Ideas into action
24 Aug 2023
Recruitment communications should help a candidate decide whether the job and business are right for them. Start with an honest account of the work, the expectations and what the employer offers. Find out why people stay Talk to employees who know the role. Ask what they value, what is difficult and what a new starter […]
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23 Aug 2023
A business with limited time and budget needs to choose where to concentrate. Focusing on a defined audience can make the offer, message and sales effort more relevant. Choose a useful focus A niche might be a type of customer, a technical requirement, a sector or a problem you solve particularly well. Check that there […]
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1 Aug 2023
When businesses combine, decisions about names, offers and communications affect customers and employees. Brand work should help people understand what is changing, what is staying and who they will be dealing with. Understand what each name represents Review the customers, reputation, offers and relationships attached to each business. Avoid assuming that one identity should immediately […]
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28 Jul 2023
Your business may be capable of more than its current proposition suggests. The opportunity could lie in expertise customers rarely see, an application you have not explored, or a buying problem your existing capabilities could address. Each is a possibility to investigate, rather than a reason to launch another campaign immediately. Before deciding how to […]
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24 Jul 2023
Marketing needs continuity, but time alone does not make a plan effective. A useful budget connects the commercial question, the activity needed to address it and the evidence that will inform the next decision. Before deciding whether to spend more or cut back, establish what the existing commitments are doing. The aim is to resource […]
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