Andy Crawford

Download this plain speaking brief, written for MDs, Directors and Owners of mid-cap SMEs who don't have a Marketing Director but need marketing to drive growth in new markets or sectors. It'll help you consider the state of your marketing now, where you need to take it, and evaluate anyone you hire to help you. To download, click the full-screen square at the bottom of the preview, then click the download arrow at the top-right of the screen.

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Cost of living continues to command the consumer agenda, though I am coming to the conclusion that this is the new normal and companies will need to focus on value for money from the perspective of their customers. 62% of Irish consumers are extremely concerned about the cost of living, with 80% worried about having access to quality healthcare. 🏥 The latest EY Future Consumer Index discovered that the cost of essentials like electricity, gas, and groceries along with access to quality healthcare are the biggest concerns. 💡🛍️ Find out more now – https://lnkd.in/evmvUhwN #FCI

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“The IPA Effectiveness Awards winner is a case study in the marketing fundamentals that most brands ignore or forget – and it’s brilliant because of it” Mark Ritson Fundamentals are fundamentals for a reason. Don’t let new brand messages delivery toys forget it. Over two decades, McCain Foods has talked about the number one message to tap into safety, connection and belonging needs: FAMILIY. We are tribal animals. From music, to flags, to sports teams, to IG challenges, to languages… you name it! … it’s all about belonging to a tribe, in my opinion. Have you found your tribe? #marketing #ipaawards https://lnkd.in/gP96ZTsJ

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Interested in the world of online advertising? I interviewed Claire Kelly, the Head of Creative Partnerships for Google in New York , as part of our Marketing Masterclasses series hosted in partnership with Trinity College Dublin. Did you know Youtube is the second most visited website globally after Google? I loved chatting with Claire about the creator economy, the opportunity for brands and the playbook that Claire and the team came up with to help advertisers succeed in the Youtube space based on a study of 11,000 ads (I’ve copied the article on the ABCD’s in the comments section). I recently read Mr. Beast’s content playbook which aligned to the ABCD’s and summarized things quite nicely: “The longer people watch, the better a video will do. Hook people at the start of the video, transition them to an amazing story that they are invested in, have no dull moments, and then have a satisfying payoff at the end of the video.” Easier said than done. But the point is the rules of social video are different and there is a way to play to unlock value on these platforms. With over 2.5bn monthly users on Youtube, if you are in the brand space, it’s probably worth thinking quite deeply about 🤔 Thanks for the fab chat Claire. Full episode copied below: https://lnkd.in/d8xvNAtu DUBES - Dublin University Business and Economics Society Engage Video Group

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Enjoy a sneak peak of the Business Leader podcast featuring Jim Rankin, the sixth-generation owner of Rankin, as he shares insights on leading a successful cork business through six generations. Discover the secrets behind the legacy and innovation driving Rankin forward. Listen more here: https://lnkd.in/eJ-G5d8F #Rankin #RankinCork #Podcast #BusinessLeader #Cork

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Excited to see the first ad from Chapter Zero’s new campaign in the Financial Times today, and looking forward to seeing the rest of the campaign unfold in the coming weeks.   Climate action. It’s not just a moral argument. It’s a business one too.     #ClimateAction #ItsABusinessArgumentToo

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Message me today to discuss your next videography project!

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Episode 125 of Inside Marketing lands this morning and we are talking about marketing for SME's, who are critical to Irelands economic success. SME's serves as a source of entrepreneur skills, innovation and employment and this week we uncover the nuance between marketing to SME's and marketing for large enterprises. We are delighted to be joined by the multi-talented Gerard Tannam owner and brand builder at Islandbridge Brand Development. Gerard brings his worldly view and great insights to an area that attracted him to the SME world... “And one of the reasons I've always been attracted to small businesses is that typically you're talking to the people who have often set up the business, or if it's a family business, maybe their mom or dad. And they can make decisions and also they're really invested in their business. It's not, they don't see it as a career. They see it as something that's very important to them". Gerard also looks at the foundations of building a great brand for SME's "So when I say my focus on brand is very narrow, it's laser focused on that relationship because you have three elements to a brand. You have the person buying, the person selling, and the relationship between them. And if you're clear in your own mind and in the customer's mind about how that relationship works, you're well on the way to beginning to build a great brand” Click on the article below which appears in todays The Irish Times for more pearls of wisdom and also listen to this weeks episode of Inside Marketing wherever you get your podcasts. Thanks as always to all our teams Dave Winterlich Dave Hendrick Ciara McKeown Andrea Traversa dentsu Irish Times Media Solutions Follow Inside Marketing to Get Inside Marketing #podcastmarketing

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2 businesses per day closed in 2023, with a projected 3 per day in 2024. (That was the projection in Q1, but since there's been over 11,700 businesses served demand notices by Revenue in May regarding their tax debt warehouse situation. So the figure of 3 per day for 2024 may be conservative. We can no longer ignore or sideline the reality of the newer and more grave pressure small businesses are under now (that's 98% of all the businesses in Ireland). Calling on Govt to do a 'PRSI rebate' as proposed by Small Firms Association, so as to effectively support every small business in our country rather than just those who pay rates (ICOB - 'Increase in Cost Of Business' package, the €257m support scheme is only getting paid to rate payers.) #sme #smallbusiness Minister Peter Burke and Department of Enterprise, Trade and Employment

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🌟 Looking to scale and grow your Irish eCommerce brand? Here are 7 strategies to get you ahead and boost your revenue: 1. Harness data analytics. 2. Optimise mobile experience. 3. Embrace social media marketing. 4. Automate customer service. 5. Personalise shopping experiences. 6. Leverage SEO. 7. Explore cross-border opportunities. Uncover the full scoop on our latest blog! #eCommerce #BusinessGrowth #MarketingTips

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Rich insights from The Consumer Goods Forum on how the CPG sector needs to collaborate across the entire food ecosystem to achieve our net zero goals. Key insights…. ▶️ need to shift to regen agri and support farmers with the transition ▶️ help consumers diversify their diets ▶️ Manage food loss and waste across the full value chain PwC Ireland

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Is it possible to look like a normal human being when being screenshotted?! Either way, it was a total pleasure to meet OBN (UK) Ltd members today for a look at how technical topic experts can use their personal brand on LinkedIn to meet business objectives. Diverse audiences of potential investors, employees, partners and customers are there, needing those nudges from you to get them over the line. #lifescience #digitalmarketing #strategicmarketing

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The 2024 CXi report emphasises that human interaction remains the most important factor in customer experience. While digital solutions are crucial, Irish consumers prefer a personal touch. Key points for retailers to note are: 1. Prioritise empathy over efficiency: Retailers focusing solely on digital cost-saving measures must catch up. Shoppers want to feel understood. 2. Value is essential: In the face of the ongoing cost-of-living crisis, customers expect more than low prices; they seek value in their interactions. 3. Innovation is vital: It is crucial to find a balance between technology and human engagement. If you're not evolving, your competitors are. Retailers need to invest in their employees and provide training focused on empathy, not just product knowledge. Brands that are value-driven and customer-centric will win. The future of retail is not just digital; it's personal. #RetailCX #CustomerExperience

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Last week, Tesco’s £25 Champagne beat Moet & Chandon’s £44 bottle in Which?’s festive blind tasting (link in comments). However, despite this seismic win, Tesco’s may still struggle to capitalise on their superior liquid this Christmas. While blind taste tests certainly feel like a more objective measure (and are great PR if you win), in the real world we don’t just “taste” with our taste buds. The infamous ‘New Coke’ blind tasting saga showed us how different the results can be from blind tasting vs. real world experience. The problem with blind taste tests, is that in the real world, our brains are doing a lot more than just taking in the data from our taste buds. What we experience as taste, comes from knitting together sensory information, expectations, associations, emotions and much more. In short, this means we evaluate quality based on perception, rather than reality.  For example, when we see a higher price, or premium brand, our brain links these associations to greater expectation of reward, which actually changes how our brains process and evaluate the experience (see comments for link on this too). So before you pull out Which’s bar chart to justify why you’ve bought the cheap stuff this year, just remember that without the blindfolds, you might not get the same results with your friends and family.

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This is a fun article...Media strategists and comms planners rejoice; strategy and innovation cannot be replaced by reach-based optimization. Recognizing that we can learn something from all credible sources, here are some takeaways: 1. EBI-based research is a foundation and floor and shouldn't be a ceiling 2. Creating impact still requires innovation and strategy above the foundation 3. Good media leaders and separately CMOs will have views on channel, idea, and campaign investment and ROI tolerance 4. Journey mapping is curiously in here, and I can't wait to see what Gen-AI can add into this dark art of comms planning / marketing effectiveness 5. Selling impact - agency, publisher, data, ad tech - is where the conversation needs to shift #communicationsplanning #media #marketingeffectiveness #howbrandsgrow

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Discussing your brand’s brat power? Put down that lime green marker now and read this now

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Brand tracking data is soooooooo boring!! A fortune for nothing but flat lines! But not all brand tracking is the same. BrandDynamics is the holy grail: sensitive data with statistical confidence. Daily data that's decision ready. It's not magic, it's True Signal! Here's my esteemed colleague Helen Rowe with yet another example - clear evidence of Nationwide's latest ad campaign making waves. Wish your lines were wavier?! Want to tap into True Signal for your brand? Get in touch - brand tracking is changing. And not a moment too soon.

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