The Bones of Advertising

A weekly ramble down the rabbit holes littering
the brand and advertising landscape.

Join us as we look for new perspectives and
something meaty to chew over.

BONE TO PICK #6

RESEARCH

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

Join us as we take a few meaty chunks out of the rump of advertising research. 20 slightly manic minutes mingled with some more carefully considered perspectives on the value of research.

– Where should research be used?
– Where should research be avoided?
– How research can make advertising more effective. Or not.

BONE TO PICK #5

PERSPECTIVE

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

How do you stand out when everyone’s yelling the same thing? Join us for 20 lighthearted minutes on perspective as we chew over:

– Triggering senses to encourage re-purchase.
– The fourth quadrant of business impact.
– Why businesses can profit from doing things 1% better.

BONE TO PICK #4

PROSPECTING IN ISOLATION

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

Another 20 minutes of banter and observation – chewing over the bone of business prospecting.
How do you find new business, and how do you find new business in isolation? We look at:

– The two most visible personality types observed at this time.
– Is it OK to talk about making money in lock down?
– The importance of resilience.
– When “No” means “No, not now” not “No, not ever.”

BONE TO PICK #3

MARKETING AND MARGIN

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

This week we explore the notion that if you don’t need margin you don’t need marketing. Reducing price leads to reducing margin, reducing margin leads to a business that is no longer viable.

The relationship between sales and marketing is so important, if both teams are connected and working from the same data set we see a far greater propensity for business success. Marketing creates the promise, builds value and can deliver the opportunity and sales needs to continue the ‘on brand’, nurtured journey through to the sale.

Pipeline and Funnel are the same thing.

BONE TO PICK #2

RELEVANCE IN ADVERTISING

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

Why would brands be advertising a message that has nothing to do with their purpose? Sense check, be relevant and think before you advertise! Don’t throw out your marketing plan, don’t think you’re not allowed to make money, and stay the course and aim to influence consumer preference.

BONE TO PICK #1

MARKETING IN ISOLATION

FEATURING: CRAIG M^CLEOD & JOHN DOUGLAS

Marketing in isolation can run the very real risk of your world view becoming ‘the only’ world view. Without colleagues around you to bounce ideas off or to test the sanity of new ideas brands can become a misaligned extension of yourself.