Wimbledon vs FIFA World Cup

Which offered the best marketing opportunities for brands?

Both tennis and football are played with a ball and a net - but this is where the similarities end.

For some, the 2018 World Cup’s accompanying TV ads proved to be more memorable than the action on the pitch - not always for the best of reasons. Most ads featured the male greats of football promoting various products despite many footballers not having the required acting skills. If you’re a brand with a football-loving target audience, then ad spots during the matches were your nirvana with a captive audience keen to cheer on their national team

How Building a Strong Brand Benefits Your Business

What is a brand?

I think that if you ask most people what they think a brand is, they would point to the logo (or brand mark) of a company.

But your brand is more than your logo and more than even your name or positioning statement. Your brand is the entire experience someone has with your company; it is the sum of all the communications that you have with your prospects, customers, employees and suppliers. Your logo, colour palette, positioning lines, and business communications work together to visualise and share a sense of your brand, yet they are only

Winning Clients Through Account Based Marketing

What is Account Based Marketing (ABM)?

Account Based Marketing is a B2B marketing strategy that treats target businesses as markets of one.

It is a particularly successful strategy to use when you are targeting medium and large organisations that have many stakeholders involved in making any purchase decision.

Account Based Marketing leverages collective decision-making in your favour. It's based on the understanding that purchasing decisions within a business are very rarely taken by one individual. Traditional lead generation rarely target more than one or two individuals in a business and therefore will only influence part of the purchasing process. By targeting all the stakeholders

Is a Marketing Strategy missing from your business?

Incredibly 74% of SME business owners don't have any sort of dedicated written or documented marketing strategy or plan.

In our experience too many businesses approach marketing in a haphazard fashion, rather than in a structured and rational way. They tend to undertake tactics ‘on the fly’ without stopping to think about whether they make sense - and often without the tracking and analysis needed to measure their performance