Breakthrough strategies

In Strategy

4 Min read

B

The best marketing ideas come from different industries Arsene Wenger arrived at Arsenal football club in 1996 and immediately banned Mars bars from the changing room. That wasn’t all he banned. Arsenal, one of the biggest clubs in English football, had a heavy drinking culture. Considering they were professional athletes, the players were eating unhealthily: food like pies, fish and chips...

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The Flat Pack Direct Marketing Campaign for Architects

In Direct Marketing

3 Min read

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The flat pack campaign is a direct marketing idea for architects. The cost per target is likely between £15-£25 per recipient plus any design time, which would be done in-house by the architect’s practice. You need to have your audience and numbers clearly defined before starting any campaign. For the purpose of this article, our architect specialises in high end-residential properties and the...

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Why repetition works

In Advertising, Consumer Psychology, Direct Marketing

4 Min read

W

David Stenbill, Monica Bigoutshi and Shana Tirana. These are fictional names provided by Daniel Kahnemann in his book Thinking Fast and Slow. Kahnemann demonstrates that if you read these names again further down the page, you’ll recall that you were first introduced to them a few minutes ago in this article. For a while, you’ll know that these aren’t real people or ‘minor celebrities’ A few days...

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A Direct Marketing Campaign for Coffee Shops

In Direct Marketing

7 Min read

A

Two things are critical when you start any direct marketing campaign. Know your audience and know your numbers. Know your audience We’re targeting the minimal viable audience. Our shop targets freelancers and business people working remotely. Our goal is that for this audience we’re 10x better than any other coffee shop in town when they want to head somewhere to do some work, have a meeting or...

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The minimal viable market from a fixed location

In Strategy

6 Min read

T

Seth Godin says that we should target the minimal viable market. That’s the smallest group of people to support a profitable business. When your business isn’t restricted by physical borders, you can really niche down. Provided your audience has good internet access, you can drill into niche after niche. An English language podcast that specialises in the Mexican football league will have a...

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