Archive for September 2013

What are Marketers massively underestimating?

I have just seen an alert email by Paul Godwin of fast.MAP   “Marketers are massively under-estimating the power of classic promotional techniques to get consumers to switch brands, including price based ones like the BOGOF and added-value ones like on-pack competitions and prize draws. According to the latest Marketing-GAP tracking study, marketers thought only 42%…

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The Burgeoning Flaw in FMCG Media Planning

I’ve been pondering since the DMA ‘Leaping off the Page’ seminar in June. I mean, why on earth would I go to a seminar on print advertising mail when we’re in a smartphone digital age? Well, I respect the work of the DMA. I was impressed by the speaker line up. I wanted to hear…

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