October 28, 2011 Leave a comment
October 11, 2011 Leave a comment
I’ve recently been thinking about getting a new camera, but the large number of choices with unclear differentiation between the options has taken all the joy out of the idea. More importantly, it has caused me to delay buying. Is that what the manufacturer had in mind when creating their product line?
October 4, 2011 Leave a comment
Last week I found myself struggling to write some marketing material. I cleared my mental blockage by taking a step back and looking at my notes from my time at business school. I realised that I was struggling to write copy because I was unsure of the message I wanted to get across. Marketing messages are in turn build on top of STP – Segmentation, Targeting and Positioning. I was clear on the segmentation of the market, and who we were targeting, but I couldn’t complete the template positioning statement in my notes. Once I realised what the problem was, I could communicate it to colleagues, and it proved quite easy to solve – the message flowed naturally from the positioning, and the copy almost wrote itself from the message.
I have a “toolkit” consisting of over 100 pages of models (including checklists and templates) that I have built up from experience, reading and crucially from my education during the Saltire Fellowship. I use elements of this toolkit regularly in my work – and I find there are three principle ways in which my collection is useful…