These days, any brand with a social media account can tap out a ‘heartfelt’ apology when they mess up. But some brands have shown us that, with a pinch of clever marketing, it’s possible to turn a major fail into positive press. However, some have gone the other way, and made a hash of the… Read on >

Onboard with lead nurture

April 10, 2018

by

No comments

Four home truths to face first Done well, lead nurturing can improve lead generation efforts. Done badly? You might just be spamming your most engaged followers. As marketers, we’re often so keen to generate engagement that we’re not prepared to deal with situations where it doesn’t lead to a sale. Lead nurture is the sharpest… Read on >

Research. If it won an Oscar, it’d probably be best-supporting actor. In a rock band, it’d most likely be on drums. Or backing vocals. And in a Michelin-star restaurant, it wouldn’t have its name over the door. The chances are it’d be a sous chef. Research is never usually centre stage. We decided to change… Read on >

You’ve got a product, a logo, and a slogan… But what do customers really see when they look at your brand? Fred Janssen of Kronos joined us to talk about creating an identity people will love – and the image to back it up. On the way to the DirectionGroup office, the taxi carrying Fred… Read on >

Sit down, if you dare, with someone of a certain age (such as me) and get them to talk about TV programmes. They’ll tell you tales that forty or fifty years ago, TV was so much better, with Porridge, Monty Python, Cathy Come Home and a dozen other classics. And if you’re not careful, you’ll… Read on >

Storytelling – there’s nothing to it

September 7, 2015

by

2 comments

In the 1980s, there was a children’s author. He wrote a story about a yak, which proved very popular. As a result, many teachers invited him to their schools. Despite being quite a shy man, the author never turned down an invitation to go and read for the children who enjoyed his books. In classrooms… Read on >

Studies suggest that people make a subconscious judgement about a product within 90 seconds of initially viewing it. Up to 90% of that assessment is based on colour alone. Yes, believe it or not colour can hugely influence our purchasing behaviour and all too often its underestimated by businesses to help them achieve more. Perhaps… Read on >

Dare to Care?

August 14, 2015

by

2 comments

Brands use a lot of emotion in consumer marketing. Sometimes there’s too much emotional appeal and an apparent absence of any rational benefits outside of a discounted price. We used to say that B2B marketing was different. We tend not to use emotional appeal when talking to a business audience. But is that the right… Read on >

Video 101: Shooting the interview

April 30, 2015

by

No comments

It occurred to me that I’d been involved so many video productions over the years that I could be in a position to impart some well-earned snippets of information. Some of it gleaned from accepted working practices and some from actually getting my hands dirty and ‘styling it out’ on the hoof. No-one’s an expert… Read on >

Foolish Behaviour

April 8, 2015

by

No comments

Every year, calendar events are pre-programmed into our lives before the year even begins. In the aftermath of Christmas and New Years, the chocolates and red roses are soon upon us, and once Valentine’s Day has left us, Mother’s Day flowers seem to bloom from nowhere. The Creative Industries are constantly looking for inspiration, and… Read on >