitment_awards_mara/#When:10:21:36Z Having judged the Marketing and Advertising Recruitment Awards (MARA) a couple of weeks ago it was very pleasing to see the winners get their awards last night. Miscellaneous 2011-11-24T10:21:36+00:00 http://tutors.marketingcollege.com/page/view/top_10_thoughts_for_boosting_international_business_online/ http://tutors.marketingcollege.com/page/view/top_10_thoughts_for_boosting_international_business_online/#When:17:44:08Z Marketing online to new countries and new markets requires a fresh new way of thinking Digital Marketing 2011-10-31T17:44:08+00:00 http://tutors.marketingcollege.com/page/view/minis/ http://tutors.marketingcollege.com/page/view/minis/#When:09:15:17Z DCVTM candidates for December and March have just discovered that the new case study is on the Mini car and its branding. Advertising and Communications 2011-10-24T09:15:17+00:00 http://tutors.marketingcollege.com/page/view/keep_your_eyes_on_the_prize/ http://tutors.marketingcollege.com/page/view/keep_your_eyes_on_the_prize/#When:09:47:43Z It’s all too easy to become distracted by the day-to-day but the best way to deliver your goals is to keep your eyes on the prize.Here are five tips to help you on your way. Marketing Strategy 2011-10-22T09:47:43+00:00 http://tutors.marketingcollege.com/page/view/acting_before_life_passes_you_by/ http://tutors.marketingcollege.com/page/view/acting_before_life_passes_you_by/#When:14:06:09Z Sensing situations and opportunities before they happen has been a trait of entrepreneurs for centuries. But just how did such people learn to do this and as marketers what can we do to ensure we aren’t left behind in this ever-changing world? Emerging Themes 2011-10-11T14:06:09+00:00 http://tutors.marketingcollege.com/page/view/what_price_a_pint_of_milk/ http://tutors.marketingcollege.com/page/view/what_price_a_pint_of_milk/#When:08:20:25Z Delivering Customer Value Through Marketing (DCVTM) delegates are often confused by the use of the word “value”. Price is what a company charges. The real trick is to find out what value a customer places on your product/service. The market for a pint of milk is a good example of this. Marketing Mix ( DCVTM) 2011-10-10T08:20:25+00:00 http://tutors.marketingcollege.com/page/view/the_calm_behind_the_storm/ http://tutors.marketingcollege.com/page/view/the_calm_behind_the_storm/#When:18:40:02Z I recently made a business trip to the head office of the UK’s leading sports apparel retailer, SportsDirect.com and learned a thing or two about stakeholder marketing. Stakeholder Relations 2011-10-09T18:40:02+00:00 http://tutors.marketingcollege.com/page/view/best_global_brands_2011_announced/ http://tutors.marketingcollege.com/page/view/best_global_brands_2011_announced/#When:16:38:16Z Top 100 brands by InterBrand I was invited to the launch of the 2011 rankings on Wednesday . The new list produces some points of interest Advertising and Communications 2011-10-05T16:38:16+00:00 http://tutors.marketingcollege.com/page/view/just_do_nothing/ http://tutors.marketingcollege.com/page/view/just_do_nothing/#When:10:53:13Z Rather than the tried and tested positivity of that well known footwear brand that states Just Do It, there’s an argument today that says Just Do Nothing Marketing Strategy 2011-10-02T10:53:13+00:00 http://tutors.marketingcollege.com/page/view/curate_the_new_verb_for_online_publishing/ http://tutors.marketingcollege.com/page/view/curate_the_new_verb_for_online_publishing/#When:10:27:03Z To curate is to publish your own words and shamelessly share the work of others as you own and build content on a topic of your choice Digital Marketing 2011-09-29T10:27:03+00:00 http://tutors.marketingcollege.com/page/view/characteristics_of_innovative_thinkers/ http://tutors.marketingcollege.com/page/view/characteristics_of_innovative_thinkers/#When:09:34:19Z Get a group of hungry post graduate marketers in a room with a flip chart and some post-it notes and you are sure to come out with some interesting thinking and emerging themes. Marketing Strategy 2011-09-23T09:34:19+00:00 http://tutors.marketingcollege.com/page/view/facebook_open_graph_the_route_to_cloud_marketing/ http://tutors.marketingcollege.com/page/view/facebook_open_graph_the_route_to_cloud_marketing/#When:09:06:47Z Facebook’s next evolution with the roll-out of Timeline and Open Graph Apps could be the dawn for Cloud Marketing Digital Marketing 2011-09-23T09:06:47+00:00 http://tutors.marketingcollege.com/page/view/questionable_questionnaires/ http://tutors.marketingcollege.com/page/view/questionable_questionnaires/#When:10:29:58Z We see them here. We see them there. Questionnaires now seem to be everywhere. Everyone appears to be asking more and more questions. This is generally good, right? Or is it? My philosophy has always been that any research is better than none but now I am not so sure. Market Research 2011-09-21T10:29:58+00:00 http://tutors.marketingcollege.com/page/view/a_crumbling_rating/ http://tutors.marketingcollege.com/page/view/a_crumbling_rating/#When:10:04:35Z How does that saying about reputation go? Years to build, but shattered in a moment?  It’s a thought that fills my mind as I reflect on a, let’s be kind and say “disappointing”, recent experience at Centre Parcs in Belgium. Marketing Management, Marketing Environment, Marketing Mix ( DCVTM) 2011-09-18T10:04:35+00:00 http://tutors.marketingcollege.com/page/view/marketing_service_-_the_paradox/ http://tutors.marketingcollege.com/page/view/marketing_service_-_the_paradox/#When:10:44:49Z Sara Brown [ @sara-sb ] of Something Beckons, Peterborough recently tweeted about some businesses’ belief that a sporadic once-off or splatter gun approach to marketing is all that is required to drive customers to their doors! It promoted me to respond. Digital Marketing 2011-09-11T10:44:49+00:00 http://tutors.marketingcollege.com/page/view/wikipedia_gets_everywhere/ http://tutors.marketingcollege.com/page/view/wikipedia_gets_everywhere/#When:16:37:07Z Having just come back from a Cambridge Network meeting with Jimmy Wales, I thought it interesting to reflect on the impact and scale of Wikipedia as it reaches 10 years old.  Founded to give “free access to everyone to the sum of human knowledge” it is now counting down to its 20millionth article.  Emerging Themes 2011-09-08T16:37:07+00:00 http://tutors.marketingcollege.com/page/view/not_quite_perfect/ http://tutors.marketingcollege.com/page/view/not_quite_perfect/#When:15:48:30Z I know I’m not the only one to be mightily impressed at how Amazon (and other online retailers) serve the site visitor with content based on one’s browsing behaviour. I know it’s not exactly a new process, but as a relatively infrequent buyer of online consumer goods, I still think it’s really clever. But it seems even the mighty Amazon can fail to pick up on a major behavioural indicator. Advertising and Communications, Digital Marketing, Sales Promotion 2011-08-12T15:48:30+00:00 http://tutors.marketingcollege.com/page/view/youre_a_bit_odd/ http://tutors.marketingcollege.com/page/view/youre_a_bit_odd/#When:08:54:46Z I recently received a letter from Crisis, a homeless charity, which began: “You’re a bit odd. Sorry, I don’t mean to be rude. But you are.” Charity Marketing 2011-08-06T08:54:46+00:00 http://tutors.marketingcollege.com/page/view/c/ http://tutors.marketingcollege.com/page/view/c/#When:12:44:54Z Marketing 1.0 has existed for centuries with the power of brands pushing messages to customers and prospects. Since 2005 this has been superseded by Marketing 2.0 where the shift of power and influence has moved into social conversations where the brand owners see less and less influence and control over what is said about them and who says it. But social media is yesterday’s news. Emerging Themes 2011-08-04T12:44:54+00:00 http://tutors.marketingcollege.com/page/view/how_will_we_compete_now_/ http://tutors.marketingcollege.com/page/view/how_will_we_compete_now_/#When:15:01:59Z With the announcement last week that Foxconn aims to employ 1m robots on its assembly lines by 2013   to produce the phones and gadgets we all buy,  the implication for competition is considerable Emerging Themes 2011-08-03T15:01:59+00:00 http://tutors.marketingcollege.com/page/view/brand_extension_or_plagiarism/ http://tutors.marketingcollege.com/page/view/brand_extension_or_plagiarism/#When:09:58:33Z I came across this on my recent travels. Is it an example of brilliant out-of-the-box thinking or unlicensed Plagarism Marketing Mix ( DCVTM) 2011-08-02T09:58:33+00:00 http://tutors.marketingcollege.com/page/view/whats_the_difference_between_an_ipad_and_a_tin_of_tomatoes/ http://tutors.marketingcollege.com/page/view/whats_the_difference_between_an_ipad_and_a_tin_of_tomatoes/#When:15:47:10Z Or, when is it right to give discounts with new products? It’s funny how people seem to have fixed views on this – me included. I have always thought that if your product amounts to a new solution for a real problem, then it’s pointless offering reduced prices at time of product launch.  Your customers ought to be prepeared to pay a premium for being the first to get your product, rather than the opposite.  This is what happens all the time in the consumer technology sector, after all.  Think iPads, for example. Marketing Mix ( DCVTM) 2011-07-21T15:47:10+00:00 http://tutors.marketingcollege.com/page/view/business_as_usual/ http://tutors.marketingcollege.com/page/view/business_as_usual/#When:15:49:05Z Power corrupts – so the old saying goes. Like many other sports fans, I followed the recent power struggle that came and went at football’s world governing body FIFA, with a growing sickly feeling in my stomach. In the end, allegations of brown paper bags stuffed with cash, resulted in the long serving Sepp Blatter’s main rival for the top job, stepping aside. No contest, no change, but a nasty smell that lingers on. As for Blatter, he is clearly not stepping anywhere, other than back into the warm hospitality box of the next international football stadium on his gruelling schedule of travelling the world. Marketing Environment, Marketing Mix ( DCVTM), Sales and Business Development 2011-07-10T15:49:05+00:00 http://tutors.marketingcollege.com/page/view/what_do_you_think_you_are_doing/ http://tutors.marketingcollege.com/page/view/what_do_you_think_you_are_doing/#When:11:25:17Z Marketing and communication is not an end goal in itself, it’s a stepping stone to a customer action…. discuss Marketing Mix ( DCVTM) 2011-07-06T11:25:17+00:00 http://tutors.marketingcollege.com/page/view/how_good_is_your_elevator_pitch/ http://tutors.marketingcollege.com/page/view/how_good_is_your_elevator_pitch/#When:06:57:16Z You have one minute to describe what you do. What do you say? Sales Promotion 2011-06-24T06:57:16+00:00 http://tutors.marketingcollege.com/page/view/charity_fundraising_on_facebook_-_top_tips_for_success/ http://tutors.marketingcollege.com/page/view/charity_fundraising_on_facebook_-_top_tips_for_success/#When:17:48:14Z Are you getting the best return from your fundraising on Facebook? Charity Marketing 2011-06-16T17:48:14+00:00 http://tutors.marketingcollege.com/page/view/hows_your_cloud_looking/ http://tutors.marketingcollege.com/page/view/hows_your_cloud_looking/#When:14:10:55Z If relevant content all around the web is future proofing you for the evolution to Cloud Marketing, how’s your cloud looking today? Digital Marketing 2011-06-15T14:10:55+00:00 http://tutors.marketingcollege.com/page/view/when_pricing_is_just_too_greedy/ http://tutors.marketingcollege.com/page/view/when_pricing_is_just_too_greedy/#When:12:51:44Z What price convenience or peace of mind? Businesses know that making their customers’ lives easier is a valuable service, and one that they’ll happily pay for. But how far can you go in pricing before you force them to consider another approach - as well as creating bad customer vibes? Striking workers forcing customers to use competing suppliers, never to return, springs to mind. But how about this… Ethics, Marketing Mix ( DCVTM), Marketing Strategy 2011-06-10T12:51:44+00:00 http://tutors.marketingcollege.com/page/view/a_journey_back_in_time_for_service_quality/ http://tutors.marketingcollege.com/page/view/a_journey_back_in_time_for_service_quality/#When:12:33:55Z As consumers we all know and appreciate the value of good customer service in the retail sector. Where competition is intense and frequency of purchase high, a poor customer experience is simply not forgiven. Generally speaking, we vote with our feet and move to a rival. Only in price led, monopolistic situations can the provider ‘get away with it’ e.g the Ryannair flight to the obscure airport in Scandinavia. Like it or lump it. Marketing Environment 2011-06-05T12:33:55+00:00 http://tutors.marketingcollege.com/page/view/12_essential_facebook_statistics/ http://tutors.marketingcollege.com/page/view/12_essential_facebook_statistics/#When:15:31:16Z You are either in the camp of the converted, the camp of the tried but unproven or the camp of disbelievers. But whichever, there’s no disputing that the new statistics make mighty fine reading Digital Marketing 2011-06-01T15:31:16+00:00 http://tutors.marketingcollege.com/page/view/let_cash_join_your_team/ http://tutors.marketingcollege.com/page/view/let_cash_join_your_team/#When:12:03:33Z If cash is the lifeblood of your business then you should consider it an integral part of your team Miscellaneous 2011-05-23T12:03:33+00:00 http://tutors.marketingcollege.com/page/view/an_ongoing_masterclass_in_relationship_marketing/ http://tutors.marketingcollege.com/page/view/an_ongoing_masterclass_in_relationship_marketing/#When:07:42:43Z There it is in black and white. Or more accurately blue and yellow. It’s the latest loving letter from Johnnie Boden to my wife…and it’s brilliant. Another instalment in his ongoing masterclass of relationship marketing. Extremely personal, but judging by his enormous commercial success, thankfully not exclusive. Sales Promotion 2011-05-15T07:42:43+00:00 http://tutors.marketingcollege.com/page/view/bring_your_website_to_life/ http://tutors.marketingcollege.com/page/view/bring_your_website_to_life/#When:11:25:26Z Why are some websites dull, lifeless and out of date? Maybe because they need a new lease of life… literally…. Digital Marketing 2011-05-12T11:25:26+00:00 http://tutors.marketingcollege.com/page/view/watirose_-_how_not_to_change_a_website/ http://tutors.marketingcollege.com/page/view/watirose_-_how_not_to_change_a_website/#When:09:39:37Z DCVTM candidates for June are thinking about Waitrose but despite the positive case study, not all that Waitrose does works well. Marketing Mix ( DCVTM) 2011-05-12T09:39:37+00:00 http://tutors.marketingcollege.com/page/view/_marketing_matters_-_a_film_from_media_trust_for_charity_marketers/ http://tutors.marketingcollege.com/page/view/_marketing_matters_-_a_film_from_media_trust_for_charity_marketers/#When:18:36:03Z The Media Trust has introduced a marketing film for charity marketers that includes digital marketing applications Charity Marketing 2011-05-09T18:36:03+00:00 http://tutors.marketingcollege.com/page/view/a_next-generation_digital_book/ http://tutors.marketingcollege.com/page/view/a_next-generation_digital_book/#When:14:57:12Z If you were thinking about new ways to engage with your customers and wider stakeholders, this may be the solution you were waiting for. The first Interactive Book for the iPad has been launched with with clever, swipeable video and graphics and some very cool data visualisations to play with!   Advertising and Communications, Marketing Mix ( DCVTM), Stakeholder Relations 2011-05-04T14:57:12+00:00 http://tutors.marketingcollege.com/page/view/college_blog_gets_noticed/ http://tutors.marketingcollege.com/page/view/college_blog_gets_noticed/#When:13:43:49Z Good News! Our tutor blog, which flags up new Marketing Ideas and Issues, has been recognised by Online University Degree as one of the top 50 most useful and enjoyable tutor blogs around. It is nice to be appreciated! Best Tutoring Blogs onlineuniversitydegree.org Digital Marketing 2011-05-03T13:43:49+00:00 http://tutors.marketingcollege.com/page/view/ticket_ballot_shows_force_of_olympics_proposition/ http://tutors.marketingcollege.com/page/view/ticket_ballot_shows_force_of_olympics_proposition/#When:06:03:31Z I’ve done it. I’ve loaded my credit card details (Visa only accepted), confirmed I am ready to part with several hundred pounds, hit the submit button and now I wait for a month. Fingers crossed that I will be relieved of my money. Welcome to the novel buyer experience of applying for London 2012 Olympic Games tickets. Marketing Mix ( DCVTM) 2011-04-26T06:03:31+00:00 http://tutors.marketingcollege.com/page/view/lon/ http://tutors.marketingcollege.com/page/view/lon/#When:12:08:19Z Back in the days of old when everyone was trying to outdo each other by attracting lots and lots of people to their website a whole new industry was born. They called themselves the Search Engine Optimisation industry. Specialists who would “guarantee to get you on page one of the search engine results”. Very clever bearing in mind that there are only ten result spaces to a page and yet there are more than ten companies on the planet and ten search engine optimisation specialists focusing on lots of the major search phrases! Digital Marketing 2011-04-15T12:08:19+00:00 http://tutors.marketingcollege.com/page/view/social_media_monitoring/ http://tutors.marketingcollege.com/page/view/social_media_monitoring/#When:10:16:00Z An interesting article on challenges of measuring Social Media Campaigns Marketing Metrics and Evaluation 2011-04-13T10:16:00+00:00 http://tutors.marketingcollege.com/page/view/listen_to_the_marketplace/ http://tutors.marketingcollege.com/page/view/listen_to_the_marketplace/#When:14:15:40Z I came across this article today on the BBC news website.  It strikes me as a really good example of how you can grow a business by listening to what the marketplace is saying. Digital Marketing, Marketing Strategy, Sales and Business Development 2011-03-31T14:15:40+00:00 http://tutors.marketingcollege.com/page/view/at_what_price_personalisation/ http://tutors.marketingcollege.com/page/view/at_what_price_personalisation/#When:09:36:22Z Can you afford to provide personalised products and services if your services are not priced at a premium? Advertising and Communications 2011-03-30T09:36:22+00:00 http://tutors.marketingcollege.com/page/view/ma/ http://tutors.marketingcollege.com/page/view/ma/#When:19:09:10Z What’s the lowliest product your could ever think about marketing? It’s probably the humble rock… so how would you make rocks sexy? Advertising and Communications 2011-03-21T19:09:10+00:00 http://tutors.marketingcollege.com/page/view/memories_keep_you_a_prisoner_of_the_past/ http://tutors.marketingcollege.com/page/view/memories_keep_you_a_prisoner_of_the_past/#When:11:23:23Z What can a football legend teach us about business innovation? Are we really prisoners of our pasts? Emerging Themes 2011-03-04T11:23:23+00:00 http://tutors.marketingcollege.com/page/view/social_media_anal/ http://tutors.marketingcollege.com/page/view/social_media_anal/#When:18:40:10Z Sometimes you come across a web page that does everything you are looking for in one place, and here’s a really useful one if you are about measurement of your social networking (and you really should be) Digital Marketing 2011-02-28T18:40:10+00:00 http://tutors.marketingcollege.com/page/view/timing_is_everything/ http://tutors.marketingcollege.com/page/view/timing_is_everything/#When:11:48:23Z Nature has no consideration for people who don’t plan ahead. Be it gardening, holidays, events or travel, we play by its rules. So what can that teach us about Marketing? Project Management 2011-02-21T11:48:23+00:00 http://tutors.marketingcollege.com/page/view/niche_clothing_marketing/ http://tutors.marketingcollege.com/page/view/niche_clothing_marketing/#When:11:42:07Z The clothing market is crowded with competitors but here is one small, UK, franchise who has found a specialised if very unglamorous market. Marketing Mix ( DCVTM) 2011-02-11T11:42:07+00:00 http://tutors.marketingcollege.com/page/view/its_a_bit_small_for_a_crossword_puzzle/ http://tutors.marketingcollege.com/page/view/its_a_bit_small_for_a_crossword_puzzle/#When:09:41:04Z Have you been wondering what those funny patterns are that are starting to pop up in magazines, posters and even on TV? Well they’re called QR codes (for ‘quick response’) and they’re a great way to make a connection between offline and online marketing. So how would you use them? Advertising and Communications, Digital Marketing, Miscellaneous, Sales Promotion, Telemarketing and Direct Marketing 2011-02-11T09:41:04+00:00 http://tutors.marketingcollege.com/page/view/whats_the_hub_of_your_marketing/ http://tutors.marketingcollege.com/page/view/whats_the_hub_of_your_marketing/#When:15:24:29Z The problem we have is that we are all so busy. In fact, we’ve never been busier. Home working, mobile devices, customer pressures and business demands all take their toll on our already hectic lives. Digital Marketing 2011-02-04T15:24:29+00:00 http://tutors.marketingcollege.com/page/view/cam_foundation_keeps_us_informed/ http://tutors.marketingcollege.com/page/view/cam_foundation_keeps_us_informed/#When:10:45:00Z They say the nicest gifts are the unexpected ones. An early Xmas present came in the form of a new ‘app’ from the CAM Foundation. The new iPhone app helps us keep up to date with all that’s new in the worlds of marketing communications and digital. Should you try it? Here’s my conclusion. Advertising and Communications, Digital Marketing, PR and Media Relations, Sales Promotion 2011-01-11T10:45:00+00:00 http://tutors.marketingcollege.com/page/view/find_the_jewel_in_your_crown/ http://tutors.marketingcollege.com/page/view/find_the_jewel_in_your_crown/#When:00:13:32Z How can a tour of The Ritz, London make you think about your unique selling point at the same time as focus you on where most of your revenues come from? Marketing Strategy 2011-01-10T00:13:32+00:00 http://tutors.marketingcollege.com/page/view/what_will_rise_from_the_ashes/ http://tutors.marketingcollege.com/page/view/what_will_rise_from_the_ashes/#When:10:14:24Z Enjoying the sporting success down under this morning, what can we learn from a record breaking series? Marketing Strategy 2011-01-07T10:14:24+00:00 http://tutors.marketingcollege.com/page/view/dont_win_the_evaluation_only_to_lose_the_sale/ http://tutors.marketingcollege.com/page/view/dont_win_the_evaluation_only_to_lose_the_sale/#When:17:00:58Z Happy New Year, everybody. I’m surprised that nobody has yet blogged on these pages about the World Cup bid debacle.  Here goes. Attempting to read behind the media hype, it looks as if the England bid to host the World Cup may have been the best bid, technically speaking.  But somehow, when it came to what the committee were really looking for, it did not meet the requirements.  Everybody then shouts “foul”, but the fact remains that the contract went elsewhere.  What can we make of this? Marketing Mix ( DCVTM), Sales and Business Development 2011-01-04T17:00:58+00:00 http://tutors.marketingcollege.com/page/view/holly_isnt_garnier_green/ http://tutors.marketingcollege.com/page/view/holly_isnt_garnier_green/#When:13:47:01Z Holly isn’t really the bright lime green colour depicted on Garnier Christmas TV ads. Or is it? Advertising and Communications 2010-12-16T13:47:01+00:00 http://tutors.marketingcollege.com/page/view/digital_marketing_winter_briefing/ http://tutors.marketingcollege.com/page/view/digital_marketing_winter_briefing/#When:13:39:32Z Social Media Mashups could be the next big thing in digital marketing, but why? Digital Marketing 2010-12-03T13:39:32+00:00 http://tutors.marketingcollege.com/page/view/your/ http://tutors.marketingcollege.com/page/view/your/#When:17:19:05Z Once you publish a blog, an email, some news, a website or social media comment, it’s immortal and online forever, even if you delete it! Digital Marketing 2010-11-29T17:19:05+00:00 http://tutors.marketingcollege.com/page/view/autoglass_repair_-_autoglass_smiley_face/ http://tutors.marketingcollege.com/page/view/autoglass_repair_-_autoglass_smiley_face/#When:12:26:13Z Those of you who have been in my marketing research sessions will know that I am passionate about gaining feedback from customers.  Matching supply and demand to meet customer wants and needs - this is fundamental to marketing after all! You will also know that I’m not a big fan of smiley faces in research!  This weekend I was unlucky enough to get a stone chip in my windscreen and Autoglass came out to repair it at 8.00am yesterday morning in -5C conditions! Market Research, Marketing Management, Marketing Metrics and Evaluation, Stakeholder Relations 2010-11-29T12:26:13+00:00 http://tutors.marketingcollege.com/page/view/night-time_toothpaste/ http://tutors.marketingcollege.com/page/view/night-time_toothpaste/#When:11:58:18Z Positioning is powerful stuff. A small Italian firm takes on the multinationals with some clever toothpaste positioning: night-time toothpaste. Marketing Strategy 2010-11-23T11:58:18+00:00 http://tutors.marketingcollege.com/page/view/pricing_tactic_or_scam/ http://tutors.marketingcollege.com/page/view/pricing_tactic_or_scam/#When:15:25:32Z Sorry folks, this is going to be another of my rants, but if you can bear with me, there’s a serious message at the end. A well-known supermarket gives out vouchers when you build up enough “points” on your loyalty card.  These vouchers come out in nice round numbers of pounds (eg £15).  So far so good. Marketing Mix ( DCVTM), Sales Promotion 2010-11-22T15:25:32+00:00 http://tutors.marketingcollege.com/page/view/how_to/ http://tutors.marketingcollege.com/page/view/how_to/#When:16:27:10Z The concept of emerging themes like social media, the economy and exciting new technologies need to be built into your plans. But how? Emerging Themes 2010-11-12T16:27:10+00:00 http://tutors.marketingcollege.com/page/view/hospitality_and_tourism_marketing/ http://tutors.marketingcollege.com/page/view/hospitality_and_tourism_marketing/#When:10:21:34Z It’s great when Marketing does what it preaches. Looks at a market sector, understand and listens to the issues and opportunities and then develops and launches products and services to meet the needs Miscellaneous 2010-11-09T10:21:34+00:00 http://tutors.marketingcollege.com/page/view/prostate_cancer_charity_publicity_stunt/ http://tutors.marketingcollege.com/page/view/prostate_cancer_charity_publicity_stunt/#When:11:28:01Z The Prostate Cancer Charity used an arresting image to front its awareness campaign - Snow men in pants! Charity Marketing 2010-11-08T11:28:01+00:00 http://tutors.marketingcollege.com/page/view/a_word_of_caution/ http://tutors.marketingcollege.com/page/view/a_word_of_caution/#When:11:27:53Z If we keep an eye on what the tweeting and blogging communities are saying, we can find out valauble information about our customers, our markets, what they want from us, and how we are perceived.  If only we can tune in, there’s a goldmine of information for Product Managers and others who are concerned with developing the business.  It even works for B2B too.  Very good. A word of caution, though… Digital Marketing, Market Research, Marketing Strategy 2010-11-03T11:27:53+00:00 http://tutors.marketingcollege.com/page/view/when_do_you_start_thinking_about_next_year/ http://tutors.marketingcollege.com/page/view/when_do_you_start_thinking_about_next_year/#When:12:27:14Z With just 38 working days left in 2010 when is the best time to start planning for next year? Marketing Strategy 2010-11-02T12:27:14+00:00 http://tutors.marketingcollege.com/page/view/marketing_metrics_for_business_growth/ http://tutors.marketingcollege.com/page/view/marketing_metrics_for_business_growth/#When:14:22:26Z I shouldn’t really put an advert on the Tutor Blog because that’s not really in the spirit of good blogging. But this one is different as it’s very much designed to help you prove the value of all of your marketing activity next year, and who wouldn’t want to know about that… Marketing Metrics and Evaluation 2010-10-27T14:22:26+00:00 http://tutors.marketingcollege.com/page/view/how_to_create_a_measurable_marketing_campaign/ http://tutors.marketingcollege.com/page/view/how_to_create_a_measurable_marketing_campaign/#When:11:54:31Z Campaign measurement is becoming ever more important in the drive for value, cost effectiveness and in the light of reduced marketing budgets. So where do you start? Well, probably with a focus on setting objectives within a clear process. Here are six steps to get you started. Marketing Metrics and Evaluation 2010-10-21T11:54:31+00:00 http://tutors.marketingcollege.com/page/view/why_research_matters/ http://tutors.marketingcollege.com/page/view/why_research_matters/#When:09:57:49Z I recently spent a long weekend in a hired VW campervan – no sniggering at the back of the room please! Yes it was wet and cold! I did wonder what an earth I was doing! Market Research, Marketing Management, Marketing Strategy 2010-10-21T09:57:49+00:00 http://tutors.marketingcollege.com/page/view/a_place_for_everything/ http://tutors.marketingcollege.com/page/view/a_place_for_everything/#When:13:16:35Z An excellent programme on logistics and customer service on Radio 4’s The Bottom Line this week. Marketing Mix ( DCVTM) 2010-10-20T13:16:35+00:00 http://tutors.marketingcollege.com/page/view/view_from_the_vista/ http://tutors.marketingcollege.com/page/view/view_from_the_vista/#When:16:46:24Z It pays to take a day out now and again, not only to refresh yourself but also to refresh your business, team, strategy or tactics Marketing Management 2010-10-18T16:46:24+00:00 http://tutors.marketingcollege.com/page/view/what_is_your_constant/ http://tutors.marketingcollege.com/page/view/what_is_your_constant/#When:17:40:29Z In this ever-changing world we strive for consistency and habit. Wouldn’t it be good if we could find constancy in Marketing? Emerging Themes 2010-10-07T17:40:29+00:00 http://tutors.marketingcollege.com/page/view/how_much_can_you_sell_on_linkedin/ http://tutors.marketingcollege.com/page/view/how_much_can_you_sell_on_linkedin/#When:10:44:40Z LinkedIn is one of the most popular business social networking tools but can you really sell through it? Digital Marketing 2010-10-04T10:44:40+00:00 http://tutors.marketingcollege.com/page/view/customers_who_bought_this_item_also_bought/ http://tutors.marketingcollege.com/page/view/customers_who_bought_this_item_also_bought/#When:10:20:39Z In times of high cost of finding and securing new customers, what better than to focus on selling more to your existing customers Sales and Business Development 2010-09-23T10:20:39+00:00 http://tutors.marketingcollege.com/page/view/tesco_law_opens_up_new_legal_marketing_opportunities/ http://tutors.marketingcollege.com/page/view/tesco_law_opens_up_new_legal_marketing_opportunities/#When:13:48:01Z Law firms are entering some turbulent waters in the coming months with many changes to the way they communicate with clients, opening up both opportunities but also threats from hitherto unknown competitors. Marketing Environment 2010-09-16T13:48:01+00:00 http://tutors.marketingcollege.com/page/view/what_can_a_humble_coffee_biscuit_teach_us_about_effective_marketing/ http://tutors.marketingcollege.com/page/view/what_can_a_humble_coffee_biscuit_teach_us_about_effective_marketing/#When:10:06:37Z It may seem insignificant but a humble coffee biscuit can teach us lots about customer focused marketing. Marketing Strategy 2010-09-13T10:06:37+00:00 http://tutors.marketingcollege.com/page/view/two_simple_but_good_examples_of_customer_marketing/ http://tutors.marketingcollege.com/page/view/two_simple_but_good_examples_of_customer_marketing/#When:09:13:24Z Two email communications dropped into my inbox yesterday. One was a simple thank you for my custom with a new business and one was an encouragement to repurchase from a company I haven’t used for a while. Stakeholder Relations 2010-09-03T09:13:24+00:00 http://tutors.marketingcollege.com/page/view/tricky_business_working_in_a_garage/ http://tutors.marketingcollege.com/page/view/tricky_business_working_in_a_garage/#When:20:06:08Z A couple of months ago, they told me my tyres had 3mm of tread, and that my brakes were 70% gone and would need replacing within 6,000 miles.  And that the brake discs would need replacing at the same time as the brake pads.  Would I like to do them all now?  No thanks say I, I’ll wait for another 5,000 miles. Marketing Mix ( DCVTM) 2010-09-01T20:06:08+00:00 http://tutors.marketingcollege.com/page/view/keeping_up_with_the_jones/ http://tutors.marketingcollege.com/page/view/keeping_up_with_the_jones/#When:00:35:01Z It’s quite difficult now to keep up with the myriad of changes that are taking place in digital marketing and social media. Every day there are news announcements of what Facebook is up to, what’s happening on YouTube and the relatively new kid on the block Twitter is constantly punching above its weight for media attention. Digital Marketing 2010-08-28T00:35:01+00:00 http://tutors.marketingcollege.com/page/view/2010_hype_revealed/ http://tutors.marketingcollege.com/page/view/2010_hype_revealed/#When:09:21:26Z Gartner’s always-fascinating technology hype cycle has been published for 2010. Digital Marketing, Emerging Themes, Marketing Environment, Miscellaneous 2010-08-17T09:21:26+00:00 http://tutors.marketingcollege.com/page/view/google_waves_goodbye/ http://tutors.marketingcollege.com/page/view/google_waves_goodbye/#When:13:45:26Z It seems we must live without one of the hottest new tools promised by the mighty Google. Digital Marketing, Emerging Themes 2010-08-06T13:45:26+00:00 http://tutors.marketingcollege.com/page/view/st/ http://tutors.marketingcollege.com/page/view/st/#When:11:57:52Z You have at your fingertips a host of trend information if you choose to look for it. Here are some ideas for places to start. Digital Marketing 2010-08-03T11:57:52+00:00 http://tutors.marketingcollege.com/page/view/more_more/ http://tutors.marketingcollege.com/page/view/more_more/#When:14:47:15Z Here’s a contentious idea: No matter how you look at it, volume is more important than value when it comes to Marketing Marketing Metrics and Evaluation 2010-08-02T14:47:15+00:00 http://tutors.marketingcollege.com/page/view/10_could_be_more_than_you_think/ http://tutors.marketingcollege.com/page/view/10_could_be_more_than_you_think/#When:09:20:47Z I often wonder about 10% and just how much difference it could make with little effort. Marketing Metrics and Evaluation 2010-07-26T09:20:47+00:00 http://tutors.marketingcollege.com/page/view/another_milestone_reached/ http://tutors.marketingcollege.com/page/view/another_milestone_reached/#When:14:05:44Z From time to time, one particular statistic on the inexorable rise of digital seems to stand out from the rest.  The IAB’s announcement that in H1 2009, Internet advertising outstripped that on TV is one such case.  Today came another. According to Amazon, its customers now purchase more Kindle books than hardcover books. Digital Marketing 2010-07-23T14:05:44+00:00 http://tutors.marketingcollege.com/page/view/surfing_is_like..._well..._surfing/ http://tutors.marketingcollege.com/page/view/surfing_is_like..._well..._surfing/#When:14:57:17Z There are many similarities between surfing waves and surfing the web but the times they are a changin’ Digital Marketing 2010-07-21T14:57:17+00:00 http://tutors.marketingcollege.com/page/view/branding_its_whats_on_the_inside_that_counts/ http://tutors.marketingcollege.com/page/view/branding_its_whats_on_the_inside_that_counts/#When:10:10:39Z Thursday 15th June saw the Cambridge Marketing College annual dinner at St Johns College. After torrential rain and gusts throughout the day, the sun finally shone to allow for a fantastic evening. The evening’s entertainment was provided by Rita Clifton, chief executive of Interbrand, the world’s largest branding consultancy. As former vice chairman and executive planning director of Saatchi & Saatchi she was well qualified to speak about branding in today’s market place. What follows is a short summary of what she had to say. Advertising and Communications 2010-07-20T10:10:39+00:00 http://tutors.marketingcollege.com/page/view/is_strategic_marketing_commercial_enough/ http://tutors.marketingcollege.com/page/view/is_strategic_marketing_commercial_enough/#When:12:49:02Z When it comes to driving a marketing strategy for our businesses we are all very good at understanding where the company is at in the market place and in the eyes of the customer. But do we really take into account the commercial aspects of our strategy in terms of what this means for the business and our end to end supply chain? Marketing Strategy 2010-07-16T12:49:02+00:00