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Archive of: Articles & News

Outsource Marketing – the Benefits

First of all, what is ‘Outsource Marketing’? It is where a company outsources its entire marketing function or some marketing responsibilities. It’s similar to outsourcing Human Resources, IT, Accounting and whilst it is popular in the US, it is still relatively uncommon in New Zealand. What are the benefits of outsource marketing? There are three

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Case studies – 3 Tips for creating great ones

Customer testimonials are great, however, if you want to provide a deeper insight into how you have helped your customers, you should consider developing client or customer case studies. Case studies are a fantastic way to demonstrate the tangible benefits that you have brought your clients as they give you the opportunity to highlight what

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Guerrilla marketing examples to spark creative ideas

How can you get some inspiration from guerrilla marketing? Sometimes we get stuck in a rut with a marketing formula that is tried and tested, however breaking out of the mould can produce some surprising and pleasing results. Often some real creativity is required to think of ideas beyond what is already on the marketing

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Pick up lines for email marketing – 5 tips

With the amount of emails flooding into people’s inboxes, both personal and business, it is no wonder that good subject lines are the reason that a third of recipients open an email based on this fact alone. So, what can you do to maximise your open rates of EDMs (electronic direct mail)? 1. Don’t be

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Celebrating 5th magazine publication!

Recently completed editing the 5th issue of Hayes Knight Beyond the Numbers magazine that I have worked on! For some interesting business articles and tips, take a look at this client magazine that was published late last month and goes out to all Hayes Knight clients and contacts…

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Brand consistency – how do you achieve it?

  Brand Consistency – are you there yet? Recently I have been reviewing the conversion of a piece of marketing collateral (brochure) from one brand into another. The goal with the new marketing collateral is brand consistency. Given that I am not doing the conversion myself, but rather providing constructive feedback, I am having to

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Search engine optimisation- 5 tips

5 tips for improving search engine optimisation Fresh content on website. Whether that is new images, amended text, social media feeds, new articles as web posts or new links (outbound or inbound), it really helps score points online, (for ranking on search engines), if content is dynamic. You are more likely to update your website

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Product lifecycle – marketing initiatives for every stage; Part 2…spreading the word

A while back I published part one of this topic, which gave a brief overview of the product (and service) lifecycle as well as discussed the introduction phase and the types of activities that can be used to get a new product off to a great start. I continue along this lifecycle, looking at the

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Enriching customer information – three ways

Have you thought about enriching customer information?  The more information you know about your customers, the more targeted you can be with your messages. For example, how much more impactful are emails from a pet store chain if they contain relevant information and offers relating to the owners particular type of pet? Is the pet

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Customer retention and activation checklist

I never cease to be amazed by the disproportionate amount of time and energy businesses spend on attracting new customers. Customer recruitment is no doubt important, particularly because churn is only natural as customer needs or circumstances change, however it is far easier to earn revenue from servicing existing customers well than via finding new

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