Jon Evans

N. 1 Marketing Hazard.    A couple of years ago, I took a small team  through a very involved brand planning process for a small (2% of market) brand.   Very different to what we’d done before. We did it alongside different brands for the first time.   Loads of people on Teams. Multiple agencies. Lots of market data. Lots of dissecting. Breakouts with people that didn’t know each other and not enough time to finish tasks we didn’t understand.   New words - ones you would NEVER use if a customer walked into your shop —> Leverage —> Anchor space —> Demand space —> Consumer recruitment   “In what particular part of the morning  was a particular type of consumer  who cares about one particular thing at a particular time in their life  going to drink one particular type of drink?”   Over Engineered.    I didn’t think that saying “I don’t know, they can drink it when they bloody want!” was allowed. So I tried to work it out.    You see, I’d been sucked in.  Maybe this was the grown-up way to do things. The ‘right’ way.   I questioned everything I thought I knew.  Moved all the thinking we’d done around  until I had some words on slides  that the people running the show started to nod at.   But when I presented the new strategy to the board  I had to keep looking at my slides to keep track. Because the words - were not mine.   And when I presented it back to my team, I felt myself sinking because I realised… and then a trusted peer confirmed it:   “You sound like you’ve disappeared up your own arse” 🎤 Words people don’t really say on a page in a format “everyone” puts it in does not a strategy make. The following year, we kept it simple.  Started from what we knew.  Reminded ourselves where we wanted to get to. Decided the most important things to do to get there. Wrote that down. Reviewed it monthly. 🚤 🚤 🚤 Small businesses are like speed boats, not ocean liners, or container ships, like the big ones. Do not look at them. You don’t need the kind of engineering that makes them move. I am not convinced they do but that's another story. Look at your boat. And what it needs to go faster. You know. It’s your boat.   * Do you have someone who will grab you if you start to disappear? * Day 11 of 30 days on #smallbusiness and #startups #challenger #founders #brandstrategy #freelance

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Excellent summation from Les Binet here on maximising effectiveness, efficiency, ROI and enhancing margins by doing some simple things with media spend distribution but also the core of the effectiveness is creativity. I find creative is often observed as an overhead of advertising rather than an investment but the research doesn't lie - amazing creative is as big an ROI multiplier than other factors combined, so the payback of these combinations in the short, medium and long term is absolutely worth it.

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Leaflet distribution is a highly effective advertising medium in the UK. Here are some reasons why it should be part of your marketing strategy: High Engagement Rates: Door drops have a 78% read rate among consumers. They are also shared within households, which amplifies reach. Cost-Effectiveness: This medium is notably cost-effective, particularly for local targeting. Cutting Through Digital Noise: Unlike digital ads that can be easily ignored or blocked, physical leaflets reach consumers directly – through their letterboxes and into their hands. Versatility and Integration: Door drops will work even better if you integrate it with other marketing channels. Drive traffic to stores, websites, or social media, and include QR codes for easy tracking of responses. Broad Demographic Appeal: Door drops resonate with a wide demographic range, making them suitable for various products and services. Impactful Impressions: Door drops are viewed multiple times and kept in the household for an average of 5.4 days. Is leaflet distribution a part of your marketing mix yet? Contact us for help with your campaign. #Letterbox #LeafletDistribution #DoorDrop

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Custom-made snacking with KIND 🍫 I believe in the power of sensory engagement, and the recent ‘KIND Bar’ pop-up installation in Soho is a flavour-packed example of how brands can get this right. The pop-up featured a range of immersive experiences designed to engage Londoners’ senses and educate them about the brand. 📍 To get started, Londoners entered the Scent Station where they smelt the key ingredients to choose the perfect mix for their personalised snack bar. This taps into We Are Collider's MARVEL Lever of Magic, namely ‘senses’... the extent to which an experience is immersive, attention-grabbing and engaging of the five senses. Obviously the Scent Station not only ticks this box, it exemplifies it. Next stop was the Nutrition Corner where guests learned about the ingredients used in the KIND bars. This harks back to our Value lever, AKA the extent to which an experience provides functional benefits as well as mental stimulation. 🥜 Last but not least, the Creation Station provided the tools to create your very own KIND snack! Wholesome goodness and sensory exploration, galore (we’re talking smooth melted chocolate, chilli flakes and more). This station reminds me of our Exchange lever, where people actively participate and create those all-important ✨memories✨of a brand. I think this brand experience is great, because visitors were hit with a flavor frenzy, texture, and aroma extravaganza, got schooled on nutrition, and even played snack architect. It was like Willy Wonka's factory for health nuts! 🎩 Source: KIND Instagram #Campaign #BrandExperience #Storytelling #Emotion #Creatives #ExperientialMarketing #CampaignExperienceAwards #Kindbars

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Brands tell a story about who we are, especially in the alcohol industry, which is all about feelings and experiences. In my recent conversation with Grant McKenzie, Former CMO of Asahi, we explored how the brands we choose say a lot about us. It's not just about the product; it's about the emotion it evokes at the moment of consumption. Grant shared a great point—are we really selling beers, or are we selling feelings? While some experiences are crafted directly by the brand, like serving an amazing beer perfectly at a bar, many are created by the consumers themselves. Think about those memorable moments with friends, whether it's watching a football match, going to a music festival, or celebrating a milestone. At Asahi Beverages, Grant believes in building strong brands that naturally fit into these moments, just like how champagne has become the drink of choice for celebrations. It's about creating brands that feel like a natural part of the occasion, enhancing those special experiences. Check out the full discussion on YouTube for more insights on the emotional connection between brands and consumers. #Marketing #Branding #ConsumerExperience #AlcoholIndustry #Asahi

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Impact is our output. We talk about modern marketing being able to deliver two types of impact - cultural and commercial. How do we move beyond the brand purpose debate and into a more grown up and nuanced conversation about the different types of impact we all create as marketers every day? Come and join us to find out.

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Understanding the nuances of #OOHadvertising effectiveness is crucial for maximizing impact. Talon OOH UK's research unveils key insights: simplicity and central placement are paramount, with brand logos noticed only 42% of the time. Understanding viewer behavior and optimizing creatives pre-campaign or mid-flight ensures a stronger impact for brands. 🗣 #OOHAdvertising #CreativeEffectiveness #TalonOOHUK

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Two of the largest #retailmedia players are now reaping the Attention 👁️👁️Advantage of #directmail as part of their offsite options for CPG clients. Come and join this fantastic webinar with JICMAIL to understand why …

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Technology must enable sales and marketing teams not burden them. While it’s a wild world out there with choices, it’s clear that Sales Leaders are laser focussed on driving growth through efficient processes, content / sales enablement and data and insights, and are continuing to invest in these areas despite the maturity of the business. With the need to provide more value to customers across multiple touchpints it’s not surprising that teams are becoming more pointed and smarter in how they engage with customers. We are certainly seeing that a lot with some of the clients we are working with at Arktic Fox but still a way to go. To download our FREE report ➡️ https://lnkd.in/e3y7ka2g To learn more about the findings from our Sales in Focus study come along to our virtual event ➡️ https://lnkd.in/ejMQTwDy #sales #marketing #salestech #martech #b2b #transformation Arktic Fox Teresa Sperti (GAICD)

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What happens when retail media overtakes TV advertising? Last week, George Nott at The Grocer published a really comprehensive article on the current state of Retail Media in the UK. Here's some of the highlights: - Supermarkets have long worked with brands on ‘shopper marketing’, and since the launch of loyalty schemes in the 1990s have been sharing data insights. So, if that's the case, where is retail media up to in its evolution? According to Nick Ashley of Tesco Media & Insights Platform, retail media is only now “coming of age“ - it’s not the toddler some talk about. But it’s not an adult yet either - it's in its teenage years. I like this way of thinking about it. - Retail media innovation is at its fastest pace yet & this is presenting challenges and opportunities for advertisers, and their agencies. To assess each, Marketing Directors should be making sure they have a retail media measurement strategy in place, to compare activations across platforms consistently and quickly to allow them to redirect investment to the most effective places. It’s a good time now to be intentional about experimentation. - The IAB is working towards standardised metrics to enable “consistent comparisons” across retail media investments for buyers, initially covering online media but eventually in-store. Tools are emerging, too, to help advertisers assess retail media opportunities – among them Plan-Apps, which is used by the likes of PepsiCo, Diageo, AB InBev, Mondelez and CCEP. - Retail Media is sparking a wave of creative collaboration. Supermarkets are open-eared to ambitious campaigns. As Matt McLellan, Asda VP customer planning & propositions, leading its new LS Eleven Media Services, told suppliers recently: “If you’re a brand that wants to do something different, we are really up for it.” Some brilliant industry voices featured across the article, which you can find below. Nick Ashley Steve Gray Catherine McGarry Marie-Clare Puffett David Sables #retailmedia #retailmedianetworks SMG Plan-Apps {Capture} Samuel Knights Emma Dean Lee LeFeuvre David Bromfield Mark Sweatman David Moore Georgina Evenden

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Did you know 2 in 3 consumers say mail gets their undivided attention? Our report, ‘The Attention Advantage’, written by WARC is packed with stats and insights to help your brand stand out. ➡️

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📢 We’re releasing our completely free Power of Word of Mouth report on Thursday! We surveyed UK consumers to see how reviews and recommendations can affect a brand’s reputation and, ultimately, how that can impact sales. The report is packed full of insights that can help marketers tap into the power of positive reviews. ➡️ If you sign up now, you’ll get access to the report early instead! ⬅️ Sign up here: https://lnkd.in/emDek2gs The full report will include: 📌 32 pages of insights from consumers across the UK 📌 How, why, and when consumers share their experiences with others 📌 How customer support affects brand reputation 📌 How brand reputation affects sales 📌 Advice for marketers hoping to harness the power of word of mouth marketing 📌 Further insights and statistics from industry expert organisations #marketing #marketingtrends #wordofmouth #brandreputation #sales #customerexperience

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We often hear you talk about 'market positioning' —but we feel like you mean 'brand positioning' If your discussions are focused on: → Brand personality and key messaging → Emotional appeal rather than market fit → Consumer perception without considering market dynamics ...you might be veering off course without realising it. Let’s set the record straight: Market positioning is about dominating the field, not just being known. → It’s about how your offering meets specific customer needs better than your rivals, not just how they feel about your brand. → It’s about continuously adapting to market shifts and competitor moves, not just setting a one-time brand tone. This is crucial because: Understanding the distinction can transform how you strategise and compete. More than semantics, it’s about identifying and serving your ideal segments in a way that aligns directly with what they experience in the market every day. Dive into our latest article where we break down the nuances between market and brand positioning. It’s designed to clear the fog and refine your strategic lens. 👇

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Diageo and Guinness continue to understand exactly what OOH is all about 🍻 #OOH delivers reach within proximity to over 3,000+ pubs and bars, Guinness' directional messaging helps you find the right one for you. ➡ As they continue to own the summer, activating on those hotter days means their display works harder than ever, owning a key category entry point which is often taken by lager and cider 💡 If you want your OOH to work hard for you, think about your triggers for purchase, which category entry points do you want to own (we can help with a recent research piece around this called 'want to take this outside') and keep your poster simple. It will work. Thanks to PHD, Jennifer Gabbarelli, Amy Papaphotis, Molly Jones, Anita Sztrizsak, Holly Fischer, James Weatherill and all involved.

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