A simple definition of marketing

June 6, 2018By Simon FosterMarketing Training No Comments

A quick thought for those who want a simple definition of marketing. There are a number of definitions of marketing. Here are a few of the better ones: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.  … Read More

TV Media Planning Terms – calculating media reach and frequency using TVRs

April 22, 2018By Simon FosterAdvertising Media Training, Media Buying Training, Media Planning Training, TV Media Planning Training No Comments

When media planners develop TV campaign plans they are often optimising the relationship between three sets of numbers: TVRs (or GRPs, or TRPs) – TVRs or TV rating points are a reflection a target audience using both demographics and geography. If there are 50m adults in the UK then 1 Adult National TVR is 1% of … Read More

What is the sales funnel and is it alive or dead?

April 18, 2018By Simon FosterAdvertising Media Training, CRM Training, Marketing Training, Media Planning Training No Comments

The sales funnel is one of the most powerful conceptual tools in marketing. It gives marketers the ability to contextualise how consumers move from being unaware prospects to converted brand advocates. It was originally conceived by Elias St. Elmo Lewis an American ad agency owner who was operating out of Philadelphia in the early 1900s – … Read More

Understanding brand awareness, consideration and preference

February 13, 2018By Simon FosterAdvertising Evaluation Training, Marketing Training, Media Planning Training No Comments

Brand awareness is vitally important in the marketing process. As consumers need to be aware of a product and brand to purchase it, then the more consumers who are aware, the more purchases take place. This hierarchical approach, begins with awareness and moves through consideration and preference to purchase. This hierarchical path is sometimes called … Read More

How do TVRs build media reach and frequency?

January 29, 2018By Simon FosterAdvertising Evaluation Training, Advertising Media Training, DRTV Training, Media Buying Training, Media Planning Training, TV Media Planning Training No Comments

As we saw in the “what is a TVR” post a TVR is a percentage of a given target audience in a given geographic base.  But is a TVR any more than that? Well, yes it is. A TVR is an important factor in calculating how media activity builds reach and frequency. Reach is the … Read More

What is first, second and third-party data and how is it affected by GDPR?

January 27, 2018By Simon FosterDirect Mail Training, Direct Marketing Training No Comments

First party data is data that your organisation has collected and owns about your customers. It is information that has been gathered in the course of your direct relationship with your customers. They key here is that your organisation is the owner of this data; this is your database of your leads, your enquiries, your … Read More

Advertising Response Rates by Channel

February 15, 2017By Simon FosterAdvertising Evaluation Training, Direct Mail Training, Direct Marketing Training, Media Planning Training No Comments

Understanding response rates by media channel is a vital component of marketing and media planning. If you know the response rates, media costs and likely conversion rates of each channel you are using, you can forecast the ROI of your planned activity – before you spend any budget. This helps to de-risk your marketing activity … Read More

What will Brexit mean for Marketers?

January 29, 2017By Simon FosterGeneral No Comments

Whilst there may be a lot of general uncertainty around Brexit, particularly in the medium term there are some effects that can be forecast with considerable accuracy right now. By far away the biggest short term effects of Brexit will be those caused by currency changes. Since June 2016 we have seen the pound fall … Read More

2017 UK Marketing Predictions

December 21, 2016By Simon FosterGeneral No Comments

Always fun to gaze into the year ahead.  Here are my predictions for 2017: Mobile web use will be an increasing problem for Google: Mobile is now the dominant web use platform. In 2010 over 95% of web activity was delivered via PC, now it’s half that. As of this October, mobile had the edge … Read More

Examples of brilliant Direct Mail

December 2, 2016By Simon FosterDirect Mail Training

Been digging around for examples of outstanding direct mail. If you’re tired of running emails and banners ads, and you’re looking to make a real creative and intelligent impact, you might want to consider something like this, especially if you have a discrete high value segment and want to get seriously noticed. The Australian Defence … Read More