What is Business Mentoring?

The term mentoring itself comes from a Greek word meaning “enduring”. To me, this represents one of the key features of mentoring – its sustainability. Mentoring, ideally, should equip you with skills that last a lifetime. The EMCC – the European Mentoring and Coaching Council – defines mentoring as “a learning relationship, involving the sharing […]

Useful Marketing Foundations Workshop

Do you want to grow your business, customer base, revenues, and margin? You know you need a great marketing strategy but do you feel a bit muddled when you try to work on it? You are not alone – most of the businesses I have worked with over the past 27 years have found it […]

What is the Marketing Mix?

Edmund Jerome McCarthy was an American marketing professor (1928 – 2015) and author of Basic Marketing: A Managerial Approach, a book which has been one of the top textbooks in university marketing courses since its publication. In it he first introduces the idea of the four P’s Marketing Mix as a framework for managing marketing. […]

Radio ratings beat TV in US for 1st time

From RadioCentreIreland.ie – “Radio ratings in the U.S. have accomplished something few could have foreseen. Among 18-49 year old’s, AM/FM radio now beats TV in average audience and weekly reach for the first time in media history. In 2018. Radio’s 18-49 average audience was 63% the size of live and time-shifted TV. Things have changed […]

How to use ChatGPT for Marketing?

Chat GPT is gaining momentum and fast. However apprehensive you may be about what it means for your future if you are working in the marketing industry, we need to learn all we can now and figure out how we can use it as a tool to enhance our work because there is no stopping […]

What is the point in press advertising?

Press advertising has been a hugely important way to reach consumers since the first newspaper ad was published in 1704. Business and brand owners now question the relevance of this channel, with the focus so much on social media, search and marketplace ads. A good marketing strategy should be completely unbiased when it comes to […]

What is The Long and The Short of it in Marketing?

The Long and the Short of it is a book written by Les Binet and Peter Field, both famous in the marketing industry. It is based on the findings of research carried out on the winning awards over a number of years and 700 brands in the IPA Effectiveness Awards (the Effies). The book basically […]

How to Choose a Brand Name

Naming a Brand to Maximise Marketing Effectiveness Coming up with a name for your new business or product can be hellish hard. This is your baby and you want to get it just right. In truth, a brand name becomes what it does. It builds associations with every customer touchpoint. So really, there is no […]

What is Brand Image?

In developing your brand and marketing strategy, it is vital to have a clear picture of what your brand image is. This is not, as you may first imagine, just what your brand looks like. It is what your brand stands for in the minds of your target customers. How to Find Out what your […]

What is brand positioning?

Brand positioning is what you want your brand to stand for in the target customer’s mind. Working out what your brand positioning should be involves a bit of leg work. Step 1 – who are you marketing to? You need to firstly know who your target customer is, which segment/s of the market you are […]