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How to avoid unnecessarily recreating marketing assets

Has anyone in your business ever ‘gone rogue’ and created an unapproved new piece of collateral? Possibly, worse, has anyone recreated an unapproved version of something that already exists because they can’t find the document they’re looking for? This can be an unfortunate consequence of poor marketing asset management. If people don’t know where [...]

August 16th, 2019|Marketing|0 Comments

How does the FCA challenge unclear, unfair and misleading promotions?

The financial regulator publishes reams of guidance on how to produce compliant financial promotions. Yet in spite of this, firms continue to break the rules – either accidentally or by pushing the limits of what they can get away with. How many firms break the rules? How does the FCA respond? And what can [...]

August 10th, 2019|Marketing|0 Comments

How to brief a creative agency – best practice tips

The Marketing Manager’s role is more varied than most. Your job might encompass both strategic planning and admin…writing sell sheets and reporting on digital marketing analytics…making decisions on SEO and organising events. Not surprising, then, that marketing has a tradition of using external agencies to help shoulder the load. From design agencies for collateral, [...]

August 9th, 2019|Marketing|0 Comments

What are marketing personas and how will they help you?

You’ve probably heard of marketing personas, sometimes known as ‘buying’ or ‘buyer’ personas. It’s a term used increasingly in marketing strategy. But what are personas? What is the definition of a marketing persona and what is it used for? How detailed do these personas need to be? And how can you create the buyer [...]

August 2nd, 2019|Marketing|0 Comments

How will marketing leaders allocate their budgets in 2020?

A new survey has uncovered how marketers plan to spend their budgets in 2020. The survey, by business intelligence company the Incite Group, questioned 950 marketers. It aimed to understand their goals, priorities and the ways they plan to allocate budgets in the coming year. Here we look at the findings. What do they [...]

August 2nd, 2019|Marketing|0 Comments

What is a ‘brand guardian’ and do you need one?

Your brand is one of your most valuable assets. It helps your firm to differentiate itself, makes you visible and recognisable to you your customers and prospects and can be invaluable shorthand for your values – the things your business stands for. If brand is so important, do you need to appoint someone to [...]

July 27th, 2019|Marketing|0 Comments