Relationship Marketing teaching tool
Brands seeking to define and implement Relationship Marketing need look no further for inspiration than how a child might describe their relationship with their best friend. I developed this one pager after using this idea with the students I taught last week as part of their Marketing Essentials module through Oxford College of Marketing.Relationship Marketing
Social irresponsibility at play and using our right to complain.
We can all exercise our right to complain about TV advertising. It works!
Advertising from Payday loans company Cash Lady sunk to a new low by using Kerry Katona as a celebrity endorsee and the strapline – “Fast cash for fast lives”. Kerry Katona is a known bankrupt and her image is completely at odds with responsible lending. This poor piece of marketing communications was upheld by the ASA on several accounts one of which was breaching the UK Code of Broadcast Advertising (BCAP Code) rule 1.2 (Social Responsibility).
I fell of my seat when I saw this advert. I was appalled by its crassness. I thought I would put the ASA (Advertising Standards Authority) to the test. I was not alone. It was satisfying to see the advert was lambasted for its poor taste in messaging. Kerry Katona might want to be a little bit more discerning in her choice of endorsement in future.
Payday loan companies love to say they are filling a gap not provided by other lenders. This may be true but this is not the way to advertise. Another dent in the already tarnished image of the financial services sector!
Email marketers – make 2013 the year for an improved unsubscribe process. My latest blog post.
We are all suffering from information overload. Email marketing contributes to this overload though consumers are generally in control as to who they want to hear from because of the industry accepted use of the option to unsubscribe. But brands are missing a trick. I have just unsubscribed from dozens of sites. Why? Because the emails were being sent on a daily or every other day basis. The brands in question did not offer an alternative. The lack of an alternative implies that in most cases a consumer’s relationship with a brand is either hot or cold when in fact there are most certainly many situations where consumers want to to keep the relationship more on the back burner – to be able to access the brand and be reminded of what it can offer every now and then e.g. Amazon.
So, email marketers! Make 2013 the year that you provide customers with more options. The content still needs to be relevant of course and you may still be able to build fruitful relationships simply by making a few tweaks relating to frequency. Provide us with better control of WHEN we want to receive your offers.
Likelihood to recommend – Holy Grail or Fool’s Gold.
Click on the link below to download and view the article.
Research-World-issue-35-September-2012-page85
‘This article was first published in Research World, the magazine for marketing intelligence & decision making published by ESOMAR. For more details go to http://www.esomar.org/researchworld.’
ESOMAR members can read my article in September’s edition of Research World
Entitled Likelihood to recommend: “Holy Grail or Fool’s Gold”.
HR Strategy: Fast Forward 2022
My latest published article is on HR Strategy. Entitled Fast Forward 2022 it outlines some possible scenarios for recruitment and compensation in the context of empowered employees.
Find it at:
http://www.hrmagazine.co.uk/hro/features/1074272/hr-strategy-fast-forward-2022
The impact of technology from a consumer centric perspective.
With so many applications, websites and built-in technology at consumers’ fingertips through mobiles, tablets, games consoles and TV, brands have multiple opportunities to connect but consumers’ needs should remain front and centre.
Read my latest Insightgraphic.
Strategic lessons from Apple and Ryanair…and the role research could have played but didn’t
Open up and read my 3 page Insightgraphic on Apple and Ryanair and the role research could have played but didn’t and how research could have been used.
Let me know your thoughts, email me at: p.shreeve@btinternet.com
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