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Posts under ‘Marketing’

The Wrong Target

- By Andrew B Morris When the spotlight falls on budgets it’s common practice – but not always common sense – to turn to cost-cutting and margin reduction as a short-term solution. The marketing budget is a common casualty of this misplaced thinking, especially those elements where results are harder to quantify. That often sees [...]

Reinventing Marketing – Goodbye to the 4Ps

- By Andy Hanselman Every marketing professional will be familiar with the concept of the ‘marketing mix’, a recipe that was long made up of the 4 Ps – Price, Product, Promotion, and Place. Some have taken to expanding this to seven or even eight Ps, while others have dropped the Ps entirely and embraced the [...]

Email Campaigns that Really Work

- By Ben Teggin Email Marketing is one of the most powerful and personal ways of connecting with your customers and prospects and can be integrated with your social media marketing more generally. Making sure your message stands out from everyone else is the most important thing. Here are a few tips to help you: Segment [...]

Case Study: 80 Prospects to an Event & Nine New Clients Using LinkedIn

Question: How do you get 80 interested people into one room and translate nine of them directly into clients? Answer: According to Neil Driver, a partner at accountants Davis Grant, the answer is a social media lead generation campaign on LinkedIn. The Objective: Davis Grant wanted to leverage their presence in the growing online business [...]

And Finally: A Sideways Look at Marketing

A Marketing Slant on a Softball Game An interoffice softball game was held every year between the Marketing Department and support staff of a large company. The day of the game, as hard as the Marketers tried, the support staff beat the Marketing Department soundly. In their best tradition, the Marketing Department decided to find [...]

Marketing is for life, not just a Campaign

By Grant Leboff ‘Old Marketing’ was transactional in nature. You might organise a direct mail, telemarketing or advertising campaign, and measure the results obtained. If it achieved a ‘return on investment’ the campaign was deemed successful. If not, it failed. As soon as activities were undertaken, e.g. phone calls were made or letters landed on [...]

Are you a Whinger or a Winner? by Roger Harrop

There is no question – the prospects for the economies of the UK and the rest of Europe are not good BUT there are many sectors that have thrived and continue to thrive throughout the last 3 years. You may have seen my, not exhaustive, list of 31 of these sectors and companies that I [...]

Newsnight appearance proves the value of thought leadership by Jonathan Hemus, founder, Insignia Communications

Little did I imagine when I set up Insignia Communications, a reputation management consultancy, that two years later I would be sitting in the BBC Newsnight studio, face to face with Jeremy Paxman commenting on Rolls Royce’s communication response following the failure of one of its engines on a Qantas Airbus A380. But of course, [...]

7 Steps to increase the value & profitability of your business by Peter Sutcliffe

Martin Williams recently spoke to the members of our experiential learning group, Academy Group 23.  Martin facilitated a dynamic and thought-provoking session on ” 7 Steps to increase the value & profitability of your business – a new way to look at marketing“. The session introduced members to many innovative techniques relating to marketing strategy [...]