Senior Marketers make great Non-Executive Directors – Pt2 Strategy

Posted on August 2, 2019 by nigeldavis

Following on from last month’s blog where I spoke about the Governance skills already embodied within senior marketers, I wanted to follow this on with another of the four skills a Non-Executive Director should understand and be able to encouragingly influence amongst the executive team, this month is ‘Strategy’ (and its progression). The term was used by the military for controlling and directing operations and movements in a war or battle in order to accomplish a long-term overall aim. As such, business also has numerous ‘battles’ to overcome at both the micro and macro levels before accomplishing its next objective. Unfortunately though there are many pitfalls that can arise en-route, namely from: staff appreciation, acceptance and adoption of new strategies, … Read More >

Senior Marketers make great Non-Executive Directors – Pt1 Governance

Posted on July 18, 2019 by nigeldavis

Progressive thinking marketers have always been an asset to their employers because they’re able to get the best for both the consumer and the firm that employs them. But they’re also more likely to be able to appreciate and drive value into the most challenging areas facing the business. Where others see risk, the ‘dialled-in’ marketer sees opportunity; where others may become distracted and disengaged, the marketer again sees opportunity, and when others see burden and bureaucratic red-tape, the consummate marketing professional sees opportunity. So why does this contribute to becoming a great non-executive director? Let’s just consider GDPR, where I personally had several senior executives, business owners and even one company chairman each claim this was just another unnecessary … Read More >

The Art of Pricing (Premium pricing decisions that can develop a brand)

Posted on June 30, 2019 by nigeldavis

Think that there’s just three options available for pricing our goods, and services, a low-range, a medium-range or a high (premium) price and that’s all there is to it? Wrong. There is a real focus, almost single-minded determination required when it comes to the pricing of products and services, because without it you’ll struggle to have a sustainable business over the long-term. Here at GDM, we mostly work with manufacturers and retailers, and although their customer groups vary, both groups operate in highly competitive environments despite being in some lucrative niche markets. So, with so much competition, how do they steer a path that means they’re not willing to compromise on their long-term success? Well the simple answer to that … Read More >

Detailed market intelligence reports come as standard!

Posted on May 23, 2019 by nigeldavis

There’s a saying that, ‘nothing in life is free (if it has value)’. Of course, there is one obvious exception that we humans value every day which is the very air that we breathe. Sure, put us on a rocket to Mars and it’s feasible some large corporation might want to charge for it when we arrive to cover the cost of our ticket, but right now air is definitely and thankfully free. So, with that in mind I wanted to see if there was anywhere else I could apply this theory, that, ‘nothing in life is free (if it has value), and disappointingly I couldn’t think of another example, so by all means let me know if you can. … Read More >

Corporate statements and the need to balance traditional marketing thinking

Posted on March 21, 2019 by nigeldavis

In order to be a professional and strategic marketer one of the things you need to constantly assess is the world around you; you have to remain relevant to your target audience, re-adjusting and blending what you know to be true with the latest pieces of information that you choose to believe; you also need to have the conviction of your thoughts and be prepared to act upon them for the benefit of the company. Doing so demonstrates to the organisations that pay your fees, not only your commitment to your beliefs but also that you can remain ‘progressive’ and relevant. There are several marketers I enjoy hearing the opinions of: Professors Malcolm McDonald and Jonathan Deacon are two, Thomas … Read More >

A feel good story of the modern age

Posted on February 11, 2019 by nigeldavis

In this high-tech interconnected world, it’s all too easy to take for granted the tools at our disposal, tools such as: smart phones, wi-fi connectivity, search engines, websites and even online ordering. Here in the UK, and across the majority of the world, we can sit on our derriere’s and order takeaway food and have it delivered to our homes without barely moving a muscle. Putting the obvious lack of exercise and human interaction to one side for a moment, all these tools are there to help us make the most of every available second of our time. But on Saturday afternoon, as I was driving home from Leamington Spa with my son, we’d be able to use most of … Read More >

Retail Discounting – The Road to Ruin

Posted on January 28, 2019 by nigeldavis

It’s tough on the high street right now, really tough. You may have heard the expression when people say things happen in a certain way because all the planets just line up right for them? Well I’d argue that at the moment that lining up of planets is having the opposite effect. Many retailers who have been struggling for some time with digital, have subsequently had GDPR to contend with and the rights of access of personal data, followed by Brexit and the general political climate both here and in the US and China. Then, on top of that, they’re now seeing the additional impact of a lack of footfall, caused through personal financial anxiety or environmental challenges (such as … Read More >

As a retailer, can you afford not to invest in marketing technology?

Posted on November 28, 2018 by nigeldavis

According to Forbes, ‘The World’s Top 20 brands show that tech firms are on the rise and traditional businesses are having a hard time’ https://www.forbes.com/powerful-brands/list/#tab:rank. If you are a retail business, either traditional bricks and mortar store, or one that only sells in the digital space, you’ll invariably be using social media and email to tempt consumers to spend again. You’ll probably be asking them for product reviews and social ‘likes’ whilst simultaneously struggling to cope with a deep understanding of the data you ultimately possess? You may not yet have identified it, but your exhaustive efforts and long days/weeks are beginning to look remarkably like the last one. If that sounds like you, don’t be surprised, judging by the … Read More >

Marketing needs a capital ‘M’!

Posted on October 19, 2018 by nigeldavis

Some quarters of the marketing profession have been suffering for quite a while. They’ve been suffering from a poor image which many practitioners have allowed to happen, either through a lack of confidence or ability in their own skills or due to restrictions placed on their roles by their paymasters which stifle curiosity and endeavour, in other words…a lack of positive change. In a recent article in Marketing Week (Sept 18), former CMO and author of ‘The 12 Powers of a Marketing Leader’ Thomas Barta stated, ‘If marketing were a brand, you would fire the CMO’. This is because in many firms up and down the land, a lack of understanding from business owners (and indeed many marketers) marketing … Read More >

Policies – Just don’t drop the ball!

Posted on July 27, 2018 by nigeldavis

We live and work in an age where the freedoms you may have once had in building your business have become increasingly tied to regulations and legislation and they permeate every discipline. Most are robust and are designed to leave no room for manoeuvre, whilst others may allow a difference of interpretation that doesn’t immediately lead to a financial penalty. Either the difficulty you have is that the policies you produce on the back of these should be clear and unambiguous and act to position the relationships with your stakeholders, be they customers or employees. Yet despite this (obvious) understanding, mistakes seem to be made from the very largest of organisations to the very smallest. A few months ago, the … Read More >