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Showing posts from August, 2014

Marketing and Measurement

I do love a good truism and "You can't manage what you can't measure" is one of them.

Why do so many companies, the moment they hit tough financial times, look to Marketing departments as a place to save costs.

While it may be a short term cost saver, the truth is it might also seem to be a good, long term decision, because so many marketing departments do not deliver easily measurable results.

Yes, they deliver great ideas, brilliant award winning advertisements, fabulous collateral and mind blowing events.   But how do they measure success?

I believe it is critical for Marketing departments to have very clear measurables running parallel with brand building.

I feel the same way about training and conferences.

Sometimes the only way to evaluate whether things are working, is to stop doing them, and do before and after comparisons!   Dangerous, though.

To get back to brand building, it is really tough to evaluate brand improvement over shortish time periods which mak…

Drawing in the customer

Recently, I was in Istanbul for the first time.   Wandering around one of the many, fantastic street markets, I saw a display of the most luscious looking dates.

My son loves them, so I walked over.   Within moments, one of the men in the store came over, and started discussing dates with me and which would be the best choice.   He told me where he sources them, as well as some of his more interesting other merchandise.

He shared that he ships products internationally, and took me around the store to show me.  He insisted I tasted them, just the best pistachio nougat ever.   He slipped a few samples into my bag, and I added saffron to my purchases.

Then my family joined me in the store, and they were all offered nougat to taste, as well.   By this time, we were on first name terms.

On our way out, we walked through the adjoining carpet and silks store.   Silk scarves were on my shopping list, so I had a look.   It turns out he owned that store, too.   As we were buddies, I was given a…

Was that a compliment????

Sometimes I just don't know how to respond to things people say.

One of my favourite conversation stoppers is the question "Did you get your hair done?   Now, if you respond yes, and they say "Oh", or say nothing further, what do you think your next response should be?

How about, "Is that a new dress?  - same problem.

Following on from those is the combination question and statement "Teryl? that's an unusual name."   I used to say "yes", then I got a bit irritated somewhere in my early 40's, and said, with as nice a smile as I could muster "Not to me, I've had it for over 40 years", now I go with just the smile.

Johannesburg haters are my next challenge.   I have lived in Jozi for most of my adult life, I met my husband there, had my two wonderful children, have some truly amazing friends, and have built a challenging and interesting career, I am really happy in our vibrant, economic centre of the country.

I wonder how …