“Half the money I spend on advertising is wasted; the trouble is I don’t know which half”.
When John Wannamaker said this over 100 years ago, he had a really good excuse!
In 2017, with all the knowledge and tools at our disposal, there is no excuse. I cannot think of a senior executive team or company board that would be prepared to accept, let alone listen to, ‘alternative facts’ from their head of marketing! (more…)
For far too long the marketing function has danced and side-stepped around the issue of return on investment (ROI) on marketing spend.
A scenario played out countless times over the ages is one of CEOs asking what the ROI on their marketing spend will be and marketers arguing it isn’t an exact science.
“You need to trust us this is working,” is the oft repeated answer.
This needs to end. In fact, CEOs shouldn’t even have the chance to ask what the ROI will be. Marketers should be insisting from the very start they are measured on it and proactively communicate to the business exactly how they are delivering value.
This week’s guest blogger is Lawrence Mitchell, Global Marketing Director of RBI and founder of Raw Energy, a health coaching and training practice.
Lawrence has been a key contributor over the past few years to RBI’s pioneering approach to supporting the well-being of their employees.
I’m proud to say that since founding MPG in 2014 the company has blossomed. We’ve established a loyal and valued client base that has allowed us to expand our team and extend our range of services.
In fact, everything was going so well we decided it was time to freshen things up. So here we are with a new website, a refreshed visual look and, most importantly, a sharper strategic focus.
So why did we change a good thing?
Everyone, no matter what industry they’re in, will ponder at some time what the successful do in their field that sets them apart from the competition. Many may naturally think that the best of the best were either just born gifted, showed up for the right opportunity, or are simply magicians in what they do. While true in a few cases, being gifted or a magician in what one does is usually not the reason for the vast difference between the best and the average. It is not easy to attain the status of being in the top of one’s field, but it’s definitely not impossible.