Choosing between advertising or journalists

 
There's a lot of people out there at the moment saying 'Don't waste your money on advertising'. The grand alternative offered tends to be three-fold: 

online marketing
(blog posts, directory listings, keyword optimisation, social marketing like Twitter, etc.)
 
affiliate marketing
(partnering in some way with another business who has a mailing list that matches your target [...]

Posted Under: PR and free media exposure
This post was written by Megan on February 27, 2010 Comments (0)

Blink and the trouble with market research

I always thought Coke and Pepsi tasted pretty much the same.  
When I read Malcolm Gladwell's book 'Blink – The Power of Thinking without Thinking' I realised just how close they once were – but are not anymore. All because of the roller coaster ride Coke took with market testing.
Mini-commercial:
In my previous post about market [...]

Posted Under: Market research
This post was written by Megan on February 16, 2010 Comments (1)

Market testing your promotional concept

The last post about briefing your logo designer prompted a great comment.  It was actually more of a query:  

How do you know that your logo is going to appeal to your target market?  
The short answer to this question is: test it on them.
Now, there is testing and there is testing.  You need objective [...]

Posted Under: Market research
This post was written by Megan on February 13, 2010 Comments (0)

Briefing your logo designer

Following from my previous post on logo basics even some graphic designers forget, here are some things to consider when approaching a graphic designer to create a logo for you. 
But before we start…
 
Why give your logo designer a brief?

A friend of mine recently approached a graphic designer to create a logo for his new business.  [...]

Posted Under: Branding and logo design
This post was written by Megan on February 5, 2010 Comments (2)