Tag Archives: communications strategy

Is it all in the analytics?

Posted on March 14, 2011 by jonfricker

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 →

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Being Savvy

Posted on February 8, 2011 by jonfricker

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 →

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Language of Marketing

Posted on January 31, 2011 by jonfricker

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 →

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Courtship in Marketing

Posted on January 28, 2011 by jonfricker

The other day a colleague was bemoaning the fact that my wife’s business letters didn’t sell forcefully enough – my wife works for a cancer charity. Now, maybe it’s because my wife (and I) are of an age where we … Continue reading →

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