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Archive for June, 2012

Scrap old-fashioned nine-to-five thinking

Tuesday, June 26th, 2012 by Guest blogger

Danny Turnbull, managing director, Gyro

People’s lives are becoming more mobile and multi-tasked by the minute, with work often coming home and home coming to work. Brands must be able to understand the daily lives of business decision makers in order to communicate with such mobile people.  (more…)

Keep watch on the CPO

Friday, June 15th, 2012 by Guest blogger

Peter Colman, senior director at Simon Kucher & partners

The Chief Procurement Officer (CPO) is the person that all marketers should be watching.

The role has become prevalent as larger companies exploit cost cutting opportunities. But procurement and marketing need to get along to ensure sustained success. (more…)

Playing the loyalty game means going beyond prizes and points

Wednesday, June 6th, 2012 by Guest blogger

Sarah Stratford, strategy director, Ais London

Everyone in marketing has looked at what Tesco has done with Clubcard with wonder, awe and a bit of envy. For 17 years now, it’s blazed a trail for how loyalty schemes should work, and what they can do for brands. Trouble is, it doesn’t look as shiny as it once did, especially now that everyone is in the rewards game.

And I mean everyone.

It’s hardly surprising that we’ve reached the stage where every brand wants to be on the loyalty bandwagon.  After all, people have come to expect rewards. In some cases they even demand them.  But, what with the white labelling of discounts, coupons and even whole programmes, it’s all a bit of a mush out there. Throw Groupon and its clones into the mix, and it’s not hard to see that pinning all your hopes on a loyalty scheme is a dangerous game. (more…)