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

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

How to get the best from DRTV

November 30, 2014By Simon FosterDRTV Training, TV Media Planning Training

Many advertisers are returning to Direct Response Television (DRTV). Whilst the goal today is to maximise web response as opposed to phone response, many of the rules of traditional DRTV remain constant. Here’s a summary of how to get the best from Direct Response TV: Remember all DRTV begins with the offer. Whilst issues around … Read More

I’ll second that B2B emotion

September 12, 2014By Simon FosterB2B Marketing, Marketing Training

For some critics, B2B advertising is too rational and doesn’t contain enough emotion. If that’s the case in 2014, then something’s changed since McGraw Hill ran this, perhaps one of the most famous B2B ads in the 1960’s.  This ad is 100% B2B and yet it is stuffed with emotion.  It plays on fears of … Read More

What is a TVR?

February 5, 2014By Simon FosterMedia Buying, Media Planning, TV Media Planning Training

This is a question that many marketers don’t want to ask, especially when they are halfway through the agency’s TV presentation. The trouble is, the agency team have been talking about TVRs for about 20 minutes, the coffee’s gone cold and you daren’t chip in to ask “exactly what is a TVR?” Put very simply … Read More