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Marketing Practice
Why? Good marketing hinges on just one word
Author: Fraser Carson
Category: Marketing Practice
Created: 09:14 PM, Monday 09 April, 2012
Comments: 0
A friend reminds me constantly that my favourite utterance is "serendipity". I guess it's because I'm so often struck by occurrences which seem to suddenly converge around a great truth or idea. An example. A recent discussion with a client had us ta...
Commitment and discipline is more important than ever in communications
Author: Fraser Carson
Category: Marketing Practice
Created: 09:30 PM, Tuesday 20 March, 2012
Comments: 0
I made the effort tonight to put in an appearance at my gym for a bit of overdue exercise. I find that if I make a regular effort I can maintain a healthy level of fitness and if I put in even more effort, I can even increase my fitness fairly easily. On the other hand, if I pull out for a while, even a week, the fitness level plummets and I seem to need triple the effort to get back to where I was.
Dating can be tough for poor communicators
Author: Fraser Carson
Category: Marketing Practice
Created: 09:42 PM, Wednesday 22 February, 2012
Comments: 0
Some years back I did some part-time tutoring at my old alumni, Massey University. Every week I would trundle myself off to a thoroughly enjoyable few hours with up-and-coming design students seeking a career in advertising.
How to put a price on a product or service
Author: Fraser Carson
Category: Marketing Practice
Created: 06:32 PM, Sunday 29 January, 2012
Comments: 0
The price of a product or service is a marketing issue as much as it’s an economic one, because it’s tied into the package of value and integral to building perceptions.
Don't get complicated or lazy in planning
Author: Fraser Carson
Category: Marketing Practice
Created: 09:13 AM, Monday 31 October, 2011
Comments: 0
When you plan properly, it’s almost guaranteed that you’ll get much better results from your communications activities and continue to build a cycle of improvements for your organisation or business. So why are so many people too complicated or lazy about their planning?
When communications control isn't enough
Author: Fraser Carson
Category: Marketing Practice
Created: 10:30 PM, Monday 03 October, 2011
Comments: 0
I have often blogged about the shift in marketing and communications thinking away from the old power-and-control model to one where freedom and flexibility is derigor.
Why a billboard is still a great media option
Author: Fraser Carson
Category: Marketing Practice
Created: 09:06 PM, Sunday 11 September, 2011
Comments: 0
Why a billboard is still a great media option Blog post: 11 September, 2011 A good thing about writing a blog is that I can express my bias, often. So here's one – I love a good billboard. Interestingly I think they've become even mo...
Be sorry and do it quick - PR rewards for cock-ups
Author: Fraser Carson
Category: Marketing Practice
Created: 03:29 PM, Tuesday 09 August, 2011
Comments: 1
In a moment I'm going to share with you a cock-up by one of my dear friends. Yes it was embarrassing and I am being a rat to my friend, but the good news is that she turned an embarrassing situation into gold. Keep reading. We all make mistakes. Yep, an...
Write a good sales letter and score more responses
Author: Fraser Carson
Category: Marketing Practice
Created: 09:31 PM, Sunday 24 July, 2011
Comments: 0
If you're like me I generally throw unsolicited letters in the bin. Even if I've had a preceding phone call, if a letter doesn't instantly grab me, its history. Every so often, I'll glance at a letter and something about it gives me the feeling that ...
Stop trying to sell and start a relationship
Author: Fraser Carson
Category: Marketing Practice
Created: 09:58 PM, Sunday 10 July, 2011
Comments: 0
A positive way the world of marketing and communications has changed is through impact of new media and our perceptions of 'relationships' and 'choice'. A classic example of this is the shift away from marketing companies thinking of their businesses ...
Conversations are important again
Author: Fraser Carson
Category: Marketing Practice
Created: 09:00 AM, Tuesday 31 May, 2011
Comments: 0
Back in darkest history when humans worked out how to communicate more efficiently, perhaps with smoke signals, it not only changed the way people communicated; it changed the way we thought. In the new world of the internet and social media, in many resp...
Communication basics often forgotten
Author: Fraser Carson
Category: Marketing Practice
Created: 08:45 PM, Sunday 08 May, 2011
Comments: 0
We all instinctively know that if we tip a bucket of ice down someone's pants, they're likely to respond in a predictable way. Yes we humans learn from an early age that if we treat people badly, they're likely to behave equally badly. A bucket of ice...
How we get the simple things in communications completely wrong
Author: Fraser Carson
Category: Marketing Practice
Created: 09:27 AM, Tuesday 08 February, 2011
Comments: 0
In communications seminars and workshops I often borrow an illustrative story from somewhere in my past. It goes like this. Imagine driving down a country road and spotting a sign on th...
Why we measure messages just because we can
Author: Fraser Carson
Category: Marketing Practice
Created: 10:13 PM, Sunday 16 January, 2011
Comments: 0
In the online world it is often said that "content is king." It's another way of saying that unless a viewer is satisfied and rewarded by the content they read or use, all else fails. Many marketers and website operators have become obsessed with the ...
