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Author Archives: jonfricker
Is it all in the analytics?
In the mid-90s we pitched (and won) some direct marketing work for a company offering personal loans. We were told that as long as 0.5% of the people we mailed applied for a loan and that a third of applicants … Continue reading
Loyalty and sweets
There seem to be a lot of conflicting views on loyalty at the moment. The Marketing Society identifies improving customer loyalty as a key driver for growth. Last week alone the Daily Telegraph and Hilton Hotels announced new / upgraded … Continue reading
Magic and Logic –are we still getting it wrong?
It’s now almost 5 years since the IPA, ISBA and the Chartered Institute of Purchasing and Supply published Magic and Logic: ‘re-defining sustainable business practices for agencies, marketing and procurement’. It’s a great publication recognising that some of the things … Continue reading
KFC – no longer Finger Lickin’ Good
My heart sank when I read that KFC had decided to ditch (for the second time) ‘Finger Lickin’ Good’ and replaced it with ‘So Good’ – a new slogan promising a healthier focus. I suspect that someone has written a … Continue reading
Why all the buzz around Shopper Marketing?
I’ve got another bee in my bonnet and like an incessant buzz on a summer’s day – it’s starting to annoy me. I’m amazed at how a whole ‘new’ marketing category is being built around something most of us do … Continue reading
Nokia – misguided youth?
I like the honesty of Stephen Elop, Nokia’s new chief executive, in a memo leaked to technology website Engadget, he writes: “We are standing on a burning platform. We have more than one explosion – we have multiple points of … Continue reading
Being Savvy
A high proportion of marketing briefs these days seem to contain the statement that the target audience is ‘savvy’ – and indeed, in the spirit of effective mirroring, a high proportion of agency responses also acknowledge that the target audience … Continue reading
“We’ve got 800 ‘likes’ on Facebook – brilliant!” … is it?
The number of Facebook ‘likes’ a brand attracts has started to be used as a measure of success. Is this a temporary trend or is it a rather superficial measure at a time when there is a continued and increasing … Continue reading
Language of Marketing
Perhaps a love for language and the ability to do sums are the main reasons for my career in marketing. But the language of marketing continues to fascinate – and frustrate me. Marketing people seem to be particularly receptive to … Continue reading
Cadbury’s return on digital marketing investment
I read an article the other day claiming that Cadbury’s digital agency are reporting £3.00 sales generated for every £1.00 invested in digital advertising. On the one hand, I thought, brilliant, well done for measuring the return, but on the … Continue reading
Jon Fricker 