Toni Wood

Download this plain speaking brief, written for MDs, Directors and Owners of mid-cap SMEs who don't have a Marketing Director but need marketing to drive growth in new markets or sectors. It'll help you consider the state of your marketing now, where you need to take it, and evaluate anyone you hire to help you. To download, click the full-screen square at the bottom of the preview, then click the download arrow at the top-right of the screen.

3

2 Comments

📢 Join us for the launch of Shape What Britain Buys 2025 🚀 Retail media is evolving faster than ever, with brands and agencies discovering fresh opportunities to engage consumers across the marketing funnel. From shifting consumer behaviours to groundbreaking omnichannel innovations, the landscape is brimming with potential. But what does 2025 hold? On Friday, 17th January, at 11am, we’re unveiling the trends that will shape the future of retail media in our exclusive Shape What Britain Buys 2025 webinar. With insights from over 23 million Tesco Clubcard households, we’ll share our #retailmedia well-informed big bets for 2025 and beyond—and how you can harness these trends to maximise your retail media strategy. 🎟️  Don’t miss your chance to stay ahead in 2025, secure your spot now: https://lnkd.in/eNvsSkv3 #RetailMedia #ShapeWhatBritainBuys #Webinar #Trends2025 #FutureofRetailMedia

69

3 Comments

Our data shows that two in five of the UK's biggest brands aren’t perceived positively enough to justify their above-average prices💸   Dom Boyd tells Marketing Week's Grace Gollasch that "marketers will need to focus investment on standing out from the crowd in a way that’s relevant to shoppers to be able to protect their profitability in the short- and long-term as well as drive sustainable growth".    Read the full article here: https://lnkd.in/e5jWRv4E #InsightsPR #Marketing Suzannah Rowland Helen Pearson

2

Last week we announced the #KantarBrandZ Most Valuable UK Brands🚀 Our latest findings, highlighted in Marketing Week, revealed that many of the UK’s most valuable brands are struggling to justify their price points to consumers. Our brand expert, Adele Jolliffe spoke to Niamh Carroll: “When you’re looking at the future growth chances of a brand, you could make the mistake of thinking that if you’re very, very big, and you’re popular today, the chances are, you’re going to remain popular tomorrow, but actually, that’s generally not the case. In fact, a better predictor of your sales, is what people think about you today.” Read the full article here👉 https://lnkd.in/ef2BswGw Suzannah Rowland Dom Boyd Helen Pearson Amy Cashman

11

365 days of connecting brands with their customers IRL with Spacefor, while growing DEPARTMENT LTD 22% YOY. It's been a busy year with plenty of wins, challenges, lessons and observations. Some key insights and 'truths' from this journey: - Focus & energy are more important than time - Plan effectively and create routines - Delegate more - Say no - Make unconventional decisions - Include people on a journey 'Need to explore further' - an outtake from my weekly highlights back in May 2021 - is how it all began.

31

5 Comments

Boots UK’s Pete Markey and Katy Dixon on why bringing insights onto the marketing leadership board has proven effective and why every insight needs a ‘So what?’ https://lnkd.in/ehnbAqhD

109

2 Comments

What is fairer? Asking for time or money from consumers? 🤯 Often, brands will ask consumers to either spend time to save money (like Tesco's off-peak food delivery options which give you a four-hour window, instead of a specific timeslot) or spend money to save time (like Tesco's Whoosh delivery which can get you things in as little as 20 mins!). Recent research has shown that asking consumers to spend time to save money is perceived as fairer then asking them to spend money to save time. This is because spend time to save money offers reduce concerns that consumers have about brands profit-seeking and this becomes more salient, especially when consumers are questioning this about a brand. However, we often see that spend money to save time offers are more prevelant within the marketplace, despite consumers feeling that these are unfair. This means there needs to be a trade-off between finding the right solution which yields for the business, whilst also feeling fair to the consumer. Tesco offer both in their delivery options - so is that the sweet spot for brands? 🤓 #consumerbehaviour #behaviouralscience

3

Our account manager Sam Jagoe recently completed his CIM | The Chartered Institute of Marketing Level 4 Certificate in Professional Marketing with Oxford College of Marketing, and here’s what he learnt:   The Marketing Concept – Gained a thorough understanding of marketing's contribution to an organisation and how it influences customer behaviour.   Analysis and Insight – Developed the ability to gather relevant market data to gain deeper insights into factors and trends that affect the marketing environment.   The Marketing Mix – Acquired knowledge on how to apply and adapt the marketing mix to meet client needs and align with business goals.   The Campaign Process – Learned to create both internal and external situation analyses to support effective campaign planning.   Campaign Planning in Action – Understood what is required to implement and develop a successful campaign plan.   Evaluating Campaign Success – Learned how to conduct a post-campaign evaluation, with a solid grasp of monitoring campaign performance.   Enhancing the Customer Experience – Gained insights into improving the customer experience through a better understanding of its dynamics.   Measurement and Monitoring – Understood how to apply research methods to generate insights and support informed decision-making.   The knowledge and skills Sam gained from his CIM qualification will benefit both him and his clients by enabling more informed decision-making, creating strategically aligned campaigns, and enhancing customer experiences.

9

2 Comments

“Alex and Chris really brought the commercial topic to life, empowering the marketing team to feel more confident in the brand financials and how we can play an important part in driving the business forwards.” Many marketers lack confidence in their commercial skills. So we run a course to build their confidence. And this latest version for PZ Cussons went down a storm with an NPS of 95! We cover why commercial skills matter, how businesses and retailers make money, the P&L, pricing, how to write a business case, calculating ROI and how to analyse commercial data. And we have fun doing it. Lots of discussion, practice, games and examples. Plus a safe space for asking all the questions that are on the delegate’s minds. Commercial acumen is a fundamental skill for every marketer. So, if you’re team needs a conference boost in this area, give us a call. #marketing #commercialskills #learninganddevelopment

9

1 Comment

Brand owners often come to us because they are struggling to get their products into stores and/ or to keep them there. This is particularly tough at the moment against a back-drop of economic pressures, post Brexit challenges and changing consumer behaviours. If this resonates with you, here are our top 5 tips to help you get your brand on retailer's shelves and their online inventory... 🤝 Really Understand Retailers: get to know their business and strategies and the pressures they are under, find alignment and build strong solutions that create trust-based relationships. 📈 Leverage Insight: use data effectively to inform insight-led actions with retailers whilst understanding their shopper targets and delivering a compelling story for growth. 💥 Develop Category Visions & Strategies: master category-based selling ensuring a category first approach with a clear vision of the next 3 years. 🎯 Think Strategically: develop strategic based plans with customers to create focus and direction to activities. 💡 Be Creative: think big and beyond the obvious, bringing exciting and bold options to the table. Master these things and you will be better equipped to achieve your goals. If we can help with any of the above, please do get in touch: https://lnkd.in/da5YW9Th

10

In today's digital landscape, crafting a compelling B2B buyer's journey is no longer optional – it's fundamental for success. Social media empowers suppliers to guide their customers seamlessly from initial awareness to post-purchase fulfilment, fostering trust and loyalty at every touchpoint. Delve into the key stages of the B2B buyer's journey, exploring how Jewel Ads can optimise each step. We'll cover methods for generating brand awareness through targeted promotion, fostering engagement through interactive content and social listening, and, ultimately, guiding buyers towards informed purchasing decisions. By harnessing the power of Jewel Ads, suppliers can craft a buyer's journey that fosters trust, increases engagement, and ultimately drives growth. So, are you ready to unlock the potential?

2

Ritson has the right of it on this one. What drove the marketing team to go with this direction? Who’s idea was it to release what equates to a brand ethos film months before they have product to focus on? What makes them think it’s a good idea to lose the vast majority of their audience demographic? It’s just a bit nuts… I think this will end up being a case study in the mini-mba entitled ‘the death knell of a heritage British brand’ Watch this space. ___________________________________ Hi 👋 I'm Michelle, CMO for hire, let’s talk if you need some serious marketing muscle! Marketing, Brand, Leadership, Strategy, Coaching and Board Advisory are all my thing, if you want to hear more make sure you follow me and double click the 🔔 on my profile! #PinkUmbrella #MarketingWeek #Jaguar

2

Marketers face a paradox: the more they know about their consumers, the less they seem to truly understand them. Great read from my business partner, and work husband Gareth Brock who has explored why brands must go beyond raw data and cultivate authentic intimacy by engaging consumers as people, not just numbers. Link in the comments to the piece. Thanks for the write up Mediaweek Australia #brandactivation #data #PR #thoughtleadership #digtialactivation

10

3 Comments

On the 4th day of Christmas, marketing gave to me... Sir Terry Leahy. Now we're getting into more interesting territory, with a lovely quip about the primacy of market orientation from the former Tesco CEO. In too many industries we're obsessed by what our competitors are doing and often forget the bigger picture; we're here to deliver value to our customers and clients. My own industry - legal services - is probably as guilty of this as anyone. Do you need to keep an eye on what our rivals are up to? Absolutely. We benchmark against a defined competitor set in our brand tracking research, so we can see any areas of underperformance (and overperformance) at different stages of the purchase funnel. But the best way to keep your competitors behind you is to keep your customers and clients front and centre. See you tomorrow. #The12DaysOfMarketingChristmas

15

6 Comments