Category Archives: Marketing

Payment by results and cheating

The above is narrated by John Seddon the CEO of Vanguard Consulting, which takes some of its ideas from William Deming, who is one of the earlier so-called ‘system thinkers’. The above is referring to the public sector, however I think it … Continue reading

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The Pitch Result – bloody idiots!

“How could they possibly appoint that agency?” ” It makes no sense at all, I actually can’t believe it.” “Are they thick, stupid, or retarded, or all three?” “I bet they fell for all their lies about how they’d put … Continue reading

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The problem with wish lists and lead generation

Agencies often come up with wish lists to create direct marketing campaigns. Normally a variation on e-mail, direct mail follow-up telephone calls and so on. The criteria for the list is usually something like BANTS (budget, authority, need, timing) job … Continue reading

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Challenging the 80/20 rule for agencies.

Above is typically how  an agency’s clients are distributed.  It is a negative binomial distribution (NBD), sloping down from left to right. It is what Byron Sharp in his award-winning book How Brands Grow found to be the distribution of … Continue reading

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ROI in new business – don’t be fooled by randomness.

I’m trying to show agency owners the problem with being proactive with new business via telemarketing and direct marketing that can end up with them being fooled by their own numbers.. This is not an article about how you should improve … Continue reading

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Do ‘they’ even need new business people?

Death of the salesman? It is amazing the amount of things you can buy today without meeting a sales rep / new business person. I bought conveyancing online and it was great and it was dead cheap.  I bought it … Continue reading

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Agencies stuck being dysfunctional with new business and pitching

To Pitch or Not to Pitch  published in The Drum – misses a key piece of evidence on whether an agency should pitch or not. Maybe your own evidence will confirm this.  Of course what an agency is (should be) really deciding … Continue reading

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You don’t like it, tough, go to another universe.

  Have you ever had a well planned out idea?  One where you feel organised and in charge from the very beginning? Well, here’s mine.  I recently bought Bob Hoffman’s book ‘Marketers are from Mars Consumers are from New Jersey‘. Buy … Continue reading

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Marketing must tap into the brain. Is that news?

Marketing recently ran a piece titled ‘Marketers must tap into the human brain here’. This is my response that was recently published in Marketing. Don’t tell me that marketers have only just discovered we must tap into the human brain? … Continue reading

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New Business Equity and Value – learn some poker #2

The chances of what happened above is 7%,  similar to the chance of closing a cold lead if you are a new business fish. Also a good lesson in humility. In poker there are two terms that a new player … Continue reading

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