Over the past year, I, like many thousands of others, have received an increased volume of cold and follow-up telesales calls which isn’t surprising given the challenges businesses have faced in driving up sales. Despite these calls being annoying, as a marketer, I am naturally curious to hear the different approaches each caller takes to…
I was recently chatting with a friend who works for a renewable energy solutions provider. He revealed that after many years in a field sales role, he had moved into the firm’s marketing team. My friend was looking for advice on how to approach advertising, especially in defining the aims of a singular advertisement or…
A few years back, I attended a presentation by a well-known branding consultancy. The topic was promoting brands to children, a tactic that I am very much against. As I sat in the lounge listening to the various strategies and techniques being discussed by fellow attendees, I started to consider how this vast section of…