Byron Chew’s Post

It’s not too often these days I get the chance to catch up with Daniel Graham, the MD of marketing company On-Brand!, so when it happens it’s an occasion to be celebrated - as I did by clinking drinks (teas and orange juice - it was a Sunday morning after all!) with him and his lovely wife, Carolyn, in The Bull Pen Tearooms at the Battlers Green Farm - a delightful farm shops, restaurant and small business complex in Radlett, Hertfordshire. I’ve known Daniel for….well ages! Indeed, probably since not too long after he founded his company in 2001. He has evolved the business greatly - not only providing in-store/in-mall radio and message marketing services but having expanded it to full-service marketing including digital services (including social media strategies and e-commerce site design and build) as well as audio marketing and branding. His clients include property developers and agents representing some 180 shopping centres, as well as membership organisations and, increasingly, businesses wanting to explore dynamic ways in which expand their reach and portfolio.  Daniel and his team of 10 are seeing a number of new opportunities and that, coinciding with the increased use of AI technology, are pioneering a number of exciting initiatives. Among the many projects he helped re the every talented events catering chef (he is the son of the much-respected shopping centre industry executive Tom Nathan), Superspeed Golf, and nappy and baby products company Mama Bamboo, among others. Daniel is in the ‘can do’ school of possibilities and approach to life particularly when it comes to marketing. He anticipates a significant increase in AI-supported campaign creation and delivery services which are now being not only being mentioned but actually adopted. “In one sense we are only at the beginning of the journey to truly connect customers, products and services,” he says. “Look into the options and please don’t be limited by your own ‘glass ceilings’! Let’s not make it so long before the next meet-up! So over to you Linked-In community - which cutline do we go with for the picture? Do we go with: 1) Sean Kelly and Daniel Graham decide that this is about as close as they may ever get to running with a bull - let alone bulls - in Pamplona or anywhere - especially after big breakfast at The Bull Pen. Or do we go with: 2) "Who let the bulls out?" - Sean Kelly and Daniel Graham search for their 'traje de Lucas' at The Bull Pen at Battlers Green.

Measuring Marketing Function- 21 St Century. With my 30 years plus experience in Hard Core Fmcg experience in ( Gt & Mt ) I hereby give below my Views. Majority of Fmcg Companies do not know How to measure marketing function and the results they get away Scot free. Marketing will always talk about opportunity available in terms of availability and they will not talk about how the product is functioning on the existing availability. The Sad part is Senior management do not understand that marketing is Hoodwinking them. Marketing will never accept that they have to work on to create Consumer demand. Marketing in Simple term is illogical and creating a perception till the time Consumer buys the product and once he buys the product and uses it and happy with the product, it means perception & reality matches up. Let me give my Views on How to measure marketing. Marketing Spends are normally done in digital media , Television , Theatres , Newspapers. Companies Spend Close to 10% to 15% of revenue on advertisements. By doing the above and ensuring availability in the Outlets Companies expect revenue to go up for the marketing effort. Ideally Companies Benchmark category availability or Market Leader in the Category . If they are new category they create a Benchmark themselves or Benchmark Some other Similar Category leader. availability . Let me Start with Target for a Salesperson. If the Salesperson is covering monthly once maximum he can Target 1000 Outlets. If the Salesperson is Covering fortnightly he can Target 500 outlets. If the Salesperson is covering each route 3 times in a month he can Target 320 outlets. Last of all if he is covering weekly he can Target 250 outlets . Having fixed the Target of outlets now Comes the effectivity target. 1000 outlets availability 1000 Bill Cuts. 500 outlets availability 500 Bill Cuts 320 Outlets availability 320 Bill Cuts 240 Outlets availability 240 Bill Cuts. By the above Target retailer has to buy from the Distributor monthly once. For food Category it may vary. I am writing above ex Keeping in mind it as a personal care Category. Where does the problem Starts. I was working for a personal care company heading South and as per my data I was covering 46000 outlets but AC Nielsen Said that South direct distribution was 45000 outlets. All the 45000 outlets was Covered by the Salesperson on a fortnightly Coverage. But to my amusement. Effective calls monthly was only 27000 outlets. Outlets buying two times in a month was 1000. which means 18000 outlets was not buying monthly once . If they Bought monthly once my Sales would have doubled monthly. 18000 outlets did not buy because of limited Self movement. Companies Should know Salesperson will not miss the Outlets where he has opened it. He may not Show enthusiasm in opening up new outlets . Simpler term replenishment is marketing job and not Sales job. Salesperson can Visit the outlet and if he has Stock he will not buy.

5 Effective Strip Club Marketing Strategies

Loss Aversion in Marketing: Why People Hate Losing More Than They Love Gaining In 1984, McDonald’s ran a promotion during the Olympics called “If the U.S. Wins, You Win.” The concept was simple: customers received scratch cards with events listed on them, and if the U.S. won a medal in that event, the customer would win free food. The promotion was wildly successful—so much so that McDonald’s was unprepared for the scale of the response. The U.S. won more medals than expected, and McDonald’s had to give away a huge amount of free food. The reason this promotion worked so well lies in loss aversion. People are motivated by the fear of missing out on something they could win, which can drive them to take action even more than the desire to gain something. The Psychology of Loss Aversion Loss aversion is the idea that people feel the pain of loss more acutely than the pleasure of gain. We’ll work harder to avoid losing something we already have than we will to acquire something new. Here’s how to use loss aversion in your marketing: 1. Offer Money-Back Guarantees Offering a money-back guarantee reduces the perceived risk of trying your product. It reassures customers that if they don’t like what they buy, they won’t lose anything. This is particularly powerful for new customers who might be hesitant. Zappos built their business on a 365-day return policy, giving customers peace of mind when purchasing shoes online, and drastically reducing the fear of making a bad choice. 2. Use Free Trials Give customers the chance to experience your product before they have to pay for it. Once they’ve had a taste of your product, they’re more likely to want to keep it than to give it up. Software companies like Netflix and Spotify offer free trials to hook users, knowing that once people start using the product, they’ll be less willing to lose access. 3. Create Time-Limited Offers Create urgency by letting people know they’ll lose out on a deal if they don’t act quickly. Highlight that the opportunity is temporary to push them toward making a decision. Black Friday sales are an excellent example of this. The idea that a deal is only available for a limited time creates a fear of missing out, driving people to buy even if they’re unsure. 4. Highlight Potential Losses Instead of only focusing on what customers can gain, also show what they could lose by not taking action. For instance, in health and wellness marketing, focus on what people might lose by not adopting healthier habits. Insurance companies use loss aversion by reminding customers what they stand to lose—such as financial security or peace of mind—if they don’t have adequate coverage. By tapping into loss aversion, you can motivate customers to act quickly and decisively, increasing conversions.

More leads, increased close rates and lower advertising costs — now that's the difference between a typical vendor and a trusted partner. TrueCar Marketing Solutions (TCMS) is customizing high performance marketing plans with auto dealers across the country utilizing data from its 7.5 million+ monthly high-intent car shoppers to deliver game-changing results. Need Proof? Look at our recent case study with one of our Atlanta dealer partners. They were facing a common problem: A small selection of vehicle models were generating the majority of site traffic & leads. So what to do about those less-popular cars that were starting to grow roots? Luckily, TCMS has a unique solution designed to help this common pain point. We developed a Private Targeted Offer and marketed it through our affinity partners to a specific military audience. This more strategic marketing approached helped drive more leads while also saving on ad spend and increased their brand affinity by aligning with the military community. What were the results?  ✔️ 61% increase in leads on the targeted makes and models ✔️ 5x increase in average close rates on leads from TrueCar.com ✔️ 50% reduction in cost per lead with TrueCar first party data Dramatic results like these are becoming common with TCMS. How? It’s all about what’s driving this powerful tool. Simply put, we have some of the best data in the entire auto-industry drawing from the fact that our shoppers are lower in the funnel and from our 250+ affinity partners. This allows us to create incredibly relevant and timely marketing campaigns that target in-market TrueCar shoppers wherever they are: on TrueCar's website, their email inbox, watching TV or scrolling through their social feeds. By enabling our dealers to connect with shoppers who are ready and eager to buy, we can dealers help move aging inventory, conquest competitive makes & models as well as keep service bays full. Want to learn more about partnering with TrueCar Marketing Solutions? Visit us at dealerportal.truecar.com.

Kanye’s super bowl campaign was a masterclass in marketing... He ran a $7M ad spot during a time where attention was at its highest and CTR would be through the roof. Brilliant. He likely ran the ad on credit or with terms, with very little cash outlay. Risky, but brilliant. Unlike other advertisers who would rather be cheeky and cute with their superbowl ads, he was transactional. Brilliant. He made every product low cost to make conversions easy, focusing on client acquisition. Brilliant. He sold every item for the same price to learn about demand. Brillant. He acquired 294,357 clients who he can re-market to for free (owned media / email marketing). Even at a 30% returning customer rate in the next 365 days, he would generate another $5-$10M from this customer segment. Brilliant. Based on the metrics, he likely has close to 300M warm website visitors, who can retarget with ads. Brilliant. He did this with no cash outlay on inventory. Brilliant. Now, before everyone bites my head off… I know not everyone has the same reach as Kanye and won’t make $20M in their first launch. But good strategy is good strategy, and we can all apply it no matter what stage we are in. So here are 5 steps to help replicate this strategy on a smaller scale: 1 - Launch a sales campaign where people can pre-order your product(s) at a discount in return for upfront payment. The campaign should be no longer than 30 days. The shorter the better to create urgency. 2- Run Meta ads to the campaign . Use a credit card so you have 7 weeks of free financing. 3- Limit the pre-sale quantities to increase urgency and conversions. 4- Implement a post-purchase follow up email to incentivize purchasers to refer friends to the pre-sale. This will lower your CAC and increase the AOV per customer. 5- Run retargeting ads with the proceeds to all warm website visitors to drive more conversions. You might not make $19M in your first go, but these tactics can definitely help sell your first 6 or 7 figures.

Insightful post from Marketing Week Editor Russell Parsons on the eternal task that CMO’s have to market the value of marketing. As Russell illustrates even today there are too many boardrooms that don’t appreciate the growth lever(s) that marketing offers and its ability to drive “meaningful business outcomes” as well as improved customer experience. Marketers of all kinds must take responsibility for doing a better job of using the language of the boardroom, marketing ‘’marketing” internally and externally AND working tirelessly to link marketing investment to incremental revenue or profit. That said, it’s a positive that marketing can be interpreted and activated in so many different ways.. ..however it is just as important that marketers help educate in all C level circles that marketing is a broad and varied discipline which is far more than MarComms or Advertising.. #marketing

“We don’t spend money on marketing”, said Alex Russo, the CEO of discount retailer B&M, last week. Responding to a question from Marketing Week following the release of results for its latest financial year, Russo was at pains to point out that he would rather invest in pricing rather than marketing, if faced with a choice.  “The choice would be simple” – the customer value proposition, every time, he added. This, before going on to explain that it creates content “including using affiliates and influencers to “build momentum.” So, it does spend money on marketing. In creating content, in investing in pricing, in experience, in customer proposition. Far be it from me to interpret for him, but what I would suggest he means, is it doesn’t spend on above-the-line advertising. He is the second CEO of a discount retailer to be dismissive of advertising, or marketing as they put it, in the last year. At the end of last year, Iceland CEO Richard Walker trumpeted that they were not making a Christmas ad and were instead supporting customers through lower prices. I highlight both examples not to make a semantic point, but to underline the challenge that many marketers in many categories face. For many of you, your boss thinks what you do is frivolous. Not so the executive of N Brown. The owner of fashion brands Simply Be and JD Williams announced that it was ramping up investment to build awareness, consideration and acquisition, which it hopes will maintain and sustain growth after profits jumped in its last financial year. Elsewhere, Lululemon CEO Calvin McDonald was also looking to use marketing as a means to spur performance: “Investments in marketing and brand building [are] aimed at increasing our awareness in acquiring new guests, international growth and market expansion..,” he said after announcing quarterly results. Meanwhile, Monzo announced last week that it more than doubled its marketing investment to £58.5m in the year to 31 March, a 167% increase and all, as CEO TS Ansil, explained “deliberately” invested to drive growth. I know, arguably clumsy counter points to B&M and Iceland. Different companies, and contexts and categories in the case of Monzo. But they are, or should be, a reminder to all. With all the challenges that are being faced up to, marketing matters. There’s plenty more marketers can and must do to justify investment. But there are as many boadrooms as not that understand marketing's role in driving meaningful outcomes. Links to the all the stories in the comments below.

Subject: Nationwide Marketing Strategy for Bodega Cat Whiskey Dear Mark and Sam, I hope this message finds you well. My name is John Flynn, CEO of Marketing For Comedians, where I specialize in maximizing revenue streams through strategic digital marketing and merchandising campaigns. I understand you are looking to expand Bogeda Cat Whiskey nationwide, and I’d like to present a tailored marketing plan to help achieve this goal. With 20+ years of digital marketing expertise, I’ve successfully helped comedians and brands grow their reach and revenue by as much as 40%. Here's how I envision scaling Bogeds Cat Whiskey across the U.S.: 1. Brand Awareness Campaigns: Leveraging organic social media strategies across Instagram, TikTok, and YouTube Shorts to engage a wide audience. This includes creating compelling short-form content that tells the story behind Bogeda Cat, its craftsmanship, and unique flavor profile. 2. Email Marketing and Segmentation: Implementing an AI-driven email campaign to build and nurture a loyal customer base, segmenting audiences for targeted promotions, and boosting sales conversions. 3. Merchandise Integration: Expanding beyond whiskey by developing complementary branded merchandise to increase exposure and diversify revenue streams. 4. Event Partnerships: Organizing whiskey tastings and live comedy tie-ins across key markets to amplify your personal brands while showcasing the product. 5. Nationwide Retail Placement: A coordinated strategy to secure partnerships with distributors and retailers in major metropolitan areas, coupled with geo-targeted advertising to drive in-store purchases. I’d love the opportunity to discuss these ideas further and collaborate on making Bodega Cat Whiskey a household name. Let me know a convenient time for us to connect. Looking forward to working together! Best regards, John Flynn CEO, Marketing For Comedians [email protected] 617-5950138

What is Test Marketing Regardless of the outlets chosen, test marketing of the product in the sales area is very important. This is imperative when the product is new or different from what is already in the market. Manufacturers should work with retailers to decide how much advertising and promotions are needed to convince consumers to buy their product. A good way to start a test marketing is to take samples to store managers and convince them that selling it will make them money. The samples should be ready for consumers to test. Selling them at a discounted or free price is a good way to entice consumers to try a new product. It is important to know what consumers think about the product and their suggestions for improving it. When conducting a test marketing, it is essential to determine how the product competes with other products. Calculate how many competing products are in the store, buy them, and then compare them. Don't forget the importance of location for any store. Certain places are visited by customers more than others. This means that the possibility of customers buying your product is higher in these places. The best display locations for new products are at the end of the aisle or at the cashier. There is a preferred shelf height that you choose to place your product where people can see it without looking up or down. Advertising Advertising is a controlled communication about a product through symbols and language that tells what a product or service will do for the consumer. A proper understanding of advertising is a powerful management tool. It has a strong impact for similar products that can be differentiated in terms of quality. Consumer information can be gathered by giving samples to consumers or retailers. This information may give consumers a reaction to a new product in that location. Regardless of the quality of advertising, remember that your product must compete on its own. Brand advantage cannot be achieved if the product fails to meet consumer expectations. A comprehensive advertising program can give consumers a good idea of what the product will do for them compared to other products. If consumers are convinced, they will buy the product.