Marketing Doris News & Views

You Don’t Need More Content Ideas… You Need Better Questions

Fri, 01 May 2026 13:11:20 GMT

If I had a pound for every time someone said “I just don’t know what to post” , I’d probably have retired to a beach somewhere by now.

But here’s the honest truth most businesses don’t like hearing, you don’t have a content problem. You have a question problem.

Because when you know what to ask, the content pretty much writes itself.

The myth of “running out of ideas”

Let’s clear something up straight away, your business doesn’t magically become less interesting just because you’ve posted about it a few times.

What actually happens is:

You start overthinking it
You try to be “creative” instead of useful
You look at other people’s content and go blank
And suddenly everything feels like it’s already been done

Sound familiar?

The reality is, your customers aren’t sitting there thinking “I wonder what new and exciting marketing angle this business will come up with today…”

They’re thinking:

“Can you solve my problem?”
“Do you actually do what I need?”
“Can I trust you with this?”
“How does this work in real life?”

That’s where your content lives.

Start with what people already ask you

If you take nothing else from this, take this:

Your best content ideas are already being said out loud.

Every email. Every phone call. Every meeting. Every “quick question”.

That’s your content goldmine.

For example:

“How much does it cost?” → pricing transparency post
“How long does it take?” → process breakdown
“What do I need to provide?” → checklist post
“Do you work with companies like mine?” → case study or reassurance post

No brainstorming required. No content generator. No staring at a blank screen. Just listening.

Better questions create better content

Instead of:

“What should I post today?”

Try asking:

“What did a customer ask me this week that someone else would also want to know?”
“What do people usually get wrong about what we do?”
“What would make someone feel more confident about choosing us?”
“What do I explain over and over again?”

Those questions do the heavy lifting for you.

And suddenly your content isn’t random, it’s useful, relevant, and actually connected to real conversations.

Keep it simple (seriously)

There’s a tendency in marketing to overcomplicate everything. Content pillars, funnels, frameworks, algorithms…

And while all of that has its place, most small businesses don’t need more layers.

They need clarity.

If you can answer real questions in a clear, human way, you’re already ahead of most of your competitors who are still trying to “go viral”.

Spoiler: consistency beats viral every time.

The takeaway

Next time you feel stuck with content, don’t ask “What should I post?”

Ask “What have I been asked lately?”

That small shift changes everything.

Because suddenly you’re not trying to invent content… You’re just sharing what you already know.

And that’s where the good stuff is.

.. and if you need help.. contact Marketing Doris

Why a Good Brief Saves You Time, Money (and a Few Headaches)

Tue, 21 Apr 2026 16:49:09 GMT

We’ve all been there.

You’ve got a great idea. The energy is high. The momentum is building. And before you know it… you’re off. Posting content, briefing designers, launching campaigns.

No plan. No brief. Just vibes.

And while that can feel productive in the moment, it often leads to something far less glamorous: confusion, wasted budget, and results that don’t quite hit the mark.

The temptation to “just get started”

Marketing is one of those areas where it’s easy to dive straight in. Compared to other parts of the business, it can feel quick, reactive, and flexible—and that’s not always a bad thing.

But without a clear brief or plan, even the best ideas can lose their way.

You might find yourself:

Repeating work because expectations weren’t clear
Creating content that doesn’t align with your goals
Constantly tweaking or second-guessing decisions
Spending more time (and money) than you expected

In short, you’re busy… but not always effective.

What a good brief actually does

A brief isn’t about slowing things down or adding layers of process. It’s about clarity.

A strong brief answers a few key questions:

What are we trying to achieve?
Who are we talking to?
What do we want them to do?
What does success look like?

It doesn’t need to be pages long. In fact, the best briefs are often simple and focused.

Think of it as your marketing sat nav, without it, you might still get somewhere… but it probably won’t be the destination you had in mind.

The hidden cost of skipping the plan

When there’s no plan in place, decisions tend to be reactive.

You might jump on trends that don’t fit your brand, create campaigns that don’t connect with your audience, or invest in channels that aren’t right for your business.

The result? Marketing that feels disjointed.

And more importantly, it becomes harder to measure what’s working—because there was never a clear benchmark to begin with.

Planning doesn’t mean losing flexibility

One of the biggest misconceptions is that having a plan makes your marketing rigid.

In reality, it does the opposite.

When you’ve got a clear strategy in place, you can adapt with confidence. You know what fits, what doesn’t, and where to focus your efforts.

It gives you the freedom to be creative, without losing direction.

A little structure goes a long way

Putting a brief or plan in place doesn’t have to be complicated.

It could be:

A one-page campaign brief
A monthly content plan
A simple outline of goals and messaging

The key is consistency. When everyone involved is working from the same starting point, everything runs more smoothly.

So, before you dive in…

Next time you feel the urge to jump straight into “doing,” take a moment.

Pause just long enough to ask:

Why are we doing this?
What do we want to achieve?
How will we know if it’s worked?

It might only take 15 minutes, but it could save you hours (and a fair bit of budget) down the line.

Need a hand turning ideas into a clear, workable plan?

That’s exactly where Marketing Doris can help, bringing structure, clarity, and direction so your marketing works harder for your business.

What a Weekend in Paris Taught Me About Marketing

Thu, 16 Apr 2026 08:52:10 GMT

We’ve just got back from a weekend in Paris, cheering on a first-time marathon runner*.

If you’ve ever supported someone taking on a challenge like that, you’ll know the atmosphere is incredible. There’s excitement, anticipation… and, if we’re honest, a fair bit of nerves too.

Watching it all unfold got me thinking, running a marathon isn’t all that different from marketing your business.

At the start, it’s exciting. You’ve got ideas, energy, and good intentions. You’re ready to go.

But it can also feel overwhelming.

There’s a lot of noise. A lot of advice. A lot of “you should be doing this” and “you need to be on that platform.” It’s easy to set off too quickly, try to do everything at once, and before you know it… you’re losing direction or running out of steam.

And that’s often where businesses find themselves with marketing.

They’ve started, maybe a new website, a few social media posts, perhaps even a campaign or two, but somewhere along the way, things stall. Momentum drops. Consistency slips. Results don’t quite match expectations.

So, what makes the difference?

From what I saw in Paris, it comes down to three things:

A clear plan - Runners don’t just turn up on the day and hope for the best. They train. They pace themselves. They know what they’re aiming for. Marketing is no different. Without a clear strategy, it’s very easy to waste time and effort on activity that doesn’t move your business forward.
The right support - Whether it’s trainers, running partners, or people cheering from the sidelines, no one really does a marathon alone. The same applies to marketing. Having someone to guide you, sense-check ideas, and keep you focused can make all the difference.
Consistency over time - Marathons aren’t won in the first mile. They’re completed by keeping going — even when it gets tough. Marketing works exactly the same way. It’s the consistent, ongoing activity that builds visibility, trust, and ultimately leads to results.

That’s where I come in.

At Marketing Doris, I work with SMEs who know they should be doing more with their marketing, but aren’t quite sure where to start, or simply don’t have the time to do it consistently.

I help bring structure, clarity, and momentum. Together, we build a strategy that fits the business, and then keep things moving in the right direction.

Because marketing isn’t about quick wins or one-off bursts of activity, it’s about getting you over the finish line.

I’m looking to connect with business owners who feel like their marketing has started… but stalled.

If that sounds familiar, let’s have a conversation.

And if you know someone who’s currently running their own “marketing marathon,” I’d love an introduction.

*She did incredibly well, completed it in a great time and raised a lot of money for a blood cancer Charity - we are all so proud!

When a Chocolate Heist Becomes a Marketing Masterstroke

Mon, 06 Apr 2026 16:48:55 GMT

What Brands Can Learn from the KitKat Easter 2026 Story

This Easter brought something unexpected to the headlines, and it wasn’t another egg hunt or seasonal promo.

In March 2026, more than 12 tonnes of KitKat chocolate , that’s around 413,000 bars , were stolen from a delivery truck in transit across Europe just days before the Easter rush. With millions of chocolate lovers gearing up for the holiday, the missing stash quickly captured the public’s imagination and sparked global headlines.

But here’s the twist; while the theft itself was genuine, Nestlé and the KitKat brand turned the incident into a savvy marketing moment that kept consumers talking long after the story broke.

Turning Crisis into Conversation

Rather than just issuing a bland corporate statement, KitKat launched an interactive “Stolen KitKat Tracker” , where consumers could enter a unique batch code from their bars to see if theirs was part of the missing shipment, and report sightings. The combination of mystery, engagement and that famous break‑time humour turned what could have been a logistics footnote into a global conversation piece.

In Canada, mock security convoys protecting KitKat trucks, a tongue‑in‑cheek nod to the viral story, became another clever piece of content that spread widely online. So while the theft was real, some of the surrounding visuals and reactions were clearly crafted with shareability in mind.

Retailers Got In On the Fun Too

Across social media, other brands and retailers enjoyed the moment with a bit of lighthearted commentary, playful memes, jokes about “securing the chocolate stock,” and cheeky reassurance that their shelves were safe and full. It was a reminder that even unexpected news can become a creative prompt for brands willing to join the conversation in a relevant and respectful way.

At the same time, some UK supermarkets reported increased chocolate theft in stores ahead of Easter 2026, prompting heightened security measures like anti‑theft displays and strategic product placement, a very real side effect of chocolate’s seasonal popularity.

What This Means for Marketers

So what can we take from a story that started as a genuine freight crime and ended up as a global marketing moment?

A good story travels fast - Even unexpected news can become brand fuel when handled with creativity and authenticity.
Engagement beats broadcast - The interactive element of the KitKat campaign, which invited consumers to actively take part, is exactly the kind of two‑way marketing that builds genuine attention.
Tone matters - KitKat leaned into its own brand personality; playful, clever, human, rather than responding with dry corporate language. That made the difference.

Here at Marketing Doris , we love spotting moments like this, where a brand turns an unusual situation into meaningful engagement without losing sight of values or context. Whether you’re planning social media campaigns, PR moments or engagement strategies, there’s always something to learn from how others respond to the unexpected.

Got a quirky story or trend you want help turning into a great piece of content? Let’s chat, we’d love to help!

The AI Social Media Playbook

Tue, 31 Mar 2026 15:13:09 GMT

Practical Tips to Work Smarter, Not Harder

AI in social media is no longer a “nice to have”, it’s quickly becoming an essential part of every marketer’s toolkit. In a recent Chartered Institute of Marketing (CIM) member webinar, award-winning consultant Steph Inez Matthews shared a fast-paced, insight-packed session on how marketers can start using AI more effectively in their day-to-day social media activity.

If you’re short on time but big on ambition (sound familiar?), here’s what you need to know.

AI is Already Here, and It’s Delivering Results

The adoption of AI in marketing is accelerating fast. The majority of marketers are already experimenting with AI tools, with many reporting improvements in both efficiency and campaign performance.

From generating content at scale to improving targeting and personalisation, AI is helping marketers do more with less, and faster.

But the key takeaway? It’s not about replacing marketers, it’s about enhancing what we already do.

It All Starts With the Prompt

One of the biggest themes from the session was this: better inputs = better outputs .

Think of AI like a junior member of your team. If you give it a vague brief, you’ll get vague results. But if you’re clear on:

Your objective
Your audience
Your brand tone of voice
The format you need

…you’ll get far more usable content.

A simple framework shared was to define:

Role
Task
Audience
Context
Expectation

In other words, treat AI like you would a creative briefing process.

Content Creation: Faster, Smarter, More Scalable

AI tools are now capable of producing:

Visual assets in minutes
Video content without large production budgets
Copy tailored to your brand voice

Tools like ChatGPT, Claude, Canva and Google’s AI suite are enabling marketers to create and adapt content at speed, something that’s especially valuable for social media’s always-on demands.

However, there’s a catch…

Don’t Fall Into the “AI Slop” Trap

Just because AI can create content quickly doesn’t mean it should be used without thought. Over-reliance on AI-generated content can lead to:

Generic, repetitive messaging
Loss of brand personality
Reduced trust with your audience

The advice?

Use AI for ideas and efficiency , but keep a human hand on the final output. Or as it was nicely put in the session, think of it as a “human hamburger” :

Human strategy at the start
AI in the middle
Human refinement at the end

Automation is Powerful, but Needs Oversight

AI isn’t just about content creation. It’s also transforming workflows through:

Automated scheduling
Community management support
Sentiment analysis
Content repurposing

While this can free up valuable time, it’s important not to “set and forget.”

Brand reputation still relies on human judgement.

Brand Voice Still Matters (More Than Ever)

AI can mimic tone, but only if you train it properly.

Uploading brand guidelines, past content and examples helps ensure outputs feel consistent and authentic. Without this, you risk producing content that feels… well, a bit robotic.

And in a crowded social feed, that’s the fastest way to be ignored.

Be Aware of the Risks

Alongside the opportunities, there are important considerations:

Bias in AI outputs
Inaccurate or “hallucinated” information
Copyright and ownership grey areas
Data security concerns

Marketers are now not just content creators, but also ethical gatekeepers when it comes to AI use.

So, What Should You Do Next?

If you’re just getting started, keep it simple:

Start small, test AI on low-risk content
Focus on improving your prompts
Experiment with a few key tools (not all of them!)
Always sense-check outputs
Keep your brand voice front and centre

And most importantly, don’t try to automate everything at once .

Final Thought

AI isn’t here to replace marketers, but it is changing how we work.

Those who embrace it thoughtfully will gain a clear advantage: faster execution, smarter insights, and more time to focus on strategy and creativity.

Because ultimately, the brands that win won’t be the ones using AI the most… They’ll be the ones using it best .

Oscars Meets the Bookshelf - Waterstones’ Red Carpet Inspiration

Mon, 16 Mar 2026 14:56:22 GMT

The Oscars are always a feast for the eyes, from stunning gowns to sharp tuxedos, but once again this year, Waterstones has taken it one step further.

They’ve matched some of the night’s most memorable red carpet looks with book covers in similar colours and styles. Yes, you read that right: fashion meets fiction!

From shimmering gold dresses to bold reds and chic black-and-whites, Waterstones has spotted a perfect pairing between Hollywood glamour and literary design. Imagine that dazzling velvet gown on the actress who stole the night, now imagine a book cover in the exact same tone and style sitting on your shelf. Suddenly, your book collection looks ready for the red carpet, too.

It’s a brilliant reminder that inspiration comes from everywhere, not just the pages of a book, but from the world around us. And for marketers, there’s a fun lesson here: clever visual storytelling can capture attention in unexpected ways. Who wouldn’t be intrigued by a book that channels the style of an Oscar-winning outfit?

Next time you’re thinking about creative ways to connect products and ideas, take a leaf out of Waterstones’ book, or maybe even an entire bookshelf. Fashion, literature, marketing… sometimes the magic happens when worlds collide.

Check out the full #LookstoBooks collection and see which outfits and covers caught our eye!

Why Marks & Spencer Appointing Gillian Anderson as Chief Compliments Officer Is Smart Marketing

Wed, 11 Mar 2026 15:22:57 GMT

When a heritage retail brand announces it has appointed a Chief Compliments Officer , you might initially think it’s a gimmick.

But when the brand is Marks & Spencer and the appointment is Gillian Anderson, it suddenly becomes something much more interesting from a marketing perspective.

Earlier this week, M&S revealed that Anderson has taken on the newly created role as part of the retailer’s latest fashion campaign, centred around the idea that compliments and confidence are closely linked to the way people experience clothing.

The campaign coincides with the launch of the retailer’s Spring 2026 womenswear collection , with Anderson championing the “joy of fashion” and encouraging customers to share compliments with each other.

At first glance the title sounds playful — and that’s exactly the point.

Because people are talking about it.

A clever piece of brand theatre

The idea of a Chief Compliments Officer works because it feels unexpected.

Retail marketing often falls into predictable patterns: product launches, seasonal lookbooks, discount messaging.

By contrast, this campaign introduces a character — a role — that feels entertaining and human.

It’s not just a celebrity endorsement.

It’s storytelling.

Rather than simply fronting a campaign, Anderson embodies a concept: the idea that fashion can boost confidence and that a simple compliment can change how someone feels about what they’re wearing. As she explained, even small moments of appreciation can make a difference to how people carry themselves.

And crucially, the campaign sparks conversation. The slightly tongue-in-cheek job title makes people pause, smile, and share the story.

In marketing terms, that’s a win.

Perfectly timed for a brand on form

The move also reflects something bigger happening at M&S.

For a brand that has experienced difficult periods over the past decade; store closures, repositioning, and shifting consumer expectations, the past few years have marked a noticeable resurgence.

The retailer has been investing heavily in store refits, sharpening its fashion offer and becoming far more agile in how it responds to trends and customer insight. In fact, M&S has recently become the UK’s leading womenswear retailer , helped by a strategy that releases curated fashion drops informed by social media trends and real-time data.

Anyone who spends time on TikTok or Instagram will have seen the shift.

M&S clothing, once considered safe and predictable, is now regularly featured by fashion influencers and selling out online.

The brand hasn’t just refreshed its product range.

It has rediscovered its confidence.

The marketing lesson - emotion matters

One of the most interesting aspects of the campaign is that it focuses on emotion rather than product .

Research referenced by the campaign found that 62% of people feel happier when they receive a compliment , yet many rarely hear one.

That insight taps into something powerful.

Retail isn’t just about selling clothes, it’s about how people feel when they wear them. Confidence, self-expression and connection are all part of the purchase decision.

The “Chief Compliments Officer” idea cleverly brings that emotional benefit to the forefront.

And by delivering it with a recognisable and respected figure like Gillian Anderson, the message lands with authenticity.

A reminder that heritage brands can still surprise us

Perhaps the most interesting takeaway for marketers is this: heritage brands don’t have to play it safe.

In fact, the brands that succeed are often the ones willing to experiment with tone, creativity and storytelling.

M&S could easily have launched its spring collection with a traditional advertising campaign.

Instead, it created a role that people would talk about.

A playful idea.

A culturally relevant personality.

A campaign built for social media conversation.

Sometimes the smartest marketing move is simply creating something that makes people stop scrolling.

And in that respect, the appointment of a Chief Compliments Officer might just deserve a compliment of its own.

What Harry Styles Can Teach Us About Brilliant Marketing

Mon, 09 Mar 2026 15:26:55 GMT

Of course, I know who Harry Styles is. I wouldn’t have called myself a fan, but I don’t dislike him either, and I’ll admit a few of his songs have made it onto my Alexa playlists.

A couple of months ago, when he announced his London tour dates and the usual ticket frenzy was looming, I was having lunch with one of my nieces. She told me she’d registered for a date and was hoping to get lucky, although her track record wasn’t great.

In a moment of helpful aunt enthusiasm, I offered to register too. Sadly, neither of us managed to secure tickets.

The marketing caught my attention

As someone with a soft spot for disco balls, the title of his new album immediately caught my eye, and I loved how it had inspired retailers and other artists to incorporate similar creative touches.

From that point, it became a mission to help my niece get tickets. I signed up to the official resale site and sent her links whenever tickets became available.

Since then, I’ve continued to receive updates about the tour. And as a marketer, I often take a quick glance. The communications are simple, consistent, and branded with his initials, HS. As a fellow “HS,” I appreciated that touch.

A clever approach to ticket sales

Then came a marketing move that genuinely impressed me.

Harry Styles announced a one-off show in Manchester for just £20. Even better was the allocation process; fans had to pre-register, then were notified on a specific date if they had secured tickets.

No frantic ticket scrambles. No luck-of-the-draw chaos. Fair, simple, and far less stressful.

To make things even more equitable, resale tickets were cancelled, preventing inflated secondary market prices. This approach clearly prioritised fans.

Community involvement done right

Another brilliant idea followed. Fans who registered and volunteered in Manchester during a specific weekend were rewarded with a ticket.

And it didn’t stop there. Harry Styles also gave 100 tickets to his old school in Holmes Chapel , allowing students from his hometown to attend.

These gestures create stories people want to share and reinforce authenticity in a way no advertising campaign ever could.

Extending the experience

The one-off concert didn’t just stay in Manchester. The performance was filmed, released in cinemas, and later made available on Netflix. And yes — I watched it. And yes — I enjoyed it.

A masterclass in modern marketing

Looking back, this campaign ticked so many boxes:

Simple, consistent communication
Fair and transparent ticket allocation
Community engagement
Strong storytelling
Extending the experience beyond the event itself

Most importantly, it felt authentic.

Great marketing isn’t about complicated strategies or massive budgets. It’s about understanding your audience, creating memorable experiences, and communicating clearly.

So while I may not have started this story as a Harry Styles superfan, I can say this with confidence: from a marketing perspective, it was a masterclass.

Well done to Harry Styles and his team.

When Marketing Advice Costs Too Much - Lessons from Dragons’ Den

Mon, 09 Mar 2026 14:17:07 GMT

Last week’s episode of Dragons' Den featured a fascinating pitch from husband-and-wife entrepreneurs Helen and Phil Lord, founders of Rehome.

Their business idea is a compelling one. Rehome is an online marketplace that allows homeowners, designers and retailers to sell high-end kitchens, bedrooms and bathrooms that would otherwise go to waste. Founded in 2015, the platform aims to give quality interiors a second life while saving buyers significant money.

On the surface, it sounded like a strong business. The founders explained they had built a platform generating around £2 million in annual revenue.

However, as often happens in the Den, the Dragons began digging deeper into the numbers.

When the financials raise questions

Despite strong revenues, the business had previously made losses of more than £500,000 and had only recently begun breaking even. When the Dragons asked why, the answer was revealing; significant spending on website development, advertising, licensing and consultancy costs.

The founders also explained that the platform itself is licensed, meaning they pay ongoing fees because they do not own the underlying technology.

The Dragons’ reactions were clear. They questioned whether the business had been spending money in the right places and whether those investments were truly helping the business become profitable.

In the end, entrepreneur Deborah Meaden stepped in with an offer of £100,000 for 15% of the business, which the founders accepted.

But the exchange raised an important issue that goes far beyond one television pitch.

A moment that made me wince

Watching the programme as a marketing consultant, I found myself inwardly cringing.

Not because of the founders – building a business is difficult, and many entrepreneurs rely heavily on external advice while they scale.

But because the spending described suggested that they may have been paying very significant amounts for marketing and digital services without seeing the return they needed.

And that’s where the concern lies.

When marketing consultants, agencies or developers charge substantial fees without delivering measurable value, it damages trust in the entire profession.

Marketing should drive growth – not drain budgets

Marketing is an investment. It should help businesses:

attract the right customers
build brand awareness
generate leads and sales
support sustainable growth

But it should never feel like a black hole where money disappears without clarity on the results.

Good marketing advice should always focus on:

Strategy first - Before spending money on websites, campaigns or advertising, there needs to be a clear marketing strategy aligned with business goals.
Transparency around costs - Clients should understand what they are paying for, why it matters and how success will be measured.
Return on investment - Marketing activity should be monitored and adjusted to ensure it contributes to revenue and growth.
Ownership and control - Businesses should retain control of key assets such as websites, domains and data wherever possible.
A reminder for business owners - If there’s one takeaway from this Dragons’ Den moment, it’s this - just because someone calls themselves a marketing expert doesn’t mean they’re delivering real value.

Business owners should feel confident asking questions such as:

What will this activity actually achieve?
How does it support my wider business goals?
What metrics will show it’s working?
When should I expect to see results?

If those questions can’t be answered clearly, it may be time to rethink the advice you’re receiving.

Ethical marketing matters

Most marketers care deeply about doing the right thing for their clients. The best consultants act as trusted partners who guide businesses to make smart decisions about where to invest their marketing budget.

When done properly, marketing should be empowering for business owners – not overwhelming or unnecessarily expensive.

And that’s something our profession should always strive to uphold.

Join Me at the Two Valleys Big Breakfast – 17th March

Fri, 06 Mar 2026 14:34:04 GMT

The BIG Breakfast Networking

If you’re a business owner in the Huddersfield area and looking to build stronger connections with other local companies, there’s a great opportunity coming up in March.

I’m a member of the BNI Two Valleys networking group and we’re hosting our Two Valleys Big Breakfast on 17th March at the Cedar Court Hotel Huddersfield .

It’s an early start – 6:45am – but it’s a fantastic way to meet a wide range of local businesses before the working day properly begins.

Why networking still matters

One of the things I value most about being part of BNI is the focus on building trusted relationships between businesses.

Rather than traditional networking where people simply exchange business cards, BNI groups actively pass referrals to one another. Within the Two Valleys chapter alone, over £1 million of business is referred between members every year simply by recommending businesses we know and trust.

For many members, those introductions become long-term clients and valuable partnerships.

What to expect at the Big Breakfast

The event is designed for local businesses who are curious about networking or would like to see how the group works.

There’s no pressure to join anything, it’s simply an opportunity to:

meet a wide range of local businesses
see how a BNI meeting works
build new relationships
and potentially pick up some referrals

Visitors are always welcome, and it’s a friendly and supportive environment whether you’re new to networking or already well connected in the local business community.

Why I’m involved

As the owner of Marketing Doris , networking has played a big role in building my consultancy. Many of my clients come through recommendations, and BNI is built entirely around that principle, helping good businesses connect with the right people.

It’s also a great way to stay connected to the local business community and understand the challenges different sectors are facing.

Join us

If you’d like to experience a BNI meeting and meet some great local businesses, the Two Valleys Big Breakfast is the perfect opportunity. Book your place here

When “Customer Retention” Undermines Customer Relationships

Fri, 20 Feb 2026 13:09:27 GMT

This week I experienced something that perfectly illustrates the gap between marketing strategy and customer experience.

I was contacted by a business claiming to be acting on behalf of a car dealership I’ve used for years. The caller was enthusiastic but spoke so quickly I had to ask several times for the company name. When I asked how they were connected to the dealership, I was told they had supplied their software and were “helping with retention and customer management.”

Let that sink in.

As someone who understands exactly what that means from a marketing perspective, I knew what was happening. But as a customer? It didn’t feel good.

Over the past decade I’ve sourced three cars from this dealership. Two of those vehicles were through the same junior sales team member who delivered exceptional service. I felt known. I felt valued. I felt like a customer, not a data point.

I’m aware that team members move on. That’s business. But if there was a change in personnel, surely the right approach would have been for his successor to pick up the phone and introduce themselves? To build on the existing relationship?

Instead, my details were passed to a third-party telemarketing company, despite my preferences stating no third-party contact.

When I queried this, the new junior sales team member confirmed my profile had no third-party contact ticked. The dealership manager did call to apologise, but unfortunately the explanation focused on why it “didn’t count” rather than acknowledging how it felt from a customer’s perspective.

And that’s the real issue.

From a compliance point of view, they may believe they were covered. From a systems point of view, the data may have been processed correctly. From a marketing automation point of view, the retention journey may have been triggered exactly as designed.

But from a human point of view? The relationship was damaged.

What makes this particularly significant is timing. This year falls within the typical lifecycle of when I would consider changing my car. Previously, I wouldn’t have looked elsewhere. Now, I will.

Not because of price.
Not because of product.
But because of experience.
Retention isn’t software.
Customer management isn’t automation.
Loyalty isn’t a CRM workflow.

Good marketing should enhance relationships, not replace them.

When businesses outsource “retention” without safeguarding the emotional connection, they risk losing the very customers they’re trying to keep.

Customer service and marketing are not separate departments. They are the same conversation. And when that conversation changes tone, customers notice.

Data, GDPR and Brand Trust: The Bit Businesses Can’t Ignore

Beyond the customer experience, there’s a deeper issue here: trust.

Under the General Data Protection Regulation (GDPR) and the Data Protection Act 2018 , businesses must have a lawful basis for processing personal data. That includes how data is shared with third parties.

But compliance isn’t just about ticking a legal box. It’s about honouring the expectations you set with your customers.

If a customer has actively chosen “no third-party contact,” that preference isn’t a grey area. It’s a clear signal about boundaries.

Even if a business believes a third party is acting as a “processor” rather than a separate marketing entity, the perception from the customer is simple: “My data has been passed on without my consent.”

And perception shapes trust.

Brand trust is fragile. Customers are more aware than ever of how their data is used. When organisations blur the lines between internal communication and outsourced contact, they don’t just risk compliance scrutiny, they risk reputation damage.

The irony? Many businesses invest heavily in marketing to acquire new customers, while unintentionally eroding loyalty with the ones they already have.

Data strategy, customer experience and brand positioning must align. Because when trust is compromised, the cost isn’t just regulatory, it’s relational.

And relationships are far harder to win back than they are to protect in the first place.

Expanding Valentine’s 2026 - The Rise of Galentine’s

Tue, 10 Feb 2026 15:13:26 GMT

Valentine’s Day has long been associated with romantic gestures, but in recent years, another celebration has quietly been carving out its space: Galentine’s Day . Celebrated on 13th February, it’s a day to honour female friendships, and for marketers, it’s an exciting opportunity to expand Valentine’s expenditure while offering something fresh and inclusive.

Why Galentine’s Matters

Galentine’s isn’t just a quirky trend, it’s a chance for businesses to tap into a market that isn’t strictly tied to romantic love. Consumers are increasingly looking for ways to celebrate meaningful relationships beyond their partners, from close friends to colleagues. This opens doors for:

Special events, brunches, or evening experiences
Gift bundles for friends rather than couples
Digital campaigns targeting groups rather than individuals

By embracing Galentine’s alongside Valentine’s, brands can create campaigns that feel personal, inclusive, and relevant, increasing reach and potential revenue.

2026 UK Campaign Inspiration

UK brands are already leaning into this broader view of Valentine’s:

OpenTable UK surprised audiences with floating dining tables held aloft by balloons, reframing Valentine’s around fun, shared experiences rather than just romance.
Retailers are bringing seasonal fashion and playful activations to life, showing that Valentine’s moments can be social, fun, and sharable.
Lifestyle and event guides across the UK now promote Galentine’s‑friendly theatre shows, cocktail experiences, and immersive events that celebrate friendship as much as love.

These campaigns highlight a shift in consumer behaviour; people want experiences and gifts that celebrate all types of connection.

Marketing Takeaways

The key to a successful Galentine’s campaign is authenticity . People want to celebrate friendship in ways that feel genuine, so marketing messages should be creative, fun, and relatable. Think along the lines of:

Social media content highlighting friendship stories
Limited edition products or gift sets designed for groups
Experiences designed for shared moments, like workshops, classes, or spa packages

By embracing this approach, businesses can:

Engage new audiences who may not participate in traditional Valentine’s
Increase average order value by offering group or multiple-purchase options
Foster brand loyalty by showing awareness of modern social trends

Recent marketing trends show that friendship and self-love are driving Valentine’s 2026 campaigns across the UK. From Galentine’s brunches to group experiences and themed gift bundles, brands are tapping into a wider audience: people celebrating all types of relationships, not just romantic ones.

Statistics show that over 60% of adults say they’d consider celebrating Valentine’s with friends or family , giving businesses a chance to expand seasonal spend and connect with consumers in fresh, meaningful ways .

By embracing this broader view of love, marketers can create campaigns that feel authentic, inclusive, and commercially savvy, and Galentine’s is the perfect entry point.

19 Years of Marketing Doris - What the Numbers Don’t Tell You

Wed, 04 Feb 2026 11:58:30 GMT

In January 2007, Marketing Doris officially came into being.

What started as a “temporary” solution after redundancy (while I figured out what my proper job might be) has quietly grown into a business that’s supported clients across multiple sectors, survived recessions, pivoted through a pandemic, and adapted to more marketing changes than I can count.

This year marks 19 years of Marketing Doris , so I thought it was the perfect time to pause, reflect, and share a few of the stories, lessons, and realities behind the numbers.

From stopgap to staying power

Marketing Doris wasn’t built with a grand masterplan. It was created to provide interim marketing support - practical help, flexibility, and experience - at a time when businesses needed it most.

Nineteen years later, that same approach still underpins everything I do.

Clients don’t come to Marketing Doris for marketing theory or flashy jargon. They come for clear thinking, honest advice, and someone who can get things done, often within tight budgets, limited time, and real-world constraints.

Relationships matter (more than tactics)

One of the most consistent themes across 19 years has been the importance of relationships.

I joined BNI in the same month I set up Marketing Doris , and I’m still a member today. Over 75% of my business has come through referrals - direct, indirect, and second-layer introductions - which says far more about trust and long-term relationships than any single campaign ever could.

Marketing changes. Platforms change. Algorithms change.

Good relationships don’t.

Variety isn’t a distraction — it’s the point

Marketing Doris has never been about one niche service or channel.

Over the years, my work has included:

Marketing management and strategy
Campaign planning and delivery
Copywriting and content
Social media and brand awareness
Project and budget management
Training, mentoring, and sounding-board support

Often, my role is part marketer, part translator, part devil’s advocate — helping client’s sense-check ideas, prioritise activity, and focus on what will actually make a difference.

That variety isn’t accidental. It reflects how marketing works in the real world.

Collaboration over ego

I don’t pretend to do everything myself, and I never have.

Marketing Doris regularly collaborates with trusted associates across:

Graphic design
Website builds
Photography and video
PPC and specialist digital support

Sometimes that means working together on projects. Sometimes it means connecting clients with the right people and stepping back. The goal is always the same - the best outcome for the client , not protecting territory.

Adapting without losing direction

Before the pandemic, I was on one or two client sites every day.

Covid forced a rapid shift to remote working, and it turned out to be a positive one. Today, client work is primarily remote, supported by regular online marketing meetings and occasional face-to-face sessions where they add real value.

That shift also enabled a move from Cheshire to West Yorkshire, proof that flexibility, when done properly, benefits everyone.

Pride points (because we should talk about them)

Some moments deserve a mention:

Supporting clients that have gone on to win industry awards , including Queen’s Awards and a current King’s Award shortlist
Volunteering for over nine years as a Marketing & Communications Trustee for a youth charity
Chairing CIM Yorkshire , helping support marketers at all stages of their careers
Seeing my godson build his own career in marketing, and knowing I played a small part in inspiring that journey

Marketing is often about results, but it’s also about people, and that’s the part I’m most proud of.

Still curious. Still learning. Still enjoying it.

Nineteen years in, I’m still a marketing geek at heart.

I love clever campaigns, creative ideas, and marketing that makes people stop, think, or smile - whether that involves blue ducks, pop art, Top Trumps, or something a little unexpected.

Most of all, I’m proud that Marketing Doris has stayed true to its original purpose; simplifying marketing with tailored solutions , built around real businesses and real people.

If you’d like to talk marketing, or just sense-check an idea, I’m always happy to have a conversation.

Let’s arrange a 1-2-1

CIM Webinar Recap: Boost Your Marketing Productivity with Better AI Prompts

Wed, 28 Jan 2026 13:54:37 GMT

Marketers are under more pressure than ever to do more with less, and AI is quickly becoming one of the most powerful tools in the kit, if you know how to use it properly.

That was the focus of the recent Chartered Institute of Marketing (CIM) webinar, “Mastering Prompt Engineering: Boost Your Marketing Productivity with More Effective Prompts” , which explored how marketers can get better, faster, and more reliable results from AI tools by improving the way they ask questions.

Why prompt engineering matters for marketers

The session opened with a simple truth; AI is only as good as the prompt you give it. Vague instructions lead to vague results, while clear, structured prompts can turn AI into a genuinely useful marketing assistant, helping with everything from content creation and campaign planning to research, strategy and reporting.

The webinar walked through practical examples showing how small tweaks to wording can dramatically improve outputs, save time while improving quality.

A practical framework you can use immediately

One of the most useful takeaways was a clear framework for building effective prompts. Instead of just asking AI to “write a post” or “create an idea,” marketers were encouraged to include:

Context – who the audience is and what the goal is
Role – asking AI to act as a strategist, copywriter, editor, etc.
Format – specifying structure, length and tone
Constraints – what to avoid, what must be included, and where the content will be used

This approach helps reduce rewrites, speeds up workflows, and makes AI far more reliable as a marketing support tool.

AI as a productivity partner, not a replacement

A key theme throughout the webinar was that AI isn’t here to replace marketers, it’s here to free them up to do more strategic, creative and human work . When used well, AI can handle first drafts, ideation, summaries and variations, allowing marketers to focus on decision-making, insight and impact.

The session also touched on responsible use, reminding marketers to sense-check outputs, maintain brand voice, and stay compliant with copyright and data considerations.

What this means for businesses

For small teams, solo marketers and growing businesses, better prompting means:

Faster content creation
More consistent messaging
Less time staring at a blank page
Better use of limited marketing resources

And importantly, less frustration with AI tools that “don’t quite get it”.

Final thoughts

The webinar was a timely reminder that AI skills are quickly becoming core marketing skills , and prompt engineering is the foundation. Even a few small changes in how we interact with AI can unlock huge productivity gains.

If you’re curious about using AI more effectively in your marketing, this session was packed with practical ideas you can start using straight away, no tech background required.

Back to Business - B2B Marketing Strategies for 2026

Fri, 23 Jan 2026 16:16:18 GMT

As businesses reset priorities for the year ahead, one thing is clear - B2B marketing in 2026 will demand clarity, confidence and connection .

Marketing Doris recently attended the CIM member exclusive webinar Back to Business: B2B Marketing Strategies for 2026 , bringing together marketers from across the region to explore what’s changing, what’s working, and what needs to stop right now.

The session focused on one big truth - B2B buyers are more human, more informed and more impatient than ever before . Which means marketing needs to work harder – and smarter – to earn attention and trust.

The key themes shaping B2B marketing in 2026

Strategy before tactics (always) - The most effective marketing teams are starting with clear objectives, strong messaging pillars and a deep understanding of their audience, before touching channels or content plans. Activity without strategy is still one of the biggest drains on time and budget.
Messaging that proves, not promises - Buyers want evidence. Case studies, testimonials, data, and lived experience are doing the heavy lifting in 2026. Strong messaging frameworks help businesses stay consistent while showing real-world results across every touch-point.
Content that supports the full journey - From awareness to decision-making, content needs to guide – not just broadcast. Practical, helpful, educational content is outperforming sales-led messaging, particularly in complex B2B environments.
Trust is the new currency - With longer buying cycles and more stakeholders involved, trust-building has become a core marketing function. Consistency, transparency and showing up regularly are what move brands from “nice” to “chosen”.
Alignment between sales and marketing - The strongest-performing businesses are treating marketing as a growth partner, not a support function. Shared goals, shared language and shared accountability are becoming non-negotiable.

What this means for B2B businesses

2026 isn’t about doing more marketing, it’s about doing the right marketing. Clear strategy, confident messaging and focused execution are what will separate businesses that grow from those that stall.

At Marketing Doris, we help B2B organisations simplify their marketing, build clarity into their messaging, and turn strategy into action that actually delivers results.

If you missed the webinar or want help applying these ideas to your own business, we’d love to chat.

Get in touch with Marketing Doris and let’s make 2026 your most confident marketing year yet

Sausage Rolls & Supermarkets: Staying Ahead When Consumer Habits Shift

Fri, 16 Jan 2026 11:47:50 GMT

How Smart Marketing Helps Businesses Adapt to Shifting Consumer Behaviour

Consumer behaviour can change quickly, often influenced by trends, external events, or broader cultural shifts.

Recent examples in the UK illustrate how these changes can impact businesses almost overnight.

For example, Greggs reported that weight-loss jabs are affecting their sales , highlighting how health and lifestyle trends can quickly shift buying habits. Similarly, UK retail trends show shoppers using multiple supermarkets to manage budgets and find the best value, marking the highest level of switching since 2019. These changes force businesses to rethink pricing, loyalty strategies, and customer engagement.

Why Strategic Marketing Matters

Smart marketing isn’t just about advertising or campaigns — it’s about monitoring the market, spotting trends early, and responding strategically . By understanding evolving consumer behaviour, businesses can turn potential threats into opportunities , reposition products, and highlight new value for their customers.

How Marketing Doris Helps Businesses Stay Ahead

At Marketing Doris, we specialise in helping businesses adapt proactively to market changes. Our support includes:

Trend monitoring and market analysis to anticipate changes in customer behaviour
Product repositioning and value communication to align with new consumer priorities
Marketing strategy and campaign support to ensure relevance and impact
Tailored advice for businesses undergoing change or pivoting

By taking a strategic approach to marketing, businesses can stay ahead of the curve , maintain strong customer connections, and maximise the impact of their marketing efforts.

Respond, Adapt, and Grow

Companies that thrive are the ones that respond strategically to evolving trends. Marketing Doris helps organisations navigate these shifts, adapt their marketing approach , and ensure their brand remains relevant and competitive.

Get in touch with Marketing Doris to explore how we can help your business respond to changing consumer behaviour and achieve sustainable growth.

19 Years of Marketing Doris - Same Principles, New Postcode, Still Loving It

Thu, 08 Jan 2026 14:22:46 GMT

Today - Marketing Doris turns 19

Nineteen! Old enough to know better, young enough to still get excited about a good strategy session and a cracking brand story.

When I set the business up all those years ago, marketing looked very different. I was onsite with clients most days, laptops were heavier, social media was… well… barely a thing, and “remote working” usually meant answering emails from the kitchen table after hours.

Fast forward nearly two decades and a lot has changed, both in marketing and in how I work, but interestingly, not everything.

From Onsite Every Day to Fully Remote (With a Change of Scenery)

For many years, Marketing Doris was very hands-on and very onsite. I was embedded in client teams, working closely with businesses day in, day out, and that closeness shaped how I still work today.

Then came Covid.

Like many businesses, I had to adapt quickly. What started as a necessity turned into an unexpected opportunity. I transitioned to a fully remote role , proving (to myself as much as anyone else) that great marketing doesn’t rely on being in the same room, it relies on trust, clarity and collaboration.

That shift also gave me something else: the freedom to relocate from Cheshire to West Yorkshire . A big life move that simply wouldn’t have been possible in the early years of the business, and one I’m incredibly grateful for.

Same clients. Same standards. New view out of the window.

How Marketing Has Changed… and How It Hasn’t

Marketing today is faster, noisier and far more digital than it was 19 years ago.

We’ve gone from:

brochures and print deadlines to
social media algorithms and real-time analytics

From:

“we’ll review that next quarter” to
“can we jump on a quick call this afternoon?”

But here’s the thing - the principles of marketing haven’t changed at all .

Understanding your audience.
Clear messaging.
Consistency.
Trust.
Building relationships, not just campaigns.

The tools evolve. The platforms change. The shiny new things come and go.

But good marketing is still about saying the right thing, to the right people, at the right time.

And it always will be.

The Best Bit? The People.

Nineteen years in business brings a lot of highlights, but the biggest one, without question, is the people.

I’m incredibly proud of the clients I’ve worked with over the years, across so many different industry sectors. From small businesses finding their feet to established organisations ready to grow, evolve or reposition.

I’m equally proud of the business associates and partners I’ve collaborated with graphic designers, developers, copywriters, business coaches, photographers, accountants, recruiters… the list goes on. Marketing is never a solo sport, and the best work always comes from strong collaboration.

And then there’s the bonus I never planned for but value hugely, the friendships . Some of the people I’ve worked with over the years are now firmly in the “proper friends” category, and that’s something I don’t take lightly.

Looking Ahead (Because I’m Not Done Yet)

At 19, Marketing Doris isn’t about looking backwards, it’s about taking everything learned over nearly two decades and using it to support businesses better.

Smarter strategies.
Clearer thinking.
Less noise, more impact.

So here’s to the past 19 years; the lessons, the shifts, the growth, and to whatever comes next.

Thank you to everyone who’s been part of the journey so far.

Let’s see what the next chapter brings

New Year and New Insights

Mon, 05 Jan 2026 12:28:41 GMT

Reflecting on 2025 and Planning for 2026

Happy New Year from all of us at Marketing Doris ! We hope you had a wonderful festive season and are feeling refreshed, recharged, and ready for the opportunities that 2026 will bring.

As we step into the new year, it’s a perfect moment to take stock of the last 12 months. What worked well in your marketing for 2025? Which campaigns hit the mark, and where did you find opportunities to improve? Taking the time to review your marketing efforts isn’t just about celebrating successes, it’s about learning lessons that will shape smarter strategies and stronger results in the year ahead.

At Marketing Doris , we believe every year is a chance to refine your approach, explore new channels, and make sure your marketing is working as hard as you do. Whether it’s reviewing social media performance, assessing content effectiveness, or fine-tuning your email campaigns, a thoughtful reflection now will pay dividends in the months to come.

And there’s another reason to celebrate: Thursday 8th January 2026 marks 19 years of Marketing Doris ! It’s a milestone we’re proud of, and we couldn’t have reached it without the incredible clients, partners, and friends who have supported us over the years. Thank you for being part of our journey — we’re excited to continue helping businesses simplify their marketing with tailored solutions.

So, as you plan your 2026 marketing, remember: look back to learn, look forward to grow, and don’t forget to celebrate the milestones along the way — big or small.

Here’s to a year of clarity, creativity, and marketing that really delivers.

What This Year’s Christmas Adverts Teach Us About Better Marketing

Wed, 10 Dec 2025 09:56:25 GMT

Unwrapping the lessons behind 2025’s festive favourites

If there’s one thing I love about the run-up to Christmas. aside from raiding the advent calendar before breakfast, it’s the annual parade of festive adverts. Big brands roll out big budgets, big emotions, and sometimes very big carrots.

This year, I joined a CIM webinar with brand experts Max Stricker and Mark Newton, who dove into five of the biggest Christmas ads of 2025 and pulled out the practical marketing lessons behind them.

And honestly? There were some absolute gems in there that every business, big, small, B2B, B2C, and everyone in between, can put to work.

Here’s my Marketing Doris spin on what we can all take away.

Distinctive Assets Make or Break Your Ad

If there was one theme that appeared again (and again), it was this:

Customers need to instantly know your ad is yours. Barbour teamed up with Wallace & Gromit, a collab so wholesome it could soften even the grumpiest Grinch, but as Max pointed out, the story spotlight ended up landing more on the characters than the brand. Lovely? Yes. Effective? Hmm.

Meanwhile, Aldi continued its masterclass with Kevin the Carrot. Ten years in and we still know instantly that orange little fella = Aldi. They’ve built a world, and viewers happily jump straight into it before the ad even really starts.

Takeaway for businesses: You don’t need a Hollywood budget. But you do need consistency; colours, characters, tone, style, shapes, jingles… whatever is uniquely you. Use it everywhere, repeatedly, until customers can spot you a mile away (in a good way).

Emotional Storytelling Works — But Only If it’s Simple

Burberry’s cinematic Christmas house party? Beautiful. Stylish. Star-studded. And also… confusing.

Too many celebrities, too many visual metaphors, too many “what am I meant to be looking at right now?” moments.

Our brains don’t want to work that hard. Especially when we’re trying to decide whether to buy a scarf.

Heathrow, on the other hand, nailed emotional storytelling with their little bears, tapping into nostalgia and shared Christmas experiences, but keeping the message crystal clear.

Takeaway: Emotion is powerful, but clarity is everything. If your viewer can’t retell your ad’s story in one sentence, it’s too complicated.

Characters Can Carry Your Brand Further Than You Think

Heathrow’s bears. Aldi’s carrot. Compare the Market’s meerkats.

The power of characters is that they don’t age, get cancelled, or switch to a competing brand. They can turn even a stressful airport experience into something warm and fuzzy (quite literally).

And because characters are distinctive assets, over time they become mental shortcuts straight to your brand.

Takeaway: If you find a character that works, even if it seems left-field, don’t be afraid to commit. You’re building familiarity, trust, and recognition every time they show up.

Marketers Get Bored Long Before Customers Do

Here’s the hard truth: Your audience isn’t analysing your ads like you are.

They’re not watching your campaign 27 times in a row wondering if the font feels “a bit 2022”.

Which is why Amazon simply reused their Joyride ad again this year, and it still worked beautifully. Most ads don’t “wear out”. They just haven’t reached enough people yet.

Takeaway: Don’t reinvent the wheel every five minutes. If something works, squeeze every drop of value from it. Re-run it, repurpose it, refresh it slightly, but don’t bin it just because you’ve seen it too often.

Christmas Isn’t Automatically the Right Time to Advertise

This one made me quietly clap at my laptop:

Just because it’s Christmas doesn’t mean your brand needs a Christmas ad.

For some businesses (hello supermarkets), it’s a category entry point. For others, it’s a wildly expensive time to shout into the noise. As Max highlighted, many smaller brands would get far more return by spreading their budget across quieter months, where attention is cheaper and people are actually listening.

Takeaway: Ask: Is Christmas genuinely when customers are making decisions about our product? If not, put your budget somewhere smarter. (Probably not December.)

The Best Ads Reflect Real Life

Whether it’s:

falling asleep on the sofa after lunch
sticking a luggage tag on sideways for the fourth time
wrapping presents on the stairs 20 minutes before guests arrive
or remembering the thrill of childhood snow days
…the festive ads that stick are the ones rooted in moments we recognise.

Takeaway: Authenticity isn’t a buzzword, it’s a strategy. If your audience sees themselves in your story, you’ve won.

So… what does all this mean for your marketing?

You don’t need a multi-million Christmas production to learn from the brands that do. Here’s your quick cheat sheet:

Be consistent – build and repeat your distinctive assets
Keep the message simple – if it’s confusing, it’s losing
Use emotion wisely – but don’t make viewers work for it
Stick with what works – you’re bored long before your audience is
Tell a story people recognise – real moments > glossy perfection
Only advertise at Christmas if it actually makes sense

And if you want help making your brand’s storytelling clear, compelling, and customer-friendly, festive season or not, you know where I am.

Happy advertising, happy analysing… and happy Christmas when we get there.

.. and yes, I’ll absolutely be eating my bodyweight in mince pies while reviewing next year’s adverts too!

December Checklist: Getting Your Business Holiday-Ready (Even Santa Would Approve!)

Wed, 03 Dec 2025 15:47:23 GMT

The festive season is upon us, and before you hang up your Santa hat and switch on the out-of-office reply, it’s worth checking your own “naughty or nice” list for your business.

Here’s your December checklist to make sure everything’s wrapped up nicely before the holidays:

Office Opening & Closing Times

Have you decided when your sleigh is taking off for the holidays? Make sure your team knows, and your customers know too, early closures, days off between Christmas and New Year, or first day back in January. No one likes wandering into a closed workshop like Rudolph in a foggy night!

Website & Social Media Updates

Your website and social channels are your holiday elves, let them do the work! Update your opening hours, delivery cut-offs, and service pauses. Pin a post, slap a banner on the homepage, whatever it takes to keep customers in the loop.

Personalised Customer Communications

A little festive love goes a long way. Send a cheerful e-message, a newsletter, or even a Christmas card to your customers. Include key info: last delivery dates, out-of-office arrangements, and when you’ll be back to spread cheer again.

Out-of-Office & Delivery Planning

Set up your out-of-office reply and make sure anyone who pops a query knows what to do while you sip your mulled wine. Highlight any final dates for deliveries or services so nobody gets a lump of coal instead of their order.

A few tweaks now will save you from post-holiday chaos, keep your customers smiling, and make sure your business slides into the New Year as smoothly as Santa down a chimney.

Need help, contact Doris today!

AI and SEO - Why Digital PR Is Your New Superpower

Mon, 24 Nov 2025 13:13:31 GMT

I recently attended a CIM webinar that tackled a question we’ve all been asking: “How is AI really impacting SEO, and what should we be doing about it?” Gareth Morgan, founder of Liberty Marketing Group, led the session, and it was packed with practical insights and a few myths busted along the way.

The headline? SEO isn’t dead. In fact, it’s evolving, and AI isn’t replacing it, it’s reshaping it. Despite all the hype around ChatGPT and other AI search tools, Google is still the go-to for most people, with search volumes growing year on year. So, if your board is panicking about AI taking over, breathe, your SEO efforts are still vital.

So, what’s changing?

Gareth highlighted three key shifts:

AI search is conversational, not keyword-led - While the average Google search is just a few words, AI prompts tend to be longer, more detailed, and often involve follow-up questions. That means content needs to be comprehensive, covering the wider topic rather than a single keyword.
Zero-click results are on the rise - Around 60% of searches now end without a website click, thanks to rich snippets and AI summaries. Your content may still be seen, even if it’s not generating clicks in the traditional way.
AI is influenced by brand mentions - Unlike traditional SEO, which relied heavily on backlinks, AI also factors in unlinked mentions, editorial guides, and citations from trusted sites. This is where digital PR becomes a real game-changer.

Digital PR: your secret weapon

Gareth was clear: digital PR isn’t just nice to have anymore — it’s essential. Brand mentions, expert commentary, and editorial features are now critical for AI visibility. Even unlinked mentions can help AI understand your brand’s authority, meaning your PR work directly supports both human and AI audiences.

So, if you’ve been thinking PR is “fluffy” or just for press coverage, now is the time to rethink that. Quality mentions and consistent exposure are becoming the new currency for search and AI recognition alike.

Practical tips for marketers

Here are a few takeaways I found especially useful:

Refresh and relaunch your best-performing content
Focus on evergreen content that journalists and AI alike will keep referencing
Create content that’s easy to skim, with headings, bullet points, and clear structure
Use FOI requests or proprietary research to generate PR stories
Reclaim broken backlinks and optimise existing brand mentions

The goal? Stand out as a trusted, authoritative source — because AI is increasingly using that trust as a ranking factor.

Why this matters for B2B

AI search is particularly impactful for B2B marketers, especially in sectors like tech and finance. Buyers are researching in detail and using multi-step queries, so brands that provide clear, authoritative answers are more likely to get noticed.

Gareth mentioned that one client even reported incremental leads directly from AI visibility, small, measurable wins that complement traditional SEO.

The bottom line

SEO isn’t going anywhere. But if you want to stay ahead, digital PR is now your superpower. Invest in your brand’s visibility, create standout content, and build authority in your industry. AI isn’t a threat, it’s an opportunity to make your marketing work harder, smarter, and more effectively.

For anyone feeling overwhelmed by AI, Gareth’s message was simple: stick to best practice, focus on quality, and let digital PR amplify your results.

Marketing Doris Launches Associate Programme to Support Growing Client Demand

Wed, 19 Nov 2025 16:10:31 GMT

As Marketing Doris continues to grow, we’re excited to announce the first stage of our new Associate Programme, designed to bring together talented marketing consultants and freelancers who share our practical, down-to-earth approach to helping businesses thrive.

Over the past few years, we’ve seen a steady increase in demand from organisations looking for flexible, reliable marketing support. From strategic planning and social media management to content creation and campaign delivery, more businesses are seeking hands-on expertise without the overheads of a full agency. To continue delivering a high-quality, personalised service, we’re now looking to expand our network of trusted associates.

At this early stage, we’re keen to connect with experienced marketing freelancers and consultants who can work alongside Marketing Doris on a project-by-project basis. We’re particularly interested in people who enjoy collaborative working, communicate clearly, and take pride in producing work that genuinely makes a difference for clients.

This isn’t a call for generic CVs. It’s a chance to start a conversation. If you’re a marketing professional who values relationships, flexibility, and real-world results — and you like the idea of partnering with a friendly, growing consultancy — we’d love to hear from you.

To express interest or find out more about the Associate Programme, simply get in touch . This is the first step in building a supportive network of marketing specialists who can help us continue delivering practical, tailored solutions to the businesses we serve.

Planning Your Marketing for 2026 – Are You Ready?

Thu, 13 Nov 2025 14:45:17 GMT

As the year marches on, many businesses are already thinking about what’s next.

At Marketing Doris, we know the power of being proactive, not reactive, and that includes planning your marketing strategy for 2026.

Effective marketing doesn’t happen by chance. It takes careful planning, clear goals, and a roadmap that aligns with your business growth. Whether it’s refining your social media approach, planning campaigns around key dates, or exploring new ways to reach your audience, now is the perfect time to start looking ahead.

Our approach is simple: we help you break down the year into manageable chunks, focusing on what really matters for your business. From content calendars to campaign ideas, we work with you to ensure your marketing isn’t just reactive but strategic, measurable, and impactful.

And we’re not just thinking about your 2026 marketing – we’re planning ours too! Keep an eye on Marketing Doris, because exciting things are on the horizon. New ideas, new services, and new ways to simplify marketing for our clients are all part of the plan. Watch this space – 2026 is going to be a year full of possibilities, and we can’t wait to help you make the most of it.

If you’re ready to get ahead of the curve and start your 2026 marketing planning now, get in touch with us.

Together, we’ll make sure your marketing works as hard as you do.

The Festival Ad Countdown Is On – and Yes, It’s Time to Take Notes

Thu, 06 Nov 2025 14:21:45 GMT

The annual buzz around the John Lewis Christmas advert is in full swing, the 2025 installment has dropped, and marketers and the media are dissecting every frame.

So, what can a smaller brand learn from this grand showcase of storytelling, emotion and timing? Here are some takeaways for your own festive marketing playbook:

Launch Early, but Make It Meaningful - John Lewis aired its 2025 ad around ten days earlier than last year. The point? The festive season is longer, the competition is stronger, and brands are trying to lock in attention early. What you can do : If you’re a smaller brand, use this earlier window to start your story, tease your campaign and build momentum, not just hit people when they’re already fatigued by Christmas messaging.
Use Emotion and Storytelling That Feels Real - This year’s ad centres on a father‑son gift moment: the son gives his father a vinyl record of a 90s house track, the music triggers memories and connection. The tagline? “If you can’t find the words, find the gift.” What you can do : You don’t need blockbuster budgets to tell a simple, authentic story. Think: which relationship, moment or feeling your audience will recognise?
Make the Gift or Offering the Hero - The narrative isn’t just about emotion; it’s about the gift as the bridge. The vinyl becomes the vehicle for connection. What you can do : What is your gift in this season - tangible or intangible? How can you position it as meaningful rather than just another product? For smaller brands, that could mean highlighting the story behind the product or the experience it enables.
Leverage Nostalgia (With A Twist) - Nostalgia is strong this year; 90s nightclub memories, vinyl records and generational connection. What you can do : Nostalgia doesn’t mean “look back” only; it can mean “remember why you started” or “what first made you care”. Schools, charities, golf clubs, local businesses can evoke local heritage, past milestones or shared memories that are unique to them.
Integrate Your Story Across Channels - The John Lewis campaign isn’t just a TV ad — there’s a soundtrack release, in‑store experience, social tie‑ins. What you can do : Even if you’re small, think cross‑channel. Could you pair your holiday message with a small live event, a behind‑the‑scenes video, a user‑generated content push or a local community tie‑in? Integration builds depth.
Be Consistent — But Don’t Be Predictable - Some commentary suggests this year’s John Lewis ad swings back to a more mature, less whimsical tone. What you can do : For smaller brands, this is an advantage. You can pivot faster, try something new, be more local or niche. Don’t feel constrained by “how Christmas ads must be done”.
Know Your Audience — And Their Emotion - John Lewis this year is deliberately appealing to an audience that remembers clubbing in the 90s (and their teenage kids), that insight drives the music, setting and emotional tone. What you can do : Look at your audience for example charities could look at emotions such as giving, reflection, recovery. Smaller businesses; cost‑of‑living, value, community. The key is to tailor your message accordingly.

Final Thought

Even if you’re not operating at John Lewis scale (and who is?), the lessons from their festive campaign are clear:

start early
tell a human story
centre the value or “gift” you bring
use emotion wisely
integrate your channels
stay true to your audience

As you prepare for the festive season, consider what story you’re focusing on, and how you’re making it meaningful, not just visible.

Proud to Continue as a Chartered Marketer

Tue, 04 Nov 2025 16:07:40 GMT

I’m delighted to share that I have officially been awarded Chartered Marketer status for another year – continuing my commitment to the highest professional standards in marketing.

This accreditation is awarded by the Chartered Institute of Marketing (CIM) and recognises ongoing dedication to professional development, ethical practice, and staying at the forefront of strategic marketing thinking.

As part of this renewal:

My name remains listed in the Chartered Marketer directory
My new Chartered Marketer certificate is on its way
My digital CPD and Chartered Marketer badges have been updated and verified

Maintaining Chartered status demonstrates my commitment to delivering trusted, up-to-date, and effective marketing support for clients. It’s not just a title – it’s a mark of continuous learning, credibility, and professional excellence.

I’m also proud to have been awarded the CIM Chartered Marketer Hon FCIM badge . This recognition is reserved for Honorary Fellows of the Chartered Institute of Marketing – the highest level of CIM membership. It is awarded to marketers who have made a significant contribution to the marketing profession and demonstrate an exceptional commitment to ongoing learning and excellence.

I look forward to another year of supporting businesses with strategic, ethical, and results-driven marketing.

If your organisation would benefit from expert marketing guidance you can trust, feel free to get in touch .

Learning to Be Resilient — In Life and in Marketing

Wed, 29 Oct 2025 16:16:43 GMT

A couple of weeks ago, I went along to an author event with Kate Mosse, best known for her historical novels and more recently, her Young Adult book, Feminist History for Every Day of the Year.

During the Q&A, a teacher stood up and said something that really stuck with me. She explained that despite weaving inspirational stories of women through her lessons, the young women in her classes still had the same insecurities and self-doubt that previous generations faced.

Her question to Kate was simple but powerful: “What advice would you give them?”

Kate’s response was just one word: “Learn how to be resilient.”

That’s been turning over in my mind ever since.

Because she’s absolutely right, resilience is something we don’t always teach directly, but it’s essential in every aspect of life… including marketing.

Resilience in marketing looks a lot like resilience in people.

It’s about showing up when it feels like nothing’s landing.
It’s about being consistent even when you’re not sure anyone’s watching.
It’s about learning from what didn’t work instead of throwing in the towel.

I’ve seen so many businesses lose confidence when results take time — pulling back on their social media, dropping their newsletters, or rewriting their entire brand message after one quiet month. But here’s the truth: marketing works through momentum , not magic.

Resilience is the quiet commitment to keep going, keep learning, and keep showing up — even when you’re tired of the sound of your own posts.

It’s knowing that brand trust and recognition build slowly, over time, through every conversation, every share, and every genuine connection you make.

So how do you build marketing resilience?

Be clear on your purpose. When you know why you’re doing it, it’s easier to stay steady when results wobble.
Plan, but stay flexible. Strategy gives direction; resilience gives adaptability.
Track progress, not perfection. Focus on trends over time, not one-off results.
Celebrate small wins. Every enquiry, new follower, or kind comment counts.

Resilience isn’t glamorous, but it’s what keeps your business visible, relevant, and trusted long after the latest algorithm or trend has passed.

So maybe Kate Mosse’s advice isn’t just for young women finding their place in the world, it’s for all of us trying to grow, build, and keep believing in what we’re doing.

Because in marketing, as in life, resilience is the real superpower.

If you’d like to strengthen your marketing resilience heading into 2026, why not book a Marketing Power Hour with Marketing Doris? It’s a practical, focused session to help you regain clarity, confidence, and consistency — the three ingredients that make resilience stick.

Get Spooky: How Marketers Are Turning Halloween into Creative Gold

Tue, 21 Oct 2025 13:52:47 GMT

The pumpkins are popping, the nights are drawing in, and the marketing minds are already thinking ahead: yes, the spooky season is upon us.

For many brands and businesses, Halloween has evolved far beyond the trick-or-treat checklist into a full-blown opportunity for creativity, engagement and seasonal momentum.

Why Halloween deserves your marketing spotlight

As one recent UK insight put it, retailers see Halloween as “yet another billion-pound opportunity”. With the appetite for seasonal fun growing, brands can lean into limited-edition products, immersive experiences, playful social campaigns and more. The key? Authenticity, relevance and standing out.

Clever examples

Here are a few recent approaches that show what’s possible:

Marks & Spencer (M&S) gave its classic range a spooky twist this year: think “Spooky Kookie Dough Bites”, pumpkin-themed treats and glowing tins. This is a great example of a familiar brand leaning seasonally without losing its core identity.
Swizzels and other confectionery players launched Halloween-specific packs designed for trick-or-treaters and cost-conscious households.
The styling and décor side of things also got attention: the mainstream media reported on the “pumpkin obsession” spreading across the UK, turning humble gourds into visual content gold.

Three creative angles to consider for your business

Whether you’re B2B or B2C, big brand or boutique, here are some seasonal ideas you can adapt now:

Limited-edition product or service tweaks - Add a “spooky” version of something you already sell - maybe special packaging, themed extras, or a one-off bundle. The sense of urgency around October helps drive interest.
Interactive/social campaign around the theme - Encourage user-generated content: share your costume, your office décor, your “haunted” workspace. Use a unique hashtag. Create a contest. Make it shareable. This boosts reach organically.
Experience + storytelling - Use the season to tell a story relevant to your brand. Maybe you “haunt” your own industry niches, or create a narrative about transformation, change, mystery, or surprise. Even small businesses can benefit from a playful storyline.

A quick checklist to get your Halloween marketing in gear

Update visuals: Social profile banners, website hero images, email header—all reflecting the season.
Plan communications: Do you have a Halloween-specific email, blog post, or social series scheduled?
Tie into your core message: Don’t go seasonal for the sake of it, make the theme work for your brand.
Consider logistics: If you’re doing a limited promo or product, ensure your supply-chain and fulfillment are aligned.
Measure and learn: What works? What doesn’t? Use this season as a test bed.

Final thought

Halloween may be “just one day,” but for marketers it’s a month-long runway of creativity. It’s about mood, story, engagement - and yes, sales. Whether you go subtle or full haunted-house mode, the goal is to make your audience smile, share, and - ultimately - engage with your brand. So, carve out the time, gather your ideas, and let the good ghoul times roll.

Plot Twists, Fringe Moments, and Marketing Wins

Fri, 17 Oct 2025 16:00:48 GMT

I’ve written about The Traitors before, but as a fan, I had the Celebrity version marked on my calendar the second I heard about it!

The marketing lessons from the show continue to evolve, and this edition has taken them to a whole new level. With high-stakes gameplay, shocking twists, and viral moments, it’s not just captivating audiences, it’s a masterclass in how marketers can harness pop culture for engagement.

The Celebrity Traitors shows how aligning your brand with buzzworthy content can supercharge awareness, especially when that content is as meme-worthy and shareable as this.

The Series is Still On – Week 2 with 3 Weeks to Go!

The celebrity edition is very much live, now in week 2 of its 5-week run. That means the cultural moments, viral content, and brand opportunities are still unfolding. For marketers, this is the perfect moment to jump in before the finale creates even bigger buzz.

TikTok Takes the Castle: Celebrity Skits and Reactions

One of the most fascinating developments this series has seen is how banished or “murdered” celebrities have quickly taken to TikTok to share their reactions. From dramatic reenactments to tongue-in-cheek skits, these videos have given each episode a second life online, extending the show’s reach far beyond the BBC.

For marketers, this is a goldmine. Brands are partnering with influencers to parody castle life, recreate roundtable banishments, or spoof the now-iconic poisoned goblet scenes. The takeaway? Ride the wave of audience-generated buzz and let organic content do some of the heavy lifting.

Brands Jumping on the Bandwagon

Since the series launched, brands have been quick to seize the cultural moment:

Fashion brands have seen spikes in demand for pieces inspired by Claudia Winkleman’s gothic-meets-chic wardrobe.
Aldi has jumped on the trend by sharing memes and images from the show across their social media, leveraging viral moments to engage their audience in a playful, culturally relevant way.

Even smaller brands can take inspiration from these examples without huge budgets.

Lessons for Smaller Brands & Businesses

Ride the Wave of Viral Content - You don’t need a big production—reacting to cultural moments and sharing relevant memes, like Aldi has done, can be enough to grab attention.
Leverage Relatable, Authentic Moments - Celia Imrie’s nervous fart went viral because it was real. Small businesses can embrace authenticity in their social content, showing the human side of their brand.
Use Storytelling to Engage - Paloma Faith’s betrayal went viral because of the narrative twist. Small brands can tell short, punchy stories in social posts or email campaigns that surprise or delight audiences
Collaborate Creatively - TikTok skits and influencer partnerships show that collaboration extends reach. Even small businesses can team up with local creators, micro-influencers, or other brands to amplify content.
Extend the Universe - Past contestants appearing on companion shows or podcasts keeps them relevant. Similarly, small businesses can re-purpose content across multiple platforms; blog, social, newsletter to maximise reach.

Claudia’s Fringe, Still a Star

Even amid celebrity chaos, Claudia Winkleman’s fringe remains a cultural icon. Brands continue to use her signature look in campaigns; from POV videos to fringe-themed product placements, proving that strong personal branding can amplify marketing opportunities.

Scottish Holidays – Trends That Keep Giving

The castle setting has boosted interest in Scottish travel, with tourism boards and travel brands reporting spikes in bookings. This shows how context and setting in content can spark wider consumer trends.

Previous Contestants Still in the Spotlight

The celebrity edition has reignited interest in past contestants. Many appear on The Traitors: Uncloaked on BBC Two or feature on BBC Sounds podcasts, extending their personal brands and influence.

This ongoing visibility is a reminder that reality TV alumni - and by extension, content creators, can remain relevant long after the cameras stop rolling. Marketers can tap into this extended universe to build long-term engagement.

Final Thoughts

The Celebrity Traitors proves that when reality TV meets cultural zeitgeist, the marketing opportunities are endless.

From viral farts to TikTok betrayals, from castle-inspired trends to branded apparel and Aldi memes, the series offers a blueprint for brands of all sizes: embrace humour, act with agility, be authentic, and don’t be afraid to jump in while the conversation is live.

For marketing support, contact Helen Stott of Marketing Doris

Lost in Translation: What Italian Tripe Taught Me About Marketing

Tue, 07 Oct 2025 17:10:41 GMT

On a recent trip to Italy, we stumbled upon a charming little bistro, the kind that makes you swoon just by stepping inside. The menu was entirely in Italian, the waiters spoke no English, and, of course, we had zero phone signal. That meant no Google translations, no reviews, no clues — just our instincts and very limited Italian.

I decided to play it safe and ordered two anti-pasta dishes . When they arrived, one was a beautiful selection of Parma ham and other cured meats, and the other… well, it looked like mushrooms in a tomato and cheese sauce. We tried them both, declared them delicious, and went on our way.

It wasn’t until later, back at our accommodation with Wifi, that I discovered the truth: the “mushroom” dish was actually tripe . Yes, tripe. I was simultaneously impressed I had eaten it and a little squeamish at the thought. Would I order it again? Honestly… maybe not.

So, what does a surprising Italian meal have to do with marketing? Quite a lot, actually:

First Impressions Matter - Just like that menu, your audience only has a few clues to decide if they’re going to engage. If your messaging isn’t clear, your audience could be pleasantly surprised, or completely turned off.
Transparency Builds Trust - Had the menu or waiter made the dish clear, my decision might have been different. In marketing, honesty about what you’re offering avoids unpleasant surprises and builds credibility.
Curiosity Can Be a Double-Edged Sword - Trying new things is fun and adventurous, but if your audience feels uncertain about what they’re getting, it can create hesitation. Clear, appealing descriptions can help them take the leap.
Delight Comes From Understanding - I enjoyed the tripe in the moment, but the knowledge afterward changed my perception. Marketing isn’t just about getting someone to click or buy, it’s about ensuring they love the experience from start to finish.

So next time you’re crafting content, a campaign, or even a menu, remember: clarity, transparency, and thoughtful guidance can turn curiosity into delight, without any unexpected surprises.

And as for tripe? Well… some experiences are best left as memorable stories rather than repeat purchases.

Upcoming Webinar: CIM Yorkshire Explores the Power of Culture-Led Transformation

Wed, 01 Oct 2025 11:12:18 GMT

CIM Yorkshire is proud to announce an exciting upcoming webinar that will delve into the transformative impact of UK Cities of Culture, taking place on Thursday 9th October at 1pm .

Organised by the CIM Yorkshire Board, chaired by Helen Stott of Marketing Doris , the session will feature key figures behind the Bradford 2025 and Hull 2017 UK City of Culture programmes. This is a must-attend event for marketers, cultural leaders, and anyone passionate about the intersection of creativity, community, and strategic engagement.

Featured Speakers:

Rhiannon Hannon , Director of Creative Engagement and Participation for Bradford 2025, will share insights into her work with communities, schools, and mental health initiatives. Her leadership of the “Our Patch” programme and Cultural City of Sanctuary work highlights her commitment to inclusive cultural participation.
Janina Mundy , Director of Audiences, will discuss her strategy for reaching diverse local, national, and international audiences. With a background in leading audience development at Northern Ballet, Birmingham Royal Ballet, and Manchester International Festival, Janina brings a wealth of experience in insight-led campaigns and long-term engagement.
Anthony Yates , Destination Manager at Visit Hull and East Yorkshire, will reflect on the legacy of Hull 2017 and the challenges of producing and marketing events at scale.

The webinar will be hosted by Rachael Simpson , Vice Chair of Events for the CIM Yorkshire Board, and promises to offer valuable lessons on cultural marketing, audience development, and community engagement.

Helen Stott commented, “This webinar is a brilliant opportunity to hear directly from the people shaping the future of cultural engagement in the UK. We’re thrilled to bring their expertise to our CIM Yorkshire community.”

Don’t miss this chance to gain behind-the-scenes insights into two of the UK’s most impactful cultural programmes.

Register now and be part of the conversation.

Unlocking Growth - CIM Webinar Reveals the Science Behind Brand Identity

Fri, 26 Sep 2025 10:54:59 GMT

Marketing Doris attended CIM’s latest member exclusive webinar, “Unlocking Growth Through a Powerful Brand Identity,” hosted by Max Stricker, and it was a masterclass in marketing science meets real-world application.

On 24th September, CIM members tuned in for a 45-minute-deep dive into the psychology of brand building, led by Max Stricker - marketing consultant, course leader at the University of West London, and CIM course director. With over 2,000 global participants trained through his workshops, Max brought a wealth of experience and a refreshingly practical approach to the session.

The Big Idea: Attention Alone Isn’t Enough

Max kicked off with a bold claim - attention is meaningless without associations . Using the example of Budweiser’s viral Super Bowl ads—loved by millions but failed to drive sales, he illustrated how even the most talked-about campaigns can fall flat if they don’t build relevant mental connections with the brand.

Key Takeaways for Marketers

Here’s what we learned (and what you’ll want to apply immediately):

Brand Identity = Mental Associations - Your brand identity lives in the minds of your audience. It’s not your logo, your tagline, or your colour palette—it’s the sum of all associations people link to your brand.

You Need Two Types of Associations
Distinctive Brand Assets - Think Pringles’ moustachioed mascot or Mastercard’s overlapping circles. These make your brand instantly recognisable.
Category Entry Points (CEPs) - These are the situations or needs that trigger brand consideration—like reaching for Häagen-Dazs on a hot summer night or during a cinema trip.

Associative Attention Is the Magic Formula - Max introduced the Associative Attention Framework , which combines:
What to build attention for (your brand associations)
How to get attention (creative execution + media mastery)

This dual focus ensures your brand doesn’t just get noticed—it gets remembered.

Avoid Common Pitfalls - Max shared three traps marketers often fall into:
Attention without association - Eye-catching ads that don’t link back to the brand.
Trying to say too much - Overloaded messaging dilutes impact.
Inconsistency across touchpoints - If your packaging doesn’t match your advertising, you’re wasting your efforts.

Think Long-Term - Building brand identity is a marathon, not a sprint. Max urged marketers to be patient, plan strategically, and resist the temptation to constantly reinvent. Evolution beats revolution - every time.

A Brand That’s Getting It Right

Max spotlighted PerfectTed , a fast-growing UK matcha brand, as a shining example of associative attention in action. From leveraging their founder story to clever sampling during London’s tube strike, they’re nailing both attention and relevance, on a shoestring budget.

Final Thought

If you’re serious about brand growth, Max’s advice is clear - focus on building and reinforcing associations over time . Attention starts the conversation, but associations make it last.

Marketing Doris Supports CIM Yorkshire Event: “The Scenic Route”

Wed, 24 Sep 2025 14:15:13 GMT

Helen Stott will be attending the upcoming Chartered Institute of Marketing (CIM) Yorkshire event, The Scenic Route: Why Marketing Careers Don’t Go in a Straight Line—and Why That’s a Good Thing.

Organised by CIM Yorkshire, of which Helen is Chair, the event will take place on Wednesday, 5th November 2025 , at The Ambler Club, St. Paul’s House, 23 Park Square, Headingley, Leeds, LS1 2ND .

The session will explore the evolving nature of marketing careers, highlighting that success rarely follows a straight path. Topics include:

Decoding Job Titles – Understanding the nuances of roles from Marketing Manager to CMO
Experience Over Qualifications – How practical experience and continuous learning shape careers
Navigating Career Pivots – Embracing change and unexpected opportunities
Realistic Role Expectations – Balancing skills demanded by modern marketing roles

Helen commented:

"I’m excited to be attending this event and supporting CIM Yorkshire in showcasing the diverse and dynamic career paths within marketing. It’s a fantastic opportunity for marketers at any stage to reflect on their own journey and learn from others’ experiences."

The event is sponsored by Met Marketing, open to both CIM members and non-members, and offers 2 CPD hours in the General Business Skills category. Ticket prices start at £12.50 for students and £16.67 for members, with light refreshments provided.

For more information and to register, visit: CIM Event Page

Is Your Festive Marketing Ready to Shine?

Tue, 23 Sep 2025 15:34:26 GMT

It might feel a little early to be talking about mince pies and fairy lights… but with fewer than 100 days until Christmas, now is exactly the right time to get your festive marketing plans sorted.

Seasonal campaigns, social media content, email promotions, customer events all work so much better when they’re not rushed at the last minute. A bit of prep now means you’ll have space to get creative, stay consistent, and avoid that dreaded December panic.

A festive cautionary tale

The other week, I received a Christmas mailer from a local retailer. Their key message? “Our prices are the same as last year!” Fantastic! Except … when I checked the product I usually buy, it had gone up by almost 30%.

I dropped them a note to double check there hadn’t been a typo, and it turns out they meant only some of their prices hadn’t changed. Totally understandable that costs rise (we’re all feeling that squeeze), but the problem was the messaging. A simple oversight, but one that risks customer trust, and that’s a dangerous present to unwrap.

Takeaway for your business:

Your festive marketing doesn’t just need to look good; it needs to be accurate. The sparkle fades quickly if customers feel misled.

So, what’s the secret to a stress-free, successful Christmas campaign?

Start planning now.
Be clear and honest with your messaging.
Think about how you can add value for your customers, not just sell to them.

If you’d like your brand to sparkle this Christmas — and avoid those accidental marketing blunders — let’s chat. I can help you plan, simplify, and deliver a festive strategy that works.

Drop me a message and let’s make this Christmas your brightest ye

CIM Webinar Recap - Turning Skepticism into Support

Fri, 19 Sep 2025 10:21:37 GMT

Change Making Conversations with Jamie Dixon

As Chair of the CIM Yorkshire board, I love seeing sessions that spark real lightbulb moments for marketers — the kind that make you stop mid-scribble and think, “I’m definitely trying that next week.”

That’s exactly what happened at the latest CIM Change Making Conversations webinar on 17th September 2025 , where leadership coach, trainer, and author Jamie Dixon joined us to share his insights on communicating with impact and strengthening stakeholder relationships.

Hosted by the Chartered Institute of Marketing, the session explored how to turn skepticism into support, a challenge most of us face, whether we’re pitching ideas to clients, rallying teams behind a new initiative, or trying to convince senior leaders to see things differently.

The big idea: Relate before you persuade

Jamie’s approach is built around his Relate–Challenge–Resolve storytelling framework, and it’s a game-changer for anyone looking to influence with empathy. His message was refreshingly simple: most people try to persuade by pushing harder, when really, success comes from relating better.

He kicked off with a short fable called The Outsiders, a story about a community forced to seek a new home, only to find themselves uninvited guests on a distant island. The analogy hit home for many of us: at work, we’re often the “outsiders,” needing buy-in from people who don’t necessarily need us.

Jamie’s advice? Don’t rush to make your case. Take time to build trust, understand the other person’s perspective, and show that you’re not there to take — you’re there to collaborate.

Key takeaways from the session

Balance the transactional with the relational - Every conversation sits somewhere on what Jamie calls the Transactional–Relational Spectrum. If more than 70% of your interactions are purely about tasks, targets, or transactions, you’ll struggle to influence. Aim for a 60/40 split — just enough human warmth, small talk, and curiosity to build connection and trust.
Build trust using the TRACK method - Trust is built when people can predict that you’ll help them, or at least, not hurt them. Jamie’s practical acronym TRACK sums it up neatly:
Transparency – be open about your intentions
Relatedness – find shared ground
Ability – show competence and quick wins
Consistency – show up reliably
Kindness/Respect – always value their perspective
Create synchronicity, not gravity - Ever been in a conversation that just flows? That’s synchronicity, and it’s what Jamie calls the opposite of “gravity.” Matching someone’s tone, pace, and energy creates lightness and connection. And laughter? That’s gold. “The more you laugh together,” Jamie said, “the easier it is to work together.”
Build shared stories - Strong professional relationships are woven from shared experiences, successes, struggles, and those “remember when…” moments. Over time, these form a tapestry of trust and mutual respect.
Listen for the story beneath the surface - Every stakeholder has a story that shapes how they think and act. Listen for:
Movement – where they’re trying to go (or avoid)
Terrain – the obstacles they’re facing
People - who influences or validates them

Once you understand that story, you can help re-frame it, opening new paths to change and collaboration.

Jamie’s practical tip to try tomorrow

“Start listening for the story behind what people are saying. When people feel understood, they open up, and that’s when change really starts.”

Final thoughts

The session was a brilliant reminder that influence isn’t about louder arguments or flashier decks, it’s about empathy, curiosity, and connection.

As marketers, we spend our days trying to inspire action, from customers, colleagues, and clients alike. Jamie’s insights showed that the real power lies not in how we speak, but in how we listen.

If you missed the live session, the recording is available via CIM and I’d highly recommend catching up with it.

Because sometimes, the most powerful marketing lesson is simply this - start with the human first.

When Life (or Marketing) Throws You a Curveball: Turning Unexpected Obstacles into Opportunity

Thu, 18 Sep 2025 13:47:04 GMT

Earlier I was reaching into a drawer and—ouch—a sharp twinge shot through my hip. Wrong angle, getting old, who knows, but it’s frustrating, right?

Whilst I was working through yoga poses, popping ibuprofen, and warming up a heat pack, it got me thinking about the parallel with marketing. Sometimes campaigns don’t go to plan. Emails get ignored, social posts flop, or a carefully planned event hits a last-minute snag. The key isn’t avoiding these moments—it’s how we respond.

Pause and Assess - When a marketing hiccup happens, take a step back. What exactly went wrong? Is it a tweakable detail or a bigger issue that needs a rethink? Understanding the root cause sets you up for the right solution.
Make Small Adjustments - Often, a tiny shift can have a huge impact. Tweaking messaging, adjusting your timing, or reallocating resources can turn a stalled campaign into a success.
Leverage Quick Wins - Focus on actions that deliver immediate results. Maybe it’s revamping an underperforming ad, sharing fresh content, or engaging your audience with a timely offer. Small wins build momentum.
Learn and Prevent - Every setback is a lesson in disguise. Analyse what went wrong, document the takeaways, and apply them to future campaigns—so similar challenges don’t catch you off guard.
Celebrate Recovery - Finally, once you’ve steered things back on course, share the story. Highlighting how you navigated a challenge shows resilience and authenticity—qualities your audience will trust and admire.

Sometimes, the unexpected stops us in our tracks—but in marketing (and life), it’s also an opportunity to pivot, learn, and come back stronger.

.. and if you need expert help with your marketing, give me a call, I know I’ll be contacting my osteopath if my home remedies don’t help with my aching hip!

Mentoring Matters: Why September Is the Perfect Time for Just One Conversation

Wed, 10 Sep 2025 11:29:37 GMT

There’s something about September. Even if you’re not buying new pens or prepping school bags, that unmistakable back-to-school energy creeps in.

It’s a natural moment to pause, reset, and ask: What’s next for me? And who can help me get there?

For the past couple of years, I’ve been mentoring through the CIM Mentoring Programme , and one thing’s become clear: mentoring doesn’t always mean a long-term commitment. Sometimes, it’s just one conversation that makes all the difference.

Real Moments, Real Impact

Not every mentee is chasing a promotion or planning a career pivot. Some are navigating tricky workplace dynamics, wondering how to approach a difficult chat with their manager. Others are weighing up whether to stay in a shaky company or start fresh elsewhere. A few have asked about freelancing; how I made the leap, what I’d do differently.

And then there are the everyday dilemmas: preparing for a tough client meeting, managing team tensions, or simply needing a sounding board. These aren’t problems that need a six-month plan. They need perspective, empathy, and sometimes just a simple tool, like a quick SWOT analysis, to bring clarity.

That’s the beauty of mentoring. It doesn’t have to take a season. It might just take a moment.

What Mentoring Really Means

CIM describes a mentor as an “experienced and trusted adviser.” But it’s more than that. It’s about listening, asking the right questions, and helping someone see their own potential more clearly. The mentee leads the way, and the mentor supports, reflects, and encourages.

The benefits? They’re real and wide-ranging:

Practical career advice
A boost in confidence
Constructive feedback
Problem-solving support
A confidential, professional relationship

And for mentors? It’s a chance to stay connected to the pulse of the profession, to reflect, and to be reminded of just how resilient and creative marketers really are.

Why Short and Sweet Works

I’ve seen the power of short, focused sessions:

Clarity – moving from foggy to focused in minutes
Confidence – knowing someone believes in your approach
Structure – turning overwhelm into strategy with a simple framework

Mentoring doesn’t need to be a big commitment. Sometimes, it’s just about being there, listening, and sharing what you’ve learned.

September: A Fresh Start

If you’re feeling that “new term” energy, why not channel it into your professional growth—or into helping someone else grow?

If you’re a CIM member feeling stuck, curious, or unsure, book a mentoring chat. No grand plan needed. Even one hour can be transformative.

And if you’re an experienced marketer, consider stepping up to mentor. You don’t need a full programme. Just one conversation can spark clarity, confidence, and change.

Your Call to Action

Let’s lean into this seasonal reset. Whether you’re looking for guidance or ready to offer it, CIM’s mentoring programme is flexible and welcoming. September is the perfect time to start.

Because real change isn’t measured in the number of sessions, it’s in the clarity and confidence sparked by just one conversation.

Helen Stott, Chartered Marketer and Chair of CIM Yorkshire Region

Reboots – Do They Really Work?

Tue, 09 Sep 2025 14:07:32 GMT

News of a new Emily Brontë’s Wuthering Heights starring Margot Robbie has set fans into a spin this week. At the same time, another nostalgic announcement has made many adults feel a pang of childhood wonder: Bagpuss , the much-loved 1970s children’s programme about a “saggy, old cloth cat, baggy, and a bit loose at the seams,” is being adapted into a feature film.

For those who grew up with him, Bagpuss was “the most important, the most beautiful, the most magical saggy old cloth cat in the whole wide world… but Emily loved him.” Suddenly, the question isn’t just about nostalgia — it’s about strategy. When does it make sense to revisit and remarket something to a new audience, and when is it better to leave well alone?

Reboots are nothing new. From Hollywood blockbusters to beloved TV series, the idea is the same: take something people already know and love, update it, and introduce it to a new generation. The potential upside is huge — built-in awareness, fan excitement, and a ready-made audience. But the risk? If it’s done poorly, it can alienate existing fans and fail to capture the new audience you’re targeting.

So, when is a reboot appropriate? First, consider timing . A reboot works best when the cultural moment aligns with the story or brand you’re revisiting. Margot Robbie’s Wuthering Heights taps into both the ongoing love for classic literature and the draw of contemporary star power — a smart way to bridge the old and the new.

Next, think about audience relevance . Not every classic will resonate with today’s consumers. Bagpuss, for example, may succeed if its core themes — curiosity, friendship, and imagination — remain relatable. But if the charm of the “saggy old cloth cat” feels lost in translation, the reboot may struggle to capture hearts the way it once did.

Finally, a reboot should offer something fresh . It’s not just about cashing in on nostalgia. Audiences want a reason to care again — whether it’s a new perspective, updated technology, or a cultural twist that feels authentic rather than forced.

In marketing terms, a reboot is like relaunching a brand. It can rejuvenate interest and attract new fans, but it must be carefully considered. Revisiting your past successes is exciting, but sometimes the safest strategy is knowing when to leave well alone .

Whether it’s on the big screen or in your marketing campaigns, the key is the same: understand your audience, respect what came before, and add something genuinely valuable.

National Read a Book Day: What Marketing Can Learn from Your Favourite Reads

Thu, 04 Sep 2025 11:17:34 GMT

Monday is National Read a Book Day, and as a big reader, I’m all in.

Here's a thought though, books aren’t just good for winding down after a long day, they can be full of sneaky lessons for us marketers too.

Storytelling is everything - Think about it: the books you can’t put down? They tell a story that grabs you from page one. Your marketing should do the same. People don’t just buy products; they buy the story behind them. So, make your brand narrative something worth turning the page for.
Know your audience (like, really) - Authors create characters you care about. Marketers? We need to know our audience just as well. What makes them tick, what keeps them scrolling, what makes them chuckle? Nail that, and you’re halfway to a campaign that sticks.
Don’t be afraid to revise - No one writes a perfect book in one draft, and no marketing campaign comes out flawless either. Test, tweak, and polish until it sings. Consider it your own little “editors’ notes” for campaigns.
Build a bit of suspense - Think of the thrill when a plot twist hits in your favourite book. Your marketing can do that too, teasers, sneak peeks, countdowns, they keep people hooked and coming back for more.
Keep learning - Reading opens your mind, sparks ideas, and keeps your brain buzzing. Marketing is the same: the more you learn, experiment, and explore, the sharper your ideas become.

So this National Read a Book Day, grab your favourite book (or five) and they may just give you some fresh ideas for your marketing.

Measuring What Matters – How to Prove Your Marketing Works

Thu, 28 Aug 2025 13:48:39 GMT

Marketing budgets are under the microscope like never before, yet only 39% of marketers can show they’re delivering real business impact.

In the latest CIM webinar, fellow Chartered Marketer Gavin Llewellyn tackled this head-on, sharing practical ways to measure what truly matters.

Key Takeaways:

Define Success Clearly: Marketing effectiveness isn’t one-size-fits-all. Sales, brand growth, efficiency – different stakeholders see success differently. Agreeing on what matters is the first step.
Move Beyond Vanity Metrics: Clicks and likes are nice, but it’s profit, revenue growth, and customer lifetime value that prove impact. Focus on metrics that matter, not just what’s easy to track.
Connect the Dots: Use triangulation – combine attribution, incrementality, and marketing mix modelling – to get a truer picture of performance across channels.
Balance Short & Long Term: Don’t sacrifice long-term brand growth for short-term wins. Strong brands convert better and make all campaigns perform more efficiently.
Practical Frameworks: Tools like See-Think-Do-Care and structured dashboards help map activity to outcomes, simplify reporting, and tell a clear story to senior stakeholders.
Communicate with Confidence: Start with the answer, back it with evidence, and make sure reports drive decisions – not just fill dashboards.

Gavin’s advice? Measurement is about building confidence, telling the story, and proving marketing as the growth engine it should be.

Missed it? The webinar recording will be available on the CIM content hub for on-demand viewing.

When Marketing Gets Quirky: Lessons from Cats and Seagulls

Fri, 22 Aug 2025 12:14:41 GMT

Marketing doesn’t always have to be glossy, polished, or serious.

In fact, some of the most memorable campaigns are the ones that make us smile, raise an eyebrow, or even laugh out loud. Two brilliant examples have caught my eye this week – one involving cats, and the other, yes, seagull poo.

Bradford RSPCA’s Virtual Cat Show

The RSPCA Halifax, Huddersfield, and Bradford branch are running a virtual cat show to raise funds – and it’s genius. For a small entry fee, you can put your furry friend forward in categories ranging from ‘Cutest Kitten’ to ‘Best Cat Napper’. All proceeds go directly to the charity, supporting their vital work.

It’s smart marketing because:

It taps into the universal love of cats (the internet’s unofficial mascot).
It’s interactive, fun, and easy to enter.
It raises money while building community spirit.

And yes – I couldn’t resist entering Frank into a couple of categories! ��

IKEA’s Brighton Store Launch (aka: The Seagull Poo Posters)

Meanwhile, over on the south coast, IKEA have gone bold with their Brighton store launch campaign. Picture this: giant posters featuring brightly coloured IKEA furniture… with a very realistic-looking splatter of seagull poop on them. Why? Because Brighton is a seaside city, seagulls are everywhere, and this cheeky twist makes the campaign instantly relatable to locals.

It’s clever because:

It’s hyper-local – playing directly into Brighton’s seaside identity.
It stops you in your tracks (you can’t not look twice at a bird poo splat!).
It shows IKEA doesn’t take itself too seriously, which fits perfectly with their playful brand voice.

Takeaway for Businesses

Marketing doesn’t always need to be big-budget or complex. Sometimes, the quirky, unexpected ideas are the ones that really land. Whether it’s a virtual pet show that gets a community talking or a tongue-in-cheek poster that embraces local quirks, the goal is the same: to stand out, spark conversation, and connect with your audience in a memorable way.

So next time you’re planning a campaign, ask yourself: could you inject a little humour, surprise, or playfulness? You might just find that a cat show or even some well-placed seagull poo is the secret ingredient your marketing needs.

Need some help with creative ideas? Give Marketing Doris a call!

Should You Hit Pause on Marketing in the Summer?

Fri, 15 Aug 2025 11:42:51 GMT

Ah, summer. The season of out-of-office replies, half-empty offices, and the great British hope for three consecutive sunny days.

It’s tempting to think, “Everyone’s away, I’ll just pick things back up in September.” But here’s the thing—your customers might not have all checked out for the summer. And if you disappear from their radar, someone else will happily take your place.

The Myth of the “Quiet Season”

Yes, July and August can feel slower in some industries. But slower doesn’t mean silent. While some people are sipping cocktails on a beach, others are very much still at their desks, scrolling on their lunch breaks, or planning their next purchase.

If your competitors keep talking while you go quiet, guess whose name people will remember come September? (Spoiler: not yours.)

Adapt, Don’t Abandon

Rather than halting your marketing, adapt it to suit summer habits.

Adjust your content mix : Think lighter, more digestible pieces that can be read poolside or on a train to Cornwall.
Change up your timing : If your audience’s working hours shift, experiment with posting earlier or later in the day.
Meet them where they are : Outdoor events, community activities, and summer fairs can be great touchpoints.

For Those Who Don’t Switch Off

Not everyone takes a summer break. Some businesses ramp up—hospitality, tourism, and seasonal retail, for example. This is your moment to shine. While others slow down, your audience might be more receptive than ever.

Stay Present, Stay Relevant

Your marketing doesn’t need to be intense over summer, but it does need to be consistent. Keep your brand visible, keep your tone friendly, and keep showing up. Because when September comes around, you’ll already be top of mind—while others are starting from scratch.

Bottom line: Holidays might be seasonal, but good marketing never takes a break. Need some help with your summertime marketing messages, get in touch with Marketing Doris

Why I Invest in Networking That Works

Thu, 07 Aug 2025 10:59:19 GMT

Networking is one of those words that can conjure up anything from awkward breakfast chats to fruitful business partnerships that last for years. For me, it’s been the latter—and then some.

I’ve been a proud member of a structured networking group for 18 years now, across two different chapters. The only reason I moved from one to the other was due to a change in where I live and work. But that original group? I’m still in touch with many of them—we even have our own informal “alumni” network that meets regularly. And yes, I still buy services from them, refer others, and collaborate on projects.

Why It Works

For me—and for Marketing Doris—networking isn’t about the hard sell or stuffing your pockets with business cards. It’s about consistency, relationships, and showing up. Every week. Whether that’s in person or online.

This regular rhythm of weekly meetings fits neatly into my schedule and gives me the chance to build long-term, meaningful connections with other local businesses. I don’t just know what they do—I understand how they work, what matters to them, and where we might be able to help each other.

Many of these people have become trusted collaborators, service providers, and even friends. That’s the magic of knowing, liking, and trusting someone—not through one meeting, but through many.

One Seat, Full Transparency

The structure of the networking group plays a huge part in why it works. With only one person per profession in the room, there’s no pressure to compete or shout the loudest. It’s transparent, supportive, and built on mutual trust. That format allows members to genuinely root for each other’s success—because there’s room for everyone to thrive.

A Strategic Investment

It’s easy to underestimate the value of networking when you’re juggling deadlines, client needs, and the day-to-day of running a business. But for me, networking has never been a time drain. It’s an investment—of time, energy, and yes, even money—that continues to bring return after return.

Not just in new business (though that’s always welcome), but in insight, support, collaboration and community. And for a business like mine, where relationships and reputation are everything, that’s gold.

Fancy Joining Me?

If you’d like to know more about the group I’m part of—or even come along to a meeting to see what it’s all about— just drop me an email . I’d be happy to introduce you.

Don’t Put the Cart Before the Horse

Wed, 30 Jul 2025 15:25:35 GMT

Why Your Marketing Needs Strategy First

Let’s be honest, marketing can be exciting. New logos! Shiny websites! Glossy brochures! Social posts with all the bells and whistles! It’s very easy to get swept up in the doing. But hold your horses, because diving into activity before you’ve nailed your strategy is like galloping off without checking the destination.

We call it “putting the cart before the horse.” And in marketing terms, it can lead to wasted time, money, and a very confused audience.

The Risk of Jumping Ahead

We’ve seen it before (and if we’re honest, we’ve all done it). A new business launches and immediately commissions a website. They set up Instagram, whip up a flyer, maybe even throw some cash at Google Ads. But… to what end?

What’s the message?
Who are they actually talking to?
What’s the goal?

Without answering those questions first, you’re just making noise—not impact.

Strategy First, Tactics Second

Before you touch Canva, type a tweet, or brief your web designer, you need to ask:

Who is your audience? Not just “anyone who’ll pay,” but your ideal customer.
What’s your message? What do you want to be known for?
Where do you want to go? (aka your goal). More leads? Bigger reach? Better conversions?
What’s your budget and timeline? Not everything needs to happen all at once.

That’s your marketing horse. Once that’s in place, then you can load up the cart.

Activities Without Strategy = Ticking Boxes

Social media without direction becomes a scroll of randomness. A website without clarity turns into a digital shrug. Ads with no targeting? That’s just money down the drain.

Think of strategy as the sat nav for your business. It shows you where you’re going, helps avoid the potholes, and keeps everything moving in the right direction.

Start Smart with a Power Hour or Strategy Session

At Marketing Doris, we’re big fans of making marketing make sense. That means working with you to create a tailored strategy before you invest in materials or marketing channels. Whether it’s a one-off Power Hour or a full-blown strategy roadmap, we’ll help you rein in the chaos and focus on what truly matters.

Because when your horse is leading the way? That’s when marketing really gallops.

Want to make sure your marketing horse is in the right place?

Let’s talk strategy.

Email us at info@marketingdoris.co.uk or trot over to our contact page .

Mentoring Matters – Why I Make Time for It

Fri, 25 Jul 2025 12:35:57 GMT

At Marketing Doris, I wear many hats.

One of the roles I enjoy the most is mentoring – something that has naturally grown alongside my work as a Marketing Consultant and Fractional Marketing Director. Whether it’s within client teams or through volunteering with the Chartered Institute of Marketing (CIM), I’ve found that mentoring brings just as much value to me as it does to the people I support.

Mentoring in the workplace

When I’m working with clients as their outsourced marketing support – whether that’s in a strategic capacity or as their go-to marketing person – I often find myself working closely with junior team members or those newer to the industry.

It might be a marketing assistant who’s brimming with ideas but isn’t quite sure how to connect the dots. Or a social media exec looking to understand how their role fits into the bigger picture. I’m always happy to jump in and offer strategic guidance, answer day-to-day questions, or just be a sounding board when they need to sense-check an idea.

It’s not about adding more to anyone’s plate – it’s about making the plate a bit sturdier, so they feel confident balancing what’s already on it.

Voluntary mentoring through CIM

As a board member for CIM Yorkshire, I also take part in the CIM Mentor programme – and it’s a real privilege to be involved. This voluntary scheme pairs experienced marketers with those who are either starting out, switching paths, or (in many cases) thinking of going freelance and wondering if they’re brave or bonkers (spoiler: often both, and that’s OK).

Sometimes it’s a one-off chat about a project or a CV. Other times it turns into a longer relationship with regular check-ins and career discussions. There’s no set script – just two marketers having honest, practical conversations about how to make progress.

Why it’s important

Marketing can be a brilliant career, but it can also be confusing, overwhelming, and hard to navigate – especially early on. Having someone a few steps ahead who’s willing to say “Yes, I’ve been there too,” or “Here’s what worked for me,” can be game-changing.

I didn’t get where I am without people helping me along the way, so it feels right to pay that forward.

Fancy a chat?

If you’re looking for marketing mentoring – whether it’s for yourself or a team member – or just want to explore what outsourced marketing support could look like for your business, I’d love to have a conversation.

Drop me a message or book a Marketing Power Hour and let’s get the ball rolling.

Dedicated Follower of Fashion – or Doing Your Own Thing?

Thu, 10 Jul 2025 12:19:12 GMT

We’ve all seen them. The latest marketing “must-do” moments.

Posting a dollified version of yourself courtesy of AI? Taking your 18-year-old self for a virtual coffee? Or perhaps sharing heavily redacted screenshots of emails to make a bold point?

Creative? Absolutely.

Attention-grabbing? You bet.

Right for your business and your brand? Well… that’s the million-dollar question.

At Marketing Doris, we love a good trend as much as the next marketer. Inspiration is everywhere, and sometimes hopping on a cultural wave can create just the spark your brand needs. But not every trend fits every business – and forcing it can do more harm than good.

Chatting with a client earlier, they were questioning whether the recent ‘coffee with your 18-year-old self’ idea aligned with their brand. They saw it everywhere online – but something didn’t sit quite right for them. And they were right to pause and think.

Here’s the thing: great marketing isn’t about copying what everyone else is doing.

It’s about knowing your tone of voice, your audience, and your goals – and making choices that align with all three.

If your brand is playful, people-led, and full of personality? Then maybe that plastic-toy in customised packaging is bang on.

But if you’re all about trust, expertise, and a bit more traditional in tone? Then maybe not.

Following trends can be fun – but following your own path builds consistency, credibility, and real connection with your audience.

So before you jump on the next viral bandwagon, ask yourself:

Does this reflect who we are?
Will this resonate with our ideal clients?
And… does it actually help move the needle toward our goals?

If the answer is yes – go for it. If not, don’t be afraid to do your own thing. It’s worked for plenty of trailblazers before you.

Need a sounding board for your next idea?

You know where to find me and coffee (with or without teenage versions of ourselves) is always on the cards.

From Gigs to Growth: What Festivals and Great Marketing Have in Common

Fri, 04 Jul 2025 12:03:28 GMT

Festival season is in full swing, and we’re here for it – bucket hats, plastic pints, questionable dance moves and all.

Here at Marketing Doris HQ, we’ve recently enjoyed James belting out the classics under the stars at the glorious Piece Hall in Halifax, and we’re counting down the days ‘til Paul Heaton brings his lyrical genius to the same stage at the end of July. Add in the Oasis tour hype hitting fever pitch across the country, and well… it’s clear we’re a nation who loves a singalong in the open air.

But here’s the thing – festivals and outdoor gigs aren’t just about the music. They’re marketing goldmines. Massive income generators. Brand-building beasts. And if you look a little closer, they’ve got a lot in common with how we approach marketing for our clients.

Let’s break it down.

Hype Builds the Crowd (and the Pipeline) - Months before a single guitar string is strummed, the promo machine is already whirring. Posters pop up. Spotify ads sing their siren call. Local radio DJs won’t stop talking about it. Even Aldi gets involved – renaming its Manchester branch to "Aldeh" in a tongue-in-cheek nod to how Mancunians (supposedly) say it. It’s funny. It’s shareable. It gets people talking. That’s exactly what good marketing does: creates anticipation, awareness, and a touch of FOMO. Whether you’re selling gig tickets or graphic design services, people need to know something good is coming.
The Knock-On Effect - Take the Piece Hall in Halifax – it’s not just the venue making money when 5,000 people rock up for a gig. Local restaurants are fully booked. Pubs are buzzing. Taxis are in demand. Hotel rooms get snapped up. One event supports an entire ecosystem. Marketing can (and should) do the same. When you invest in brand-building, smart content, or even a shiny new website, you’re not just ticking a to-do list. You're creating a ripple effect: more visibility, more enquiries, better client fit, stronger community ties. Growth, basically – but with the lights turned on and the amps cranked up.
People Want More Than Just the Main Event - At a concert, it's rarely just about the band. It's the street food, the merch, the group selfies, the nostalgia-soaked singalongs. People remember how the whole thing made them feel. That’s exactly how we approach marketing at Doris. Your service might be the headline act – but we make sure your brand delivers on every level. The visuals. The tone of voice. The journey. Whether we’re managing your socials, polishing your content, or running a campaign – we’re creating an experience.
You Don’t Need a Headliner Budget - Not every brand needs to be the Glastonbury of their industry. Some of the best gigs happen in intimate venues with a brilliant atmosphere and a loyal crowd. Your marketing doesn't need to be massive. It needs to be meaningful. A targeted local campaign. A couple of powerful case studies. A regular, reliable newsletter. That’s your acoustic set – low-key, high impact.

So, whether you’re dancing in a field or mapping out your next marketing move, remember this: the energy you put out matters. The build-up matters. The feeling people are left with? That’s the magic.

And if you need a roadie to help make your brand the main stage act, you know where to find me.

Let’s make some marketing noise.

Want to simplify your marketing with tailored solutions that actually work?

Book a free intro call or ask about our Marketing Power Hour .

Blowing Your Own Trumpet

Fri, 20 Jun 2025 12:17:46 GMT

Why Rolling Up My Sleeves Means More Than Just Day-to-Day Marketing

You’ve probably heard the phrase “blowing your own trumpet” and thought, Here she goes, tooting away about herself. Well, guilty as charged — but there’s a reason I’m doing it.

Over the years, I’ve worked with some amazing businesses that need a little extra help with their day-to-day marketing. Whether that’s writing posts, scheduling content, managing campaigns, or simply making sure things get done on time, I’m right there rolling up my sleeves and getting stuck in.

But here’s the thing — that’s only one side of what I do.

What sometimes gets lost in the mix (and honestly, I don’t always shout about it enough) is the strategic marketing support I provide to business owners and directors. I work closely with them to build marketing strategies and develop plans that aren’t just “nice to have” but actually drive results. The kind of strategies that help businesses grow, stand out, and make smart decisions about where to focus their time and budget.

Why Do I Wear Both Hats?

You might wonder, If I’m so strategic, why get involved in the day-to-day? The answer is simple: many businesses don’t have the internal resource to manage both the strategy and the implementation. They might have big ideas and know they need a plan, but the hands-on time and skills just aren’t there. And frankly, strategy on its own — without execution — is just theory.

By stepping into both roles, I make sure that those brilliant strategies don’t just sit on a shelf collecting dust. Instead, they get brought to life in a way that fits the business’s capacity and goals.

Strategy vs. Implementation — Why Both Matter

Strategy is your roadmap. It helps you know where you’re going, who you want to talk to, and how you’ll get there. Without it, marketing can feel like a shot in the dark.
Implementation is the journey. It’s the daily actions, content, campaigns, and conversations that connect your brand to your audience. No matter how great your roadmap is, you have to take the trip.

Businesses often find themselves stuck focusing on one without the other. Some get bogged down in the daily grind and lose sight of the bigger picture. Others have a plan but struggle to put it into practice. My role is to balance both — helping you plan the journey and hop in the driver’s seat when you need a boost.

How I Tailor My Support to You

Every business is different, so I flex my approach depending on what you need:

If you’re crystal clear on your marketing strategy but need help making it happen day-to-day, I’m your hands-on marketing co-pilot.
If you know you need a better plan but aren’t sure where to start, I work with you to create a focused, practical marketing strategy — then help bring it to life.
Sometimes, it’s a bit of both. You get the benefit of strategic thinking combined with real-world, actionable support.

Why This Matters for Your Business

Marketing isn’t a “set it and forget it” task — it’s a constantly evolving process. Businesses that can balance strategy and implementation tend to be more agile, confident, and effective in reaching their goals.

If you’re struggling to find that balance, or feeling like your marketing is a never-ending to-do list without clear direction, it might be time to bring in a fresh perspective — someone who understands both the why and the how.

Ready to stop juggling and start winning?

Whether you want a marketing strategy that’s built to last, help with the daily grind, or both, I’m here to support you. Because sometimes, blowing your own trumpet is just about making sure you hear the right message — loud and clear.

Why Marketing is Like a British Summer

Wed, 11 Jun 2025 13:39:55 GMT

.. and how Marketing Doris makes sure you don’t get caught in the rain

Ah, the great British summer. Full of potential, a few false starts, occasional brilliance, and a lot of “shall we risk it?” conversations. Sound familiar?

If you’ve ever tried to “get round to doing your marketing” in between the daily juggle, you’ll know it can feel a bit like planning a BBQ in July—hopeful, optimistic, but often undone by patchy clouds and not knowing where to start.

Here’s how marketing is uncannily like our unpredictable summer… and how Marketing Doris helps you make the most of the sunshine when it shows up.

You always think you’ve got more time than you have - Just like summer creeps up and school holidays descend with zero warning, marketing deadlines—new campaigns, events, product launches—can sneak up on you fast. How Doris helps: I work with you to get ahead of the weather forecast (figuratively speaking). Whether it’s a one-off project or on-going monthly support, I help you map out what’s coming and plan for it, so nothing catches you off guard.
You need a Plan B. And probably a Plan C - Will it be sunny? Raining sideways? 30 degrees or thick with fog? Marketing can be the same. Sometimes your social post doesn’t land, the event’s postponed, or everyone’s away on annual leave. How Doris helps: I help you build flexible, realistic plans—with enough wiggle room to respond to what’s happening right now. No stress, just smart thinking (and a brolly in your back pocket).
You can’t just wait for perfect conditions - If we waited for the perfect sunny day to do anything in the UK… well, we wouldn’t do much at all, would we? Same goes for marketing. If you wait until your website’s perfect, or your brand photos are done, or you’ve “got time”—you’ll miss out. How Doris helps: I believe in progress over perfection. I help you get started with what you’ve got and build from there. It doesn’t have to be fancy—it just has to be clear, consistent, and customer-focused.
When it’s good—it’s really good - You know those glorious, sunny days when everything feels easy? Marketing can be like that too—when the message lands, the customers come, and you finally feel like your efforts are paying off. How Doris helps: My job is to get you to that point faster (and more often). With tailored support, clear advice, and a big-picture view, I help you focus on what actually moves the needle.
It’s better with someone who’s done it before - Just like you wouldn’t head to a campsite with someone who’s never put up a tent, you shouldn’t try and “do marketing” alone if it’s not your thing. How Doris helps: I’ve been around the block (and the field). Whether it’s planning your content, managing your social media, or helping you figure out how to tell your story—I’ve got you.

Ready to make your marketing shine—whatever the forecast?

Let’s chat. Whether you want a one-off session or regular support, Marketing Doris is here to take the stress out of it all and bring a bit of sunshine to your strategy.

Explore services or give me a call – your marketing forecast just got a little brighter.

How Search is Shifting and What Marketers Need to Know

Thu, 29 May 2025 13:37:35 GMT

Over the past few years, the way people search online has been quietly (and not-so-quietly) transforming. If you’ve been relying on good old Google and classic SEO tactics, it’s time to pop the kettle on and get your head around something new: AI answer engines .

I recently tuned into a fantastic CIM webinar hosted by Graham Hansell, who unpacked this seismic shift in digital discovery. It was equal parts mind-blowing and reassuring — because while change is coming, there’s still time to adapt.

So, here’s my down-to-earth breakdown of the session. No tech jargon, no panic. Just clear takeaways for real-world marketers trying to make sense of it all.

So, What Are Answer Engines?

Think of traditional search engines like a buffet: you ask a question (type a keyword), and it serves up a table full of links to choose from.

Answer engines, on the other hand, aim to give you the answer right away. No need to click off somewhere else.

Tools like ChatGPT , Google’s AI Overviews , and Perplexity are changing the way people discover content — by delivering rather than linking.

This is all powered by large language models (LLMs), which predict the best answers using masses of data. It’s conversational. It’s fast. And it’s turning digital marketing on its head.

Key Stats to Make Your Eyebrows Raise

Google still dominates with over 1.6 trillion monthly visits — it’s not going anywhere just yet.
ChatGPT pulled in 47 billion visits in the same timeframe. A baby by comparison but growing fast.
65% of Google searches now result in zero clicks. People get what they need from the search page and move on. Which means… your beautifully crafted web page might never be visited.

What This Means for Your Website

Your content needs to do more than rank. It needs to answer.

Use conversational Q&A format
Keep answers clear and concise (think 50–100 words)
Update content every 90 days or so (yes, really!)
Add schema markup so search engines understand what your content is about
Check if you’re already being cited by AI tools like ChatGPT or Google AI Overviews

And if you’re thinking “but I’m just a small business!” — this applies to everyone. The search game is shifting from visibility to authority. You don’t need to be the loudest, but you do need to be the most useful.

Tracking Performance in the Age of Zero Clicks

Don’t panic — you can still measure impact.

Use GA4 to filter by source (i.e "ChatGPT") to see if people are coming to your site via answer engines.
Add Chrome extensions like AI Overviews Impact Analysis to see if your site appears in Google’s new AI summaries.
Test and learn. Month-on-month comparisons may become your new best friend.

Coming Soon: Ads in AI Land

Google’s already testing “AI Overviews Ads” and “AI Max for Search” — meaning sponsored answers may start to appear. Perplexity and ChatGPT have also hinted at ad models launching soon.

The takeaway? If you rely on PPC, get ready to explore a world where conversational ads (not just search ads) are part of your strategy.

Final Thoughts (and a Big Exhale)

This isn’t a fire drill. It’s an evolution — not a revolution. Google isn’t disappearing, but the way people interact with search engines is. As Graham Hansell put it, the future is a blend of search engine and answer engine — and marketers need to show up in both.

Your marketing content needs to work harder and smarter. And that starts with clarity, authority, and adaptability. Think helpful blog posts, Q&A content, digital PR that aligns with your niche, and regular site reviews.

Marketing Takeaways You Can Actually Use:

Refresh top-performing web pages with short, sharp answers to real user questions.
Add schema markup to boost visibility in AI-powered search.
Monitor where your traffic is coming from (yes, ChatGPT can send traffic!).
Treat “zero click” not as a threat, but a cue to rethink how you provide value.
Get curious about conversational content — it’s the future of PPC too.

Need help optimising your content for 2025 and beyond?

Let’s chat. Whether you’re ready to dive in or still warming up the coals, Marketing Doris is here to help you navigate this new digital landscape — without the fluff or the jargon

What a Bank Holiday BBQ Can Teach Us About Marketing

Wed, 28 May 2025 11:13:12 GMT

Because nothing says 'strategy' like a sausage and a side of coleslaw

Over the bank holiday weekend, we fired up the first BBQ of the year — and honestly, it felt like a small victory. Sunshine (mostly), good food, questionable garden furniture stability, and the clink of chilled drinks. Classic British vibes all round.

As I stood there, tongs in hand, trying not to burn the halloumi (again), it struck me: hosting a BBQ and running a marketing campaign? Weirdly similar. Hear me out…

Guest List = Your Target Audience - Before the first burger hits the grill, you’ve got to decide who’s coming. Are you inviting the neighbours? Family? That friend who brings a quinoa salad and leaves with the leftover burgers? Marketing is exactly the same — you need to know who you’re trying to attract. Who are your ideal customers? What do they want? What makes them turn up (or scroll on by)? Just like your guests, your audience won’t all want the same thing. Which brings me to…
Food & Drink = Your Marketing Mix - You can’t just serve sausages and hope for the best. Someone’s veggie, someone else is gluten-free, and someone’s just there for the crisps and rosé. Likewise, your marketing needs a mix — think social media, email campaigns, events, content, paid ads. Different people respond to different channels, messages and styles. No single tactic will please everyone, so plan a balanced spread.
The Weather = Unpredictable Results - Ah, the British weather — the ultimate wildcard. You can check the forecast obsessively, but there's always that moment where you're cooking under an umbrella in June. Marketing can feel just like that. You can plan meticulously, launch with confidence… and then something unexpected throws you off. A platform algorithm changes, a trend hijacks attention, or your audience simply doesn’t engage the way you predicted. But it’s not failure — it’s part of the process. Which is why…
You Always Need a Plan B - We had a backup plan — the oven was ready, just in case. No one wants soggy sausages and sad salad. Marketing's the same. Flexibility is everything. If one campaign doesn’t land, what’s your next step? Are you testing different approaches? Measuring results? Adapting your message? A plan B (and C) keeps momentum going. Spoiler: our burgers stayed dry, and so did we. But I’ve learned not to rely on blue skies and perfect conditions — in life or in marketing.

So, What’s the Takeaway?

Marketing, like a BBQ, is about creating an experience. One that feels thoughtful, inclusive, a bit special — and that people remember for the right reasons.

So whether you’re cooking up content or sizzling through summer strategy, remember this:

Know your audience
Offer a tempting mix
Prepare for the unpredictable
Always have a backup

And if all else fails? Keep calm, pop open a cold drink, and ask Doris*.

*Marketing Doris, not your auntie with the novelty apron. Though she’s probably great too.

Fancy a chat about your marketing plans?
Whether you’re just lighting the coals or need help serving something sizzling — get in touch . Let’s make it the summer of smarter marketing.

What’s the Point of a Marketing Strategy (When You’re Already Too Busy)?

Thu, 22 May 2025 11:08:05 GMT

If you’re spinning all the plates and just about keeping them from crashing down, the idea of stepping back to write a marketing strategy might sound, frankly, laughable. Strategy? You’re just trying to keep up with emails, client work, and remembering where you left your coffee.

But here’s the thing: having a clear, realistic marketing strategy can actually save you time in the long run. It’s the difference between reactive, scattergun marketing and calm, focused, purposeful activity.

Strategy doesn’t mean a 40-page document

A good strategy doesn’t need to be a weighty tome full of jargon. It just needs to:

Give you clarity on who you’re trying to reach
Pinpoint what makes your business different
Identify where you need to show up (and just as importantly, where you don’t)
Outline what success looks like

It can fit on one side of A4. It can even start as a scribble on a whiteboard.

Why bother, then?

Because when you’re busy, the last thing you need is to waste time second-guessing what to post on social, rewriting your bio for the tenth time, or chasing marketing trends that don’t serve you.

With a strategy in place, your decisions become easier:

Does this opportunity help me reach my audience? Yes = go for it. No = park it.
Is this platform where my ideal clients hang out? If not, save your energy.
Am I communicating the same message everywhere? Consistency builds trust.

Strategy helps you say no

Let’s be honest: marketing can become a long list of shoulds. “You should be on TikTok.” “You should do email campaigns.” “You should post every day.”

A strategy helps you filter out the noise and focus on what actually moves the needle for your business. It gives you permission to say, “That’s not for me right now.”

It’s a plan that flexes with you

Your business will evolve—and so should your strategy. The goal isn’t to carve something in stone, it’s to give you direction. Even a light-touch plan you revisit quarterly can make a huge difference to how you feel about your marketing.

So, where do you start?

Start small. Block out an hour with a cuppa (or a Doris-style glass of something chilled) and think about:

Who you want to work with more of
What problems you help them solve
Where those people spend their time
What you want to be known for

Jot it down. Don’t overthink it. It’s your guide, not your homework.

And if you need a sounding board, you know where I am. Helping people make marketing simpler is my thing. Strategy isn’t a luxury—it’s the secret weapon for busy business owners who want to make their time count.

P.S. If you fancy a proper natter about your strategy , our Marketing Power Hour is a great place to start.

Seeing Things Clearly

Wed, 14 May 2025 10:49:16 GMT

What Eye Surgery Taught Me About Marketing

Recently, I underwent eye surgery. Twice, in fact – one eye at a time, two weeks apart. While I can’t say it was the most glamorous experience (especially with no eye makeup and the need for Jackie O-style sunglasses even on cloudy days), it’s been a journey that’s surprisingly reminded me of what great marketing – and great service – should look like.

Here’s what my eyes taught me:

It’s all about the experience - From the moment I was referred, every touchpoint was smooth. Clear information, no faff, and I always knew what was happening next. The team were professional, polite, and genuinely personable – a winning combination in any business. In marketing? You can’t just show up when people are ready to buy. The whole journey matters – before, during, and after. Make sure every step feels considered and human.
Ask questions. Get answers - I had questions. Lots of them. And every single one was answered with patience and clarity. It gave me confidence in the people doing the job – and in the outcome. In marketing? Never leave your audience in the dark. Whether it's a new website, a campaign, or a service offer, anticipate questions and answer them upfront. That’s what builds trust.
Reassurance is everything - Surgery, even the routine kind, can be daunting. The calm, confident approach of the staff made all the difference. In marketing? Reassure people. Show social proof, testimonials, behind-the-scenes content – anything that says “we’ve got you” and makes potential customers feel safe choosing you.
Clear instructions = better outcomes - Post-op care came with detailed, practical steps. It helped my recovery and meant I knew exactly what to expect. In marketing? Once someone becomes a customer, don’t drop the ball. Onboarding, welcome emails, next steps – they matter. Help people get the most from your product or service.
Results matter - My vision has improved massively – and I’m hopeful it’ll continue to get better. That’s the whole point, right? In marketing? Don’t get caught up in vanity metrics or jargon. Show people the actual, meaningful results of working with you.

So yes, if you see me rocking big dark glasses and skipping the eyeliner for a while, just know I’m healing – and apparently seeing everything through a marketing lens while I’m at it.

If your business needs a clearer vision (yep, I went there), a more reassuring message, or a smoother journey for your customers, I’d love to help.

Let’s have a chat – no eye drops required.

Neuromarketing: How to Tap into the Science of Desire (Without Being Weird About It)

Tue, 29 Apr 2025 15:20:54 GMT

Let’s be honest: if marketing were easy, we'd all be running billion-dollar empires from beach bars.

Instead, most of us are here trying to figure out why customers say one thing, feel another, and do something completely different. (David Ogilvy wasn't lying when he said, “Consumers don’t think how they feel, they don’t say what they think, and they don’t do what they say.”)

So, how do we market to people who don’t even know what they really want themselves?

Enter neuromarketing — the gloriously brainy meeting point between neuroscience and marketing.

I recently tuned into a fantastic CIM webinar by psychology expert Katie Hart on “Neuromarketing and the Science of Desire,” and let me tell you — it was an absolute mind-opener. Here are the biggest takeaways marketers need to know:

95% of Decision-Making is Subconscious - Yes, really. Your customers are making decisions based on things they aren’t even aware of (and no, they’re not being awkward on purpose). Marketing lesson: Traditional research methods like surveys and focus groups only scratch the surface. Real persuasion happens at the subconscious level — through emotions, gut reactions, and instinctive responses.
Emotions Rule the Brain (and the Basket) - When it comes to making choices, feelings beat facts almost every time. That's why people will walk away from a "rational" deal if it feels unfair — and why FOMO (fear of missing out) is still marketing gold. Marketing lesson: Tap into emotions first, logic later. Think excitement, curiosity, belonging, exclusivity — not just product specs and bullet points.
Attention is a Precious (and Flighty) Resource - T he brain processes 11 million bits of information every second — but we’re only consciously aware of about three (Three! No wonder we forget why we walked into a room). Marketing lesson: You have seconds to grab attention. Use contrast, colour, faces, movement — anything that makes your audience stop scrolling and actually notice you. Hot tip: your customer's own name or something highly relevant to them will slice through the noise like a knife through a Victoria sponge.
Anticipation Beats the Reward - Here's the wild part: dopamine (the brain’s "reward chemical") peaks during anticipation, not when we actually get the thing. So that mouth-watering new product teaser? That "something exciting is coming soon" post? Yep — pure brain candy. Marketing lesson: Build hype. Create anticipation. Drip-feed excitement before the "big reveal." Get people imagining how good it’s going to feel — and they’ll crave it before they even see the price tag.
Price Hurts (Literally) - Seeing a price tag triggers the same brain region that processes pain (Yep. That’s why we all wince at shipping costs at checkout). Marketing lesson: Don’t lead with the price.
First, build value, desire, and emotional connection — then reveal the cost once your customer is already mentally picturing themselves owning it.

Neuromarketing Done Right

Now, a quick word on ethics: neuromarketing isn’t about brainwashing or trickery. You can’t force someone to want something they don’t already want (and honestly, who has the energy for dark magic?) It’s about understanding human nature better — and creating marketing that feels natural, exciting, and right for your audience. Because at the end of the day, people don’t want to be "sold to."

They want to be seen, understood, and delighted.

In the words of Katie Hart: " There’s no buy button in the brain — but there are plenty of ways to spark desire. "

And if that’s not a reason to get a little bit nerdy about marketing science, I don’t know what is.

Ready to put neuromarketing into action for your business? At Marketing Doris, we make sure your brand isn't just seen — it's felt.

Drop me a message if you'd like to sprinkle a little (science-backed) magic into your marketing.

Marketing, Dolly-Style: How to Shine, Storytell, and Stay True

Mon, 28 Apr 2025 15:18:37 GMT

Lessons We Can All Learn from Dolly Parton

This weekend, I had the pleasure of diving into Behind the Seams: My Life in Rhinestones by the legendary Dolly Parton.

More than just a dazzling collection of costumes, accessories, and sequins, it offered a rare glimpse into the powerhouse mind of a woman who’s not just a global superstar — but also an absolute marketing genius.

Dolly Parton isn’t just loved — she’s trusted, admired, and unstoppable.

And behind all the rhinestones are some serious lessons we can all take into our marketing and business strategies:

Authenticity Wins Every Time - Dolly has always known exactly who she is — and she’s never tried to be anyone else. From her big hair to her bigger heart, everything about Dolly is 100% Dolly. And that’s why people connect with her on such a deep level. Marketing takeaway: Don’t try to be everything to everyone. Stand proud in your brand’s identity. Own your values, your story, and your “sparkle” — and you’ll attract the right audience naturally.
Storytelling is Your Superpower - Dolly’s songs, clothes, and interviews all tell a story. Whether it’s "Jolene," "9 to 5," or even a bejewelled denim jacket, every part of her brand feeds into a narrative people feel. Marketing takeaway: Good marketing doesn’t just list features. It tells a story that your audience can see themselves in. Build a narrative around your products, your services, your people — and make it memorable.
Consistency Creates Trust - Decade after decade, Dolly has stayed consistent. Yes, the costumes evolved. Yes, the music adapted. But at the heart of it all? The same relatable, humble, hard-working Dolly. Marketing takeaway: Consistency builds recognition — and recognition builds trust. Whether it's your tone of voice, your visual branding, or how you show up for customers, consistency is key to long-term success.
Purpose Drives Loyalty - Beyond the glitz and the glam, Dolly’s commitment to children’s literacy through her Imagination Library is nothing short of extraordinary. By giving away over 200 million books worldwide, she’s built a legacy far bigger than entertainment. Marketing takeaway: Today’s audiences care about purpose. Having a clear mission — and living it — isn’t just “nice to have” anymore; it’s a competitive advantage. Your brand purpose should shine just as brightly as your products.
Evolution is Essential - Dolly didn’t stay stuck in one lane. She crossed into movies, theme parks, philanthropy — even pop culture collaborations. She evolved, while staying true to her roots. Marketing takeaway: Brands that don't adapt, die. Keep your core values strong, but be willing to innovate, expand, and surprise people along the way.

Final Thought

Dolly Parton teaches us that marketing isn’t about being the loudest voice — it’s about being the most real, the most resonant, and the most relevant .

So next time you’re wondering how to stand out in a crowded market, just ask yourself: "What would Dolly do?"

Spoiler alert: She’d be unapologetically herself, tell a cracking story, and probably add a few rhinestones for good measure.

Step Away to Spark Ideas: Why Taking a Break Might Be the Best Marketing Move You Make

Tue, 22 Apr 2025 14:38:05 GMT

When was the last time you gave yourself permission to truly switch off?

I’ve just returned from a holiday in Barbados — sandy toes, turquoise waves, and all — and came back not just sun-kissed, but completely re-energised. It got me thinking: some of the best marketing ideas aren’t born staring at a screen. They show up when you step away from the desk and take in something totally different.

We talk a lot about strategy, consistency, ROI... but let’s not forget creativity needs room to breathe. And sometimes, that breath of fresh air comes with the scent of saltwater and suncream.

Colour, Culture & Conversation

The Caribbean is a sensory delight — all white sand beaches and vibrant blues you just don’t get in West Yorkshire.

But it wasn’t just the view that gave me food for thought.

It was in a chat with our driver that something really stuck with me. We’d noticed their roundabouts were named after politicians and famous cricketers. He explained they were all “ Nation Builders .” What a brilliant phrase! So much more powerful than the well-worn “national treasure” we toss around in the UK.

It got me thinking — how can we celebrate the builders in our own stories? The people who put in the graft, shape our businesses, lift communities? That’s a message I want to carry through in future campaigns.

The Pause That Powers Your Plan

Too often, we feel guilty for taking time out. But it’s in those pauses that ideas percolate. Rest isn’t just restorative — it’s productive. It shifts our perspective. Whether you’re soaking up sun or just taking a tech-free walk, that mental space allows your brain to do something magical: connect dots you didn’t even realise were there.

A well-timed break can bring clarity to a foggy plan, turn a tired campaign into something more meaningful, or simply remind you why you started in the first place.

Give Yourself Permission

This isn’t a love letter to Barbados (although, let’s be honest, I could write one). It’s a reminder that stepping away isn’t slacking. It’s strategic. So, whether you’re planning a full-on getaway or just carving out an hour to stare at something other than a spreadsheet — give yourself permission.

Let the ideas find you for a change.

And if you’re back from your own break, brimming with thoughts but not sure how to turn them into marketing magic — you know where I am. Let’s have a chat (flip-flops optional).

What is a Fractional Marketing Director and How Can Marketing Doris Help?

Mon, 24 Mar 2025 15:54:03 GMT

Businesses across Huddersfield, Halifax, Wakefield, Barnsley, and beyond are always looking for ways to grow and stay ahead of the competition. But not every business needs—or can afford—a full-time marketing director. That’s where a Fractional Marketing Director comes in.

What is a Fractional Marketing Director?

A Fractional Marketing Director is an experienced marketing professional who works with businesses on a part-time, flexible basis to provide strategic marketing leadership without the commitment of a full-time hire. They bring the expertise of an in-house marketing director but at a fraction of the cost, making them a perfect fit for SMEs that want to scale but don’t yet have the budget or need for a permanent role.

How Can a Fractional Marketing Director Help Your Business?

Many businesses in Huddersfield, Leeds, Bradford, Sheffield, and Oldham face similar marketing challenges—limited time, lack of in-house expertise, or not knowing where to focus their marketing efforts. A Fractional Marketing Director helps by:

Providing Strategic Direction – Developing a clear marketing plan aligned with business goals.
Managing Marketing Activities – Overseeing campaigns, social media, content, and digital marketing.
Improving ROI – Ensuring that marketing budgets are spent effectively for maximum return.
Guiding In-House Teams or Freelancers – Supporting existing staff and external specialists.
Bridging the Gap Between Sales and Marketing – Creating strategies that generate leads and drive growth.

How Can Marketing Doris Help?

At Marketing Doris , we understand the challenges of running a business while trying to manage marketing. Based in Huddersfield, we support businesses in Dewsbury, Brighouse, Holmfirth, and across West Yorkshire with tailored, flexible marketing solutions.

As your Fractional Marketing Director , we provide:

A no-nonsense, hands-on approach to marketing strategy.
Monthly or quarterly strategic marketing reviews.
Support in managing and executing marketing plans.
Expertise without the cost of a full-time hire.

Is a Fractional Marketing Director Right for You?

If you’re a business in Sowerby Bridge, Mirfield, Penistone, or anywhere in the surrounding areas , and you need senior marketing expertise without the full-time commitment, then a Fractional Marketing Director might be the perfect solution. Whether you need help for one or two days a week or on a project basis, Marketing Doris is here to simplify your marketing and help you grow.

Get in touch today to see how we can support your business!

Why a Marketing Consultant Could Be Your Business’s Secret Weapon

Thu, 20 Mar 2025 13:24:19 GMT

Let’s be honest—running a business is no small feat. Between rising costs, staffing challenges, and the ever-increasing marketing choices, it’s easy to feel overwhelmed.

Maybe you’ve had to make tough decisions due to increasing employee costs, leaving gaps in your marketing team. Or perhaps your business is growing, but you’re not quite ready to commit to a full-time marketing hire—or even sure what you need.

That’s where a Marketing Consultant, Interim Marketing Manager, or Part-Time Marketing Director can step in and make a real difference. Here’s why bringing in external marketing expertise could be the smartest move for your business right now.

Strategic Expertise Without the Full-Time Cost - A marketing consultant brings a wealth of experience without the overheads of a full-time salary, pensions, and other employment costs. You get senior-level marketing expertise on a flexible basis—whether that’s a few days a month or a focused project to get your marketing back on track.
Immediate Impact – No Long Onboarding - Hiring a full-time employee can take months—writing job specs, sifting through CVs, interviews, and onboarding. A marketing consultant? They’re ready to hit the ground running. They’ll assess your current marketing efforts, spot gaps, and implement strategies that deliver results quickly.
Flexibility That Fits Your Business - Need someone to oversee a campaign? Manage a brand refresh? Guide your existing team? You get marketing leadership on your terms—whether it’s an interim role , a short-term project , or ongoing part-time support . You stay in control of the budget while still benefiting from expert guidance.
Fresh Perspective & Unbiased Advice - S ometimes, internal teams can get stuck in routine thinking. A consultant brings an outside perspective, new ideas, and industry insights to ensure your marketing strategy is fresh, relevant, and aligned with your business goals. No office politics, just a focus on results.
Filling the Knowledge Gap - If you’ve had to downsize or restructure, you may have lost marketing expertise along the way. A consultant can bridge that gap , keeping your marketing engine running while helping you decide what support you actually need in the long run.
Scaling with You - If your business is growing but you’re unsure whether you need a marketing manager, an executive, or a full-fledged team, a consultant can help define the right structure . They can even support recruitment when the time comes to expand.

Ready to Get Your Marketing Back on Track?

If you’re feeling the pinch of rising costs or uncertain about your marketing needs, Marketing Doris can help. Whether you need strategic direction, interim support, or a fresh approach, let’s chat about how we can make marketing work for you—without the full-time commitment.

Get in touch today and let’s simplify your marketing with tailored solutions!

Calling Marketing Freelancers & Small Agencies – Let’s Collaborate!

Tue, 18 Mar 2025 12:48:44 GMT

At Marketing Doris , we believe great things happen when talented marketing professionals come together.

As we continue to support businesses with tailored marketing solutions, we’re looking to grow our network of freelancers, consultants, and small agencies who specialise in marketing management, strategy, content, and digital marketing .

If you’re an experienced marketing professional based in Cheshire or West Yorkshire and interested in collaborating on exciting projects, we’d love to hear from you! Whether you offer social media management, PR, copywriting, branding, or campaign planning , let’s explore how we can work together.

Our approach is all about flexibility, expertise, and shared success . So, if you enjoy working with ambitious businesses and like the idea of teaming up with a supportive marketing consultancy, drop us a message.

Get in touch at info@marketingdoris.co.uk – let’s see where collaboration can take us

What Does Marketing Doris Actually Do?

Fri, 14 Mar 2025 17:24:47 GMT

Hint: Not a Transponster!

Recently, a friend at the gym told me, "You're a bit like Chandler Bing—I don’t really know what you do!"

Naturally, I responded in true Friends fan style: "I’m a transponster!" (Because, as we all know, that’s the incorrect but hilarious answer Rachel gave in The One with the Embryos). We laughed, the conversation moved on—but it got me thinking.

Marketing can often feel like a mysterious, slightly magical process. So, let’s clear it up:

Marketing Doris in a Nutshell

I help businesses simplify their marketing. No fluff, no jargon—just tailored strategies that get results.

Marketing Strategy – Helping businesses figure out what marketing actually makes sense for them
Marketing Management – Acting as an interim marketing manager, delivering hands-on support without the full-time commitment.
Marketing Consultancy – On-demand one-to-one sessions to tackle specific marketing challenges, fast.

It’s a mix of consultancy, hands-on support, and making marketing work in a way that suits each business.

So, next time someone asks, "What does Marketing Doris do?" —now you know. And no, it’s definitely not a transponster.

Want to chat about marketing (or Friends)? Let’s grab a coffee. ☕

Marketing, Storytelling and a Musical Twist from Philippa Gregory

Tue, 11 Mar 2025 10:11:51 GMT

Marketing Inspiration from Literature: Lessons from a Book Tour

Last night, I had the pleasure of attending an event co-hosted by Huddersfield Literature Festival and Reach bookshop at the atmospheric Brooks Mill in Armitage Bridge. The guest speaker? None other than Philippa Gregory, renowned historical author of both fiction and non-fiction.

Gregory has spent the past ten years researching for her latest book, Normal Women, which shines a light on everyday women throughout history—spanning 900 years from 1066 onwards. It’s a fascinating project that challenges traditional narratives, but what struck me most was not just the book itself, but the multi-channel approach Gregory has taken to share these stories.

A Masterclass in Multi-Platform Storytelling

Authors are natural storytellers, but Gregory has taken this further, ensuring her work reaches different audiences in ways that suit them best. Alongside the main book, she has:

Created a podcast to discuss themes and discoveries
Produced an adult edition, a teen/young adult version, and soon, individual books for younger readers
Engaged in a book tour and school talks, including one earlier in the day at Greenhead College for local students

This is marketing in action—thoughtful, layered, and audience-focused. It’s a fantastic example of how content can be adapted to engage different demographics while maintaining a consistent core message.

What Can Businesses Learn from This?

Just like Gregory has tailored her message to different audiences, businesses can do the same with their marketing. Here are three key takeaways:

Repurpose Your Content – If you’ve written a blog, can it be turned into a short video? A podcast? A LinkedIn article? One idea can take many forms.
Know Your Audience – Gregory knows that history appeals to different age groups in different ways, so she’s adapted accordingly. Are you doing the same with your marketing?
Think Beyond One Platform – Marketing isn’t just about one channel. Gregory’s mix of print, digital, and in-person engagement creates a full experience for her audience.

Final Thoughts

Attending events like this is always inspiring, not just for the stories shared but for the marketing lessons hidden within them. Whether you're an author, a business owner, or a marketer, there’s always something to learn from how ideas are communicated and shared.

Who knew a history book could provide such a modern marketing masterclass? And as an extra twist—Gregory has even hinted at a potential future musical adaptation of Normal Women, with ideas already forming for an opening number!

A perfect example of how storytelling can continue evolving across different creative mediums.

What Can Small Businesses Learn from Big Brand Marketing?

Thu, 06 Mar 2025 14:20:42 GMT

Big Ideas on a Small Budget

When you think of big brands like John Lewis, Greggs, or Innocent Drinks, you might assume their marketing tactics are out of reach for smaller businesses.

After all, they have massive budgets, in-house teams, and a huge customer base. But here’s the good news: some of their most successful marketing strategies aren’t about money—they’re about creativity, consistency, and knowing their audience.

So, what can small businesses borrow from the big players? Let’s take a look.

Strong Brand Identity Wins Every Time
Big Brand Example: Apple's brand is instantly recognisable—clean, simple, and consistent across everything they do. Even without a logo, you’d know an Apple advert when you see one.
Takeaway for Small Businesses: Define what makes your brand unique and make sure it’s reflected in everything—from your logo and website to your tone of voice on social media. Consistency builds trust and recognition.

Storytelling Creates Connection
Big Brand Example: John Lewis (Christmas Ads) is the master of emotional storytelling. Their Christmas ads aren’t just about products; they tell heartwarming stories that get people talking.
Takeaway for Small Businesses: You don’t need a blockbuster ad to use storytelling. Share customer success stories, show behind-the-scenes glimpses of your business, and talk about the ‘why’ behind what you do. People buy from people, and a great story helps them connect with your brand.

Be Social (and Have a Personality!)
Big Brand Example: Greggs are brilliant at social media—funny, responsive, and always in tune with its audience (remember when they trolled Piers Morgan with a vegan sausage roll?).
Takeaway for Small Businesses: Don’t just post for the sake of it—engage! Reply to comments, join trending conversations, and let your brand’s personality shine. Whether your tone is professional, playful, or quirky, make it authentic.

Know Your Audience (and Talk to Them Directly)
Big Brand Example: Aldi UK (on Twitter/X) - has mastered social media by knowing exactly who their audience is and speaking their language—whether it’s witty banter or responding to customers in a relatable way.
Takeaway for Small Businesses: Take time to understand your ideal customers. What are their challenges, interests, and buying habits? Then tailor your content, messaging, and offers to match.

Stay Agile and Adapt to Trends
Big Brand Example: Innocent Drinks is known for jumping on trends in a way that feels natural to their brand. Their social media content is topical, witty, and often completely unrelated to smoothies—but it keeps them relevant.
Takeaway for Small Businesses: You don’t have to follow every trend, but staying aware of what’s happening in your industry (or the wider world) can help you create content that feels fresh and engaging.

Customer Experience is Everything
Big Brand Example: Amazon's success isn’t just about products—it’s about convenience and customer service. Their seamless experience keeps people coming back.
Takeaway for Small Businesses: You might not have Amazon’s tech, but you can offer an easy, pleasant experience for customers. Make your website simple to navigate, respond quickly to inquiries, and go the extra mile for customer satisfaction.

Final Thought: You Don’t Need a Big Budget—Just Smart Marketing

Big brands may have big budgets, but their most effective marketing strategies are rooted in principles that any business can use: authenticity, consistency, and customer focus.

If you’d like help applying these ideas to your business, get in touch —Marketing Doris is all about simplifying marketing with tailored solutions.

Need to Do More with Marketing but Strapped for Time or Know-How?

Tue, 18 Feb 2025 10:38:01 GMT

We’ve Got You Covered!

We hear it all the time: businesses know they should be doing more with their marketing, but the day-to-day grind gets in the way.

Sound familiar? You’re not alone.

It’s easy for marketing plans to get pushed to the back burner when you're focused on running your business.

Whether you’re short on time, unsure where to start, or simply need fresh ideas, Marketing Doris is here to help. We offer tailored solutions to meet your business where you are and take the pressure off.

Ongoing Marketing Management: Leave It to Us

If you’re ready to offload your marketing completely (or just certain aspects of it), our ongoing marketing management service is the perfect fit. We’ll roll up our sleeves and become your go-to marketing team—handling everything from strategy and content creation to social media and campaign management. You’ll get consistent marketing efforts that keep your business visible and engaging, without lifting a finger.

Whether you need help ramping up social media, creating email campaigns, or writing blog content that positions you as an industry leader, we’ve got it covered. With regular updates and check-ins, you stay informed without feeling overwhelmed.

Fresh Strategies to Get You Noticed

Marketing that stands still gets stale fast. If your marketing efforts have lost their spark, it’s time for a fresh perspective. We dive into your business goals, audience insights, and industry trends to develop strategies that help you stand out. Think outside-the-box campaigns, creative branding tweaks, and new ways to connect with your ideal customers.

It’s all about creating marketing that works for you and cuts through the noise. And if something isn’t working? We adjust. Marketing should be dynamic, just like your business.

One-Off Power Hours for Quick Wins

Need marketing inspiration without the commitment? Our Marketing Power Hour is designed to kick-start ideas and offer actionable tips you can run with. In just one hour, we’ll dive into a challenge or opportunity you’re facing and brainstorm fresh strategies tailored to your business.

Walk away with practical, customised advice that’s easy to implement—perfect if you’re looking to jump-start your efforts or test the waters before committing to more comprehensive support.

Let’s Simplify Marketing Together

Marketing doesn’t have to be a headache. At Marketing Doris, our mission is simple: simplify marketing with tailored solutions that make your life easier. Whether you’re after ongoing management, a strategic revamp, or just a quick burst of fresh ideas, we’re here to take the load off so you can focus on running your business.

Ready to explore your options? Let’s chat. We’ll help you figure out the best approach to make your marketing work harder—without working you harder.

Maximise the Value of Your Sponsorships

Tue, 11 Feb 2025 15:28:51 GMT

Turn Partnerships into Brand Visibility, Trust, and Growth

Many businesses invest in sponsorships, trade associations, or industry bodies to gain brand visibility, but are they really getting the full value from these relationships?

These partnerships are more than just logos on a website or a spot in a directory—they’re powerful tools that can help you:

Increase brand visibility: Show up in the right places and be seen by the right audiences.
Attract new customers: Use your membership as a selling point and build trust with potential clients.
Strengthen your reputation: Position your brand as a leader in your industry through thought leadership, awards, and event participation.

Making These Partnerships Work Harder

Here’s how we can help businesses maximise their investment:

Engaging Content: We craft stories that showcase your involvement in industry events, sponsorships, and awards. From website blogs to press releases, we’ll share your successes in ways that resonate with your target audience.
Boosting PR Exposure: Don’t just announce your partnerships—celebrate them! We can help you secure media coverage to showcase your achievements and raise your profile.
Website Optimisation: Your sponsorships and memberships should be front and centre on your website. We will ensure they’re prominently displayed, helping you stand out as a trusted, connected industry leader.
Social Media Campaigns: Your social channels are the perfect place to highlight these partnerships. Together, we’ll create compelling content to drive engagement, showcase your authority, and build brand trust.

Let’s Make Your Partnerships Work for You

If you’ve invested in sponsorships or memberships and want to ensure they’re driving real business results, let’s chat. We can help you unlock their full potential and turn these partnerships into growth opportunities.

Ready to get started? Contact us and let’s make your sponsorships and memberships work harder for your business.

The Benefits of Having an Interim Marketing Manager

Tue, 04 Feb 2025 10:12:01 GMT

Flexible, Expert Marketing Support—When You Need It Most

If your business isn’t quite sure what level of marketing support it needs, or you have a temporary gap in your team, bringing in an interim marketing manager could be the perfect solution.

I’m Helen Stott from Marketing Doris, and I specialise in stepping into businesses as an interim marketing resource. For those who don’t need a full-time marketing person but still require strategic direction and someone to get things done, that’s where I come in.

Why Consider an Interim Marketing Manager?

Flexible and Scalable Support
Not every business needs a permanent, full-time marketing hire. An interim marketing manager provides the expertise you need, exactly when you need it—whether that’s for a few months, a specific project, or a longer-term arrangement with a few days per week.
Immediate Impact
With experience across multiple industries and marketing disciplines, I can hit the ground running, quickly assessing your current marketing efforts and identifying opportunities to improve and grow.
Strategic Direction Without the Overheads
If you’re lacking direction or unsure where to focus your marketing efforts, I can define a clear, actionable strategy that aligns with your business goals—without the cost of a permanent hire.
Hands-On Execution
Strategy is important, but so is making things happen. I don’t just advise—I roll up my sleeves and get stuck in, managing campaigns, content, websites, social media, and more to ensure your marketing delivers results.
Bridging the Gap
If you’re between hires or restructuring your team, an interim marketing manager ensures continuity, keeping momentum going while you decide on your long-term approach.

How I Can Help

Whether it’s refining your marketing strategy, implementing campaigns, or simply keeping things on track, I bring the experience, structure, and hands-on expertise to move your business forward.

If you’d like to explore how interim marketing support could work for your business, let’s have a chat . Get in touch today to find out more !

Taking a Bigger Slice of the Marketing Pie

Tue, 21 Jan 2025 13:54:01 GMT

National Awareness Days

At Marketing Doris, we simplify marketing with tailored solutions to help businesses grow, and today, I want to talk about pies—yes, pies!

Thursday, 23rd January, is National Pie Day, and it’s a perfect example of how national awareness days can boost your marketing. These special days are great opportunities to grab attention, spark engagement, and show off your brand’s personality.

Imagine tying your business into something like Pie Day:

A bakery could showcase its best-sellers or run a special offer.
A fitness coach might share tips on balance (because let’s face it, pies are irresistible!).
An accountant could offer ‘piece-of-the-pie’ financial advice.

At Marketing Doris, I help businesses identify and leverage opportunities like these to create engaging, relevant content that connects with their audience. These moments might seem small, but they can have a big impact on building your brand and fostering customer loyalty.

Here at Marketing Doris, we are simplifying marketing with tailored solutions and helping you take a bigger piece of the marketing pie.

Let’s chat about how we can make your brand stand out!

Marketing and Squats: A Perfect Match?

Tue, 14 Jan 2025 13:42:11 GMT

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This January, I’ve taken on the Forget Me Not’s 100 Squats a Day Challenge to support a fantastic cause and stay active. It’s a great way to start the year with purpose—and a little bit of fun!

Now, you might be thinking, “What do squats have to do with marketing?” Well, it turns out they have quite a lot in common! Here’s how:

Consistency: Doing a little every day adds up to big results—whether it’s squats or marketing.
Technique: The right approach makes all the difference. It avoids wasted energy and ensures you’re effective.
Strength Building: Squats build physical strength, and consistent marketing builds your brand’s strength and presence.

At Marketing Doris, I help businesses strengthen their marketing muscles with services like social media management, strategy development, and the popular Marketing Power Hour. Together, we can create tailored, practical solutions that deliver real results.

If you’re looking to give your marketing a boost or want to support this squat challenge, let’s arrange a call. Whether it’s one squat or one campaign at a time, we can make a difference together!

Let’s start 2025 strong—both in business and in life!

See here for more information on Forget Me Not Children's Hospice in Huddersfield and to make a donation for this Squat Challenge

Celebrating 18 Years of Marketing Doris

Wed, 08 Jan 2025 13:30:46 GMT

Happy New Year!

I’m so excited to share a special milestone with you—Marketing Doris has turned 18! It feels like the perfect time to reflect on how this incredible journey began and how it’s grown into something I truly love.

Back in January 2007, Marketing Doris wasn’t supposed to be a long-term thing. I’d just been made redundant the month before and thought, “This will keep me going until I find a ‘proper job.’” But what I found instead was a passion for helping smaller, growing businesses with tailored marketing support. That’s when I realised I’d found my niche—and here I am, 18 years later, still loving every moment!

Over the years, I’ve had the privilege of working with some amazing businesses across a variety of industries. Whether it’s simplifying marketing strategies or helping businesses grow with confidence, I’ve always aimed to make marketing feel approachable, practical, and effective.

If you know any businesses looking for marketing support—especially in legal, engineering, or manufacturing—I’d love to chat. Let’s see how we can work together to help them achieve their goals.

Thank you to everyone who’s been part of this journey so far. Your support means the world to me. Here’s to making 2025 another fantastic year of growth, connections, and collaboration!

Leveraging Distinctive Brand Assets in Christmas Ad Campaigns – CIM Webinar Overview

Wed, 18 Dec 2024 12:10:27 GMT

How Brands Can Stand Out and Connect with Consumers This Festive Season

As the festive season approaches, brands have a unique opportunity to connect with consumers in a way that builds long-term recognition and loyalty.

The latest CIM webinar, Leveraging Distinctive Brand Assets in Christmas Ad Campaigns, provided a deep dive into how businesses can make the most of their brand assets to create impactful seasonal campaigns.

Key Takeaways from the Webinar

The Power of Distinctive Brand Assets - Presenter Paul Hitchens highlighted how brand assets—such as logos, colours, mascots, taglines, and sounds—help brands stand out in a crowded seasonal marketplace. By using these elements consistently, businesses can reinforce brand recognition and emotional connections with their audience.
Emotional Storytelling and Consumer Engagement - The webinar explored how emotional appeal plays a crucial role in Christmas advertising. Using a mix of nostalgia, tradition, and storytelling, brands can create strong associations that last beyond the festive period. Examples such as John Lewis’ iconic Christmas campaigns and Aldi’s Kevin the Carrot illustrate the importance of storytelling in building brand affinity.
Measuring Campaign Effectiveness - One of the session’s key insights was the need to track the success of Christmas campaigns. Businesses should assess metrics like brand recall, consumer sentiment, and sales uplift to determine the impact of their festive marketing efforts.
Striking the Balance Between Creativity and Consistency - The discussion also covered the importance of maintaining a balance between innovation and consistency. While brands should adapt to seasonal trends, it’s vital to ensure that their core identity remains intact to preserve long-term brand equity.
Sustainability and Brand Responsibility - With increasing consumer awareness of sustainability, the webinar emphasised the need for brands to integrate ethical practices into their marketing. Highlighting campaigns that align with responsible consumption and social impact can strengthen customer trust and brand loyalty.

Final Thoughts

Christmas ad campaigns are more than just festive promotions—they are a chance to reinforce a brand’s identity and establish deeper consumer connections. This webinar provided valuable insights into how businesses can effectively leverage their distinctive brand assets to create memorable and impactful seasonal marketing.

For those who missed the live session, the recording will be available on the CIM digital content hub .

If your business is looking for strategic marketing support during the busy festive period, Marketing Doris can help. From defining your marketing approach to executing campaigns, I can step in as an interim marketing resource to ensure your seasonal marketing delivers results. Get in touch to find out more!

Festive Business Closures? Don’t Leave Your Customers in the Dark

Mon, 16 Dec 2024 13:08:08 GMT

Update Your Holiday Hours and Keep Customers Informed This Christmas

As the festive season approaches, many businesses take a well-earned break.

If you’re closing or adjusting your opening hours over Christmas and New Year, it’s essential to communicate these changes clearly to your customers. After all, no one wants to arrive at a closed door or send an unanswered query!

Here are three quick and effective ways to keep your customers informed:

Update Your Google Business Profile: Your Google Business Profile is often the first place customers look for your opening hours. Make sure it reflects your festive schedule to avoid confusion. Updating your profile takes just a few minutes and ensures your business details are accurate across Google Search and Maps.
Add Holiday Hours to Your Website: Include a clear notice on your homepage or contact page outlining your festive closures. A simple banner or pop-up can help ensure visitors see this important information straight away.
Send a Festive E-shot: Why not combine your Christmas well-wishes with practical details? A friendly email can let customers know your holiday hours, any final order deadlines, and when you’ll be back in action. It’s also a great opportunity to thank them for their support throughout the year.

Why This Matters

Clear communication builds trust and avoids frustration. By keeping your customers in the loop, you ensure they know when they can reach you and how to plan ahead—helping you start the new year on the right foot.

So, before you switch on your out-of-office and reach for the mince pies, take a moment to update your details. Your customers will thank you for it!

Please note: Marketing Doris will be closed from Friday 20th December and will reopen on Thursday 2nd January . We wish all our clients a joyful and restful festive season—see you in 2025!

CIM Webinar Recap: Navigating Greenwashing and Green Claims for Marketers

Fri, 06 Dec 2024 12:19:55 GMT

Insights on avoiding greenwashing and building trust through transparent, verifiable sustainability messaging

The Chartered Institute of Marketing (CIM) recently hosted a member-exclusive webinar titled “Navigating Green Claims – A Guide for Organisations and Marketers”, presented by Gemma Butler, co-founder of Can Marketing Save the Planet.

The session, which followed a debate at the House of Commons, explored the growing challenges marketers face when communicating sustainability efforts. With increasing regulations and consumer scrutiny, businesses must balance transparency, compliance, and authenticity to avoid accusations of greenwashing.

Key Takeaways from the Webinar

Understanding Greenwashing and Regulations:
Greenwashing refers to misleading claims that exaggerate a company’s environmental efforts. Gemma highlighted the importance of staying informed about global regulations like the UK’s Green Claims Code and the EU’s Green Claims Directive, which require evidence-based, verifiable claims.
Collaboration is Essential:
Preventing greenwashing is not solely a marketer’s responsibility. Gemma emphasised the need for collaboration across departments, including legal, sustainability, product development, and leadership teams, to ensure claims are robust and accurate.
Start with Evidence and Avoid Broad Claims:
Marketers should always substantiate claims with clear, accessible evidence. Avoid vague terms like “eco-friendly” or “good for the planet” without context, as they often lead to scrutiny. Instead, focus on narrow, measurable claims backed by data.

Why This Matters for Marketers

As sustainability becomes a priority for businesses and consumers alike, marketers play a key role in driving positive change. However, a lack of awareness or education on green claims can hinder progress. This webinar underscored the importance of building trust by communicating honestly and transparently.

For those who missed the live session, CIM members can access the full webinar recording and resources here .

Business Growth Tip: Mentoring

Wed, 04 Dec 2024 16:06:11 GMT

When it comes to business growth, having a mentor is like having a personal guide who’s been there, done that, and is ready to share their wisdom.

A mentor can provide invaluable advice, offer fresh insights, and help you make faster, more informed decisions to move your business forward.

Why Mentoring Matters

Navigating the complexities of growing a business can feel overwhelming, but with the right mentor by your side, you gain access to:

Expertise and Experience – Mentors share lessons learned from their own successes and challenges, helping you avoid common pitfalls.
A Fresh Perspective – Sometimes, all it takes is an outsider’s view to spot opportunities or solutions you may have missed.
Motivation and Accountability – A mentor can encourage you to stay focused on your goals and push you to achieve them.

As someone who has both mentored and been mentored through the Chartered Institute of Marketing (CIM) programme, I’ve seen first-hand the incredible value mentoring brings. Supporting younger marketers at the start of their careers has been rewarding, and as a mentee, I’ve benefited from guidance that shaped my own journey.

The Benefits of Mentoring for Your Business

Mentors don’t need to have expertise in your specific industry to make a difference. Their business acumen and coaching skills bring a unique perspective, helping you:

Identify Opportunities – Spot growth areas and untapped potential.
Develop Strategies – Create actionable plans to overcome challenges or seize market opportunities.
Build Confidence – Gain reassurance and clarity in your decision-making process.

How to Find the Right Mentor

If you’re ready to explore the benefits of mentoring, here are some tips to get started:

Clarify Your Goals – What do you want to achieve? Knowing this will help you identify the right mentor.
Look Beyond Your Industry – A mentor from a different background can bring fresh ideas and unbiased insights.
Tap into Networks – Organisations like CIM, professional networks, or local business groups can connect you with experienced mentors.
Be Open to Learning – Mentoring is a two-way relationship, so approach it with an open mind and a willingness to grow.

Pay It Forward

Mentoring isn’t just about receiving guidance – it’s about giving back too. Sharing your own experiences and insights as a mentor can be equally rewarding and is a great way to strengthen your business community.

Ready to Unlock Your Growth Potential?

Whether you’re looking to find a mentor or develop a mentoring programme within your business, it’s a strategy worth exploring. Mentoring can offer the fresh perspective, clarity, and guidance you need to drive your business forward.

Want to learn more about mentoring or other ways to grow your business? Book a Marketing Power Hour with Marketing Doris to discuss how mentoring and other strategies can support your goals.

Click here to book your Marketing Power Hour or get in touch today – let’s grow, together!

Cracking the Code: Why Easter Eggs Aren’t Just for Springtime

Tue, 03 Dec 2024 14:45:32 GMT

What are Easter Eggs in Marketing?

When you hear "Easter Eggs," you probably picture chocolate treats or pastel-coloured hunts in the garden.

But in the marketing world, Easter Eggs take on a whole new meaning—and they’re a brilliant way to engage your audience, build loyalty, and add an extra layer of fun to your campaigns.

Easter Eggs are those little surprises that brands sneak into their content—hidden discount codes, playful references, or quirky elements tucked away on websites or in social media posts. The joy of finding them not only delights your audience but also sparks curiosity and encourages deeper engagement. And let’s be honest, who doesn’t love a good treasure hunt?

Clever Campaigns That Get it Right

Take Aldi, for example. Known for their cheeky and bold marketing style, they’re masters of slipping in hidden digs or playful jabs at competitors. Their audience loves it, actively looking out for these Easter Eggs and sharing their discoveries online. It’s not just clever; it’s a genius way of turning fans into advocates.

Then there’s John Lewis, the master of the slow reveal. Each year, as their much-anticipated Christmas ad approaches, the brand drops teasers that send fans into a frenzy trying to piece together the story. These hidden clues create a buzz long before the ad is officially launched, extending the campaign’s reach and ramping up excitement.

Why Easter Eggs Work

What makes these hidden gems so effective? It all comes down to creating a sense of exclusivity and reward. When your audience finds an Easter Egg, it feels like they’ve uncovered a special secret—something just for them. This builds a stronger connection to your brand and encourages them to share their find with others, amplifying your campaign’s reach.

The key, however, is subtlety. Easter Eggs should be fun and exciting without being too obvious. It’s about striking the perfect balance so your audience feels rewarded, not spoon-fed.

How to Add Easter Eggs to Your Marketing

Not sure how to start? Here are some simple ways to introduce Easter Eggs into your campaigns:

Hidden Discounts : Place secret codes in your email footers or website pages for those paying close attention.
Playful Copy : Add a witty reference or inside joke that regular followers will appreciate.
Interactive Features : Include clickable elements on your site that unlock surprises, like downloadable content or exclusive previews.
Social Media Clues : Drop hints in your posts that lead your audience on a fun digital scavenger hunt.

The beauty of Easter Eggs is that they can be as simple or as complex as you want. Whether it’s a sly nod in your messaging or an elaborate online trail, they’re an easy way to inject some personality into your brand and reward loyal fans.

A Treat Worth Unwrapping

So, next time you’re planning a campaign, why not add an Easter Egg or two? It’s a creative way to connect with your audience, spark conversations, and show that your brand knows how to have a bit of fun. After all, marketing is about building relationships—and what better way to do that than with a little surprise and delight?

Keep cracking those creative ideas! If you need help brainstorming or implementing playful, effective marketing tactics, Marketing Doris is here to help. Let’s make some magic happen!

Marketing Lessons from Wicked: Defying Gravity in Business

Tue, 26 Nov 2024 12:05:08 GMT

After recently watching the newly released Wicked film, I was reminded of the marketing brilliance behind this iconic story.

Whether it’s on stage or screen, Wicked continues to captivate audiences, and its success holds valuable lessons for businesses looking to stand out.

Let’s explore how the magic of Wicked can inspire your marketing strategies.

Tell a Compelling Story - The Wicked film breathes fresh life into a beloved tale, bringing the story to new audiences with stunning visuals and deeper character exploration. Your brand’s story can do the same. Whether it’s sharing the origins of your business, celebrating your team’s achievements, or showcasing your customers’ success, storytelling helps you connect with your audience on an emotional level. Stories that evolve over time—like Wicked—keep your brand relevant and engaging.
Challenge Perceptions - The Wicked narrative flips the script on a classic story, encouraging audiences to see things from a new perspective. In your marketing, consider how you can challenge industry norms or customer assumptions. For example, educate your audience about misunderstood aspects of your services or highlight an innovative approach that sets you apart. When you surprise and enlighten your audience, you capture their attention.
Be Bold and Memorable - The Wicked film takes the musical’s already iconic moments and amplifies them with breathtaking effects and performances. It’s a masterclass in being bold and unforgettable. Your marketing should aim for the same. Use eye-catching visuals, a confident brand voice, and standout campaigns to leave a lasting impression. Make your audience think, “Wow!” just like Wicked does with its stunning “Defying Gravity” scene.
Build Emotional Connections - At its core, Wicked is a story about friendship, resilience, and understanding. These themes resonate deeply with audiences. Your marketing should strive to build emotional connections, too. Whether it’s through authentic storytelling, customer testimonials, or engaging social media content, show your audience that your brand understands their needs and values their trust.
Defy Gravity - The message of “defying gravity” resonates even more powerfully on screen. It’s about rising above expectations and daring to dream big. For your business, this could mean taking a creative risk, embracing emerging technology, or entering a new market. Growth happens when you step outside your comfort zone and aim for the extraordinary.

Marketing Doris: Helping You Take the Lead Role

Like Wicked, your business has the potential to inspire, surprise, and delight its audience. At Marketing Doris, I help businesses tell their stories, build strong connections, and create bold strategies that defy expectations.

Ready to take your marketing to new heights? Book a Marketing Power Hour today, and let’s create a strategy worthy of the spotlight.

Click here to book your Marketing Power Hour or get in touch to start defying gravity in your marketing!

The Power of Collaboration and Feedback: A Key to Growth

Mon, 25 Nov 2024 13:33:12 GMT

How Constructive Feedback Can Help You Deliver More Value

Collaboration and feedback are invaluable tools for any business, and sometimes, the most powerful insights come from trusted peers.

Recently, a trusted associate shared that I was underselling some of my services during a client meeting. Their constructive and supportive approach made all the difference—and it’s advice I’ll definitely act on.

Why Feedback Matters

Constructive feedback helps us see opportunities for improvement that we might otherwise miss. In this case, the conversation highlighted areas where I could better communicate the value of my services—ensuring clients fully understand what I can offer. Without that external perspective, I might have continued to undersell myself without realising it.

Collaboration Brings Better Results

Working with trusted associates, team members, or peers creates an environment where ideas and insights can flow freely. When feedback is given in a supportive and solution-focused way, it builds confidence and drives growth. Collaboration isn’t just about sharing the workload—it’s about sharing knowledge, expertise, and perspectives to achieve better results.

Encourage Feedback in Your Business

Ask for Input: Whether it’s a peer review of your pitch, service offering, or marketing materials, don’t be afraid to ask for feedback.
Be Open: Constructive feedback is an opportunity, not a criticism. Embrace it with an open mind.
Act on It: The real power of feedback lies in how you use it. Small changes can lead to significant improvements.

Final Thought

Sometimes, we can be too close to our work to see where improvements can be made. Encouraging feedback from your team, associates, or peers is a simple yet effective way to grow, refine your approach, and deliver even better results for your clients.

At Marketing Doris, we believe in the power of collaboration to deliver tailored, impactful solutions—and feedback plays a huge part in that process.

If you’re looking for collaborative support to simplify and enhance your marketing strategy, get in touch today!

Reflection on ‘Brand – Beyond the Logo’: Insights from Industry Experts

Mon, 11 Nov 2024 15:02:37 GMT

On November 6th, 2024, CIM Yorkshire hosted the Brand – Beyond the Logo event in the heart of Leeds. As the organiser, I was delighted to step into my former role as Vice Chair Events to ensure the day ran smoothly. The event was a vibrant exploration of modern branding, diving into themes of trust, adaptability, authenticity, and the ethical use of technology like AI.

With an impressive lineup of industry leaders, attendees gained invaluable perspectives on how to build, sustain, and protect their brands in today’s complex landscape.

Setting the Stage

Chris Daly, CEO of CIM, opened the event with an impactful reminder of marketing’s pivotal role in driving strategic business decisions. He highlighted how marketing goes beyond promoting products—it’s a guiding force for understanding customer needs and fostering sustainable growth. His insights set the tone for the event, framing marketing as a cornerstone of business success.

Building Trust and Emotional Connections

Ed Sutcliffe from MET Marketing shared compelling insights about trust as the bedrock of strong branding. Drawing on the example of Martha Stewart’s content marketing strategy, Ed explained how delivering consistent value builds loyalty.

Meanwhile, Matt Adams of Leeds Rhinos championed the power of storytelling in humanising brands. His take was simple yet profound: customers connect with people, not just logos. By fostering emotional connections, brands can create deeper, more meaningful relationships with their audiences.

Striking a Balance: Consistency and Flexibility

Danielle Lee of Metro Bank offered a fresh perspective on brand consistency. She argued that while uniformity is essential, flexibility is equally important to adapt to diverse channels and circumstances. This adaptability ensures brands stay relevant while remaining true to their core identity.

Adding to the conversation, Lawrence Christensen from M&S revealed how their strategy of incorporating external partnerships has strengthened their brand. His statement, “There is no performance without brand, ” underscored the undeniable link between thoughtful brand-building and sustained success.

Safeguarding Brand Integrity

Closing the session, Steve Dobson of The Trademark Helpline stressed the importance of proactive brand protection. With online crises capable of escalating rapidly, vigilance is more important than ever. Steve also addressed the growing role of AI in content creation, balancing its potential benefits with a call for ethical accountability.

A Holistic Approach to Branding

As I reflect on the day, it’s clear that Brand – Beyond the Logo was more than just an event—it was a celebration of branding as a dynamic and multi-faceted practice. The discussions went far beyond aesthetics, focusing instead on ethics, culture, and creating genuine connections.

The overarching message? Successful brands are built on trust, authenticity, and adaptability. They thrive by staying true to their values while embracing innovation and navigating challenges.

Final Thoughts

Organising this event was a privilege, and it reinforced my belief in the power of collaboration and shared insights. Events like this not only equip marketers with the tools they need to excel but also foster a sense of community within the industry.

Brand – Beyond the Logo was a powerful reminder that branding today is about much more than visual identity. It’s about who you are, what you stand for, and how you connect with the world around you. I’m proud to have played a part in bringing this conversation to life and look forward to continuing the dialogue

Social Media Today: Key Insights from the CIM Webinar

Tue, 29 Oct 2024 17:09:14 GMT

Last week, I tuned into the CIM webinar Social Media Today: Who’s Winning and How with Will Francis, and it was packed with actionable insights for navigating today’s ever changing social media channels.

Here’s a quick overview of the key takeaways to help you refine your social media strategy.

The Challenge of Standing Out

Will emphasised a harsh truth: most audiences don’t want to see company content in their feeds. People gravitate toward creators, friends, and interest groups. Social platforms themselves prioritise content that keeps users engaged longer, making it harder for brands to gain organic visibility.

But there’s good news! By understanding the unique nature of each platform and adapting content accordingly, businesses can cut through the noise and deliver value to their audience.

Top Social Media Trends and Tips

Create Platform-Specific Content - Each platform serves a different purpose, so your approach needs to reflect that and void the mistake of posting identical content across platforms. Tailor your tone, style, and format to each, for example:
TikTok thrives on creative, unpolished, and often humorous content.
LinkedIn is ideal for professional thought leadership and employee advocacy.
Instagram focuses heavily on reels and eye-catching visuals.
Adopt a Zero-Click Content Strategy - Social platforms penalize posts with outbound links to keep users on their sites. Instead, focus on “zero-click” content—posts that deliver value directly in the feed. Whether it’s an infographic, a carousel, or an engaging video, this approach builds trust and keeps audiences engaged without needing a click-through.
Leverage Video Content - Video dominates. Will highlighted that video is now the primary format across most platforms, with reels on Instagram and TikTok leading the way. Longer, value-packed videos are especially effective, as they engage viewers and keep them invested.
Humanise Your Brand - In an era of AI-generated content, authenticity matters more than ever. User-generated content (UGC), employee-generated content (EGC), and customer stories bring a relatable, human touch to your social media presence. Empower your team and customers to share their experiences—it’s far more engaging than polished corporate posts.
Experiment with Communities - Foster deeper engagement by creating exclusive groups or communities. Whether it’s a Facebook group, a Slack channel, or even a WhatsApp group, these spaces encourage meaningful interactions and build stronger connections with your audience.

Why It Matters

Social media isn’t just about sales; it’s about building awareness, trust, and familiarity. Done well, it creates a competitive edge by keeping your brand top-of-mind when audiences are ready to make decisions.

Let Marketing Doris Help You Win

Navigating the social media world can feel daunting, but you don’t have to do it alone. Whether it’s crafting platform-specific content, developing a video strategy, or amplifying your message with authentic stories, I’m here to help.

Book a Marketing Power Hour today to explore how we can make social media work for your business.

Click here to book your Marketing Power Hour or get in touch to start refining your strategy!

Brand - Beyond the Logo Event 6th November 2024

Tue, 08 Oct 2024 09:45:11 GMT

A thought-provoking panel discussion on the concept of brand

I am the Chair of the Chartered Institute of Marketing (CIM) Yorkshire region, and our next event is on Wednesday 6th November at The Ambler Club in Leeds.

It’s aimed at marketers and non-marketers and is open to both CIM members and non-members.

Our panel of industry experts will explore how brands today represent much more than just a visual identity. We’ll discuss how ethics, culture, history, and sustainability shape a brand’s identity and affect perceptions both inside and outside of the organisation. We’ll also look at the importance of aligning internal and external brand views to enhance employee retention, satisfaction, and pride.

Key topics include:

Navigating shifts in brand identity and business direction
Strategies to protect a brand’s reputation
Understanding the multifaceted nature of today’s brands

Our expert panel:

Lawrence Christensen, Marks and Spencer
Matt Adams, Leeds Rhinos Rugby League Club
Danielle Lee, Metrobank
Steve Dobson - Brand Protector™, The Trademark Helpline
Hosted by Marisa Crimlis-Brown, Senior Client Strategist, 43 Clicks North

This event is kindly sponsored by MET Marketing Recruitment.

Date: Wednesday, 6th November
Time: 2:00pm – 5:00pm
Light refreshments will be provided. Please inform us of any dietary requirements when booking

To secure your place and for more details, visit the CIM Event page

If you can't make it, please do share with your networks!!

Looking forward to an insightful event and great networking opportunities!

Feeling Overwhelmed with Your Marketing?

Thu, 23 May 2024 10:43:49 GMT

Here's How to Regain Control

It can be easy to feel overwhelmed by the sheer volume of marketing tasks and strategies at your disposal.

From social media management to SEO, content creation to email campaigns, the list of marketing activities can seem endless. If you're feeling swamped and unsure where to begin, you're not alone. Many business owners and marketing professionals face this challenge.

Here’s how to regain control and steer your marketing efforts towards success.

Identify the Core Issues - The first step in tackling marketing overwhelm is identifying the root causes. Common reasons include:

Lack of Clear Strategy: Without a clear marketing strategy, it’s easy to get lost in a sea of tactics without knowing which ones are truly effective.
Too Many Tools and Platforms: Managing multiple tools and platforms can be daunting and time-consuming.
Resource Constraints: Limited time, budget, or personnel can make it challenging to execute a comprehensive marketing plan.
Constantly Changing Trends: The marketing landscape changes rapidly, making it difficult to stay updated and adapt accordingly.

Develop a Clear Marketing Strategy - A well-defined marketing strategy acts as a road-map, guiding your efforts and helping you stay focused on your goals. Here’s how to create one:

Set Clear Objectives: Determine what you want to achieve with your marketing efforts. This could be increasing brand awareness, generating leads, or boosting sales.
Identify Your Target Audience: Understand who your customers are, their needs, and where they spend their time online.
Choose the Right Channels: Based on your target audience, decide which marketing channels (e.g., social media, email, content marketing) are most effective.
Create a Content Plan: Develop a content calendar outlining what type of content you’ll create, when, and where it will be published.

Prioritise Your Tasks - With a clear strategy in place, it’s time to prioritise your marketing tasks:

Focus on High-Impact Activities: Identify the marketing activities that have the greatest potential to drive results and prioritse them.
Delegate or Outsource: Don’t hesitate to delegate tasks to your team or outsource to freelancers or agencies when needed. This can free up your time to focus on high-level strategy and decision-making.
Use Automation Tools: Leverage marketing automation tools to streamline repetitive tasks such as email marketing, social media posting, and lead nurturing.

Streamline Your Tools and Processes - Using too many tools can add to the complexity and overwhelm. Consider these steps to simplify:

Audit Your Tools: Assess the tools you’re currently using and eliminate those that are redundant or not providing value.
Integrate Systems: Use tools that integrate well with each other to ensure a smooth workflow and better data management.
Standardise Processes: Create standard operating procedures (SOPs) for recurring tasks to ensure consistency and efficiency.

Stay Updated, But Don’t Chase Every Trend - While it’s important to stay informed about industry trends, trying to follow every new marketing trend can lead to burnout. Instead:

Focus on Fundamentals: Master the basics of marketing before diving into new trends. Solid fundamentals provide a strong foundation for any advanced tactics.
Selective Adoption: Evaluate new trends critically and adopt only those that align with your strategy and have the potential to benefit your business.

Measure and Adjust - Effective marketing is an ongoing process of testing, measuring, and adjusting. Use analytics to:

Track Performance: Regularly monitor key performance indicators (KPIs) to assess the effectiveness of your marketing efforts.
Identify Areas for Improvement: Use data insights to identify what’s working and what’s not and adjust your strategy accordingly.
Celebrate Successes: Acknowledge and celebrate your marketing wins, no matter how small. This can boost morale and keep you motivated.

Seek Professional Help - If you’re still feeling overwhelmed, consider seeking professional assistance. Helen Stott and Marketing Doris as an experience marketing consultant, can provide the expertise and support needed to develop and execute a successful marketing strategy.

Final Thoughts

Feeling overwhelmed with marketing is common, but it doesn’t have to be a permanent state. By identifying the core issues, developing a clear strategy, prioritising tasks, streamlining tools, staying focused on fundamentals, and seeking professional help when needed, you can regain control and drive your marketing efforts to success. Remember, effective marketing is a marathon, not a sprint. Take it one step at a time, and you’ll see the results.

Helen Stott Takes on New Role with CIM Yorkshire

Wed, 01 May 2024 13:26:26 GMT

CIM Yorkshire Roles

Late in 2022, Helen Stott, Director at Marketing Doris joined the Chartered Institute of Marketing (CIM) Yorkshire board as Vice Chair of Events.

This role aligned perfectly with her extensive experience and passion for marketing, providing an excellent platform to contribute to the marketing community.

Championing Marketers Across Yorkshire

The CIM Yorkshire regional boards are dedicated to representing marketers at all career stages, regardless of their CIM membership status. Helen's involvement underscores this commitment, bringing her wealth of knowledge and enthusiasm to the board's initiatives.

Highlighting Industry Trends: ‘Will AI Eat My Job?’

In November, CIM Yorkshire hosted the thought-provoking event ‘Will AI Eat My Job?’. This panel-based session sparked insightful discussions on the impact of artificial intelligence on the marketing profession, attracting a diverse audience eager to explore this pertinent topic.

Stepping Up as Chair

In January 2024, Helen was honoured to accept the role of Chair within the CIM Yorkshire board. Under her leadership, the board has already seen significant growth, including the recruitment of two new Vice Chairs of Communications and Education. These additions are set to enhance the board's ability to support and engage with the marketing community.

Looking Ahead: Exciting Events and Opportunities

The board is currently preparing for an active year ahead. A recruitment campaign will soon be underway to find a new Vice Chair of Events and two ambassadors, further strengthening the board’s capacity to deliver value to Yorkshire’s marketers.

Plans are also in progress to host another face-to-face event in Leeds later this year, alongside a co-hosted webinar. These events aim to provide valuable insights and networking opportunities, so stay tuned for more details.

Join Us on This Exciting Journey

Helen's new role with CIM Yorkshire represents an exciting chapter and she is looking forward to contributing to the growth and development of the marketing profession across Yorkshire. Keep an eye on our website and social media channels for updates on upcoming events and opportunities to get involved.

For more information on how Marketing Doris can support your business, or to learn more about our upcoming events, feel free to contact us or see here for details on CIM Yorkshire

Marketing Tip: The Power of the Drip

Mon, 29 Apr 2024 12:15:37 GMT

Ever had a dripping tap drive you up the wall? Probably not, because most of us know a plumber who can sort it out. But here’s the thing: when it comes to marketing, that drip-drip effect is absolute gold!

Instead of sporadically blasting out marketing content like turning a tap on and off, think about maintaining a steady, consistent flow. Just like a dripping tap can eventually fill a bucket, regular and consistent marketing can fill your pipeline with leads, keep your audience engaged, and build your brand presence over time.

Why Consistency Matters

Imagine seeing a business post on social media every day for a week, only for them to disappear for a month. That on-and-off approach leaves gaps in your audience’s attention and can cause them to forget about you. A consistent “drip” approach—posting regularly, updating your website frequently, or running steady email campaigns—keeps you top-of-mind.

It’s not about shouting louder; it’s about showing up regularly. Your audience should come to expect and rely on your presence, whether it’s helpful tips, product updates, or stories about your business.

How to Embrace the Marketing Drip

Here are a few ways to make that marketing drip work for you:

Plan Your Content Calendar - Map out your posts, newsletters, and campaigns for the weeks or months ahead. A little planning prevents the dreaded “we’ve got nothing to post today” panic.
Stick to a Posting Schedule - Whether it’s weekly blogs, daily Instagram stories, or monthly emails, decide what’s manageable and stick to it. Consistency is more impactful than volume.
Automate Where You Can - Use tools to schedule social media posts, emails, or even reminders for your team to keep things flowing steadily without manual effort every day.
Repurpose Content - A single piece of content, like a blog, can fuel multiple posts, emails, or even a podcast topic. Drip the same message across different platforms for maximum impact.
Track and Adjust - Regularly monitor what’s working and what’s not. If one drip feels more like a splash, lean into it!

Slow and Steady Wins the Race

At Marketing Doris, I’m all about helping businesses keep that marketing tap running—not as a torrent, but as a steady, reliable flow. Together, we’ll create a plan that keeps your audience engaged and builds momentum over time.

No more on-off switches or frantic bursts of activity. Let’s embrace the power of the drip and watch the results pour in. Ready to get started? Book your Marketing Power Hour today!

Click here to book your Marketing Power Hour or get in touch to start your steady marketing journey.

Marketing Tip: The Power of Storytelling

Mon, 22 Apr 2024 11:41:19 GMT

I’m Helen Stott of Marketing Doris, and last week, stories were a recurring theme in my conversations.

It got me thinking about how storytelling is at the heart of what I do—helping businesses share their unique stories to connect, inspire, and grow.

Why Your Business Story Matters

Every business has a story to tell, and sharing it can achieve more than you might realize. Here’s how storytelling can make an impact:

Remind Your Current Customers - Sharing updates about your business keeps existing customers engaged and informed. Whether it’s introducing a new service, celebrating a major contract win, or welcoming new team members, these stories strengthen loyalty and showcase your growth.
Reach Potential Customers - Stories help businesses not yet working with you understand what you do and how it could benefit them. Highlight your products, services, and successes to demonstrate why your business is the solution they need.
Attract Top Talent - Your business story can also serve as a powerful recruitment tool. Sharing stories about your company culture, team achievements, or inspiring leadership can attract people who align with your values and want to be part of your journey.

How Marketing Doris Can Help

If the idea of storytelling feels daunting, don’t worry—that’s where I come in. I help businesses identify and craft their stories in ways that resonate with the right audiences. From writing engaging social media posts to crafting press releases and content for your website, I ensure your story is heard, understood, and valued.

Quick Storytelling Tips for Your Business

Be Authentic – Share genuine moments and achievements that reflect your business’s personality.
Know Your Audience – Tailor your stories to what your audience finds meaningful.
Be Consistent – Make storytelling a regular part of your marketing efforts to stay top of mind.

Let’s Tell Your Story

Your business has stories worth sharing, and I’d love to help you tell them. Together, we can remind, inform, and inspire your customers, potential clients, and future team members.

Want to start shaping your story? Book a Marketing Power Hour with me, and let’s create a narrative that helps your business shine.

Click here to book your Marketing Power Hour or get in touch today – let’s start writing your next chapter.

Marketing Tip: The Power of PR for Your Business

Mon, 15 Apr 2024 11:06:41 GMT

When it comes to marketing, there’s one area we haven’t explored much here: Public Relations (PR). It’s a crucial piece of the puzzle that can amplify your business’s visibility and credibility.

PR is about sharing your business’s newsworthy moments with the world—whether that’s through local publications, business magazines, or industry trade journals. While larger brands often have in-house PR teams or external agencies to handle this, smaller businesses might feel unsure about how to navigate the world of PR.

Here’s why PR matters and how you can make it work for your business.

Why PR is Important

PR isn’t just about big, flashy campaigns; it’s about creating connections and telling your story. Done well, it can:

Build Brand Awareness – Get your name out there and in front of new audiences.
Enhance Credibility – Being featured in reputable publications lends authority to your business.
Support Other Marketing Efforts – PR complements your social media, email marketing, and advertising strategies, creating a cohesive message.

From celebrating milestones like new hires or product launches to showcasing your community involvement, PR helps paint a picture of who you are and what you stand for.

The Challenges for Smaller Businesses

For smaller businesses, PR can feel overwhelming. You might not have big news to share regularly, and writing press releases or knowing who to contact can seem daunting. But PR doesn’t have to be reserved for the big players. Even smaller stories—like supporting a local charity, launching a new service, or celebrating an anniversary—can resonate when shared effectively.

How Marketing Doris Can Help

That’s where I come in. At Marketing Doris, I can help you identify PR opportunities, craft compelling press releases, and get your stories in front of the right audiences. Here’s how:

Spotting the Stories – I’ll help uncover the newsworthy moments in your business.
Crafting the Message – Writing engaging, professional press releases that catch attention.
Targeting the Right Publications – Connecting with relevant local, regional, or trade publications to ensure your story reaches its intended audience.

PR Tips to Get You Started

Want to dip your toe into PR? Here are some quick tips:

Think Locally – Start with local newspapers or community blogs to share your news.
Keep it Simple – Stick to the facts in your press releases and highlight the most interesting details.
Be Consistent – Don’t wait for something big to happen. Share smaller updates regularly to stay visible.

Ready to Shine a Light on Your Business?

PR is about more than just getting noticed—it’s about telling your story in a way that resonates with your audience. Whether you’ve got a big announcement or a quiet milestone to celebrate, PR can help you connect with the people who matter most.

Not sure where to start? Let’s chat! Book a Marketing Power Hour with Marketing Doris, and we’ll explore how PR can elevate your business and integrate seamlessly into your marketing strategy.

Click here to book your Marketing Power Hour or drop me a message – let’s share your story with the world!

Business Growth Tip: Embrace Technology

Mon, 04 Mar 2024 15:40:05 GMT

Technology is more than a convenience—it’s a game-changer

Whether you’re a small business or a growing enterprise, leveraging the right tools can streamline operations, save time, and ultimately fuel growth.

Why Embracing Technology Matters

Technology isn’t just for tech companies. Businesses across all industries can benefit from tools and solutions designed to improve efficiency, enhance productivity, and create opportunities for innovation. Here’s how:

Streamline Processes – Automate repetitive tasks, reduce human error, and free up time for strategic work.
Boost Productivity – Faster, more efficient tools help you and your team get more done in less time.
Stay Competitive – Keeping up with technological advancements ensures you’re not left behind by competitors.

Whether it’s upgrading your software, investing in better hardware, or exploring AI-driven solutions, the right technology can be a powerful catalyst for growth.

Examples of Technology in Action

Not sure where to start? Here are some practical ways technology can make a difference:

Office Tools – Upgrading to the latest version of Office 365 or other software can enhance collaboration and improve productivity.
Efficient Equipment – Whether it’s a faster laptop, a state-of-the-art coffee machine for the team, or even something niche like a large wheeled powered access machine, the right tools save time and energy.
AI and Automation – Explore AI-powered solutions to handle customer service queries, analyse data, or personalise marketing campaigns.
Robust Systems – Implementing a solid server or cloud-based system ensures secure and efficient data management.

How to Invest Wisely

Not all technology is created equal, and not every tool will suit your business. Here’s how to choose wisely:

Identify Pain Points – Pinpoint areas where technology could make a real impact, like reducing time wastage or improving customer experience.
Do Your Research – Look for solutions that align with your business goals and have a proven track record.
Plan Your Budget – Prioritise technology that offers the best return on investment.
Train Your Team – Ensure everyone knows how to use the tools effectively for maximum benefit.

Keep an Open Mind

Technology evolves rapidly, bringing new possibilities to the table. By staying open to innovation and periodically reviewing your tools, you can continuously improve how your business operates and stays competitive.

Ready to Take the Leap?

Need help identifying the best tech solutions for your business? Book a Marketing Power Hour with Marketing Doris to brainstorm strategies, explore tools, and align your business for growth.

Click here to book your Marketing Power Hour or get in touch today – let’s embrace technology and take your business to the next level!

Business Growth Tip: Monitoring and Measurements

Mon, 26 Feb 2024 15:23:25 GMT

In the pursuit of growth, monitoring and measuring your business’s performance is non-negotiable.

Setting clear Key Performance Indicators (KPIs) that align with your goals isn’t just a good idea – it’s essential. KPIs act as your business’s compass, guiding you toward smarter decisions and sustained success.

Why KPIs Matter

KPIs are like benchmarks for your business, offering a clear picture of what’s working and what isn’t. By tracking the right metrics, you can:

Identify strengths and weaknesses – Spot areas of success and opportunities for improvement.
Align your efforts with goals – Ensure every action taken moves the needle on your most important objectives.
Make data-driven decisions – Say goodbye to guesswork and hello to confident, informed strategies.

Whether it’s website traffic, sales figures, conversion rates, or customer satisfaction scores, the data doesn’t lie – and it’s the insights from that data that help you thrive.

Turning Insights Into Action

The real value of KPIs comes when you use them to take action. Here’s how to get started:

Choose Relevant Metrics – Focus on KPIs that align with your goals. For example, track conversion rates to evaluate marketing effectiveness or customer satisfaction scores to assess service quality.
Monitor Regularly – Check your metrics consistently to spot trends and address issues before they escalate.
Investigate Changes – If something drops (like conversions or sales), dig into the “why.” Is it a website glitch, ineffective marketing, or something else? Pinpointing the cause lets you take swift action.
Review and Adjust – Regular reviews ensure you stay agile, allowing you to tweak strategies and improve performance.

Building Accountability and Collaboration

KPI monitoring isn’t just about numbers – it’s about fostering a culture of accountability and teamwork. Sharing performance data openly with your team encourages collaboration and ownership of results. Use regular reviews to:

Brainstorm solutions to challenges.
Share successful strategies across departments.
Align everyone toward shared goals.

This collaborative approach doesn’t just drive improvement; it builds a motivated team that’s invested in your business’s success.

Your Business Compass

Think of KPIs as your guiding star. With regular monitoring and data-driven insights, you’ll navigate the path to growth with confidence. Whether you’re identifying opportunities, addressing issues, or celebrating wins, KPIs keep you on track and moving forward.

Ready to Harness the Power of KPIs?

Not sure which metrics matter most for your business? Let’s work together to find clarity. Book a Marketing Power Hour with Marketing Doris – a focused session to help you align your goals, choose the right KPIs, and create a strategy for success.

Click here to book your Marketing Power Hour or get in touch today – let’s turn your data into growth!

Business Growth Tip: Consistency & Reliability

Mon, 12 Feb 2024 15:09:47 GMT

In business, consistency and reliability aren’t just buzzwords; they’re the bedrock of sustained growth.

Think about it – when customers know they can count on you to deliver quality products, services, and interactions every time, they’re far more likely to stick around, return for more, and even recommend your brand to others.

Consistency builds trust. Reliability fosters loyalty. Together, they form a powerful duo that can set your business apart in a crowded market.

Why Consistency and Reliability Matter

We’ve all experienced the frustration of inconsistent service or unreliable products – and it’s often enough to send us running to a competitor. On the flip side, businesses that deliver dependably are the ones we keep coming back to.

Here’s why consistency and reliability should be at the heart of your growth strategy:

They build trust – Customers feel confident choosing your brand when they know what to expect.
They foster loyalty – Satisfied customers are more likely to return and recommend you to others.
They create a competitive edge – Consistently delivering on your promises helps you stand out.

How to Make Consistency Your Superpower

Achieving consistency and reliability isn’t about perfection; it’s about setting and meeting clear standards every time. Here’s how:

Define Your Standards – Clearly outline what quality looks like for your products, services, and customer interactions. This could mean reliable delivery times, flawless products, or a friendly, helpful service.
Align Your Team – Make sure everyone in your business understands these standards and is equipped to meet them. Consistency starts with clarity and training.
Standardise Processes – Implement processes and systems to ensure the same level of service or quality is delivered every time.
Measure and Improve – Regularly review customer feedback and performance to identify areas for improvement.

Reliability Fuels Growth

When your customers know they can rely on you, they’re more likely to stick with you. And as they return, refer others, and invest in your products or services, they become part of your growth story.

Consistency and reliability don’t just keep your current customers happy; they attract new ones too. A business known for trustworthiness is one people are eager to engage with.

Ready to Strengthen Your Brand?

Building a reputation for consistency and reliability starts with a solid marketing strategy. Need help refining your messaging, processes, or customer journey? Book a Marketing Power Hour with Marketing Doris to focus on making your business the one customers turn to time and again.

Click here to book your Marketing Power Hour or get in touch today – because trust is the ultimate growth strategy!

Valentine's Day Marketing: Creative Digital Campaigns

Mon, 12 Feb 2024 10:52:14 GMT

Not just about flowers, chocolates, and romantic dinners

Companies are getting more creative with their campaigns, tapping into the spirit of the season in innovative ways. Here are two standout examples that have captured attention so far this year:

Transforming Heartache into Hygiene

One particularly inventive campaign comes from a toilet roll business, which has found a unique way to capitalise on the post-breakup blues. They're inviting customers to "turn your ex's empty promises into something useful this Valentine's Day" by recycling those leftover love letters into 100% recycled toilet paper. It's a humorous and eco-friendly way to deal with heartache while also promoting sustainability. Simply mail in those painful reminders of failed relationships, and they'll take care of the rest. This campaign not only provides a practical solution for disposing of unwanted reminders but also cleverly ties into the theme of renewal and moving on.

Love in the Digital Age

In a more serious vein an online security software house has taken a proactive approach to Valentine's Day by issuing guidance against potential romance fraud. With the rise of online dating and social media, the risk of falling victim to scams has increased. By offering tips and advice on how to stay safe online, this company is demonstrating its commitment to protecting its customers, even in matters of the heart. Additionally, they're sparking conversations about the role of technology in modern relationships. With the advancement of AI, the concept of not-so-human AI companionship is no longer confined to science fiction. While the idea may seem far-fetched now, it's worth considering the possibilities and implications of such developments.

These campaigns exemplify the evolving world of marketing, where creativity and relevance are key. By tapping into the Valentine's Day theme, these companies have managed to capture attention, generate buzz, and even provoke thought-provoking discussions. Whether through humour, social consciousness, or technological foresight, they demonstrate that there's more than one way to celebrate love in the digital age.

So, whether you're nursing a broken heart or celebrating newfound love, this Valentine's Day offers something for everyone, courtesy of innovative marketer.

For help with creative content, contact Marketing Doris

Business Growth Tip: Diversification – Mix It Up!

Tue, 06 Feb 2024 14:47:55 GMT

You’ve heard the saying, “Don’t put all your eggs in one basket,” but have you thought about how this applies to your business?

Diversification isn’t just a buzzword – it’s a smart growth strategy. By exploring new opportunities, you can safeguard your business and uncover exciting ways to increase revenue.

Here’s the thing: sticking to one product, service, or market can leave your business vulnerable. What if that market slows down or consumer preferences shift? Diversifying is like giving your business a safety net – and who wouldn’t want that?

Why Diversify?

Diversification means branching out. This could involve:

Adding a new product or service line – Think about complementary offerings that match your customers' needs.
Targeting a new customer base – Could your product or service benefit a completely different audience?
Switching up your marketing approach – Sometimes, a quirky campaign or a fresh perspective is all it takes to spark interest.

By mixing things up, you not only tap into new revenue streams but also keep your brand dynamic and relevant. Plus, experimenting with new ideas can give you insights into what works and what doesn’t, helping you evolve and adapt.

How to Get Started

Before diving in, remember that diversification needs to align with your brand and appeal to your existing and potential customers. Here’s how to do it right:

Know Your Audience – Research your current market and identify gaps or opportunities for growth.
Play to Your Strengths – Choose areas that complement what your business already excels at.
Start Small – Test new ideas on a smaller scale to see how they resonate.
Stay True to Your Brand – Whatever you do, ensure it fits with your business identity and values.

Add Some Flavour to Your Business Recipe

Think of your business like a great recipe. Diversification is about adding new ingredients to make it even better. Whether it’s a pinch of creativity or a completely new direction, you might discover a combination that hits the sweet spot for your customers – and your bottom line!

Ready to Mix It Up?

If you’re not sure where to start, let’s brainstorm together. Book a Marketing Power Hour with Marketing Doris – a dedicated session to help you explore new ideas, fine-tune your strategy, and unlock your business’s potential.

Click here to book your Marketing Power Hou r or drop us a message today. Let’s add some flavour to your business!

Influenced by Traitors

Mon, 29 Jan 2024 17:50:05 GMT

Marketing Lessons from the Success of Traitors

A Closer Look at the Impact on Fashion, Wine, Travel, and Social Media

Let's delve into the intriguing world of marketing lessons inspired by the recently concluded second series of Traitors. This gripping show managed to captivate 6.9 million viewers until the very last episode, leaving us all on the edge of our seats. As a marketing aficionado, I've been reflecting on how savvy marketers have seized the opportunities presented by this popular series.

Claudia's Wardrobe - A Fashion Frenzy: One of the undeniable stars of Traitors was Claudia's impeccable wardrobe. Stylists, fashion magazines, retailers, and influencers have been buzzing with excitement, eager to discover her style secrets. The fervour extends to identifying where viewers can purchase the same outfits or replicate her sophisticated look with similar items. The marketing world has quickly capitalised on this trend, creating a surge of interest in the fashion industry inspired by the show.
Pink Fizz Pops Beyond Summer: Traitors has debunked the notion that pink fizz is reserved for summer months or celebratory toasts. Wine merchants have astutely jumped on this trend, showcasing that pink fizz is not just for special occasions and poison chalices but can be enjoyed year-round. The marketing impact of this shift in perception has been substantial, redefining the market for this effervescent drink.
Scottish Holidays on the Rise: The show has inadvertently become a travel influencer, with a reported 55% increase in people searching for breaks in Scotland. Whether it's the scenic landscapes, historic castles, marketers in the travel industry have swiftly recognised the opportunity to promote Scottish holidays. This surge in interest presents a golden opportunity for strategic marketing campaigns focused on Scottish destinations.
Claudia's Fringe Takes Centre Stage: Claudia's distinctive fringe has not gone unnoticed by marketers. The National Trust, Greggs, Deliveroo, and other brands have cleverly incorporated her trademark hairstyle in their social media campaigns. By showcasing their products from Claudia's point of view, these brands have tapped into the show's cultural influence, creating a unique and relatable angle for their marketing strategies.

As we bid farewell to the second series of Traitors, it's clear that the show's impact extends far beyond the screen. Savvy marketers have adeptly leveraged the cultural phenomena sparked by Claudia's wardrobe, the popularity of pink fizz, the allure of Scottish holidays, and even the charm of Claudia's fringe.

These marketing lessons underscore the importance of staying attuned to cultural trends and seizing opportunities to connect with audiences in innovative and relevant ways. Let Traitors serve as a testament to the power of aligning with popular culture to create impactful and memorable campaigns.

For marketing support, contact Helen Stott of Marketing Doris

Reasons to Trademark a Business

Thu, 11 Jan 2024 11:24:28 GMT

Article from Marketing Doris Associate - The Trademark Helpline

There are many compelling reasons to trademark a business or brand. The Trademark Helpline have compiled 50 here:

Protection from Infringement: A registered trademark provides legal protection against unauthorised use.
Exclusive Rights: Grants you exclusive rights to use the trademark in relation to the goods and/or services for which it is registered.
Business Asset: Trademarks can appreciate in value over time.
Licensing Opportunities: You can license your trademark to others and earn royalties.
Avoid Rebranding: Protects against the risk of being forced to rebrand if someone else claims prior rights to a similar brand.
Stronger Enforcement: Easier to enforce your rights and take legal action.
Deterrence: Acts as a deterrent for others thinking of using something similar.
Brand Recognition: Helps in establishing brand identity and recognition in the market.
Domain Names: Easier to secure domain names that match your trademark.
Brand Trust: Registered trademarks can foster trust and credibility with customers.
Access to Courts: Allows for easier access to more options for legal recourse.
Defensive Strategy: Can prevent competitors from registering similar trademarks.
Right to Use ® Symbol: You can use the ® symbol, which signifies registration.
Geographic Coverage: Trademarks in the UK can be a step towards obtaining international registration.
Assignment: Trademarks can be sold or transferred.
Long-term Rights: Trademarks can last indefinitely with renewals.
Evidence of Use: Acts as a public record and evidence of use from the registration date.
Increase Business Value: Enhances the perceived value of your business, especially during sales or acquisitions.
Brand Consistency: Ensures consistent branding across all platforms and materials.
Preliminary Checks: The registration process identifies potential conflicts, preventing future disputes.
Protection from Cybersquatting: Makes it harder for third parties to register domain names that could be confused with your brand.
Financial Security: Can be used as a security interest or collateral in business transactions.
Refusal by Other Brands: Can prevent others from registering confusingly similar trademarks in the UK.
Basis for International Registration: Facilitates trademark filings in other countries.
Search Engine Rankings: Helps to protect your brand name in search results.
Reputation Management: Protects against reputation damage from counterfeit goods or services.
Counterfeit Prevention: Allows for actions against counterfeiters.
Growth Strategy: Essential for businesses planning to expand in the future.
Strategic Asset: Enhances business strategy and positioning.
Global Marketplace: Facilitates expansion into online global marketplaces.
Leverage in Negotiations: A registered trademark can provide leverage in business negotiations.
Use in Marketing: Enhances advertising and marketing campaigns.
Attract Investors: Can make the business more attractive to potential investors or buyers.
Informed Decision: Ensures you're not infringing on someone else's mark.
Brand Story: Enhances and solidifies your brand narrative.
Merchandising: Offers opportunities for brand merchandising.
Protection from Unfair Competition: Defends against competitors using similar branding to cause confusion.
Customs Measures: Facilitates customs actions against import of counterfeit goods.
Distinction in Marketplace: Helps differentiate from other products or services.
Consumer Protection: Demonstrates a level of commitment to consumer trust and product quality.
Franchising Opportunities: Simplifies the process of franchising.
Strategic Partnerships: Enhances opportunities for business collaborations.
Geographical Indications: Can be beneficial if the brand has specific geographical associations.
Control Over Brand Image: Helps maintain a consistent brand image.
Public Perception: Registered brands may be perceived as more legitimate or professional.
Barrier to Entry: Makes it harder for new competitors to enter the marketplace with a similar name or brand.
Securing IP Portfolio: Strengthens a company's intellectual property portfolio.
Potential for Passive Income: Through licensing and franchising opportunities.
Legal Presumption: Provides a legal presumption of your ownership of the mark.
Peace of Mind: Knowing your brand is protected can provide immense peace of mind in business operations.

To discuss your brand trademark requirements - contact The Trademark Helpline today!

Chartered Marketer

Thu, 16 Nov 2023 18:35:09 GMT

Helen Stott Attains Chartered Marketer Status with the CIM

Hey everyone!

Guess what? I am absolutely thrilled to share the fantastic news that I've officially earned the Chartered Marketer status from the Chartered Institute of Marketing (CIM)!

Getting here was a wild ride, filled with strategic thinking, flexing my leadership muscles, and always staying true to ethical marketing practices. With over 20 years of experience in my pocket (and a solid 16 of those working as a consultant under the Marketing Doris brand, I've learned to navigate the crazy twists and turns of the marketing world.

Bagging that Chartered Marketer title meant jumping through a few hoops set by CIM. I needed a relevant marketing qualification at Level 6 or above on the UK Qualifications and Credit Framework, a hunger for constant learning (shoutout to continuous professional development!), and a showcase of some serious professional competencies.

So, what's the big deal about Chartered Marketer status? Well, aside from it sounding cool, it's like the gold star for being a marketing maestro. My expertise is now officially recognised, and I'm giving myself a virtual high-five for this well-deserved professional win.

But hey, this achievement isn't just about me – it's a victory for the entire marketing tribe. My dedication to excellence, coupled with a nod from CIM, sets the bar high for professionalism in our field. As I keep rocking the marketing scene and adding my flair to the ever-evolving landscape, I hope my journey becomes a source of inspiration for aspiring marketers.

A massive congratulations to me – I worked hard for this one! ��

Event: Will AI Eat My Job

Tue, 31 Oct 2023 15:32:48 GMT

Join CIM Yorkshire in Leeds in November to delve into the transformative impact of AI on marketing!

Mark your calendars for Tuesday, November 21st, as you're cordially invited to an enlightening event that promises to unravel the intricate interplay between artificial intelligence (AI) and the realm of marketing.

Hosted by the Yorkshire Board of CIM, featuring Helen Stott MCIM FCIM, this event is set to be a thought-provoking exploration into the transformative potential of AI for marketers.

Led by our capable host, Marisa Crimlis-Brown MCIM, and featuring a stellar panel comprising industry stalwarts such as Dr. Kulvinder Panesar, Cat Daniel from Monzo Bank, Lawrence Christensen representing Marks & Spencer, and Martin Dickson from Leeds BID, attendees can anticipate a wealth of insights and perspectives from both academic and practical standpoints.

Special thanks to Tom Fordham and MET Marketing Recruitment for their generous sponsorship, enabling us to delve deep into crucial topics such as the evolution of marketing teams, current AI applications, the delicate balance between AI-driven content creation and human creativity, as well as ethical and legal considerations surrounding AI integration in marketing practices.

With limited spots available, this is an opportunity not to be missed for marketers eager to stay ahead of the curve in an increasingly AI-driven landscape. Secure your place now and be part of the conversation shaping the future of marketing.

Secure your place by registering on the CIM website

Refreshing Your Marketing: A Recipe for Success

Tue, 17 Oct 2023 10:41:56 GMT

Is your Marketing Strategy starting to feel a bit stale?

It is essential to keep your approach fresh and engaging, and a little marketing refresh can work wonders for your brand.

Here are some key steps to help you rejuvenate your marketing efforts and stay ahead of the curve.

Review Your Current Strategy - before diving into a marketing overhaul, take a step back and assess your current strategy. What's been working well, and what needs improvement? Gather data, such as website analytics, social media insights, and sales reports to identify your strengths and weaknesses. Knowing where you stand is the first step toward a successful refresh.
Reevaluate Your Target Audience - Audience preferences and demographics change over time, so it's important to stay in tune with your target audience. Conduct market research to gain insights into their evolving needs, behaviours, and expectations. With this knowledge, you can tailor your messaging and content to better resonate with your audience.
Set Clear and Measurable Goals - Refreshed marketing efforts should have well-defined goals. Whether it's increasing website traffic, boosting sales, or growing your social media following, ensure your objectives are specific, measurable, achievable, relevant, and time-bound (SMART). Having clear goals will guide your efforts and help you track progress.
Embrace New Technologies and Platforms - New marketing technologies and platforms are emerging regularly, so do explore other opportunities, for example with TikTok or Threads. Investigate the potential of AI (Artificial Intelligence) and chatbots for enhancing customer interactions. Staying current with marketing technology can give your brand a competitive edge.
Update Your Content Strategy - Content is the heart of any marketing strategy. Refresh your content by creating engaging and relevant blog posts, videos, infographics, and other media. Focus on addressing your audience's pain points, interests, and concerns. Content that educates, entertains, or inspires is more likely to capture and retain your audience's attention.
Optimise for SEO - Effective SEO (Search Engine Optimisation) is crucial for your digital marketing success. Keep up with the latest SEO trends and best practices to ensure your website and content rank well in search engine results. This not only drives organic traffic but also increases your online visibility.
Leverage User-Generated Content - Harness the power of user-generated content. Encourage your customers to share their experiences with your product or service on social media. Repost their content, share testimonials, and engage with your audience. User-generated content adds authenticity to your brand and builds trust among potential customers.
Refine Your Branding - Your brand's visual identity and messaging play a significant role in how your audience perceives you. Consider a brand refresh if your current branding looks outdated or doesn't align with your current messaging. An evolution of your brand can bring a fresh, modern look can invigorate your image.
Monitor and Adapt - Once you've implemented your refreshed marketing strategy, closely monitor its performance. Use analytics tools to track key performance indicators (KPIs) and gather insights. Be ready to adapt and make changes as needed to keep your marketing efforts on the right track.

Remember that refreshing your marketing is an ongoing process. The marketing landscape continues to evolve, and so should your strategy. Regularly reassess your approach and make necessary adjustments to ensure that your marketing stays relevant and effective. By staying proactive and adaptive, you'll keep your brand at the forefront of your audience's minds.

For help and support with your reviewing and refreshing your marketing, contact Helen Stott of Marketing Doris to set up a meeting to discuss.

Does a brand name change work?

Tue, 08 Aug 2023 09:09:38 GMT

The decision to re-brand a company can be a complex undertaking

The recent move by Elon Musk to rename Twitter as ‘X’, accompanied by a transformation of the iconic blue bird logo into a black cross, has reignited the age-old debate about the effectiveness of brand name changes. While such changes can be motivated by the desire to rejuvenate a brand's identity and attract a broader audience, they can also trigger mixed reactions within the public sphere.

The Ambivalence of Re-branding

Historically, brand name changes have demonstrated both positive and negative outcomes. A prime example is the Royal Mail's attempt to rebrand as Consignia in 2001. The intention was to showcase the company's expanded service range, but the move was met with confusion and criticism. Within a year, the company reverted to its familiar name, highlighting the necessity of aligning a new brand name with core values and customer perceptions.

In the realm of financial services, Monzo's brief transition to ‘Mondo’ in 2016 aimed to project a modern and tech-savvy image. However, legal hurdles prompted a quick return to the original name, illustrating the legal complexities that can accompany re-branding. This emphasises the importance of meticulous research and preparation before embarking on a brand name change.

Adapting to Shifting Trends

Weight Watchers' transformation to ‘WW’ in 2018 reflected a broader shift towards wellness and health beyond just weight loss. Although met with scepticism initially, the re-brand allowed the company to broaden its services and resonate with evolving consumer trends. This demonstrates how a well-executed re-brand can help a company adapt to changing market dynamics.

Navigating Public Perception

Brand name changes can sometimes struggle to take hold in the public consciousness, with examples like Snickers (formerly Marathan), Starburst (formerly Opal Fruits), Cif (formerly Jif), and AO Arena (formerly MEN Arena). The enduring popularity of the original names underscores the challenge of imprinting a new identity in the minds of consumers.

The Musk Effect

Elon Musk's re-branding of Twitter to ‘X’ introduces a fresh twist to the brand name change narrative. While Musk's intentions remain unclear, history shows that even drastic changes can take time to be accepted and recognized by the public. Given the enduring power of established brand names, it's likely that Twitter will continue to be colloquially referred to by its original name for the foreseeable future.

Brand name changes remain a complex strategic move, with potential benefits and challenges. While the intention behind a re-brand may be noble, success depends on meticulous planning, alignment with core values, and adaptability to market trends. As recent examples have illustrated, a brand name change is a delicate process that requires a delicate balance between innovation and familiarity, and it's a journey that may unfold over time in the eyes of the public.

To discuss branding or re-branding, contact Marketing Doris

It's a Barbie World

Mon, 07 Aug 2023 15:38:58 GMT

You’d have to be living on another planet to have not noticed that in July the Barbie film based on the Mattel doll had hits the screens, for one suddenly everything has gone pink!

The hype for the film has been building since it was announced at the start of the project that Margot Robbie has been cast in the title role, and that Ryan Gosling was Ken.

Several collaborations and clothing ranges have been released over the last month or so to coincide with the film launch including Selfridges, ASOS, Boohoo, Primark, GAP, Zara, George at Asda, OPI and NYX to name just a few!

As well as these collabs, many more brands have referenced Barbie in their marketing in some shape or format including Airbnb showcasing the Barbie Malibu House, Heinz with their suggested pink version of their dressings, Heineken who cleverly focused on the last part of their brand in support of Ken, and Bumble who ran a campaign to help people find a date to watch the movie.

Aside from the fact I am the niece of the real-life, much-loved, and very missed Barbara & Ken, I grew up in the 70’s in the UK, so was firmly a Sindy girl and just didn’t have the same allegiance with Barbie as others. However, there were several reasons this film had piqued my interest:

I loved how much people were getting behind it, and the messages that they were taking away from it.
Ms Robbie was in it. I’ve been a big fan of her work ever since she supported the Warrington Youth Club charity (now known as Warrington Youth Zone) through her video messages of support of the popular film club night.
From a marketing perspective, I enjoyed seeing how innovative and creative brands of all shapes and sizes were being with incorporating Barbie into their comms.

So, when I found myself the other week in a Scottish West Highland town in the rain waiting for my other half to finish climbing Ben Nevis, I went to the local cinema. There were half a dozen of us there, watching without the obligatory pink clothing (clearly I wasn’t the only one who had pre-planned or packed anything suitable!), and sadly missing out on the opportunity to pose for a photo in the Barbie box (.. now that I am sad about.. I do love packaging!).

I wasn’t expecting to like it as much as I did, but I found it fun, pink, cleverly done and overall, a great way to pass a couple of hours on a Tuesday in the rain.

I’m sure that Warner Brothers, Matel and probably other nostalgic toy manufacturers are already planning a movie to bring more back to life for future films... maybe now is the time for the Sindy and Action Man partnership I originally thought up all those years ago?!!

Marketing Tips - Limited Budget

Mon, 24 Jul 2023 13:47:31 GMT

Marketing Monday

Marketing on a Budget: Maximising Your Impact with Minimal Costs

For many businesses, especially start-ups and smaller enterprises, marketing budgets can be tight or even non-existent. However, this doesn't mean that marketing efforts have to take a back seat. There are plenty of free and low-cost marketing options available that can help you reach your target audience without breaking the bank. In this article, we'll explore some practical and cost-effective marketing strategies to boost your business's visibility and growth.

Social Media Marketing:

Leverage the power of social media platforms to connect with your audience.
Create engaging content and foster a community around your brand.
Utilise free social media management tools to schedule posts and track analytics.

Content Marketing:

Start a blog to showcase your expertise and attract organic traffic.
Produce high-quality content like videos, infographics, and guides.
Guest post on relevant industry websites to expand your reach.

Email Marketing:

Build an email list and send out regular newsletters with valuable content.
Offer exclusive promotions and discounts to encourage customer retention.
Utilise free email marketing services for smaller subscriber lists.

Influencer Collaborations:

Partner with micro-influencers or industry experts who align with your brand.
Negotiate product exchanges or low-cost sponsored posts.
Take advantage of influencer's existing audience to widen your reach.

Referral Programs:

Encourage word-of-mouth marketing by implementing referral programs.
Offer incentives or discounts to both the referrer and the new customer.
Leverage your existing satisfied customers as brand advocates.

Online Communities and Forums:

Engage with online communities related to your industry.
Answer questions and provide valuable insights to establish yourself as an authority.
Share your content when relevant to drive traffic to your website.

Remember, marketing success doesn't always require a large budget. By getting creative and utilising the various low-cost or free marketing options available, you can effectively promote your business and witness significant growth.

If you need more ideas or guidance on budget-friendly marketing strategies contact Helen Stott of Marketing Doris

#goodmarketing #marketingmonday

Marketing Tips - Threads Yes or No

Mon, 17 Jul 2023 11:22:39 GMT

Marketing Monday

Threads: Exploring the New Alternative to Twitter - Should You Take the Plunge or Give It a Skip?

New social media platforms constantly emerge, offering unique experiences and challenging the dominance of established players.

One such platform that has gained attention in recent weeks is Threads, positioning itself as an alternative to Twitter. As Threads gains traction, the question arises: should you take the plunge and join this new social media channel, or is it best to give it a skip?

The decision to embrace Threads or pass on it ultimately depends on several factors, including your social media goals, preferences, and willingness to explore new avenues. Let's take a closer look at the potential benefits and considerations of this emerging platform.

Benefits of Threads

Focused and Streamlined Conversations: Threads aims to provide a more focused and streamlined approach to online conversations. Unlike the fast-paced and often overwhelming nature of Twitter, Threads allows users to engage in more intimate discussions within specialised groups or communities. If you value deeper connections and meaningful interactions, Threads might be the perfect fit for you.
Privacy and Data Security: In an era of growing concern about data privacy, Threads stands out by prioritising user privacy and data security. With features such as end-to-end encryption and limited visibility to only approved members, Threads offers users a heightened sense of control over their personal information. If privacy is a top priority for you, Threads might be a compelling option.
Tailored Content and Communities: Threads enables users to join or create specific interest groups or communities. This allows for more tailored content and interactions centred around shared passions or topics. If you are seeking a platform that caters to your specific interests and allows you to engage with like-minded individuals, Threads can be an exciting opportunity.

Considerations of Threads

Limited User Base and Reach: As a relatively new platform, Threads may have a smaller user base compared to more established social media platforms. This limited reach can affect the discoverability and potential growth of your content or influence. If expanding your network and reaching a wider audience are important to you, joining a platform with a larger user base might be a better choice.
User Engagement and Activity: Like any social media platform, the success of Threads relies on active user engagement. The level of activity within Threads may vary depending on the specific communities or groups you join. If you are looking for a vibrant and dynamic online environment, it is essential to assess whether Threads aligns with your expectations for ongoing interactions and conversations.
Learning Curve and Adaptation: As a new platform, Threads may require a learning curve to navigate its features and interface. It might take some time to familiarize yourself with the platform's functionalities and find your way around. If you prefer a platform with a more established user experience and familiarity, sticking to familiar social media platforms might be more suitable for you.

Ultimately the decision to embrace Threads or give it a skip depends on your individual preferences and social media goals. If you value focused conversations, privacy, and tailored content, Threads might be worth exploring. However, if you prioritise a larger user base, broad reach, and familiarity, established platforms may continue to serve you well. As with any new platform, it is advisable to approach Threads with an open mind, experiment with its features, and assess whether it aligns with your online presence and engagement objectives.

For further help and guidance contact Helen Stott of Marketing Doris

#goodmarketing #marketingmonday

CIM Volunteer Awards 2023

Thu, 13 Jul 2023 12:26:40 GMT

Unsung Hero - Regional Winner

Recently Marketing Doris director Helen Stott was invited to join a virtual CIM meeting as part of her voluntary role as Events Vice Chair at CIM Yorkshire.

She was pleasantly surprised to learn that the meeting was actually an Awards Ceremony and that she was one of the winners in the category of Unsung Hero, and was given the following feedback.

"Helen has only recently moved to Yorkshire so has limited contacts in the region, but this has definitely not stopped her moving forward. She works exceptionally well with colleagues to build new regional knowledge and is a great member of the team" Philip Preston, CIM

Helen commented "I was delighted, and a little surprised to learn I had even been nominated as I've only been working with the team at CIM Yorkshire since the end of 2022, thank you very much"

CIM Yorkshire are currently working on have plans to run our first face to face event in Leeds in October - details to follow.

Marketing Tips - Boost your business

Mon, 10 Jul 2023 14:46:19 GMT

Marketing Monday

In this article we look at the benefits of having a Google profile

Having a Google My Business profile offers several benefits for businesses. Here are some of the key advantages:

Increased Online Visibility: By creating a Google My Business profile, your business becomes visible on Google Maps and Google Search. This improves your online presence and makes it easier for potential customers to find you when they search for relevant keywords or locations.
Enhanced Local SEO: Google My Business is an essential tool for local search engine optimisation (SEO). Optimising your profile with accurate and up-to-date information helps Google understand your business and its relevance to local searches, leading to better rankings in local search results.
Business Information Display: Your Google My Business profile allows you to showcase important information about your business, such as your address, phone number, website, business hours, and customer reviews. This information is prominently displayed when users search for your business, improving accessibility and providing essential details to potential customers.
Customer Reviews and Ratings: Google My Business integrates customer reviews and ratings, allowing customers to share their experiences and opinions about your business. Positive reviews can help build trust and attract new customers, while negative reviews provide an opportunity for you to address concerns and improve customer satisfaction.
Insights and Analytics: Google My Business provides valuable insights and analytics about your profile's performance. You can track metrics like how customers find your business, the number of website visits, phone calls, and direction requests. This data enables you to better understand your customer base and make informed decisions to optimise your marketing strategies.
Online Interaction: Google My Business includes features that facilitate direct interaction with your customers. You can respond to customer reviews, answer questions, and engage in conversations, demonstrating your commitment to customer service and building relationships with your audience.
Photos and Visual Content: You can showcase your business through photos, videos, and virtual tours on your Google My Business profile. Visual content helps potential customers get a glimpse of your products, services, and atmosphere, encouraging them to choose your business over competitors.
Insights into Customer Behavior: Google My Business offers insights into customer behavior, such as popular times and days when customers visit your business. This information can help you optimize staffing levels and plan promotions or events to attract more customers during slower periods.
Mobile Accessibility: As most people use mobile devices for local searches, Google My Business ensures that your business profile is optimised for mobile viewing. This allows potential customers to easily access your information on their smartphones or tablets.
Ad Campaign Integration: If you choose to run online advertising campaigns through Google Ads, having a Google My Business profile allows you to link your profile to your ad campaigns. This integration can provide a cohesive and comprehensive online presence for your business, improving the effectiveness of your advertising efforts.

Overall, a Google My Business profile offers numerous benefits, helping you increase your online visibility, attract customers, and engage with your audience, ultimately contributing to the growth and success of your business.

For further help and guidance contact Helen Stott of Marketing Doris

#goodmarketing #marketingmonday

Doris Doodle

Wed, 05 Jul 2023 10:32:35 GMT

Animated videos to support your marketing

We all understand the benefit of videos to describe our business products and services, but costs and time to dedicate to this can often be a barrier for most.

The Doodle style videos could be the answer, they are fun, short and easy to watch - as you can see in our new one promoting the Marketing Doris consultancy and part-time Marketing Director services.

They can be quick to put together, and fit into most budgets.

Interested in learning more about Doodle videos? Contact Helen Stott of Marketing Doris to discuss .

Marketing Tips - How Many?

Mon, 03 Jul 2023 16:09:18 GMT

Marketing Monday

In this article we look at hashtags, and how many is too many?

Hashtags have become an essential part of social media communication, they allow users to categorise and discover content. They help to increase the visibility of your posts, reach a wider audience, and enhance engagement. However, the number of hashtags to include in a social media post varies across different platforms.

In this article, we will delve into the ideal number of hashtags for four platforms; LinkedIn, Twitter, Instagram, and Facebook.

This is often regarded as a professional networking platform and has a more conservative approach to hashtags. While they can still be effective in boosting your content's reach, it's best to keep the number of hashtags limited. In general, including around 3 relevant and targeted hashtags in your LinkedIn posts is recommended. These hashtags should be carefully chosen to align with the subject matter and industry focus of your post. By using a small number of hashtags, you can maintain a more polished and professional appearance, ensuring your content resonates with the LinkedIn audience.

Twitter

More of a fast-paced and concise social media channel. Twitter encourages brevity even when it comes to hashtags. Given the character limit of tweets, it's best to keep hashtags to a minimum. Including 2 hashtags in your tweets strikes a balance between improving discoverability and maintaining the integrity of your message. Choose hashtags that are concise, specific, and relevant to your tweet's content. By utilising hashtags effectively on Twitter, you can increase the chances of your posts being seen and engaged with by a wider audience.

Instagram

A visually-driven platform that thrives on hashtag usage, the ideal number of hashtags is higher compared to LinkedIn and Twitter. Instagram allows users to include up to 30 hashtags per post, but it's important to be strategic and not overdo it. Research suggests that using between 5 and 10 hashtags is the sweet spot for Instagram. By including a mix of popular and niche hashtags that are relevant to your content, you can increase the likelihood of reaching your target audience and boosting engagement. It's advisable to experiment with different combinations of hashtags to identify the ones that generate the best results for your posts.

Facebook

A channel that focuses more on personal connections and social interactions. Facebook posts tend to have a more conversational and storytelling tone, which differs from other platforms. While hashtags are still useful on Facebook, it's best to keep them minimal and focused. Including 1 or 2 hashtags in your Facebook posts can be effective in reaching a broader audience and increasing discoverability. Choose hashtags that are relevant to your content and align with the interests of your target audience. By using fewer hashtags, you can maintain a clean and visually appealing post that encourages engagement and discussion.

Summary

When it comes to using hashtags on different social media platforms, it's essential to adapt your approach based on the platform's norms and audience expectations. By tailoring your hashtag strategy to each platform, you can optimise your content's visibility, engagement, and ultimately achieve your social media goals. Remember, experimentation and analysis are key to finding the perfect balance of hashtags for your specific audience and content type.

For help and guidance in choosing hashtags contact Helen Stott of Marketing Doris

#goodmarketing #marketingmonday

Advanced Strategic Planning for Directors Programme

Thu, 29 Jun 2023 11:16:32 GMT

Continuous Personal Development Training

Recently, Helen Stott, known as Marketing Doris, successfully completed the In Professional Development Advanced Strategic Planning for Directors course.

This intensive 2-day module centered on elucidating the pivotal role of directors and boards in shaping, charting, and executing organisational strategy. Leveraging leading-edge research, the course furnished attendees with contemporary examples of best practices and insightful case studies, illuminating the process of crafting, refining, and implementing strategies geared towards fulfilling company objectives and generating tangible value for the broader organisation.

Under the guidance of a seasoned and knowledgeable course leader, participants engaged in dynamic discussions addressing pertinent issues, challenges, and potential solutions. These exchanges fostered a collaborative learning environment where participants gleaned invaluable insights from industry experts, exploring emerging paradigms, innovative methodologies, and cutting-edge theories with immediate applicability in real-world scenarios.

Through this immersive experience, participants like Helen Stott gained profound insights into novel approaches to work, avant-garde concepts, and the latest theoretical frameworks, equipping them with the acumen and tools necessary to navigate and excel in today's dynamic business landscape.

See the details here on the In Professional Development website

Doris visits Huddersfield Business School

Tue, 27 Jun 2023 16:47:51 GMT

The Wiggly Career!

Recently Helen Stott of Marketing Doris was asked to speak at the PG Marketing Society event about her career to date, and how the Chartered Institute of Marketing (CIM) has helped support her work.

The event took place on Monday 26th June at the Huddersfield Business School, part of the Huddersfield University campus.

Under graduates and Post graduates attended the session, and first heard from Rachel Thomas, the Learning Partner Executive at CIM about the benefits of becoming a member of this globally recognised professional organisation.

After lunch Helen talked about her 'wiggly career' and how her background in administration and sales roles led her to marketing, and how that initial industry experience helped her find the right path for her. She went on to talk about how CIM has been a useful resource for fact checking, mentoring and personal development activities.

Open discussions about the potential impact of AI for marketers within their roles now and in the future, and how the graduates felt about career opportunities within Huddersfield, Yorkshire, the North West, UK and globally.

Helen commented after the event "s peaking with the students was so inspiring, many are already working in industry and others have exciting plans and optimism for the future and how they and marketing can play a pivotal role"

Paiger University

Tue, 27 Jun 2023 16:18:47 GMT

Recruitment Marketing Support Tools

In the ever-changing landscape of HR and recruitment, leveraging cutting-edge technology is imperative for staying ahead. One such tool making waves in the industry is Paiger, seamlessly integrated into the tech-stack of a client to bolster their operations.

Paiger's specialised functionalities cater specifically to the needs of HR and recruitment sectors, offering features like content curation, scheduling, and direct social media posting. Recognising the importance of maximizing clients' existing technology investments, our services emphasise thorough familiarisation with tools like Paiger. This entails dedicated efforts such as reviewing learning materials and attending online courses to unlock the full potential of these resources.

By investing time and effort in understanding the intricacies of Paiger, we have not only equipped ourselves with the knowledge needed to utilise its features effectively but have also earned recognition through the prestigious Paiger University certficate !

Moreover, such engagements often unearth additional opportunities to enhance client operations through innovative utilisation of technology. By harnessing the capabilities of tools like Paiger, we empower our clients to streamline their processes, amplify their reach, and ultimately achieve greater success in the competitive HR and recruitment landscape.

To discuss how Marketing Doris can support your marketing activities, contact Helen Stott on 0790 377750 - see Paiger for more details on their software platform.

Marketing Tips - Who are you?

Mon, 26 Jun 2023 15:45:26 GMT

Marketing Monday

In this article we look at keeping your profile picture updated, and current!

Social media has become an integral part of our lives. Whether it's for personal connections or professional networking, our social media profiles often serve as a representation of who we are. Among the key elements of any profile is the profile picture, which provides an initial impression to those who view it. As time goes by, it is recommended that you review whether your current photo still accurately represents you.

Here we will look at the importance of an updated photo on your social media profile and provide guidance on selecting an appropriate image that reflects your typical work style.

Making a Positive First Impression:

When someone visits your social media profile, the first thing they notice is your profile picture. This initial impression can play a crucial role in how others perceive you. An outdated or unprofessional photo may inadvertently send the wrong message about your personal brand, professionalism, or even your current appearance. By regularly updating your photo, you can ensure that you are presenting an accurate and positive image to the online world.

Reflecting Personal Growth and Change:

As individuals, we are constantly evolving. Our style, preferences, and even career paths may change over time. Therefore, it's important to ensure that your social media profile picture reflects your current self. If your photo is several years old, people may find it challenging to recognize you in person or even associate you with your current accomplishments. By selecting a recent photo, you can showcase your growth, maturity, and current professional persona.

Consistency Across Platforms:

Maintaining consistency across your online presence is crucial. Your profile picture serves as a visual cue that connects you across different networks and applications. By using a solo head and shoulder shot, you can ensure that your face is clearly visible, making it easier for people to identify you across various platforms. This consistency builds trust and recognition, enhancing your personal brand.

Dress for Success:

When selecting a new profile photo, it's advisable to wear attire that reflects your typical work style. Your clothing choices can convey professionalism, expertise, and competence. Consider the expectations of your industry and the impression you want to create. Dressing appropriately for your field can help you make a favorable impression on potential clients, employers, or collaborators who visit your profile.

For help and guidance in choosing an appropriate profile image contact Helen Stott of Marketing Doris

#goodmarketing #marketingmonday

Marketing Tips - What day is it?

Mon, 19 Jun 2023 16:02:30 GMT

Marketing Monday

In this article we look at the power of National Awareness Days

Throughout the year, there are numerous days, weeks, and months that take on a special significance as they become part of National Awareness campaigns. These campaigns play a crucial role in promoting charities, enhancing health and well-being, igniting a passion for sports, and encouraging leisure activities. They provide an opportunity for individuals, communities, and organisations to come together and make a positive impact on society.

Benefits

National Awareness campaigns serve as catalysts for change by shedding light on important causes and social issues. By dedicating specific time-frames to these campaigns, we can raise public awareness and engage in meaningful conversations. Whether it's raising funds for medical research, advocating for the rights of marginalised communities, or highlighting the importance of environmental conservation, these campaigns act as platforms for education, dialogue, and action.

Categories of National Awareness Days

Here are just a few examples of the categories of National Awareness Campaigns available.

Charities - can greatly benefit from National Awareness campaigns as they create momentum and amplify their messages. These campaigns provide an opportunity to share their missions, achievements, and challenges with a wider audience. By actively participating in these campaigns, individuals can contribute through donations, volunteering, or spreading awareness. Such collective efforts can generate significant resources, making a substantial difference in the lives of those in need.
Health and well-being campaigns - are another vital aspect of National Awareness initiatives. They aim to promote healthy lifestyles, raise awareness about prevalent diseases, and encourage preventive measures. From campaigns addressing mental health and stress management to those focusing on physical fitness and nutrition, these initiatives empower individuals to take control of their well-being. Through education, resources, and support, these campaigns inspire people to make positive changes in their lives.
Sports and physical activities - by highlighting the benefits of sports, these initiatives encourage people to embrace an active lifestyle. They promote inclusivity, teamwork, and perseverance while showcasing the transformative power of sports in personal development. From grassroots programs to high-profile events, these campaigns foster a love for sports and inspire individuals to discover their passions.
Leisure - t hese initiatives emphasize the importance of leisure time, relaxation, and recreation. In our fast-paced world, it's crucial to acknowledge the significance of taking breaks and engaging in activities that bring joy and rejuvenation. From celebrating hobbies to encouraging family bonding, these campaigns remind us to prioritise self-care and find balance in our lives.

National Awareness campaigns create a sense of unity and purpose within society. They can help bring people from diverse backgrounds together, fostering a collective effort towards a common cause. These campaigns transcend geographical boundaries and societal divides, reminding us of our shared humanity. By participating in these initiatives, we contribute to a larger movement that seeks to make the world a better place.

For help and guidance in finding relevant National Awareness Days to incorporate in to your content calendar or your business, contact Helen Stott of Marketing Doris

#goodmarketing #marketingmonday

Marketing Tips - Be Topical!

Mon, 12 Jun 2023 13:54:33 GMT

Marketing Monday

In this article we look at finding ways to inspire your marketing content

Consistently generating fresh marketing content can be a daunting task. However, you can find inspiration by looking at what's happening in your industry, identifying current challenges faced by your target market, and drawing upon relevant topics in the news. In this article, we'll explore how these sources can spark ideas and help you create engaging and timely marketing content.

Industry Trends: Stay Ahead of the Curve

Keeping an eye on industry trends is vital for any marketer. By understanding what's happening in your industry, you can position your brand as a thought leader and offer valuable insights to your audience. Here's how to leverage industry trends for content creation:

Research and Analysis: Conduct thorough research to identify emerging trends, market shifts, and evolving consumer preferences. Subscribe to industry publications, follow influencers, and participate in relevant forums and conferences.
Thought Leadership: Share your perspective on industry trends through blog posts, articles, or videos. Provide unique insights, analysis, and predictions that help your audience navigate the changing landscape.
Case Studies and Success Stories: Showcase real-life examples of companies or individuals who have successfully adapted to industry trends. Highlight their strategies, challenges faced, and outcomes to inspire and educate your audience.

Addressing Current Challenges: Connecting with Your Target Market

Understanding the challenges faced by your target market allows you to create content that resonates with their needs and provides practical solutions. By addressing these challenges, you position your brand as a reliable source of information and support. Here's how to address current challenges:

Customer Surveys and Feedback: Conduct surveys or solicit feedback from your customers to gain insights into their pain points, obstacles, and desired solutions. Use this data to create content that directly addresses their needs.
How-To Guides and Tutorials: Develop step-by-step guides, video tutorials, or infographics that provide actionable solutions to the challenges faced by your target market. Offer practical tips and advice to help them overcome obstacles and achieve their goals.
Expert Interviews and Q&A Sessions: Collaborate with industry experts or thought leaders to provide valuable insights and guidance. Conduct interviews or Q&A sessions, discussing the current challenges and soliciting expert advice to address them.

Newsjacking: Riding the Wave of Current Events

Newsjacking involves leveraging trending news or events to create relevant and timely content. It allows you to tap into ongoing conversations and generate content that captures the attention of your audience. Here's how to effectively newsjack:

Stay Informed: Regularly monitor news outlets, industry blogs, and social media platforms for relevant stories and events that relate to your industry or target market.
Make Connections: Find ways to connect the news or current events to your brand or industry. Identify angles that allow you to offer unique insights or perspectives.
Timeliness and Relevance: Act swiftly when news breaks, ensuring your content aligns with the current conversation. Share your opinions, analysis, or solutions in a way that adds value to the ongoing dialogue.

Generating fresh marketing content can be a challenge, but by tapping into industry trends, addressing current challenges faced by your target market, and newsjacking relevant events, you can keep your content strategy dynamic and engaging. Stay informed, be proactive, and provide valuable insights and solutions to your audience. By doing so, you'll position your brand as a trusted resource and remain at the forefront of your industry.

For help and guidance in finding relevant fresh new content sources for your business, contact Helen Stott of Marketing Doris

#goodmarketing #marketingmonday

Marketing Tips - Keep in Touch

Mon, 05 Jun 2023 13:44:48 GMT

Marketing Monday

In this article we look at the benefit of cultivating authentic business relationships on LinkedIn

Quality Over Quantity

Many people prioritise quantity when it comes to LinkedIn connections. However, accumulating connections without establishing genuine connections diminishes the platform's value. True connections are built on trust, shared values, and mutual interests.

The Power of Authentic Relationships

Authentic business relationships go beyond superficial online connections. They involve trust, support, and collaboration. These relationships can offer professional development, collaboration opportunities, and referrals.

Benefits of Meaningful Connections

Professional Development: Authentic connections provide guidance and industry insights, fostering professional growth.
Collaboration and Partnerships: Meaningful connections lead to collaborations, partnerships, and new opportunities.
Referrals and Recommendations: Trusted connections can vouch for your skills, opening doors to potential clients and employers.

Strategies for Building Authentic Relationships

Personalise Connection Requests: Tailor each connection request, mentioning shared interests or mutual connections.
Engage in Meaningful Conversations: Participate in discussions, offer valuable insights, and comment on relevant posts.
Provide Assistance and Support: Share knowledge, resources, and contribute to the growth of your connections.
Foster Offline Connections: Meet connections in person through networking events or coffee meetings to strengthen relationships.

Conclusion

Collecting LinkedIn connections without truly connecting limits the platform's potential. Building authentic relationships on LinkedIn fosters professional growth and expands opportunities. By prioritising quality connections, engaging meaningfully, and providing support, we unlock the power of LinkedIn, leading to exciting collaborations and possibilities. Let's embrace the true spirit of LinkedIn and build genuine connections for success.

For help and guidance in using LinkedIn for your business, contact Helen Stott of Marketing Doris

#goodmarketing #marketingmonday

Marketing Tips - Research Tool

Mon, 22 May 2023 08:59:41 GMT

Marketing Monday

Harnessing the Power of Social Media: An Essential Research Tool for Businesses

Social media has transformed the way businesses interact with their customers, prospects, and communities. While social media platforms are often associated with leisure and entertainment, they have also evolved into powerful research tools that offer invaluable insights into consumer preferences, needs, and trends. By actively listening and engaging with users, businesses can leverage social media channels to gain a deeper understanding of their target audience and enhance their products, services, and overall customer experience.

Unleashing the Power of Active Listening

One of the key advantages of social media as a research tool is the ability to actively listen to what customers, prospects, and communities are saying about a brand, its competitors, and the industry at large. By monitoring conversations and observing trends on platforms such as Twitter, Facebook, Instagram, and LinkedIn, businesses can uncover valuable information that can inform their decision-making processes.

Identifying Customer Pain Points

Social media channels provide an open forum for individuals to share their experiences, opinions, and frustrations. By paying attention to the feedback and comments on social media, businesses can identify common pain points faced by their customers. Whether it's a recurring complaint about a product feature, difficulties with customer service, or unmet needs within the market, these insights can guide businesses in addressing critical issues and improving their offerings.

Monitoring Industry Trends and Competitors

In addition to understanding their customers, social media allows businesses to keep a finger on the pulse of the latest industry trends and competitive developments. By following relevant hashtags, industry influencers, and participating in online communities, organisations can stay updated on emerging technologies, changing consumer preferences, and evolving market dynamics. This knowledge empowers businesses to adapt their strategies, develop innovative solutions, and maintain a competitive edge.

Engaging in Meaningful Conversations

Social media platforms are not just places to passively observe; they also offer opportunities for businesses to engage in direct conversations with their target audience. By proactively joining discussions, responding to comments, and addressing concerns, businesses can build stronger relationships with their customers and gain their trust. These interactions not only demonstrate a commitment to customer satisfaction but also provide an avenue for businesses to collect valuable feedback and suggestions for improvement.

Leveraging User-Generated Content

User-generated content (UGC) has become a significant force on social media, with customers sharing their experiences, reviews, and recommendations. This wealth of content can serve as a valuable resource for businesses to understand consumer sentiment and preferences. By analysing UGC, businesses can gauge public opinion, identify brand advocates, and even uncover untapped market segments. Moreover, UGC can be repurposed as testimonials, case studies, and authentic marketing content, enhancing the brand's credibility and reach.

Strategies for Effective Social Media Research

To fully leverage social media as a research tool, businesses should employ a few key strategies:

Set Clear Objectives: Define the research goals and questions you aim to answer through social media analysis. This clarity will guide your efforts and ensure relevant insights are extracted.
Select the Right Platforms: Identify the social media platforms that are most relevant to your target audience and industry. Different platforms attract different demographics and communication styles, so focus on those that align with your research goals.
Utilise Social Listening Tools: There are numerous social listening tools available that can help streamline and automate the data collection process. These tools can assist in tracking keywords, monitoring brand mentions, and analysing sentiment.
Engage and Build Relationships: Actively engage with your audience by responding to comments, initiating conversations, and asking for feedback. This fosters a sense of community and encourages customers to share their thoughts openly. Stay Ethical and Respectful: When conducting social media research, it is crucial to respect privacy, obtain consent when necessary, and adhere to ethical guidelines. Use the insights gained responsibly and be mindful of the potential biases and limitations inherent in social media data.
Stay Ethical and Respectful: When conducting social media research, it is crucial to respect privacy, obtain consent when necessary, and adhere to ethical guidelines. Use the insights gained responsibly and be mindful of the potential biases and limitations inherent in social media data.

Social media channels have revolutionised the way businesses conduct research, allowing them to tap into the collective wisdom of their customers, prospects, and communities. By actively listening, monitoring trends, engaging in conversations, and leveraging user-generated content, organisations can gain valuable insights that inform decision-making, enhance customer experiences, and stay ahead of the competition. Embracing social media as a research tool is no longer optional but a necessary step for businesses seeking to thrive in the digital age.

For help and guidance in how to utilise social media as a research tool in your business, contact Helen Stott of Marketing Doris

#goodmarketing #marketingmonday

Marketing Tips - Keep it Updated!

Mon, 15 May 2023 14:54:09 GMT

Marketing Monday

The Importance of Regularly Updating Your Social Media Profiles and Bios for Business Success

In today's digital age, social media has become an indispensable marketing tool for businesses of all sizes. It allows companies to connect with their target audience, promote products and services, and build brand loyalty. However, merely having social media profiles is not enough. To maximise their effectiveness, it is crucial for businesses to regularly update their social media profiles and bios with accurate and up-to-date information.

In this article, we will explore why maintaining current and relevant details on social media platforms is essential for the success of your business.

First Impressions Matter

Your social media profiles serve as a digital storefront for your business. When potential customers visit your profiles, they form an immediate impression of your brand based on the information presented. Outdated or incomplete details can create a negative impression, leading to missed opportunities and lost potential customers. By regularly reviewing and updating your profiles, you can ensure that you make a positive first impression and convey professionalism and reliability.

Accurate Business Information

One of the primary purposes of social media profiles is to provide essential information about your business, including the products or services you offer and how to contact you. Outdated information can confuse customers and create frustration. Imagine a potential client trying to reach you but finding an old phone number or email address that is no longer in use. This could lead to missed business opportunities and a negative customer experience.

Regularly reviewing and updating your contact details, including phone numbers, email addresses, and physical addresses, ensures that customers can easily reach out to you. It also demonstrates your commitment to providing excellent customer service and staying connected with your audience.

Showcase New Products or Services

Social media platforms offer an excellent opportunity to promote new products, services, or special offers to your followers. By keeping your profiles up to date, you can showcase your latest offerings and generate excitement among your audience. This helps to keep your brand relevant and encourages customers to engage with your business.

Consistency Across Platforms

Many businesses have a presence on multiple social media platforms, such as Facebook, Instagram, Twitter, and LinkedIn. Each platform may have different requirements and formats for profile and bio information. It is crucial to review and update each profile regularly to maintain consistency across platforms.

Consistency in your branding and messaging helps customers recognize your business and builds trust and credibility. By ensuring that your profiles have consistent and up-to-date information, you create a cohesive brand image that strengthens your online presence.

Search Engine Optimization (SEO) Benefits

Updating your social media profiles and bios can also improve your search engine rankings. Search engines crawl social media platforms and consider the information provided in profiles and bios when determining relevancy for search queries. By including relevant keywords and up-to-date information in your profiles, you increase the chances of your business appearing in search results, driving organic traffic to your social media profiles and website.

To conclude, regularly checking and updating your social media profiles and bios is an essential task for any business that wants to succeed in today's digital landscape. By ensuring that your profiles are up to date with accurate information about your products, services, and contact details, you can make a positive first impression, build trust with your audience, and maximize your online visibility. Take the time to review and update your social media profiles regularly, and reap the rewards of an active and engaging online presence for your business.

Don't hesitate to contact us for help in providing social media and online marketing support.

#goodmarketing #marketingmonday

Marketing Tips - Personalise It!

Mon, 24 Apr 2023 15:30:51 GMT

Marketing Monday

Have you ever considered customising your LinkedIn profile URL?

By default, LinkedIn assigns a series of numbers to each profile, which can be difficult to remember or share with others. However, you have the option to personalize your profile URL with your name or, if it's already taken, incorporate your profession or business name for added significance.

Customising your LinkedIn profile URL can have a number of benefits. Firstly, it can make it easier for others to find and remember your profile. This is particularly useful if you have a common name or if you want to make a good impression on potential employers or clients. A personalised URL also looks more professional and shows that you have taken the time to create a strong online presence.

To customise your LinkedIn profile URL, simply go to your profile and click the "Edit public profile & URL" button. From there, you can edit your URL to include your name or other relevant keywords. Keep in mind that LinkedIn only allows letters, numbers, and hyphens in custom URLs, so you may need to get creative if your name or business name is already taken.

Overall, customising your LinkedIn profile URL is a simple but effective way to enhance your online presence and make it easier for others to find and connect with you on LinkedIn.

Don't hesitate to contact us for help in providing social media and online marketing support.

#goodmarketing #marketingmonday

Marketing Tips - Share your social media links

Wed, 05 Apr 2023 11:16:56 GMT

Marketing Monday

Today we focus on the importance of making it easier for your communications to be found

Do make it easy for your business networks to follow or connect with your professional social media channels.

For starters you can ensure that the icons and links to your social media channels are prominently displayed on your website and email footer. If you've already added them, it's important to regularly check that the links still work.

Here are some other tips to help you rework and tidy up your social media links:

Add social media icons to your website: So that they are easily visible on your website, preferably in the header or footer section of your website. Use recognisable social media icons that your audience can quickly identify. It is always recommended that the links open in a new window to save directing your audience away from your website.
Include social media links in your email signature: This will make it easy for people to follow or connect with you.
Check that the links still work: Regularly check that the links to your social media channels still work. Broken links can be frustrating for your audience and can damage your online reputation.
Use consistent branding: Use consistent branding across all of your social media channels. This will make it easier for your audience to recognize your brand and find you online.

By following these tips, you can make it easy for your business networks to follow or connect with your professional social media channels. This will help you build your online presence and grow your audience.,

Don't hesitate to contact us for help in providing social media and online marketing support.

#goodmarketing #marketingmonday

Marketing Tips - Be Consistent

Mon, 03 Apr 2023 16:07:52 GMT

Marketing Monday

Today we focus on being consistent!

Consistency is a critical aspect of successful marketing campaigns. It refers to the ability to maintain a cohesive and uniform brand image across all channels of communication with your target audience. This includes messaging, branding, and tone of voice. Here are some tips to help you maintain consistency in your marketing efforts:

Set realistic goals: Before embarking on a marketing campaign, it's essential to set realistic goals that align with your business objectives. Be clear on what you want to achieve and define the metrics that you will use to measure your success. This will help you to stay focused and motivated throughout the campaign.
Define your brand voice and messaging: Consistency in your marketing communications requires a clear and consistent brand voice and messaging. Define your brand's tone, style, and messaging guidelines, and ensure that they are adhered to across all marketing channels.
Develop a style guide: A style guide is a document that outlines the visual and written elements of your brand's communication. It includes guidelines for logo usage, colour schemes, typography, and other design elements. Ensure that your style guide is followed by all members of your team to maintain consistency.
Use templates: Templates help to ensure consistency in design and messaging. Use templates for social media posts, email newsletters, and other marketing materials to ensure that they adhere to your brand guidelines.
Regularity: Be consistent with the frequency of when you send out newsletters, and how often you post on your social media channels. Irregular and inconsistent communications can have a negative effect on the perception of your business.
Monitor your performance: Keep track of your campaign's performance and measure your progress against your goals. Use analytics tools to monitor your website traffic, social media engagement, and other metrics. This will help you to adjust your strategy as needed and ensure that you are maintaining consistency throughout your campaign.

Consistency is key to the success of any marketing campaign. By setting realistic goals, defining your brand voice and messaging, developing a style guide, using templates, and monitoring your performance, you can maintain a consistent brand image across all marketing channels.

Don't hesitate to contact us for help in providing reliable and regular marketing support.

#goodmarketing #marketingmonday

Marketing Tips - Which Platform?

Mon, 27 Mar 2023 16:43:35 GMT

Marketing Monday

Today we focus on the much asked question, of which social media platform to use!

Choosing the right social media platform for your business is crucial in reaching your target audience effectively. The platform(s) you should use is the one(s) that your target market uses. Therefore, it's essential to understand your audience's behavior and preferences to determine which platform will give you the most return on investment.

Here are a few things to consider when choosing the right social media platform for your business:

Identify your target audience: Knowing your target audience is crucial as it will help you determine which social media platform(s) they are likely to use. For instance, if your target audience is primarily teenagers and young adults, platforms such as Instagram, Snapchat, and TikTok may be a good fit for your business.
Understand the strengths and weaknesses of each platform: Each social media platform has its unique features and strengths. For example, Instagram is a visually-focused platform, while Twitter is ideal for sharing quick updates and news. Understanding the strengths and weaknesses of each platform can help you choose the platform(s) that best align with your business goals.
Monitor your competition: Observing your competitors can give you insight into which platforms they use and how they use them. By analysing their social media presence, you can identify what works for them and adjust your strategy accordingly.
Use insights and analytics: All social media platforms offer analytics that you can use to monitor your performance. Use these insights to measure the effectiveness of your strategy and adjust your approach to improve your results.

It is important to research and identify the social media platforms that your target market uses. Don't feel pressured to be on every platform; instead, focus on the ones that align with your business goals and where your audience is most active. Use the insights and analytics provided by each platform to monitor performance and adjust your strategy to improve results.

Don't hesitate to contact us for help in identifying the ideal social media platform for your target markets. #goodmarketing #marketingmonday

Marketing Tips - Measure it!

Mon, 20 Mar 2023 12:51:09 GMT

Marketing Monday

Today's marketing tip is to remind you to measure it!

Measuring performance in marketing is crucial to stay ahead. By evaluating the effectiveness of your marketing strategies, you can gain valuable insights into what's working and what's not. This knowledge can be used to make data-driven decisions that optimize marketing spend, maximize return on investment (ROI), and ultimately achieve marketing goals.

Moreover, measuring performance in marketing can provide you with a better understanding of your audience. By analysing the data, you can identify who your target audience is, what motivates them, and what channels they prefer to engage with. Armed with this information, you can tailor your marketing messages and campaigns to resonate more strongly with your audience, resulting in higher engagement and conversion rates.

Another significant benefit of measuring performance in marketing is accountability. By setting clear goals and tracking progress towards them, you can hold yourself and your team accountable for achieving results. This not only helps you stay on track but also encourages a culture of continuous improvement, where everyone is motivated to do their best and work towards common objectives.

Measuring performance in marketing is a critical component of any successful marketing strategy. It helps you understand your audience, optimise spend, achieve goals, and ensure accountability. By using data-driven insights to inform your decisions, you can stay ahead of the competition and build a strong, sustainable brand that resonates with your customers.

Don't hesitate to contact us for help in reviewing and analysing your current marketing activity. #goodmarketing #marketingmonday

Marketing Tips - Stay Connected

Mon, 13 Mar 2023 18:37:58 GMT

Marketing Monday

Today's marketing tip is to remind you to stay connected

In today's competitive market, it's crucial to maintain strong relationships with your customers. One of the best ways to do this is by staying connected and keeping them engaged with your brand. By leveraging various communication channels such as social media, email marketing, and other platforms, you can maintain a strong presence and keep your customers engaged.

Social media is an excellent way to stay connected with your customers. It's an efficient and cost-effective way to engage with your audience, share valuable content, and promote your products or services. By regularly posting engaging and relevant content, you can build a community of loyal followers who can become advocates for your brand.

Email marketing is another effective way to stay connected with your customers. It allows you to send personalized messages directly to your customers' inbox, informing them about new products, services, promotions, or news about your business. With the right approach, email marketing can help you nurture leads, retain customers, and increase sales.

In addition to social media and email marketing, other channels such as blogs, webinars, and podcasts can also be effective ways to stay connected with your customers. By providing valuable content that addresses your customers' pain points and interests, you can build trust and establish yourself as an authority in your industry.

If you need help staying connected with your customers, Marketing Doris can provide the expertise and support you need. From developing a social media strategy to creating engaging email campaigns, Marketing Doris can help you maintain a strong presence and keep your customers engaged.

Don't hesitate to contact us and stay connected with your customers today. #goodmarketing #marketingmonday

International Womens Day 2023

Wed, 08 Mar 2023 18:47:37 GMT

International Women's Day 2023

Wednesday 8th March 2023 is known as International Women's Day .

It's a global event that takes place annually that aims to celebrate the social, economic, cultural, and political achievements of women around the world. International Women's Day has been observed for over a century and continues to be an important event that highlights gender inequality and promotes gender parity.

Many brands and businesses use the opportunity of International Women's Day to promote and recognise the key women within their organisations. It's an excellent time to highlight the work they do to nurture and retain talent, as well as promote their contributions to the business. By showcasing these women, companies can demonstrate their commitment to diversity, equity, and inclusion.

It is also an excellent opportunity for companies to showcase their support for women's rights and gender equality. Many businesses run campaigns or offer promotions that donate a portion of their profits to women's charities or organisations that support women in need. By supporting these causes, businesses can demonstrate their commitment to making a positive impact on the world.

So let's celebrate the women in our lives and work towards creating a more equal and just world. #InternationalWomensDay

Marketing Tips - Create a Brand

Mon, 06 Mar 2023 17:13:49 GMT

Marketing Monday

Today's marketing tip is to remind you to create a brand

If you want to stand out in a crowded market, creating a strong brand identity is essential. A brand identity is more than just a logo or a tagline; it's the personality, values, and emotions associated with your business.

To establish a strong brand identity, start by identifying what sets you apart from your competitors. Consider your unique selling proposition (USP) and the value you offer to your customers. What makes you different, and how can you communicate that effectively to your target audience?

Once you've identified your USP, focus on creating a unique and memorable brand that resonates with your target audience. Your brand identity should reflect your company's personality, values, and mission. It should be consistent across all your marketing channels, from your website and social media to your advertising and packaging.

One way to create a memorable brand is by developing a distinct visual identity. Choose colours, fonts, and imagery that reflect your brand's personality and values. Make sure your visual identity is consistent across all your marketing channels to create a strong and recognisable brand.

Another crucial element of a strong brand identity is your brand voice. Your brand voice should reflect your company's personality and values and should be consistent across all your marketing channels. Whether you're writing website copy, social media posts, or email newsletters, your brand voice should be consistent and recognisable.

In conclusion, creating a strong brand identity is key to enhancing your marketing efforts. By differentiating yourself from your competitors and developing a unique and memorable brand, you can establish a strong connection with your target audience and create long-term brand loyalty. So invest the time and resources to develop a strong brand identity that sets you apart from the competition.

#goodmarketing #marketingmonday

Marketing Tips - Understand your Customer

Mon, 27 Feb 2023 17:10:47 GMT

Marketing Monday

Today's marketing tip is to remind you to use all the available tools

If you're looking to plan your marketing activities effectively, it's essential to identify your ideal target market(s). Knowing your target market helps you create campaigns that speak directly to your audience, increasing your chances of converting leads into sales.

When identifying your ideal customer, consider their typical characteristics, such as their age, gender, location, occupation, interests, and values. Understanding your target audience's motivations, goals, and challenges can help you tailor your marketing messaging to resonate with them.

It's also important to consider the reasons why your ideal customer is looking to buy your product or service. Are they trying to solve a particular problem, fulfill a need, or achieve a specific goal? By understanding their purchasing motivations, you can craft marketing messages that speak directly to their pain points and offer solutions to their problems.

Finally, think about how your ideal customer would buy your product or service. Are they more likely to purchase online, in-store, or through a sales representative? Knowing your customer's preferred buying habits can help you create targeted campaigns that reach them at the right place and time.

By understanding your ideal target market(s), you can plan your marketing activities more effectively, saving time and resources, and increasing your ROI. So take the time to get to know your audience and tailor your marketing messages accordingly.

#goodmarketing #marketingmonday

Marketing Tips - Use the Tools

Mon, 20 Feb 2023 17:02:14 GMT

Marketing Monday

Today's marketing tip is to remind you to use all the available tools

In today's fast-paced digital world, marketers have a wide range of free and affordable cloud-based tools at their disposal. These tools can make a significant impact on their daily routine, streamline their tasks, and help them achieve their marketing goals more efficiently.

From graphic design tools that allow you to create professional-looking visuals for your campaigns, to social media management platforms that help you schedule and publish content across multiple channels, and even calendar apps that help you stay organised and on top of your tasks, there's no shortage of cloud-based marketing tools available.

One of the most significant advantages of using cloud-based marketing tools is that they're accessible from any device with an internet connection. This means that you can work from anywhere, collaborate with team members in real-time, and stay on top of your campaigns even when you're on the go.

Moreover, cloud-based marketing tools can help you with market research, allowing you to gather insights into your target audience, identify trends, and gain a competitive edge in your industry.

If you're feeling overwhelmed with your marketing tasks or unsure of where to start, don't worry. Help is just a phone call away. Reach out to Doris, and she can guide you through the process of selecting the right cloud-based marketing tools that meet your specific needs and help you achieve your marketing objectives with ease.

#goodmarketing #marketingmonday

Marketing Tips - Keep it Simple

Mon, 13 Feb 2023 16:51:11 GMT

Marketing Monday

Today's marketing tip is to remind you to keep your communications simple

Marketing communication doesn't have to be filled with technical jargon. In fact, keeping the language and tone of your message simple and easy to understand for all can help you reach a broader audience. By avoiding industry-specific buzzwords and using plain language, you can ensure that your message is accessible and engaging to everyone.

Furthermore, it's important to recognise that not all of your audience members may have the same level of technical knowledge or familiarity with your industry. Therefore, providing technical and industry-specific details may be more appropriate further down the sales journey, when you've established a stronger relationship with your audience and have gained their trust.

In essence, good marketing is about effective communication, and that means communicating in a way that resonates with your audience. So whether you're crafting a social media post, writing a blog article, or sending an email newsletter, keep in mind the importance of using clear, concise language that everyone can understand.

#goodmarketing #marketingmonday

Marketing Tips - Are your communications accessible

helen@marketingdoris.co.uk — Mon, 06 Feb 2023 14:08:44 GMT

Marketing Monday

Today's marketing tip is to remind you to check if your communications are accessible

Think about your audience, can they access your marketing communications?

Do consider font type, point sizes and colours.

Remember that if viewed on devices with small screens that the detail will be greatly reduced and your message may be lost. Don't let your marketing communications alienate your target market!

#goodmarketing #marketingmonday

Valentine Inspired Marketing

Wed, 01 Feb 2023 13:58:07 GMT

I've been a big fan of bag and accessories designer Lulu Guinness for such a long time, and this recent retro inspired marketing campaign has just reinforced this for me.

The theme of match making, helping you find your new perfect love (bag) is just inspired for me!

Often Valentine themed marketing is focused in the days running up to 14th February but this doesn't actually mention that specific holiday and has actually been running since the beginning of the month, and could well in fact continue beyond the second week.

The campaign has been seen on social media and in e-marketing posts, and could be used across other digitally and printed mediums.

#goodmarketing

Marketing Tips – Use It Or Lose It

Mon, 30 Jan 2023 13:43:26 GMT

Marketing Monday: Use It or Lose It: The hidden risks of dormant social media profiles

Today's marketing tip is to remind you of dormant social media accounts.

Social media marketing is so much more than just creating a profile.. so please if you are not using the channels you opened, then close them down and just focus on the communication tools you are using. #marketingmonday

Take a look at our guide below for more information and handy tips

Social media platforms provide a powerful method for increasing brand awareness and empowering you to reach a wider audience. Sharing and creating content that resonates with your target audience can build a strong brand identity and establish yourself as a leader in your industry. Social media also allows you to engage directly with your followers, respond to their questions and comments, and build a relationship of trust and loyalty with them. Many social media platforms also offer advanced targeting options, which allow you to focus your advertising efforts on specific demographics, interests, and behaviours. This can help you get more bang for your buck and maximise your return on investment (ROI).

Why Your Business Needs to Stay Active on Social Media

A dormant social media profile can make your business appear unprofessional or disorganised. Customers may perceive your brand as outdated, unresponsive, or not interested in engaging with them. It’s also worthwhile to note that search engines like Google use social media signals to determine your website's relevance and authority. If your social media profiles are inactive, this can negatively impact your SEO, making it more difficult for potential customers to find your business online.

Furthermore, dormant social media profiles can pose security risks to your business. Hackers or cybercriminals may attempt to gain access to your accounts, which could compromise sensitive data or damage your brand's reputation.

If you have inactive or rarely updated social media profiles, you may miss out on opportunities to engage with your audience. This can lead to a decline in brand awareness, decreased customer loyalty, and reduced reach. If you have space in your marketing calendar, consider improving your activity on social media to capitalise on the potential reach of the platforms.

Here's a quick list of three tips for creating more high-quality on social media platforms

Re-purpose existing content - You don't need to create new content for every social media post. Instead, you can re-purpose existing content in different formats. For example, you could turn a blog post into a series of social media posts, create graphics or videos based on a podcast episode, or share customer testimonials on your social media profiles.
Follow trends and current events - Keep an eye on what's happening in your industry and the world, and use those trends and events to create relevant social media content. For example, you could post about a new industry development or tie your content to a national holiday or awareness day.
Engage with your audience - Social media is all about two-way communication. Ensure you're not just posting content but also engaging with your audience by responding to comments and messages, asking for feedback, and starting conversations. This can also help you generate new content ideas based on your audience's interest.

Is it time to deactivate social media platforms?

Social media is integral to any successful marketing strategy, but simply creating a profile is not enough. If you have dormant social media accounts that are not being used to their full potential, it's time to take action. Don't let these accounts drag down your online presence and harm your reputation. Instead, delete them and focus on the channels truly driving engagement and conversions.

So, if you're not using it, lose it!

Marketing Tips - Content, Content, Content

Mon, 23 Jan 2023 13:38:17 GMT

Marketing Monday

Today's marketing tip is to remind you of the importance of content.

Stuck for ideas for new content for your website or social media channels?

Consider company news, new team members, new contract info, thought leadership pieces, and help guides to name but a few - if you need help, do get in touch

#goodmarketing #marketingmonday

Doris Joins the CIM Yorkshire Regional Committee

Tue, 17 Jan 2023 14:49:57 GMT

.. as Vice Chair for Events

The Chartered Institute of Marketing (CIM) has regional groups across the UK that are responsible for coordinating and organising activities specific to their respective areas. These regional groups work to represent the interests of CIM members within their region.

Helen Stott, director at Marketing Doris, recently relocated from Cheshire to West Yorkshire. So when the opportunity arose to contribute to CIM Yorkshire, Helen enthusiastically accepted the role of Vice Chair for Events, embracing the chance to make a meaningful impact in her new community.

The CIM Yorkshire committee convenes on a monthly basis to discuss and plan various initiatives. Currently, they are focused on organising a face-to-face event in Leeds later this year. This event aims to bring together marketing professionals and enthusiasts from the region, providing a valuable networking and learning opportunity for attendees.

By hosting this event in Leeds, the CIM Yorkshire committee seeks to foster a vibrant marketing community in the area, facilitating knowledge sharing, collaboration, and professional development. The committee members are dedicated to ensuring the event's success and creating a memorable experience for all participants.

Through their collective efforts, the CIM Yorkshire committee aims to strengthen the marketing industry within the region, support the professional growth of its members, and contribute to the overall advancement of marketing practices in Yorkshire.

For more information - visit the CIM website

Marketing Tips - Keep your Website Active

Mon, 16 Jan 2023 13:32:07 GMT

Marketing Monday

Today's marketing tip is to remind you to keep your website active

It's not uncommon for a website to be built and then forgotten about.. do keep it updated with regular fresh new content.

Not only will it be more interesting for your visitors but will also inform the search engines it is still active!

#goodmarketing #marketingmonday

Use it to your Advantage

Thu, 12 Jan 2023 13:10:14 GMT

This was a spot on advert from Vimto!

Using in their communications (what has probably been in the past a slight bug bear), the version of their brand name that so many people say incorrectly.

Years ago, in a relaunch, Skoda embraced previously well-known perceptions of their brand and people loved it. They asked that motorists took another look and didn't base their decisions on what they had heard before.

More recently Aldi embrace this concept regularly, and use the high-profile spat with Marks & Spencer over Colin and Cuthbert in their adverts.. in 2021 Cuthbert make an appearance in their Christmas advert in handcuffs after being arrested, and even was spotted in the 2022 version.

It shows personality, makes people smile and can be memorable! All in all - its what we would consider #goodmarketing

Marketing Tips – 5-minute link building guide

Mon, 09 Jan 2023 12:52:08 GMT

Marketing Monday: Today's marketing tip is to remind you to check those links!

When was the last time you reviewed your website to ensure that all any hyperlinks still link to the right location?

That includes any third-party links that could now be broken #marketingmonday

Take a look at our guide below for more information and handy tips

But first… what is a hyperlink?

Hyperlinks play a crucial role in the functionality and usability of the web, allowing users to explore and access information and resources across the Internet easily. A hyperlink, also known as a link, is a clickable element in a web page that directs the user to another page, file, or resource on the same or a different website. Hyperlinks are essential to the World Wide Web, allowing users to easily navigate from one page to another by clicking on a link.

Internal links and SEO – can they improve your rankings?

Yes, internal links are good for SEO. Internal linking refers to linking one page on a website to another page within the same website. This practice can help improve website navigation and usability, boosting your search engine optimisation, and increase traffic.

Internal links help distribute a website's "ranking power" or PageRank throughout its pages. PageRank is a ranking algorithm used by Google to determine the relevance and importance of a web page. Each page on a website has a certain amount of PageRank, calculated based on the number and quality of links pointing to that page. When you link from one page to another within your website, you effectively pass some of the PageRank from the linking page to the linked page.

Additionally, by ensuring your website has a healthy number of links, you increase the crawlability of your website. Link building is a core strategy in any web design and digital marketing project. When search engine crawlers follow the internal links on your website, they can find and crawl more pages, leading to better indexing and ranking of your website.

External Links – The Good, Bad, & Ugly

Linking to other websites can positively and negatively affect your SEO. On the one hand, relating to high-quality, relevant websites can help boost your site's credibility, visibility, and relevancy, improving your search engine rankings. By linking to high-quality, relevant websites, you can demonstrate to search engines that your site is a credible and authoritative source of information, which can help improve your search engine rankings.

However, it’s important to recognise the potential downsides of external links. Linking to low-quality or spammy websites can harm your reputation and search engine rankings. Search engines may view these links as a sign that your site is associated with low-quality or spammy content, which can lead to lower search engine rankings.

However, SEO isn’t the only risk factor you have to consider when linking to external websites. The dangers of connecting to third-party sites that you don't have control over or haven't checked recently, i.e. their website could have been hacked and showing inappropriate content, or the original page is no longer there.

Web Design tip – Build a custom 404 page

A 404 page is an error page displayed when a user attempts to access a web page that cannot be found on a website. The error message "404" is the standard HTTP status code returned by a web server when a requested page is not found.

A custom 404 page can provide users with a clear and helpful message when they encounter a broken link or a page that can't be found. This can help prevent frustration and confusion and improve the overall user experience.

Also, a custom 404 page can provide users with links to other relevant pages on your site, which can help keep them on your site and reduce the likelihood of them leaving. Furthermore, a well-designed 404 page can help search engines understand that the page can't be found and prevent it from being indexed, which can help improve your site's SEO.

Marketing Doris – Your one stop shop for effective marketing consultancy

Don't miss out on the opportunity to take your sales team to the next level! With over 20 years of experience in PR and marketing and a post-graduate diploma from the Chartered Institute of Marketing, I have the skills and expertise to help you blast past the competition. With a proven track record in a vast range of industries, this is your chance to work with a seasoned professional and drive your sales to new heights.

Contact me today to schedule a consultation and start making your sales soar!

Happy 16th Birthday Doris

Sun, 08 Jan 2023 12:44:16 GMT

16 years ago I started working as Marketing Doris following redundancy and wanting to be 'in control of my own destiny'.

There have been high and low points (thanks 2020!) but overall though it has been a blast thanks to wonderful clients, associates, friends & family x

Happy New Year

Sun, 01 Jan 2023 12:35:57 GMT

Happy New Year and here's to a good 2023 for us all!

Quote of the Week - Cheer up Dude

Mon, 19 Dec 2022 12:17:23 GMT

Monday Motivation

"Cheer up Dude. It's Christmas " The Grinch

For all those Grinches out there, yet another Christmas movie quote - not long left now! #mondaymotivation #christmas2022

The Thing about Topical Marketing

Fri, 16 Dec 2022 12:07:35 GMT

Nice one Ikea

Brilliant timing from Ikea UK when they created this well-timed image to promote one of their product range staples - the wooden hand.

Shaped to be reminiscent of the Addams Family's The Thing, it rests on the shoulder of a little girl who appears to look like Wednesday, to coincide with the Netflix Comedy series of the same name.

A simple idea that was well timed.

#goodmarketing

National Chestnut Day

helen@marketingdoris.co.uk — Wed, 14 Dec 2022 16:48:01 GMT

National Awareness Days

The only time I actually attempted to roast chestnuts at home they exploded all over the kitchen, so now I leave it to the professionals.. where I can help is with relevant marketing activities and content!

There is a myriad of National Awareness Days, Weeks and Months that take place throughout the year. Relevant ones can be used successfully in your marketing campaigns and can help promote your business, products or services as well.

Who would be interested in Chestnut Day? Well off the top of my head I would suggest:

Suppliers of chestnuts - growers, pickers, distribution, supply and retailers
Cooking related - manufacturers of utensils (pans, spatulas), associated products (oil, bags), cookery books
Point of Purchase - restaurants, cafes, festive fairs and markets
Health & Wellbeing - nutritionists

Some of these may seem a little tenuous but it's purely to show the breadth of businesses and professionals that could find a relevant or topical angle and connection.

For help in identifying how your business could incorporate national awareness days in your marketing activities, drop Helen Stott of Marketing Doris an email at helen@marketingdoris.co.uk

#goodmarketing

Quote of the Week - Nightmare before Christmas

helen@marketingdoris.co.uk — Mon, 12 Dec 2022 16:25:46 GMT

Monday Motivation

"Just because I cannot see it, doesn't mean I can't believe it!" The Nightmare before Christmas

Another Christmas movie quote - seems acceptable now the tree is up and the Quality Street tin is open! #mondaymotivation #christmas2022

Quote of the Week - Yes I love Christmas

helen@marketingdoris.co.uk — Mon, 05 Dec 2022 16:04:31 GMT

Tuesday Motivation

"Yes! Yes I do! I like Christmas! I love Christmas" A Christmas Carol

Yeah sorry, not sorry! Am going all out for Christmas movie quotes now we are in December #tuesdaymotivation #christmas2022

ASOS & Lewis Capaldi Collab

helen@marketingdoris.co.uk — Tue, 29 Nov 2022 17:14:28 GMT

.. and takeover!

We do enjoy marketing with a difference, and this collaboration with clothing retailer ASOS and Lewis Capaldi recently was truly inspired.

In addition to working together on a new range, Lewis joined in on the modeling shoot, appearing to photo bombing the professional models, all in his typical comedic style.

ASOS have shared the journey and behind the scenes footage incorporating the Club Tropicana inspired video and white trunks for his recent Forget Me video - this has all be shared on their website, via social media and in e-shots.

It's a winning campaign for me, topical and fun, and fits perfectly with the personalities of the two brands!

#goodmarketing

Quote of the Week - Content is a commitment

helen@marketingdoris.co.uk — Mon, 28 Nov 2022 15:35:44 GMT

Monday Motivation

"Content marketing is not simply a campaign or a tactic it's a commitment". Valerie Uhlir

I totally agree with this.. keep that tap dripping not switching it on and off #goodmarketing #contentmarketing #mondaymotivation

Quote of the Week - Mission Statement

helen@marketingdoris.co.uk — Mon, 21 Nov 2022 14:01:45 GMT

Monday Motivation

"Martin Luther King did not say 'I have a mission statement'" Simon Sinek

Well said. What's your dream?

#mondaymotivation

Quote of the Week - Content builds Trust

helen@marketingdoris.co.uk — Mon, 14 Nov 2022 14:08:59 GMT

Monday Motivation

"Content builds relationships. Relationships build trust. Trust drives revenue" Andrew Davis

I am constantly banging the drum for businesses to use content more in their marketing activities ... this quote very succinctly describes the benefits #goodmarketing #contentmarketing #mondaymotivation

Christmas TV Adverts 2022 - John Lewis

helen@marketingdoris.co.uk — Thu, 10 Nov 2022 16:23:58 GMT

JLP have done it again!

The Masters of Christmas TV Adverts

The John Lewis Christmas advert is an eagerly anticipated event every year, though often not for the reasons the retailer would like and they have been criticised in the past for what some may considered high budget productions and promotion of expensive goods.

This years offering tells a different story and highlights that not everyone enjoys the festive period but instead tells a tale that reflects the much needed financial support they give charities operating within the UK fostering service.

This may help people think this Christmas about supporting others in their own way, particularly this year when so many are worried about the rising costs of living. It may also help those considering fostering make a decision or at least look into it in more detail. It is worth noting though that fostering a child or young person is not just for Christmas or a job, it is a vocation and a life-changing but incredibly worthwhile decision... and I'm not just saying that.. I worked for a short-time for an independent fostering agency and saw first-hand the amazing work that the foster carers, the support social workers and teams did and how it benefited those being looked after.

Many businesses support charities but don't often talk publicly about it as they may consider not newsworthy or they feel uncomfortable about it. Both are valid reasons, however it can show a more human side of your business and by publicizing it, then it could also give credibility and a big promotional push for the charity. Something that they may not be able to afford for themselves or would prefer to spend the money on the beneficiaries of the charity directly.

Not seen it? Check it out here!

Christmas TV Adverts 2022 - M&S

helen@marketingdoris.co.uk — Wed, 09 Nov 2022 18:11:20 GMT

You can't beat a French & Saunders production!

Well played M&S

Another excellent advert from M&S Food this year.

Dawn French returns as the M&S Christmas Fairy and is joined by comedy partner Jennifer Saunders as Duckie, a well loved (?) dog toy who is given a new lease of life and encouraged to fill up on festive fare.

I love this version, even more so that last years production when Percy Pig was her co-star.

Not seen it? Check it out here!

World Class Marketing

helen@marketingdoris.co.uk — Wed, 09 Nov 2022 17:49:19 GMT

Marketing Activity To Suit Your Business

All businesses whatever their size or budget can undertake some level of marketing.

Hafod Hardware, a small independent run shop in Wales shot to fame in 2019 when their home-produced Christmas advert received high praise, and in fact was credited as being a better advert than many of the higher budget productions the high street retailers invest in annually.

They are a perfect example of demonstrating how any business can market themselves effectively. It's about choosing the right channels and tools for your target audience, and clearly YouTube with their impressive 3.6k followers is the perfect one for them.

Their latest advert (see below) gives their support of their home country Wales in the upcoming World Cup tournament, and very nicely shows a range of products they sell in their shop.

To discuss what marketing activities would be most appropriate for your business,

Quote of the Week - Stories

helen@marketingdoris.co.uk — Mon, 07 Nov 2022 15:54:36 GMT

Monday Motivation

"Nothing sticks in your head better than a story. Stories can express the most complicated ideas in the most digestible ways" Sam Balter Hubspot

Too right! #mondaymotivation

Christmas TV Adverts 2022 - Asda

helen@marketingdoris.co.uk — Sat, 05 Nov 2022 17:02:11 GMT

Have your Elf a Merry Christmas

Nice one Asda!

The first Christmas advert I saw this year was the Asda and Elf mash up and I love it!

You can imagine how much the budget was for the licencing, the filming and importantly the editing and I have to say it's worth it.

It's clever, funny, well made and memorable.. and any advert that has 'son of a nutcracker in' is just a hit in my eyes!

Definitely one to beat!

Not seen it? Check it out here

Ask Doris - Website Traffic

helen@marketingdoris.co.uk — Tue, 01 Nov 2022 17:37:25 GMT

Increasing Footfall

“What will drive traffic to my website?" MB

Dear MB

There are many ways in which you can increase the footfall on your website.

Some of which would require upfront and ongoing costs and others tactics would be more organic.

Examples of both include:

Advertising - do your research before you rush into pay per click advertising campaigns. Google offer a wide range of online tools to investigate the usage of keywords relevant to your business. Both Google and social media channels provide wizards and guidance on advertising via their platforms. If you are dabbling for the first time in this area and you are looking to do this yourself rather than engage in a professional to support you then the biggest piece of advice I can offer is research and set a budget! Believe me it can end up being an expensive campaign otherwise! If you do go down this route then ensure the advert clicks through to a valid website page and that you respond and follow up on enquiries received.
E-marketing - sending regular newsletters and e-shots out to your GDPR compliant database with latest news of your products and services or up to date news can help remind your contacts of your business and can increase traffic to your website. Content should be relevant and only sent to those who have subscribed to receiving marketing messages from you. Ensure you give people the option to unsubscribe or update their communication preferences with your business.
Social Media - use the right social media channels that are most appropriate for your target audience and post engaging updates with clear call to actions (CTAs) and don't neglect to engage with your community and work on increasing your followers per channels.
Website - depending on the platform your website has been created in, there should be options available to the administrators of the site to incorporate search engine optimisation (SEO) tactics when they are updating the site or adding content. This is background work and not visible for the visitors of the site but should still adhere to best practices. Regular fresh new content should be added to the website and can be in the form of blogs, articles and updates on services and products. Remember to write content with your end user in mind and not the search engines. Trying to be too clever and trying to 'beat the search engines' algorithms can be considered against the guidelines and your site could be penalised.
Marketing Materials - be consistent with your messages and what you are including across all your printed and digital marketing materials. So many times I see businesses not include key contact information on brochures, email footers and letterheads. Make it easy for people to find you by signposting clearly and for pdfs, e-shots and emails, ensure the links are clickable.

To discuss further or for assistance, contact Helen Stott of Marketing Doris on 0790 3727750 or email helen@marketingdoris.co.uk

To send your marketing question into Ask Doris - The Marketing Agony Aunt email info@marketingdoris.co.uk

Quote of the Week - Octobers

helen@marketingdoris.co.uk — Mon, 31 Oct 2022 17:53:03 GMT

Monday Motivation

"I'm so glad I live in a world where there are Octobers" LM Montgomery

In searching for a suitable quote for today, I originally thought it would be a Halloween-related one and then I saw this and totally related to the sentiment, I love this time of year with the autumnal colours #mondaymotivation

Quote of the Week - Find products

helen@marketingdoris.co.uk — Mon, 24 Oct 2022 16:46:35 GMT

Monday Motivation

"Don't find customers for your products, find products for your customers" Seth Godin

Absolutely! #mondaymotivation

Quote of the Week - You only live once

helen@marketingdoris.co.uk — Mon, 17 Oct 2022 16:41:16 GMT

Monday Motivation

"You only live once, but if you do it right, once is enough" Mae West

Something similar was said to me last week by a school friend's Mum.. a wise lady just like Mae West #mondaymotivation

Quote of the Week - Listen to your customers

helen@marketingdoris.co.uk — Mon, 10 Oct 2022 16:54:57 GMT

Monday Motivation

"Listen to your customers, not your competitors" Joel Spolsky

Absolutely, it's wise to keep an eye on the marketplace but do listen to what your customers are saying and asking for #goodmarketing #mondaymotivation

Ask Doris - Content Ideas

helen@marketingdoris.co.uk — Tue, 04 Oct 2022 17:13:30 GMT

Fresh New Content

“What type of content should I add to my website to keep people interested and returning? I am a smaller retailer of beds" MC

Dear MC,

Fresh new and regular content on your website can help enormously in your marketing activities, not only will it be interesting for your visitors, new and returning, but is also can help from a search engine optimisation (SEO) point of view - this essentially means that it shows Google, Bing, Yahoo and other search engines that your website is active and therefore they are more likely to include it in results when people are using their platform to search for a keyword phrase that is relevant to your business.

The content can be a mix of:

Sales - Product details (type, materials, sizes, pricing, availability, delivery info)
Service - How to buy, the ordering processing, delivery info, installation, after sales)
Helpful information

These can be in the form of a regular blog or news articles.
Aim for 350-500 words at least, ideally they should be 750-1000 but that's not always possible. Remember to write for your target customer in mind and what they might be in interested in.
Lists can be a great way of displaying the content and can be an easier way to for visitors to your site to read the information.
Position yourself / your business as the expert in your field.

Topic ideas for a business operating in your market sector could include:

Sleep related articles

Benefits of a good night’s sleep
Best mattress for a side / back / front sleeper
Waking up because you are too hot or cold

Seasonal

Winters coming .. transition to your winter duvet
Spring / Summer .. transition to your lighter duvet
How to store duvets out of season

FAQ

Listen to what you are regularly asked and make individual articles about it or have a FAQ page. If you are being asked in the showroom, over the phone there is a chance people are asking those questions online

National Awareness Days

Do your research and identify the ones that are relevant for your sector

Some dos and don'ts

Do use trailers or tasters of the article in your social media channels to direct people to your website
Do use clickable links to make it easy for people to respond
Do use clear call to actions
Don't make every article a sales pitch - use it to inform instead which can ultimately help with sales
Don't use duplicate content on your website

To discuss further or for assistance, contact Helen Stott of Marketing Doris on 0790 3727750 or email helen@marketingdoris.co.uk

To send your marketing question into Ask Doris - The Marketing Agony Aunt email info@marketingdoris.co.uk

Quote of the Week - focus on being productive

helen@marketingdoris.co.uk — Mon, 03 Oct 2022 16:49:27 GMT

Monday Motivation

"Focus on being productive instead of busy" Tim Ferriss

I'm sure I'm not alone when I say I can be a busy fool at times.. the key is being productive so I use lots of different digital tools to help me stay that way especially when WFH.. what are your top tips for staying focused? #wfh #mondaymotivation

Quote of the Week - have nothing

helen@marketingdoris.co.uk — Mon, 26 Sep 2022 16:32:13 GMT

Monday Motivation

"Have nothing in your houses that you do not know to be useful or believe to be beautiful" William Morris

With the house move getting ever closer, this has become our motto when deciding what to keep, donate, recycle or tip! #mondaymotivation

Quote of the Week - the sun still shines

helen@marketingdoris.co.uk — Tue, 20 Sep 2022 16:25:54 GMT

Monday Motivation

"It's worth remembering that it is often the small steps, not the giant leaps, that bring about the most lasting change" Queen Elizabeth II

I just had to choose a quote from The Queen, I only saw her in person twice from afar. The first was in Chorlton during her Silver Jubilee when we had been taken by our Nan a to wave a flag as she dro ve past, I still maintain that she smiled and waved at me #mondaymotivation

Quote of the Week - small steps

helen@marketingdoris.co.uk — Mon, 12 Sep 2022 16:18:11 GMT

Monday Motivation

"It's worth remembering that it is often the small steps, not the giant leaps, that bring about the most lasting change" Queen Elizabeth II

Quote of the Week - The naming of Cats

helen@marketingdoris.co.uk — Mon, 05 Sep 2022 15:12:16 GMT

Monday Motivation

"The naming of cats is a difficult matter" TS Eliot

So true..! I've always loved the musical CATS (though not the film?!!) and choosing our new ginger kitten's name involved many hours of discussions between the four of us.. just like in business when choosing your company/brand or product name can be a very emotive topic!

How did you choose your business / product / pet name?

#mondaymotivation

Quote of the Week - August slipping away

helen@marketingdoris.co.uk — Tue, 30 Aug 2022 14:44:39 GMT

Monday Motivation

"August slipped away like a bottle of wine" Taylor Swift

With September in our sights.. this one seemed very appropriate this week!

#mondaymotivation

Quote of the Week - Its a good day

helen@marketingdoris.co.uk — Mon, 22 Aug 2022 14:36:54 GMT

Monday Motivation

"Its a good day to start a good week"

You can't beat a cheesy quote occasionally!! Happy Monday all

#mondaymotivation

Quote of the Week - Looking Happy

helen@marketingdoris.co.uk — Mon, 15 Aug 2022 14:30:01 GMT

Monday Motivation

"I'm happy, and think being happy keeps you looking young" Olivia Newton-John

What a lovely outlook she had. Much missed already.

#mondaymotivation

Quote of the Week - Imagination is Everything

helen@marketingdoris.co.uk — Mon, 08 Aug 2022 14:25:49 GMT

Monday Motivation

"Imagination is everything. It is the preview of life's coming attractions" Albert Einstein

I totally agree with the sentiment from Mr E!

#mondaymotivation

Well Played Sainsburys and Lionesses!

helen@marketingdoris.co.uk — Sat, 30 Jul 2022 14:12:20 GMT

I do enjoy a good piece of topical marketing and this one from Sainsbury's to tie in with the final of the Women's European Cup Final in July was just brilliant!

Clearly national supermarkets have bigger marketing budgets than the average business, but there are other marketing tools and channels that can be utilised quickly to create a similar and topical message.

For help and support with marketing campaigns, messages and tools to use, contact Helen Stott of Marketing Doris on 0790 372750

Quote of the Week - Get rid of the box

helen@marketingdoris.co.uk — Mon, 25 Jul 2022 11:36:06 GMT

Monday Motivation

"Instead of thinking outside the box. get rid of the box" Deepak Chopra

I do enjoy helping clients look at how they market their business from a different perspective .. is thinking out of the box.. I like to think we are getting rid of the box completely! #mondaymotivation

Quote of the Week - Count the people

helen@marketingdoris.co.uk — Mon, 18 Jul 2022 11:19:28 GMT

Monday Motivation

"Don't count the people that you reach, reach the people who count" David Ogilvy

Absolutely �� per cent agree with this statement.. quality over quantity is key with customer targeting #mondaymotivation

Quote of the Week - Do the best

helen@marketingdoris.co.uk — Mon, 11 Jul 2022 13:53:36 GMT

Monday Motivation

"Do the best you can until you know better. Then when you know better, do better" Maya Angelou

I keep returning to the wise words of Maya Angelou .. she truly was a very wise lady

#mondaymotivation

Boris in Blackpool

helen@marketingdoris.co.uk — Thu, 07 Jul 2022 14:15:08 GMT

Well timed PR Opportunity

The resignation of Boris Johnson this week sparked many brands and businesses to set up a well-timed social media post, graphic or in the case of Madame Tussards in Blackpool, they took their wax work of the UK Prime Minister to be photographed outside the local branch of the Job Centre.

The photograph was picked up by the local media, and then spread to the national press as well as via social media, with some very positive comments made for the owners of the wax-work. Will it bring them more visitors this summer? It just might do so!

Not every business wants to get involved with any marketing activity that might be considered political, but it is worth keeping an eye and ears out for any topical opportunities which might fit with your brand.

For ideas, contact Helen Stott of Marketing Doris to discuss.

Quote of the Week - Looking forward

helen@marketingdoris.co.uk — Mon, 04 Jul 2022 13:44:17 GMT

Monday Motivation

"I'm always looking forward to what I'm doing now, and what's ahead" Paul Weller

I've been such a fan of the Modfather himself from the moment he rescued me from a coat hanger (true story), and after seeing him again at the Piece Hall last night just had to use one of his quotes for today's #mondaymotivation

Quote of the Week - You Do Need Mentors

helen@marketingdoris.co.uk — Mon, 27 Jun 2022 13:38:53 GMT

Monday Motivation

"You know, you do need mentors, but in the end, you really just need to believe in yourself" Diana Ross

Just had to feature one of the headliners from #Glastonbury2022 , was disappointed not to get to see Ms Ross in Manchester recently (after our 2020 tickets were initially rearranged and then cancelled!).. so it was wonderful to see her via the BBC at the weekend #mondaymotivation

Quote of the Week - what to eat next

helen@marketingdoris.co.uk — Mon, 20 Jun 2022 13:33:01 GMT

Monday Motivation

"I don't think any day is worth living without thinking about what you're going to eat next at all times" Nora Ephron

This speaks my language.. a wise lady indeed... now what should we have for lunch? #mondaymotivation ion

Quote of the Week - Laugh as much

helen@marketingdoris.co.uk — Mon, 13 Jun 2022 13:21:30 GMT

Monday Motivation

"Laugh as much as you breathe and love as long as you live" Johnny Depp

Have been reminding myself what a fine actor Mr D is recently by re-watching some of his films.. so just had to choose a quote from him for this week's #mondaymotivation

Webinar Recording: How to Prepare a Marketing Plan

helen@marketingdoris.co.uk — Fri, 10 Jun 2022 18:57:42 GMT

Harts Accountants Webinar

Yesterday (Thursday 10th June 2022) I was a speaker at the Harts Accountants Webinar - How to Prepare a Marketing Plan

The Webinar focussed on what a Marketing Plan is, where it fits in your business and how to prepare one.

Missed it? View the recording on the Harts Accountants YouTube Channel , or click below

Quote of the Week - Good Memories

helen@marketingdoris.co.uk — Mon, 06 Jun 2022 18:40:11 GMT

Monday Motivation

"Good memories are our second chance of happiness" Queen Elizabeth II

After a long weekend for her Platinum Jubilee celebrations, I had to choose one from the main lady herself .. hoping you were all able to make great memories for yourself and your loved ones over the last few days

#mondaymotivation

Preparing a Marketing Plan Webinar

helen@marketingdoris.co.uk — Wed, 01 Jun 2022 19:06:00 GMT

Harts Accountants Webinar
Thursday 9th June 2022 - 9.30-10.15am

Am delighted to have been invited as the main speaker in the Harts Accountants Webinar - How to Prepare a Marketing Plan on Thursday 9th June 2022 - 9.30-10.15am

The Webinar will focus on what a marketing plan is, where it fits in the business and how you can prepare one.

Why not join us, it’s free to attend, simply book your place here - let me know if you are attending and I'll look out for you!

Harts Accountants have offices in Macclesfield and Stockport - for more information visit their website - harts-ltd.com

Quote of the Week - Day off

helen@marketingdoris.co.uk — Mon, 30 May 2022 10:38:04 GMT

Monday Motivation

"Life moves pretty fast. If you don't stop and look around once in a while, you could miss it" Ferris Bueller

Am taking a leaf out of Ferris' book this week and will be taking some time off..

#mondaymotivation

Quote of the Week - Stop the Clock

helen@marketingdoris.co.uk — Mon, 23 May 2022 10:31:28 GMT

Monday Motivation

"Those who stop marketing to save money are like those who stop a clock to save time" Henry Ford

Another brilliant quote from Mr F - this is absolutely one spot on!

#mondaymotivation

Quote of the Week - The most courageous act

helen@marketingdoris.co.uk — Mon, 16 May 2022 10:25:46 GMT

Monday Motivation

"The most courageous act is still to think for yourself. Aloud." Coco Chanel

There are so many gems from Coco Chanel to choose from, and I don't just mean her quotes! This one felt right though for a bit of Monday Motivation - have a good week!

#mondaymotivation

Quote of the Week - Goal to be happy

helen@marketingdoris.co.uk — Mon, 09 May 2022 10:18:22 GMT

Monday Motivation

"Never lose sight of the fact that the ultimate goal is to be happy" Steven Bartlett

I've been listening to Steven Bartlett's podcast Diary of a CEO a lot recently (would recommend if you haven't already found it) and there many many quotes I could have selected for today, but this jumped out at me this week

#mondaymotivation #mondaymotivation

Quote of the Week - Hard Work

helen@marketingdoris.co.uk — Mon, 02 May 2022 16:51:31 GMT

Monday Motivation

"Hard work will always bring opportunities" Karren Brady

Absolutely agree.. though I am going to take some time off today! #mondaymotivation #bankholiday

Can you cover my shift?

helen@marketingdoris.co.uk — Thu, 28 Apr 2022 16:20:08 GMT

Aldi's Social Media team has been at it again!

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Quote of the Week - Change your attitude

helen@marketingdoris.co.uk — Mon, 25 Apr 2022 16:02:37 GMT

Monday Motivation

"If you don't like something, change it. If you can't change it, change your attitude" Maya Angelou

We can never hear enough of Maya Angelou insights and it's been a while so here is another gem from the great lady herself to kick start the week #mondaymotivation

Quote of the Week - Having Fun

helen@marketingdoris.co.uk — Mon, 18 Apr 2022 15:56:13 GMT

Monday Motivation

"Business is about making money but is also about having fun, so get your character across" Peter Jones

I know it's Bank Holiday Monday but there will be plenty of people working today, even if it's just to get prepared for the week ahead.

I had to choose another Dragon for this week's quote and liked this one from the longest-serving one himself #mondaymotivation

Happy Easter

helen@marketingdoris.co.uk — Fri, 15 Apr 2022 15:16:42 GMT

Happy Easter

Wishing you all a good Easter break - I'll be taking some time out with family and possibly / hopefully with some chocolate thrown in!

See you next week!

Quote of the Week - Success is a Balance

helen@marketingdoris.co.uk — Mon, 11 Apr 2022 15:10:01 GMT

Monday Motivation

"Success is a balance thing, it's about work and play together, so we need to work on how we embrace that" Mary Portas

I've always enjoyed watching Mary's programmes and hearing her views, and I totally agree with her on getting that balance in our lives.

Quote of the Week - Don't Mince our words

helen@marketingdoris.co.uk — Mon, 04 Apr 2022 15:03:39 GMT

Monday Motivation

"That's what us northern people do, don't we? Don't mince our words, just say it how it is" Sara Davies

Yet another quote from a dragon. This made me smile.. though am sure there are plenty of people in all areas of the country that this could apply to!

National Pencil Day

helen@marketingdoris.co.uk — Wed, 30 Mar 2022 15:01:55 GMT

National Pencil Day

Wednesday 30th March 2022 is known as National Pencil Day #nationalpencilday

A national awareness day that was set up to remind us how useful the simple pencil can be.

This may not seem like the most exciting national awareness day of the year, but for many this can be a good opportunity to highlight their services or products, for example:

National Stationery retailers - Sharples UK tweeted an image with a fun fact "Did you know the average pencil holds enough graphite to write roughly 45,000 words or draw a line about 35 miles long?!?!" and more importantly a link to their shop.
Independent Stationery retailers - independent London based retailer Present & Correct marked the day with regular gifs featuring images of yes you guessed it pencils.
Books - the daughter of author Thomas Fletcher Smith took the opportunity to share an image of Pencil People, the story of a Lakeland Indust ry.
Music - the publicists of of Leonard Bernstein shared an image of the composers collection of pencil stumps and the explanation that he referred to his composing pencil stubs as his "little soldiers".
Museum - sadly at the time of writing the The Derwent Pencil Museum and Café in Keswick had yet to post a tweet but what a great day it would have been to highlight their journey into the origins of pencils and the history of their manufacture in the UK.

For help finding the right national awareness day for your business and how to use the opportunity for promote your products and services contact Marketing Doris .

Quote of the Week - Go on and Do it

helen@marketingdoris.co.uk — Mon, 28 Mar 2022 15:07:39 GMT

Monday Motivation

"Go on and do it, because nobody else is going to do it for you" Deborah Meaden

Another quote from a dragon, perhaps we now need to even it out and find inspiring ones from the the others. Anyway this was seemed perfect - we can all procrastinate and sometimes we just need to get on and do it. So here's to a good week!

Quote of the Week - B2B Does not mean boring

helen@marketingdoris.co.uk — Mon, 21 Mar 2022 15:28:38 GMT

Monday Motivation

"B2B does not mean boring marketing" Beth Comstock

We a bsolutely agree with this statement! .. and if you need some innovative ideas, then do get in touch

Tripped up again by the branding!

helen@marketingdoris.co.uk — Tue, 15 Mar 2022 13:36:29 GMT

The Apprentice 2022

As we head towards the eagerly anticipated Interview episode this week on the BBC's The Apprentice, we take a look back over the series so far.

No matter what the theme or task given every week, the key element that seems to trip up the 2022 contestants this week is the branding.

Event those candidates who specify that they have marketing and communications experience .. though typically they don't necessarily use those words as in true Apprentice style they are much more eloquent than that!

Their errors though are good reminders for good branding:

Colours - use those appropriate for the image and the subject. The infamous wellbeing cruise ship logo started out as a good idea with the up dog yoga position designed to look like the crest of a wave. Sadly the green and brown colours, which were meant to represent health conflicted, and had they used blues to follow the colour of the water they would have been more successful.
Company Name - remember to include it! The same wellbeing cruise ship logo discussed in the point above missed out this key bit of information, the results made the logo seem even more bizarre than it already was!
How it reads - take a step back and take a look as if for the first time The baby food name 'First Time Foodies' seemed like a good choice for their product - until they replaced the double o in the final word with bowls and so had the misfortune of spelling out First Time F**dies. Not good for any brand, and particularly not one aimed at infants.
Spelling Mistakes - is it spelt correctly! The animated video game Arctic Explorer had many flaws but missing a C in the first word changed the whole premise, and ultimately was the downfall of the team.
What is it - an established brand may have the luxury of being able to be minimal with information, but for most businesses and products, including details and information of what it is are needed. This was highlighted in the baby food challenge when the contestants didn't include the flavour in a clear and prominent position.

For marketing and branding advice, do contact us to discuss - we'd be very pleased to help!

Quote of the Week - Storyteller

helen@marketingdoris.co.uk — Mon, 14 Mar 2022 11:44:08 GMT

Monday Motivation

"The purpose of a storyteller is not to tell you how to think, but to give you questions to think upon." Brandon Sanderson, Author

Totally agree with this statement and is something we should think about in our content marketing activities, is it prompting a thought process or action?

For help with your marketing, contact us to discuss

Thinking out of the box!

helen@marketingdoris.co.uk — Wed, 09 Mar 2022 16:09:39 GMT

Should have gone to Specsavers!

Specsavers have been consistent with their branding and their use of the strapline "should have gone to ..".

Recently their marketing activities and campaigns have appeared to be ramping up somewhat, and this example of a billboard illustrates this perfectly.

How brilliantly is this?

It's a simple idea, but am sure that it took some planning and logistics to put it into place i.e. that the billboard space had the capacity to position vertically and not just horizontally.

.. and interestingly, aside from the limited audience seeing this in-situ, there are the many millions more who have seen it as the image has been shared on social media.

Nice one Specsavers!!

International Womens Day 2022

helen@marketingdoris.co.uk — Tue, 08 Mar 2022 12:04:04 GMT

International Women's Day 2022

Tuesday 8th March 2022 is known as International Women's Day .

A national awareness day that is recognised across the world with its aim to highlight the achievements of women globally.

Many brands and businesses use the opportunity to promote key women within their organisations, or highlight the work they do to nurture and retain talent. The Gender Pay Gap promotors responded to many companies celebrating International Women's in Business day by pointing out the statistics and percentage differences in pay within their workforce.

Networking events are often timed around this day. Helen Stott, Director of Marketing Doris is attending the Giants Women in Business event to be held at The John Smiths Stadium in Huddersfield tomorrow - the home of Huddersfield Giants Rugby and Huddersfield Town FC .

A shout out today to everyone marking International Women's Day!

Quote of the Week - Peace

helen@marketingdoris.co.uk — Mon, 07 Mar 2022 12:12:24 GMT

Monday Motivation

"You cannot shake hands with a clenched fist" Indira Gandhi

Not a direct marketing or business motivation quote today, but one that seemed so appropriate and one that most of the world seems to agree with at the moment, with one big exception.

We stand with Ukraine, and we pray for peace.

Don't Want to Hear About..

helen@marketingdoris.co.uk — Wed, 02 Mar 2022 16:46:08 GMT

.. Mothers Day?

This is not a new trend, but has been on the increase over the last year.

Retailers are now asking their newsletter subscribers in advance of key dates in the calendar if they want to receive notifications of promotions relating that occasion.

From a business perspective you are more likely to hang onto your subscribers in the long term if they suspend their subscriptions for a campaign that they are not interested in. It will also put your brand in a good light and could help with loyalty and future sales.

For help and support with your marketing campaigns, contact Helen Stott of Marketing Dori

Quote of the Week - Monday

helen@marketingdoris.co.uk — Mon, 28 Feb 2022 12:44:58 GMT

Monday Motivation

Monday. New Week. New Goals.

Helen Stott, Director of Marketing Doris choose this one "After a lovely few days away in the Big Smoke last week it's back to the desk all week - so this is the mantra for today!"

How do you focus after a holiday? Do let us know!

Let's Get Dressed

helen@marketingdoris.co.uk — Fri, 25 Feb 2022 17:39:21 GMT

Should we be on TikTok?

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A Brand is More Than A Logo

helen@marketingdoris.co.uk — Wed, 23 Feb 2022 14:10:04 GMT

How to Stand Out in your market

In busy market places, how do you stand out from other businesses?

One example that has stood out for us has been from the retailer Anthropologie .

The retailer started in the US in 1992 and now operates online and through their network of stores including

ones in the UK.

They host regular events in their stores or online on subjects that fit with their ethos and would appeal to their customer base and target markets. Some of the events involve crafting or making something and may have a small cost to cover supplies, others are either free to attend or suggest a donation to their chosen charity. Ones we have attended online recently have included poetry and yoga.

These event topics have been clearly well researched and planned out and bring together a community of like-minded people who share interests and as they are under the Anthroplologie branding or in their stores, then helps drive the consumer traffic to potentially buy more goods.

Pre-promotion and coverage of the events is posted online through social media channels and thereby sharing information of the events and potentially increasing the reach and attendance.

Nicely done Anthropologie

To discuss your branding and how you can maximise your opportunities, contact Helen Stott of Marketing Doris.

Quote of the Week - Unplug

helen@marketingdoris.co.uk — Mon, 21 Feb 2022 12:55:43 GMT

Monday Motivation

"Almost everything will work again if you unplug it for a few minutes including you." Anne Lamott

This we agree with.

This week our director Helen Stott will be unplugging for a few days this week from work and is looking forward to recharging!

See you next week!

Quote of the Week - Choose a Career

helen@marketingdoris.co.uk — Mon, 14 Feb 2022 12:59:58 GMT

Monday Motivation

"Choose a career you love and you will never have to go to work" Denis Waitley

It had to be a quote mentioning love today!

Helen Stott, Marketing Doris director choose this one "This one reminds me of my lovely Dad who would say something similar. I didn't really understand what he meant at the time but I do now and I'm lucky enough to have found the right one for me, hope you have too"

Quote of the Week - New Ideas

helen@marketingdoris.co.uk — Mon, 07 Feb 2022 13:33:23 GMT

Monday Motivation

"New ideas are sometimes found in the most granular details of a problem where few others bother to look" Nate Silver

Quote of the Week - Peacock

helen@marketingdoris.co.uk — Mon, 31 Jan 2022 19:56:47 GMT

Monday Motivation

"I've just sold myself like a peacock" Steven Bartlett

Yes, I do still watch Dragons Den - and I am enjoying seeing newbie Steven Bartlett mixing it up, and seeing his enthusiasm for a potential investment last week that led to him uttering this quote.. and why shouldn't we all do this more!!

Blow those trumpets and celebrate your successes!!

Quote of the Week - For Every Minute

helen@marketingdoris.co.uk — Mon, 24 Jan 2022 19:49:44 GMT

Monday Motivation

"For every minute spent organising, an hour is earned" Anonymous

This appeals to my inner organising geek so much! .. and am always interested in hearing new organisation tips so share away.

There are a number of techniques and tools that we use from software packages that help with time management systems and electronic schedulers to the old faithful notepads!

What do you use to help you in your business regularly? Do let us know

Quote of the Week - Motivation

helen@marketingdoris.co.uk — Mon, 17 Jan 2022 19:40:16 GMT

Monday Motivation

"People often say that motivation doesn't last. Well, neither does bathing. That's why we recommend it daily" Zig Ziglar

I do enjoy a Zig Ziglar quote anyway, but this one particularly made me smile.

Happy Monday!

Quote of the Week - Marketing's Job is never done

helen@marketingdoris.co.uk — Mon, 10 Jan 2022 19:32:51 GMT

Monday Motivation

"Marketing's job is never done. It's about perpetual motion. We must continue to innovate every day." Beth Comstock

Definitely agree with this quote - we absolutely do need to keep the marketing tap dripping!

For help and guidance with ideas for innovative marketing activities, contact Helen Stott of Marketing Doris

Happy 15th Birthday

helen@marketingdoris.co.uk — Sat, 08 Jan 2022 19:21:13 GMT

15 Years of Doris!

Yes its that time of year again when we can legitimately eat cake for breakfast to celebrate Marketing Doris clocking up another birthday.

.. or should that be anniversary? We are never sure which one though we have always favoured calling it a birthday celebration.. but for either one cake is still included!

The last year certainly has been more 'normal' that the previous year. Despite the continuation of the pandemic restrictions for much of 2021, businesses were in the main operating fully again and that included marketing - music to our ears!

So a BIG thank you to all our clients, associates, suppliers, friends and family for the continued support and we look forward to working with you over the next 12 months (and beyond!)

Happy New Year

helen@marketingdoris.co.uk — Mon, 03 Jan 2022 19:09:23 GMT

Here's to a good 2022!

Happy New Year from Marketing Doris and associates.

Aside from personal resolutions, January is typically a month when businesses will take the opportunity to review their marketing activities from the previous year against their objectives, and then use that information to look ahead and identify what changes or adjustments need to happen with their strategies and plans.

For help or guidance with reviews or plans, contact Helen Stott of Marketing Doris to discuss.

Merry Christmas

helen@marketingdoris.co.uk — Thu, 23 Dec 2021 15:13:50 GMT

Yes it's that time of year again!

On behalf of all involved with the Marketing Doris business, we would like to say Merry Christmas to our clients, associates, suppliers, our networks and all of our families.

2021 has continued to be challenging time for many, and we hope you can take some time off over the festive season to put your feet up and enjoy the rest.

We look forward to catching up and working with you in 2022

Non-Executive Directors Development Programme

helen@marketingdoris.co.uk — Tue, 21 Dec 2021 14:55:26 GMT

Continuous Personal Development Training

Last week Helen Stott aka Marketing Doris completed the In Professional Development Non-Executive Directors Development programme.

An intensive 5 day programme, this course was developed to support and provide leaders with the knowledge and skills to be a high performing Non-Executive Director, preparing them for the demands and challenges that they face every-day.

The Role of the Non-Executive Director is a member of the Board of Directors, who does not form part of the executive management of a business. Under company law, there is no legal distinction between Executive Directors and Non-Executive Directors. NEDs usually stand back from the day-to-day running of the business. NEDs have the same legal duties, responsibilities and potential liabilities as the Executive.

This fast track, well-structured and intensive programme, provided an outstanding personal development opportunity. The programme gave a detailed understanding and up to date knowledge of the role of the Non-Executive Director and the Board, leadership, corporate strategy, finance and crucially, organisational governance. It offers the maximum personal and business benefit from a minimum investment.

This course was designed for those with a minimum 3 years senior management experience and provided the core elements for aspiring, newly appointed and seasoned Non Executive Directors looking to improve their effectiveness at board level.

See the details here on the In Professional Development website

Quote of the Week - It's a Frame of Mind

helen@marketingdoris.co.uk — Mon, 20 Dec 2021 14:14:44 GMT

Why?

Oh. Christmas isn't just a day, it's a frame of mind - Miracle on 34th Street

I totally believe this.. and I'm not just saying that because I love Christmas!

We can put so much pressure on ourselves at this time of year, and 2020/1 have brought us challenges that we couldn't have predicted previously.

Yes there has been the usual frenzy to get everything done in time for the big day and try and be as normal as possible, but the added worry of staying healthy and the stress of retaining a negative test result so we can stick to our plans to spend it with family is very evident this year with everyone you speak to.

My Nana (yes the original and wise Doris) used to always say 'all being well' whenever plans were discussed. I think this was a throw back to the war years when they were unable to make definite arrangements because they had no idea what was going to happen. To be honest this phrase used to niggle me every time I heard it as I (wrongly) assumed it meant that she may change her mind.. but now I realise that plans can so quickly go awry through no fault of ours.

.. and that's why I like this quote... and it is valid from a marketing perspective. Campaigns don't always bring us the results we originally hope for, but with carefully monitoring and changes to the plans, then a successful outcome is possible.. we just have believe in the process.

.. and from a Christmas point of view, whatever happens over the next week, I will try and make the most of any of the festivities and enjoy them, and I hope you will do the same.

Quote of the Week - The Best Way to Spread

helen@marketingdoris.co.uk — Mon, 13 Dec 2021 13:52:30 GMT

Why?

The best way to spread Christmas cheer is to singing out loud for all to hear - Will Ferrell Elf

This close to the big day I had to swap a usual marketing quote for one from the big man himself.. no not that one.. the one in yellow tights!

Singing wouldn't necessarily be the way to spread your marketing messages - though could work well as part of a campaign and accompany advertising and social media posts.

.. for help with planning marketing campaigns all year round, contact Marketing Doris

Christmas Jumper Day

helen@marketingdoris.co.uk — Fri, 10 Dec 2021 11:44:27 GMT

Have you got your festive woollies on today?

It's the annual Save the Children Christmas Jumper Day to raise money for the charity.

Many businesses use this as an opportunity to engage their teams and encourage all to dig out their seasonal sweaters and make a fundraising donation.

Don't forget to share your team images via your social media channels and on your website and tag in the charity - it helps raise their awareness! #goodmarketing #fridayfun

Quote of the Week - Make Your Customers the Hero

helen@marketingdoris.co.uk — Mon, 06 Dec 2021 11:27:09 GMT

Why?

Make your customers the hero of your stories - Ann Handley

A nother quote I agree with - and follows a similar fe el of others I have shared on here and I won't apologise for repeating myself - your marketing should have your customer in mind.

.. for help contact Marketing Doris

Quote of the Week - What's your Why?

helen@marketingdoris.co.uk — Mon, 29 Nov 2021 11:21:42 GMT

Why?

People don't buy what you do, they buy why you do it - Simon Sinek, Author and Marketing Consultant

What's your Why? It's always an interesting and worthwhile exercise going back to the drawing board and reminding ourselves as to Why we do what we do?

Telling that story, and sharing our reasons why can show our personalities to our target markets, and help us with refocussing.

.. for help contact Marketing Doris

Quote of the Week - Our Jobs as Marketeers

helen@marketingdoris.co.uk — Mon, 22 Nov 2021 11:09:49 GMT

Why?

Our jobs as marketers are to understand how the customer wants to buy and help them to do so" Bryan Eisenberg, Speaker & Online Marketing Pioneer

.. yes definitely agree with this quote. Understanding our customers is so important. If we don't know who will use our products and services, and why, then how can we find the right way or the right messages to communicate to them.

.. for help contact Marketing Doris

Show Your Personality

helen@marketingdoris.co.uk — Thu, 18 Nov 2021 16:08:58 GMT

Don't be afraid to stand out in a crowd

Marketing Doris enjoys nothing better than looking through a fabulous catalogue.

In a world where many of these are now only available in digital format, its always good when we can get out hands on an actual printed version.

Clearly online versions are cheaper to produce and distribute, so therefore those who are creating physical copies typically have larger marketing budgets, and will schedule these to be available at key seasonal times.

Last week we received in the post a copy of the Christmas 2021 Graham & Green catalogue, it might be our love of marketing and retail that made this a special event for us (yes we accept that might seem a bit sad.. but really we don't care!!) but here's why we think so.

It stands out - the cover image of the Rocket Dog's and the moon are eye catching and you are drawn to them before you then even notice the rest
It has personality - the Rocket Dog's are not just confined to the front page, but there is a beautiful introduction / poem in the form of a Christmas Wish on the inside cover, along with graphics to tie it all together that are dotted throughout the catalogue
It has good quality images - an important element, but one that is often forgotten! Professional lifestyle photographs that actually show the products clearly are key. We were recently made aware of a leading clothing brand (we won't mention them), who's lifestyle images only showed a small part of their products (and we mean tiny!!), how that affects the sales and then subsequent returns would be very interesting to understand!!
It has clear descriptions - another important part of a good catalogue is to have details of the products, event with a 50+ page brochure as this is, there is a limit as to what you can include but they have done a good job (even if the font size is quite small in places) and where they need to have more information included there are references to go to to the website.
Call to actions - there are plenty of references to the website and their phone number, and then a dedicated inside back cover page detailing stores, customer services, delivery information (including last delivery dates), terms and conditions and social media channels. All as you would expect, though not always that easy to find.
Recycling / Sustainable - the catalogue has been printed on materials that can be easily recycled. They include this information in at least two places along with the recycling logo, and with a lovely note to suggest that you pass it on to a friend after you have finished... a lovely touch on many levels!

Head over to Graham & Green .. and do let us know if you see other examples of #goodmarketing .. and if you need a discussion about marketing or how to use a printed / digital brochure for your business (even if you are not in retail) then give us a call.

Flying Through The Web!

Tue, 16 Nov 2021 14:34:56 GMT

Covering all the bases

We've been a fan of the Danish retailer Flying Tiger many years ago ever since we discovered one of their stores whilst on holiday somewhere (can't actually remember where!) and we came back with as many goodies as we could cram into our bags.

... there was then the excitement realising that they had stores in the UK, and then there was the disappointment that there weren't any near where we live, so any time we found ourselves in the vicinity of one we had to plan extra time to bob in and fill our boots.

Whenever one of their e-newsletters dropped into the inbox, there was that initial excitement of 'what's new this month' and then realising we couldn't easily get our hands on any of it.

So imagine our delight this week when we see the news that they have just opened their online store! Yeahhh!!!! We are now busy with our first (of many!) order, just in time for Christmas.

Without a doubt this will be a massive boost to Flying Tiger sales... so why didn't they do this sooner? I'm sure there were many reasons why they didn't, however for a growing retail business, having an ecommerce platform is an important part of the sales and marketing mix.

Are your marketing activities supporting your business? For help with strategy and planning, contact Helen Stott of Marketing Doris .. and if you haven't discovered Flying Tiger yet.. what are you waiting for?!!!!

For All Shapes & Sizes

helen@marketingdoris.co.uk — Mon, 15 Nov 2021 14:37:27 GMT

Silkfred Leading the Way

I've been following Silkfred for a while on social media, but for one reason or another I haven't got around to actually ordering anything from them.. yet!

Their latest posts on Instagram have been catching my eye though more than usual, and they have been answering those questions I hadn't realised needed asking 'how would this garment look on someone my height and weight?'.

This simple idea I am sure will be a powerful piece of marketing for them, and I hope that other retailers take notice and adopt a similar initiative for their business.

Marketing activities do not need to be overly complicated - take a look at the questions your customers are asking, the answers are likely to be there.

For help or for a fresh pair of eyes, contact Helen Stott of Marketing Doris

A Sprouting Love Affair

helen@marketingdoris.co.uk — Fri, 12 Nov 2021 14:59:34 GMT

Jumping in at Number 1 in the Doris Christmas Advert Charts

Have you seen it yet?

The new Celebrations Christmas 2021 Advert was released yesterday and in our book its jumped to the top of our chart list.

The advert highlights that Bounty is the least favourite of the Celebrations chocolates and features our loveless hero feeling dejected and in a nod to Bridget Jones he turns to self help books on his sofa and uses a dating app unsuccessfully. Enter Brussels Sprout, who suffers similar rejections and in a bid to win Bounty's heart she takes a leaf out of Andrew Lincoln in Love Actually and appears on the doorstep with declarations written on white cards.

.. and if that wasn't brilliant in itself. Celebrations are offering people the opportunity to return their 'unwanted' Bounty's in the New Year!

Love it!! .. and for the record we are a fan of the coconut treat and would be very happy to help out with those returns!!

Not seen it? Take a look here..

Christmas is On Its Way!

helen@marketingdoris.co.uk — Fri, 05 Nov 2021 15:14:19 GMT

Time for Festive Marketing!

Ohh there's been a flurry of retailers releasing their Christmas 2021 adverts over the last couple of days.

The ones that stand out so far for me are from Marks & Spencer, featuring the voice of Dawn French and an animated Percy Pig running through the Food Hall (and who can blame him!).

There are ET vibes from John Lewis and the most fabulous magic boots (I definitely want a pair!) from TK Maxx, though my favourite (so far) has to be the Mary Poppins inspired one from Boots UK and the practically perfect bag of tricks.

How about you? Do you have a favourite yet either from 2021 or from a previous year?

Do drop Doris a note and let us know.

Quote of the Week - People Spend Money

helen@marketingdoris.co.uk — Mon, 01 Nov 2021 11:40:12 GMT

Why?

People Spend Money, When and Where they Feel Good - Walt Disney

.. and he should know! It's true though. How many times have you been in a store or on day out and have been comfortable / relaxed and have been happy to purchase more?

Don't forget about the ambience and the journey your customer takes from start to finish (and afterwards) - they are important and often forgotten about elements of your marketing strategy.

.. for help contact Marketing Doris

What does your Marketing communicate about you?

Mon, 01 Nov 2021 10:48:18 GMT

Guest Article by James Perryman of Momentus

You’re marketing yourself and/or your business in all the right channels, reaching your intended audience(s), but are you making the right impression and impact?

It’s enough of a challenge to identify your ideal clients and markets, establish where they ‘hang out’ so that you can get in front of them physically or digitally, and then decide on a marketing/advertising strategy to maximise your reach.

The challenge doesn’t stop there though.

What’s equally important is to consider your message and how you want to say/portray it, so that it makes the desired impact and right impression on your potential clients.

Ensure your words pass the ‘Alien test’

So you’ve written some marketing materials, social media posts, blogs and so forth – if an alien read them would they understand what you were trying to say?

Take care to use simple, clear language, avoid any company/industry jargon and avoid those TLAs (Three Letter Acronyms…..yes, we know what we did there!). Of course some people might understand, but others won’t and for some it’s a bit of a turn-off and means they will move on and not think about you or what you’re offering/providing.

Don’t pack too much written content in. A readers’ attention span isn’t long and typically they’ll want to consume information as easily as possible. When the content is longer, such as a blog, make sure the headline grabs their attention, the opening paragraph sets the context and that the proceeding sections are bite sized.

Make that image a scroll-stopper

In this digital era of simple access to a mass of information, more and more we scroll through our social media feed and emails, making immediate assessments of the relevance of what’s there and moving on quickly if it’s of no relevance. Or if it quite simply doesn’t grab our attention and make us stop scrolling to find out more.

We don’t recommend to always use an image, but where it can add to your message, invoke an emotion or provide social proof to what you’re talking about, then it’s worth doing. And make sure that the image is relevant!

I’ve often seen posts describing something important, educational and valuable, accompanied by a random image of the author drinking a coffee at their local Costa.

And be careful when overlaying words on top of an image – there’s a big risk that they won’t stand out or even won’t get noticed at all.

Let your audience read your video

Yes, you read that right. Let your audience read your video. We’re talking about adding captions here. A surprising amount of videos get watched with the volume muted (e.g. when on a bus or train, without any headphones), so it’s important to think about adding captions to videos to help the viewer read what is being said. We use www.rev.com to transcribe videos (or audio files) into captions for a very small fee, and then a program called Handbrake to burn the captions back onto the video.

Remember, if you’re going to add captions, they’ll take up space across the bottom of the video so you need to make sure they won’t inadvertently be on top of something important that the viewer would want to see also.

A little free hint on us – you can use Microsoft Word Online to transcribe video/audio files into text, which you could then use to form short social media posts, blogs, articles, etc!

You are your marketing

You’ve signed up for a networking event and turn up with your brilliant business cards and leaflets – the other people there want to get to know YOU. In that moment, you are the face of the business you’re representing. And by face, we mean your whole body!

Imagine you’re with someone who is talking to you, but won’t make eye contact, positions their body to face away from you, has their arms crossed and is too easily distracted saying hello to other people passing by. How likely are you to want their business, tell others positively about their business or even pursue them as a potential client of your own? (unless of course you’re in the business of helping people communicate better when networking).

So make sure you’re not that person.

Be interested in who you’re talking to. Even if it’s in a group of people, make eye contact subtly with them one by one, position yourself so that you’re facing centrally into the group when talking to them all, and subtly change it to face the person who is then talking to you/the group.

Body language is responsible for over 50% of our ability to communicate and influence other people, so use it well!

When it counts, look down the camera

Simply put, when you’re in a virtual meeting (e.g. over Zoom, Teams, etc) with one person, ten people or however many people, unless you’re looking into your device’s camera, you won’t be making eye contact with the person/people at the other end.

It’s an (almost) impossible challenge. You’ve got a load of people’s faces on your screen and you want to watch them individually. But what they see is you looking halfway down your screen, which for them is their neck, chest…anywhere other than their face.

So, when it’s important for your communication to be as effective as possible, deliver it by looking down the camera. That way, your audience all feel like you’re talking to them directly.

If this blog has given you some food for thought, you might be interested in our ‘Effective Communication Skills’ course or maybe some 1:1 coaching. Head to www.momentus.uk.com to find out more.

Quote of the Week - Give Them Quality

helen@marketingdoris.co.uk — Mon, 25 Oct 2021 11:00:23 GMT

Why?

Give them quality. That is the best kind of advertising. Milton Hershey, Entrepreneur

Providing a good quality product, service and of course customer service can speak volumes. It shows what you do is quality rather than what you say.

.. for help contact Marketing Doris

Webinar Recording: Developing a Digital Marketing Strategy

helen@marketingdoris.co.uk — Fri, 22 Oct 2021 11:53:29 GMT

Harts Accountants Webinar

Yesterday (Thursday 21st October 2021) I was a speaker at the Harts Accountants Webinar - Developing a Digital Marketing Strategy.

The Webinar focussed on how you can develop a useable Digital Marketing Strategy for your business.

I shared tips on where to start when considering using digital marketing tactics in your business for brand awareness, and looked at how digital marketing can support your sales activities, and how taking the time to develop your strategy will help you focus, plan and execute it more effectively.

Missed it? View the recording on the Harts Accountants YouTube Channel , or click below

Quote of the Week - Amazing Things Will Happen

helen@marketingdoris.co.uk — Mon, 18 Oct 2021 15:48:12 GMT

Why?

Amazing things will happen when you listen to the consumer. Jonathan Midenhall - Airbnb

We can often forget to listen to the people who are buying our products and services.

By listening to them we can learn a lot about how we can improve our communications, and can help with future development of our offerings.

.. for help contact Marketing Doris

ContentCal Skills Diploma

helen@marketingdoris.co.uk — Thu, 14 Oct 2021 16:08:38 GMT

Social Media Management

After being a committed user of another social media management tools for many many years, I made the decision earlier this year to look for an alternative solution to support the Social Media Management services that Marketing Doris delivers for our clients.

There were many reasons for wanting to change; primarily that I didn't believe that the tool we were using was flexible or scalable enough for our business needs, and despite trying to raise these concerns with our existing supplier to look for a solution it didn't appear that one would be suitable.

Looking for an alternative solution, I researched the market and spoke to my peers in the industry to understand the tools they were using. As expected there was a raft of different suggestions. Each one had a valid reason for using their chosen tool, and each of the platforms had many benefits.

In the end ContentCal was the solution that stood out for me. It ticked all the boxes for Marketing Doris needs. In particular the ease of use, the range of features and of course the costs were three key factors.

Additionally, the online learning section proved to be very useful to get up to speed in a short period of time and I was delighted to have completed the ContentCal Skills Agency Diploma.

The icing on the cake was the package that arrived on the doorstep today, along with a note of congratulations was a little packet of sweets - perfect for a mid afternoon treat!

To discuss how Marketing Doris can support your Social Media activities, contact Helen Stott on 0790 377750

Doris and The Cat

helen@marketingdoris.co.uk — Tue, 12 Oct 2021 17:08:57 GMT

Marketing Doris on the Radio

Earlier today, Helen Stott of Marketing Doris was interviewed on The Cat Radio Business Show by Dave Foulkes.

Helen was asked

What can businesses do after lockdown to refresh their marketing?
Top tips for marketing your business
What are the latest trends in marketing
.. and the number one question Why Doris ?!

In true Desert Island Disc style, Helen was asked for a couple of music choices to be played pre and post interview. As an 80s girl at heart, Spandau Ballet's Communication was selected, along with the Deadwood Stage by another Doris - Ms Day!

Check out The Cat for more information on the radio programmes and access to podcast of other interviews.

Quote of the Week - Marketing is really just about sharing your passion

helen@marketingdoris.co.uk — Mon, 11 Oct 2021 15:41:31 GMT

Why?

Marketing is really just about sharing your passion. Michael Hyatt

Tell your story. What's the background of your business? Why do you do what you do? What's your Why?

These can help communicate more effectively to your target markets and by giving these insights it can help your audience understand you and your business better.

.. for help telling your story contact Marketing Doris

Developing a Digital Marketing Strategy Webinar

helen@marketingdoris.co.uk — Wed, 06 Oct 2021 16:37:36 GMT

Harts Accountants Webinar
Thursday 21st October 2021 - 9.30-10.15am

Am delighted to have been invited as the main speaker in the Harts Accountants Webinar - Developing a Digital Marketing Strategy on Thursday 21st October 2021 - 9.30-10.15am

The Webinar will focus on how you can develop a useable Digital Marketing Strategy for your business.

I will be sharing tips on where to start when considering using digital marketing tactics in your business for brand awareness, and will be looking at how digital marketing can support your sales activities, and how taking the time to develop your strategy will help you focus, plan and execute it more effectively.

Why not join us, it’s free to attend, simply book your place here - let me know if you are attending and I'll look out for you!

Harts Accountants have offices in Macclesfield and Stockport - for more information visit their website - harts-ltd.com

Doris Chats About Marketing

helen@marketingdoris.co.uk — Mon, 04 Oct 2021 16:25:20 GMT

Introduction to Marketing Doris

Next Tuesday (12th October 2021) Helen Stott of Marketing Doris is the 10 minute feature presentation speaker at BNI Two Valleys West Yorkshire.

BNI is a global networking organisation and since August 20201, BNI Two Valleys West Yorkshire have moved to a Hybrid format of three online meetings a month, and one face to face meeting at the Cedar Valley Hotel in Huddersfield. All meetings are on a Tuesday 6.45-8.15am with the aim of supporting and helping businesses to grow.

Come along via Zoom to hear Helen speak on Tuesday. She will be using the opportunity to introduce Marketing Doris to the group and how we can provide guidance with a mix of marketing coaching, consultancy, interim marketing support and on-demand marketing director services.

Book your place by emailing helen@marketingdoris.co.uk

Quote of the Week - The Aim of Marketing

helen@marketingdoris.co.uk — Mon, 04 Oct 2021 15:27:07 GMT

Why?

The aim of marketing is to know and understand the customer so well the product or service fits them and sells itself. Peter Drucker

Absolutely agree with this quote.

Taking the time to understand your target market so your marketing communication messages just speak to them is key

.. for help contact Marketing Doris

Quote of the Week - People Don't Care

helen@marketingdoris.co.uk — Mon, 27 Sep 2021 14:09:50 GMT

Why?

People don't care about your business. They care about their problems. Be the solution that the are looking for. Melanie Dodaro

Yes this is very true!

Focusing on the benefits and / or what problem it solves is a useful viewpoint we should remember in marketing.

Put yourself in the shoes of your customer and why would they use your company products or services?

I work with businesses of all shapes and sizes and across lots of industries from professional services, engineering and manufacturing, logistics, charity, IT, and retail to help them identify their benefits and how to communicate effectively to their target markets.

.. for help contact Marketing Doris

When Cinderella Went to The Ball

helen@marketingdoris.co.uk — Tue, 21 Sep 2021 14:27:17 GMT

Marketing Magic

Marketing Consultant, part-time Marketing Director, On-Demand Marketing Manager and Fairy Godmother.

When Cinderella wanted to go to the Ball, her Fairy Godmother transforms the pumpkin into a coach, mice into horses, the rats into grooms and footmen, and Cinderella's ragged dress into a ball gown with glass slippers.

My clients too have a goal and often with limited resources and budgets, I use what they do have to plan and execute marketing campaigns to help them with their objectives.

So for businesses looking for some marketing magic and Doris sparkle contact Helen Stott to discuss.

Quote of the Week - An essential aspect of creativity

helen@marketingdoris.co.uk — Tue, 31 Aug 2021 14:59:16 GMT

Why?

An essential aspect of creativity is not being afraid to fail. Edwin Land, Founder of Polaroid

It can be difficult to poke your head above the parapet for the fear of it not working, and very easy to go along with the type of marketing activity that everyone else is doing.

Sometimes you just have to go for it and push those creative boundaries!

Having a fresh pair of eyes looking at your marketing can bring a new perspective. I work with businesses to help them see their marketing from their target market's point of view, this can lead to new creative ideas on how to communicate to this audience.

The good news is that marketing activities can be measured, monitored and tweaked to help with the success of the campaign.

I would like to be introduced to businesses who need help getting creative and more effective with their communications.

I work with businesses of all shapes and sizes and across lots of industries from professional services, engineering and manufacturing, logistics, charity, IT, and retail.

.. for help with your creative communications contact Marketing Doris

How Marketing can help with the recruitment process

Fri, 20 Aug 2021 14:27:53 GMT

Guest Article by James Perryman of MyPeopleClub

When we think of ‘Marketing’ we tend to think of how a business promotes itself, its products and services to existing and potential customers. We might think about how Marketing turns into Sales.

But do businesses stop and think about how their ‘customer facing’ marketing also comes across to potential employees? And do they also look at how to use good marketing to promote themselves as a great business to work for, making it a place people would want to work at?

Sadly, the answer too often is ‘no’.

Whilst potential recruits are reviewing and updating their CVs and Linked profiles (i.e. their marketing) whilst thinking “I do hope this business likes what they see and want to employ me”, the business should also be reviewing and updating their job adverts and website whilst thinking “I do hope that potential employees like what they see and want to come and work for us”.

I’ve been working with a utility business here in the North West recently, reviewing their end to end recruitment and onboarding processes and I made a number of recommendations, all of which could be deemed as ‘marketing’ themselves.

General advertising - Understand where your future employees ‘hang out’ (in person and online) and go there and advertise yourselves. One ‘in person’ example could be local colleges if you’re looking for part-timers. Join their business fair days. Ask to have a stand in their reception for a day so that students can come and talk to you and find out more. You could also ask for a feature on the college’s website homepage or relevant ‘jobs/opportunities’ page. This is your opportunity to tell people about your business, what you do, why you do it, who you do it for, the vision, mission and values that the business lives by.
Make it personal - Let people get to know what it’s like on the inside. A great way to do this, combining it with the suggestions in point 1 above, is to involve an existing employee who can share their own story of their career journey with you. When outsiders see someone that is being a true ambassador for the company, loves working there and has progressed through the business, this will speak volumes to them.
Be really clear - Your job adverts not only describe the responsibilities and requirements of the specific job, and perhaps a little about the business, but they also give an ‘impression’ of your business. If the job advert is vague, full of acronyms or even demonstrating some unconscious bias, what does that say about the business? Equally, if the job advert is long, onerous, and lacks any sense of personality or feeling, what does that say? When producing an advert, it’s important to step back, or even better involve someone independent, and ask yourself “would I want to do this job for this business?”.
Make it an experience to remember - From the first reply acknowledging a job application, to setting up and conducting the interview, to providing feedback, making a job offer and starting the onboarding process, make that whole experience easy, engaging and memorable for the employees. The communications through that process might be written, over the phone or face to face, all of which are still ‘marketing’ you and your business to that employee. Remember, it’s not just the people in the HR/Recruitment team that have to think about this, your managers doing the interviewing are also representing the business so it’s important they do a fantastic job with their own ‘marketing’!

For more information about MyPeopleClub including the many recruitment resources and helpful videos available, head to www.mypeopleclub.com .

Please note that Marketing Doris does not receive commission on any recommendation and cannot be responsible for any content on a 3rd party website.

Quote of the Week - Nothing sticks in your head better than a story

helen@marketingdoris.co.uk — Mon, 16 Aug 2021 15:04:00 GMT

Why?

Nothing sticks in your head better than a story. Stories can express the most complicated ideas in the most digestible ways. Sam Balter - Hubspot

I love a story, and I enjoy nothing better than reading one myself or helping my clients tell theirs.. and that essentially is what marketing is!

I would like to be introduced to businesses who need help telling their story and how to reach the eyes and ears of those people who are most likely to want to hear see and hear this story.

I work with businesses of all shapes and sizes and across lots of industries from professional services, engineering and manufacturing, logistics, charity, IT, and retail.

.. for help with your story contact Marketing Doris

Quote of the Week - The Man who stops advertising

helen@marketingdoris.co.uk — Mon, 26 Jul 2021 14:57:09 GMT

Why?

The man who stops advertising to save money is like a man who stops a clock to save time - Henry Ford

Another quote I absolutely agree with.

Though I am sure that is Henry Ford was still here today he would update his quote to replace advertising with marketing.

I know I would say that but its true.. keep that marketing tap dripping!

.. for help understanding what type of marketing can help your business, contact Marketing Doris

Why Marketing and Sales are like Fish & Chips

helen@marketingdoris.co.uk — Thu, 22 Jul 2021 15:10:59 GMT

Marketing & Sales go together like Fish & Chips..

.. Bacon & Eggs or Salt & Pepper.

Quite frankly we complement each other.

We can work independently, but together the results are much better.

Marketing brings to the table, market research, creating materials, improving brand awareness, developing sales promotion activities, lead generation tactics and analysing performance.

To find out how Marketing Doris works with Salespeople and teams contact Helen Stott.

Quote of the Week - Think Like a Customer

helen@marketingdoris.co.uk — Mon, 19 Jul 2021 14:44:52 GMT

Why?

Think like a customer - Paul Gillin

Yes do in all aspects of your business!

A recent example was last week in a marketing meeting with a client when we spent time focussing on the physical customer journey into their offices and considered all the elements on how we could improve it.

Some of the suggested ideas were small, but they all add up and make the customer feel as welcomed and valued as they should be.

A happy customer is one that is likely to stay with you longer and is more likely to recommend you.

.. need an unbiased view of your customer journey - then give Helen Stott a call

Quote of the Week - Don't be afraid to get creative

helen@marketingdoris.co.uk — Mon, 05 Jul 2021 14:37:04 GMT

Why?

Don't be afraid to get creative and experiment with your marketing - Mike Volpe

I absolutely 100% agree with this quote - whatever your industry or sector you can get creative with your campaigns and messages.

It can be easy to get stuck in a rut with your marketing activities, or do what you consider is your industry norm or what your competitors are doing.

Sticking your head above the parapet and doing something different can really make you stand out from the crowd.

.. and if you struggling to find your creativity - then give me a call and I'd be happy to brainstorm with you!

Quote of the Week - Sell the Problem

helen@marketingdoris.co.uk — Tue, 29 Jun 2021 19:40:42 GMT

Why?

Sell the problem you solve, not the product you make - Unknown

It's easy to focus on the benefits and features of the products and services we sell, but ultimately people will buy when it solves a problem they have.

Just think about that for a moment and how you would apply this to your business.

I posted this on social media the other day, one comment I received was someone who created jewellery. She said she could see what I was saying but didn't know what problem she was actually solving.

I love this type of question and I was able to suggest one 'why', that she p rovides beautiful gifts for those buying for people who are incredible hard to buy for.

Looking at your company, product, service from the perspective of your customers can help you identify what problem you solve and can give you a different and probably more effective marketing message to use.

.. and if you struggling to find your why - then give me a call and I'd be happy to chat through it with you!

The Show Must Go On!!

helen@marketingdoris.co.uk — Wed, 19 May 2021 17:33:23 GMT

Events, Exhibitions and Shows

After a year (and some) of exhibitions and shows being put on hold or moved to online versions, there are signs the UK is returning to an element of business as usual with many cancelled and postponed as events are starting to be scheduled again.

We are working with three clients on their presence at industry shows taking place within two weeks in July.

As none of these businesses have in-house marketing, much of the preparation in the run up to the events, as well as during and afterwards will be handled by Marketing Doris, and includes:

Research - is the event the right one for your business? Before booking, especially if this is a new show for you, then let us research it thoroughly so you have all the facts before deciding.
Project Managing - overseeing the whole process to ensure that all elements are considered and taken care of within the timescales and within budget.
The Space - planning out the available space and how it can be maximised and used effectively during the event from electrical supply to the lighting to carpet and furniture choices.
Display - making the client visible during the event from the branding on signage, to graphics panels providing information about the business and their services.
Communications - informing interested (and potentially interested) parties with news of the event, that they will be there, what they will be doing there and how to meet up, and post-event ensuring follow ups are made.
Merchandising - researching and arranging suitable branded promotional giveaways for the events.
Brochures & Flyers - arranging the reprinting of existing materials, updating, or creating new from plan, to writing content, sourcing imagery, and working with graphic designers and printers.
Promotions - working with sales and business development teams to discuss and agree focus for the event.
Online Marketing - using website and social media channels to promote event and provide up to date news in the run up, during and post event.
Attendance - where clients have limited available personnel, we are often invited to join the client to help support them during the event.

For help, assistance, and guidance for your upcoming show, contact Helen at Marketing Doris on 0790 3727750 to discuss.

In the Line of Duty

helen@marketingdoris.co.uk — Tue, 04 May 2021 17:53:07 GMT

I'm known as H!

.. and yes like most of the country I was on the edge of my seat last Sunday night to see who was going to be unveiled as the Fourth Man .. I didn’t guess it right.. did you?

As a marketer, in The Line of Duty for me is not nearly as dangerous as Ted, Steve, and Kate’s , but at times it can seem as complicated when I am working with multiple businesses in different industry sectors when it seems there are as many acronyms as they use in AC-12 .

In some ways being an outsider in these circumstances can be an advantage, I challenge the industry jargon to understand the meaning and that can form part of the communication strategy, especially if the target market are lay people too.

I work to the letter of the (marketing) laws and directly with business directors, owners (and wee donkey’s ).

To discuss your marketing requirements, give H a call on 0790 3727750

The Ongoing Tale of the Chocolate Caterpillars

helen@marketingdoris.co.uk — Tue, 20 Apr 2021 13:24:02 GMT

Colin vs Cuthburt, Curly, Clyde, Cecil, Charlie, Morris and Wiggles!

Last week it was announced that Marks & Spencer were taking legal action against Aldi for copying their infamous Colin the Caterpillar chocolate cake with their Cuthbert version.

Aldi have sailed close to the wind before with products that bear a striking resemblance to other retailers. However, this time, the big question must be Why Aldi, as it was soon revealed that there were many similar shaped celebration cakes on the market sold by other retailers such as Waitrose, Sainsbury’s, Morrisons, Co-op and Asda.

In typical Aldi style, they have responded to the upcoming legal case by first launching a social media campaign ‘free Cuthbert’ featuring their cake in modified ‘jail’ packaging and then announcing they were bringing back a limited-edition version next month with proceeds going to cancer charities (including the Macmillian Cancer and Teenager Cancer, both of which Marks & Spencer supports) and asking the other retailers to join them.

How is this going to pan out from a legal perspective, and if M&S are successful, will they then look to act against other retailers? If they drop the case, will that then mean other products will be copied? At this stage it is hard to predict but, in the meantime, we’ll watch Twitter and #caterpillarsforcancer with interest.

Doris Talks (Again)

helen@marketingdoris.co.uk — Thu, 18 Mar 2021 20:54:02 GMT

Marketing works for every business

Next Thursday (25th March 2021) Helen Stott of Marketing Doris is the 10 minute feature presentation speaker at BNI Focus Warrington.

BNI is a global networking organisation and since March 2020 has moved online. BNI Focus Warrington meet every Thursday 6.45-8.15am to support and help members grow their businesses.

Come along via Zoom to hear Helen speak on Thursday how marketing can work for every company to help with their growth and development - its about identifying the right activities for your business. and how Marketing Doris can provide guidance with a mix of marketing coaching, consultancy, interim marketing support and on-demand marketing director services.

Book your place by emailing helen@marketingdoris.co.uk or contact@bni-focus.co.uk - for more information go to BNI Focus website

Migration from No or Little Marketing to an In-House Marketing Department

helen@marketingdoris.co.uk — Mon, 15 Mar 2021 16:40:04 GMT

Your First Step to a Marketing Department

Growing businesses recognise the need for marketing, but do not know what they need, where to start and who can help them.

That is where Marketing Doris comes in.

For 14 years we have been working with businesses who have little or no marketing in-house and helping them with identifying:

The marketing activities that will work for their business.
Their target markets.
The right messages for each of the target markets.
A marketing plan that will work with their timescales and budgets.

Having gone through this process, a Marketing Strategy and Marketing Activity Plan will be created, and businesses without resources available will need ongoing interim support.

This is where Marketing Doris comes in.

We provide marketing management support to manage and implement the Marketing Strategy and Marketing Activity Plan. This includes monthly monitoring, measurement, and review to ensure activities are working efficiently and effectively for the business.

The need for marketing typically increases as the success of the results require more of the same activity. With this justification in place, some businesses then feel that they are ready to employ a marketer directly.

This is where Marketing Doris comes in.

We work with the business to create a job description, advert and can help with the interviewing, induction, and hand-over process.

To discuss how you can make the first step to building your Marketing Department, contact Helen Stott of Marketing Doris on 0790 3727750 or email helen@marketingdoris.co.uk

A Quick Guide to YouTube

helen@marketingdoris.co.uk — Fri, 05 Mar 2021 12:20:22 GMT

Why YouTube Should Be Part of Your Marketing Mix

YouTube isn’t just a platform to park your business videos. It’s an incredibly powerful tool that doubles as a search engine, second only to Google! With billions of users every day, it offers huge potential to expand your reach, engage with your audience, and grow your brand.

Here are some practical tips and a quick guide on how to use YouTube effectively for your business:

Define Your Objectives

Before diving in, think about what you want to achieve. Is it to raise brand awareness, build a loyal following, or directly increase sales? It’s important to be realistic. Are your target customers using YouTube, or might another platform better serve your needs? Having clear goals will help shape your strategy.

Start with the Basics

The first step is to create your YouTube channel. Make sure your profile is complete—this means adding an engaging cover image, filling out your business information, and including important contact details like your email and website. Think of it as your video storefront, so make it inviting!

Content Ideas

Upload existing company-related videos to get started. Do you have recordings of webinars? How-to guides? Product demos or service explanations? All of these make great content for your channel. Remember, people love value-packed videos that educate, inspire, or solve a problem.

SEO for YouTube

It’s one thing to upload videos, but it’s another to ensure they’re found by the right people. To maximise visibility, complete all relevant fields like video title, description, and tags. This boosts your chances of being discovered by users who aren’t already subscribers. Make sure your keywords are relevant to what your audience is searching for!

Organise with Playlists

As your video collection grows, organizing your content with playlists can make it easier for viewers to navigate your channel. Group your videos by type (e.g., tutorials, customer testimonials, product info) so subscribers can quickly find what they need. You can also include relevant videos from other channels in your playlists to offer even more value.

Link to Your Website

Don’t forget to drive traffic to your website! Embed your YouTube videos into blog posts, product pages, or service information. This not only keeps your site content dynamic but can also boost engagement on both your website and YouTube channel. Always make sure your profile has up-to-date links to your website as well.

Engage with Your Audience

YouTube is a two-way street—interaction is key! Respond to comments on your videos to build a connection with your audience. Engaging with your viewers encourages loyalty and helps create a community around your brand.

Privacy Settings

Not all videos need to be public. YouTube allows you to adjust the privacy of your content. You can make videos public, private, or unlisted, and even add age restrictions if needed (for children, over 18s, etc.).

Grow Your Subscriber Base

The more, the merrier! Make it easy for people to subscribe by inviting your existing audience to follow your channel. Share the link in your email footer, on your website, in newsletters, and across your social media channels. Don’t be shy—let people know where they can find you!

Promote Upcoming Content

At the end of your videos, include a call-to-action that teases your next piece of content. Use other social media platforms to build buzz and keep your audience excited about what’s coming up next. Consistent promotion is key to building a regular viewer base.

Need a Helping Hand?

If you’re feeling a bit overwhelmed or simply want expert guidance, I’m here to help! Contact me, Helen Stott of Marketing Doris on 0790 3727750 , and yes—you can also find me on YouTube !

Reduce your Unsubscribe Levels

helen@marketingdoris.co.uk — Tue, 23 Feb 2021 19:31:34 GMT

Don't leave us this way!

It is inevitable that when you are sending out marketing communications via e-marketing tools (i.e. Mailchimp / Hubspot) that you will receive the occasional unsubscribe.

The reason that recipient decided to remove themselves from your mailing list is varied:

Their inbox is full and overwhelming, and they want to reduce the number of messages they receive. Your emails may just be too distracting for them!
They are no longer interested in receiving this medium of communication, even if they signed up for it in the first place. Personally, I now prefer to follow some retailers Instagram or Twitter rather than be on their mailing list.
The content is now not relevant to them. Some purchases are one-offs, or they may be on your list because they bought the item or service for someone else as a gift and they are not your direct target market.
They forgot they signed up. This could be for the reasons outlined above or genuinely they just did not remember!
They feel they are receiving too many emails from you. When we have so many interesting pieces of news or wonderful products and services you may be tempted to send frequent messages!

Some key points to remember:

Do not to take a loss from your mailing list personally, it does not mean they will never buy from you again just that they do not want an email from you.
You want to avoid being considered spam.
It is important to update your records when someone has unsubscribed, not only can it be damaging to your business or your brand if you continue to send marketing messages, but you can also be in breach of GDPR guidelines. Check the ICO website for current guidance.

There are some tactics you can employ to help reduce the number of unsubscribes:

Target - filter your database so you can tailor your message to the right target audience.
Ask - what do they want to receive from you? At the point of sign up, give them the options of the type of information they want, and the frequency of when they get them. You could also check in with your mailing list on an annual basis you could ask recipients if they are still happy to receive information, what and when.
Less is more - unless you have something relevant to say or they have said they want emails on a more regular basis then keep it quarterly / bi-monthly / monthly / bi-weekly / weekly and stick to the routine. People will start to recognise the pattern.
Suspend messages - if your messages are promoting seasonal or special events and you are upping the ante on the number of emails, then check if they are interested or want to duck out of this? Examples seen of this practice has preceded Mothers / Fathers / Valentine’s Day when receiving these messages could upset or turn people off from your brand.
Review - keep an eye on the analytics for each mailer you send out, look at the activity of opens, click throughs, bounce-backs, and unsubscribes. Check how this compares with previous emails, the time / day of the week could have made a difference on its performance. Use the information to help you with the next mailer you send out.

For help and support with your e-marketing activities, contact Helen Stott at Marketing Doris on 0790 3727750 or email helen@marketingdoris.co.uk

Going Viral

helen@marketingdoris.co.uk — Tue, 09 Feb 2021 20:38:27 GMT

.. and how you can use it in your marketing

No, I am not talking about the pandemic, the term Going Viral or just viral is used when a news item, image, video becomes extremely popular within a short period of time through sharing of content.

There are many brands, businesses, individuals, and influencers who would covert a marketing activity that goes viral, often though what does capture the attention has not been planned but has taken a life on of its own.

Maybe it is because we are during another lockdown period and we are spending more time than ever online that there have been more examples of a viral activity recently. These have sparked a natural progression of relevant brands using the opportunity within their own marketing activities, for example:

Bernie Sanders - at President Biden’s inauguration last month (January 2021), Senator Bernie Sanders was photographed sitting alone (socially distancing) in an anorak style coat and large knitted mittens. His choice of clothing seemed more everyday than the formal dress of other guests, and the internet loved it. Cue many memes* that were shared on social media. Brands such as Ikea quickly react and create adverts for the ‘Bernie’ chair and accessory retailers promote similar gloves and knitting patterns.
Jackie Weaver - last week a video of a rowdy Handforth Parish Council Zoom meeting hit the headlines and Clerk Jackie Weaver became an overnight star with her calm and no-nonsense approach. Her actions have been praised across the media and by many household names including Richard Osman who suggested he was going to add a new character to his next book. Jackie was subsequently interviewed on Radio 4 Woman’s Hour, where she not only discussed bulling in the workplace (and how to deal with it) but also highlighted the good work that is being carried out by Parish Councils across the country. The outcomes, well for one I am sure people will be more aware of their behaviour in meetings and for another it may spark an interest in people getting involved in their Parish Council.
Weetabix and Heinz Baked Beans - not the most natural partnership, but an unlikely serving suggestion on Twitter today using the breakfast cereal instead of bread to go with your beans, quickly caught the attention of many, including well-known brands who joined in with the banter, much to everyone’s delight. Planned or by chance? Who knows but it got both food products trending and it was a great example of #goodmarketing that showed us the personalities of their brands and demonstrated their quick response to what was current today.

You do not have to have your own viral campaign to get involved, keep an eye out on social media trending items and those that have a natural (or even tenuous) link to your brand, jump in!

For help, guidance or to talk through ideas, give Helen a call at Marketing Doris on 0790 3727750

*a meme is often an image or animated graphic that imitates a cultural topic or theme.

Good Marketing Initiative - Ikea

helen@marketingdoris.co.uk — Mon, 08 Feb 2021 11:41:10 GMT

Buy Back Furniture

At Marketing Doris, we like nothing better than an example of a good marketing initiative.

Ikea have a brilliant programme in place, where they have pledged that by 2030 all their products will be made from recycled or from regenerative materials by 2030.

As such there is an opportunity for old pieces of Ikea furniture to be bought back and resold in the bargain corner.

Information on eligible products and guidelines are included on their website, and due to the current pandemic restrictions the service is currently on hold .. though am sure it will be restated soon.

For more information go to the Ikea website .

For help in identifying #goodmarketing activities for your business - call Helen at Marketing Doris on 0790 3727750

Webinar Recording - Using Social Media in Business

helen@marketingdoris.co.uk — Wed, 27 Jan 2021 19:02:09 GMT

This morning I presented in a Webinar on Using Social Media in Business.

The Webinar hosted Harts Accountants, focussed on how using Social Media channels as part of your marketing activity can help with growing your business during Lockdown 3 (and beyond).

Tips were shared on on how to develop your connection networks, what content to share, and when.

If you missed the session, catch up with the recording on the Harts YouTube Channel

Harts Accountants have offices in Macclesfield and Stockport - for more information visit their website - harts-ltd.com

Using Social Media in Business Webinar

helen@marketingdoris.co.uk — Thu, 14 Jan 2021 14:29:07 GMT

Harts Accountants Webinar
Wednesday 27th January 2021 - 9.30-10.15am

Am delighted to have been invited as the main speaker in the Harts Accountants Webinar - Using Social Media in Business on Wednesday 27th January 2021 - 9.30-10.15am

The Webinar will focus on how using Social Media channels as part of your marketing activity can help with growing your business during Lockdown 3 (and beyond).

We will be sharing tips on how to develop your connection networks, what content to share, and when.

Why not join us, it’s free to attend, simply book your place here - let me know if you are attending and I'll look out for you!

Harts Accountants have offices in Macclesfield and Stockport - for more information visit their website - harts-ltd.com

A Marketing Consultant is like a Personal Stylist

helen@marketingdoris.co.uk — Sun, 10 Jan 2021 18:36:10 GMT

I enjoy clothes shopping, but I am just not that good at it.

I wander around the shops, sometimes alone, sometimes with a friend. We go to our favourite retailers, we look at the latest season ranges, we point out items we like (or do not like!), what the other might like (or not) and sometimes we might go as far as the changing room or the till. Often when I get home and try (or retry) the clothes on I decide it is not for me really / it does not go with other items in my wardrobe / it is too big / too small, and I end up having to take it back.

Many years ago, I was introduced to a personal shopper at a large department store when I needed a posh frock for an event. She was brilliant, she listened to what I wanted, what I liked / did not like and then left me with a coffee and a magazine whilst she disappeared to gather some options together. When she reappeared, she had brought back a selection based on my requirements, along with some suggestions of her own. Surprising to me, the one I loved most and subsequently bought was one she had chosen for me and would not have been one I would have picked out myself if I had been let loose in the store.

It is a similar situation when I am working with clients on their marketing.

Often when we first meet, they tell me what marketing activities they have tried before or what they think they should be working with. By the time we have discussed their requirements, their target market, their objectives, I usually have some suggestions of my own to put to them that I feel would work better.

So, the next time you struggle to find the right marketing tool for your business / campaign, then give Helen a call, your Personal Marketing Shopper at Marketing Doris on 0790 3727750

Doris is 14

helen@marketingdoris.co.uk — Fri, 08 Jan 2021 19:39:08 GMT

Happy Birthday Doris

It was 2.30pm today (8th January) before we realised that Marketing Doris was 14 years old!

Usually we celebrate with cake, maybe a glass of something white (not milk!) and a list of fun (!) or interesting facts about the number (we know how to live!).. so here goes with this year’s list:

A fortnight has 14 days.
14 is very popular number in the Bible, there were 14 rains, 14 lambs, 14 plagues, 14 rams, 14 cubits and 14 wives
There are 14 lines in a sonnet.
Fourteen is the number of forgetfulness.
14 is the common designation for the thirteenth floor in many buildings for superstitious reasons.
“I'm just mad about Fourteen, Fourteen's mad about me” - a line from Donovan’s Mellow Yellow
The moon waxes for fourteen days and then wanes for fourteen days.
Fourteen is a composite number
A cuboctahedron is a solid with 14 sides. It has six squares and eight equilateral triangles.
In Tarot, the number 14 represents temperance, reasonableness, and self-control.
14 is the number of pounds in a stone.
In golf, a player can have no more than 14 clubs in the bag.
Apollo 14 was the third manned mission to land on the moon on February 5, 1971.
.. and Marketing Doris is 14!

So after experiencing 2020 in our 13th year (the less said about that the better!), we are hopefully (!) of a better year in 2021 for marketing and Doris!

Proof Reading, Copywriting and Editing

helen@marketingdoris.co.uk — Tue, 05 Jan 2021 16:01:34 GMT

Content Marketing

The life of a Marketer can be varied, and that is just the way I like it.

Over the coming weeks, I will detail the types of activities we undertake, starting with proof reading, copywriting, and editing.

I am in the camp supporting content in marketing, the benefits are many:

Fresh new content - on your website gives your new and returning visitors something interesting to read.
Shows you are an expert - can help position you as an authority in your industry sector
Provides information on your services & products - articles can go into more detail about a particular topic or angle that may not have been covered on your service or product pages on your website.
Helps people find you - regular fresh content on your website will help new users find you through their internet searches. This is known as Search Engine Optimisation
Can be used on social media - use elements of your articles on your chosen social media channels and remember to include a link to the relevant website page. This will help drive traffic to your website.
Can be used in your e-marketing activities - when you are sending out your electronic newsletter include previews or snapshots of latest or relevant articles with a link to the full piece on your website
Can be used for PR - company news or announcements are good examples of how a business can utilise PR activities, in these situations I would always advise that a press release is issued to the media before it is then added to the website or used on social media.

So now we know why we should have new content, the next question is usually ‘who will write it?’

You - it is your business, and you know your products, services, industry, and marketplace better than anyone. Often Clients start to write an article or will jot down a list of key points and then pass to me to review (proof-reading) or to develop (editing)
Me - or someone like me who is external to your business but can create a piece of content on your behalf (copywriting). This requires input from you initially, maybe a conversation or reading through information provided, for example company brochures or industry publications.

Just recently I have written articles, website pages, press releases, e-marketing newsletters, proof-read an e-book and edited a company manual.

To discuss how your business could benefit from new content within your marketing activities. Contact Helen Stott on 0790 3727750 or email helen@marketingdoris.co.uk

How do your clients benefit from working with you?

helen@marketingdoris.co.uk — Fri, 20 Nov 2020 13:36:47 GMT

When was the last time you asked that question?

In a recent business development session, we were asked, “what benefit do clients working with your business gain?”

Great question!

It led to discussions that have continued and evolved over future sessions as each of us looked at our businesses from a different perspective. Some of us asked colleagues, associates, suppliers and of course the clients themselves.

The responses received have led many of us to:

Review and adapt the way we communicate
Review and adapt our communication message
Use feedback as a testimonial
Use the opportunity to write about it (!)

All #goodmarketing tactics!

This basis of this exercise can be used as:

A review of your marketing messages
A Team Exercise - what do your employees feel are the benefits?
An opportunity to ask your clients for feedback

As for Marketing Doris, some of the benefits to our clients are:

We help identify which marketing tools and activities to use
We take away the initial hassle of recruiting for a position you do not need yet
More efficient
Cost effective interim solution
Peace of mind
Our results justify the need for marketing

What do you think the benefits are to your clients working with you? For help and advice, and how to use the results contact Marketing Doris at helen@marketingdoris.co.uk

Doris Talks

helen@marketingdoris.co.uk — Mon, 16 Nov 2020 12:53:55 GMT

How every business can utilise marketing

This Thursday (19th November 2020) Helen Stott of Marketing Doris is the feature presentation speaker at BNI Focus Warrington.

BNI is a global networking organisation and since March 2020 has moved online. BNI Focus Warrington meet every Thursday 6.45-8.15am to support and help members grow their businesses.

Come along and hear Helen speak on Thursday how every business can utilise marketing to aid their growth and development and how Marketing Doris can help with the mix of marketing coaching, consultancy, interim marketing support and on-demand marketing director services.

Book your place by emailing helen@marketingdoris.co.uk or contact@bni-focus.co.uk - for more information go to BNI Focus website

The importance of having regular new content on your website

helen@marketingdoris.co.uk — Mon, 02 Nov 2020 17:47:41 GMT

It's all about the content!

Content can often be the forgotten element of websites and left until the last minute and then rushed so it does not delay the launch.

The ease of Content Managed Systems (CMS) websites, of which Wordpress is one, means we can log into the administration section and keep our communication messages up to date and fresh.

There are many benefits for keeping content up to date, including:

It is interesting for your new and returning visitors to your website
It can help with describing your products and services
It can help show that you are an expert in your profession or field
It shows that your website is up to date and your business is active
It can help people find your business website when they are searching online*

There are few things to consider when writing new content for your website, including:

The tone of voice – write as if you are speaking to your customers and target audiences directly. Use language that you would do usually and do not feel you have to write in a style that is different than normally.
No Jargon – try to write in Plain English and avoid using any unnecessary industry terminology that an outsider may not understand and instead use the words or phrases your customers use to describe your products or services. If you do need to use jargon or technical terms, then explain what it means. This is an ideal way to use hyper-links to other articles on your website, or to a list of terms and their description. This potentially could extend the length of time a visitor is on your site and will also help people searching for terms online to find your site.
Easy to read – we now speed read or scan content, so make your content easy to read so they can find what they are looking for quickly. Using clear headlines, short paragraphs and bullet points
Frequency – keep your content up to date regularly, this can be achieved with news articles, for example, company updates, product launches, customer feedback and tips & techniques.

For guidance with website content, from ideas to writing contact Helen Stott of Marketing Doris call on 0790 3727750

"this is known as Search Engine Optimisation (SEO) and is when you use specific words or phrases relating to your products and services on your website. People using a search engine i.e. Google or Bing with those keywords or phrases may then be offered your website as an option to choose.

I Like This One .. and I Like This One

helen@marketingdoris.co.uk — Fri, 23 Oct 2020 16:35:21 GMT

I have been an admirer of Aldi Marketing for some time

Their short, simple, and snappy I Like This One TV adverts are straight to the point, and their social media channels are full of personality.

A couple of campaigns caught my attention recently:

Brewdog & Aldi IPA - Aldi launched their own version of an IPA beer with more than a nod to one in the Brewdog range - a tactic they follow regularly. On this occasion Brewdog responded with a mockup image of a new product - Brewdog Aldi IPA on social media with the message to sell it in their store. Aldi followed up with a message to say ‘would have gone with ALD IPA, send us a crate and we’ll talk.. ‘. The retailer and the brewer have now gone on to create a collaborative beer which is now on sale in store.
#Aldi30thbirthdayparty - using Twitter they targeted other retailers inviting them to their 30th birthday party. John Lewis were asked to bring along the penguin, Tesco’s and Sainsburys were asked who was bringing their ex Jamie Oliver, Iceland Food were told to be cool and come along. Retailers far and wide soon jumped onto social media to join in with the ‘party planning’. All good fun and #goodmarketing.

We can all be inspired by Aldi’s marketing!

To discuss how you can stand out from your competitors, contact Helen Stott of Marketing Doris on 0790 3727750

Your Online Presence is Important

Tue, 20 Oct 2020 18:18:39 GMT

A Marketing Doris Associate article

Imagine, or maybe even from experience, you’re walking down the high street and come across a really shabby looking shop, unkempt, not maintained, no love. Further down the street you find the same service but their shop is much more tidier, clean, they obviously care about their business and their service.

Which shop would you walk in to?

This metaphor also applies to your online presence, which means your website, your branding, your marketing and your message.

Marketing Doris will achieve the right branding and messages for you, and we (Drum Internet) will create an engaging website to get these points across. So why not get in touch today to find out how we could help you and your business.

See how Marketing Doris and Drum Internet UK work together by visiting the Associates page

A Marketing Q&A Session

helen@marketingdoris.co.uk — Tue, 20 Oct 2020 17:58:14 GMT

A My People Club Partner Session

It was great to catch up with Krystyna Peterson of My People Club for a quick Marketing Q&A session.

Earlier this year I was invited to record a Marketing Masterclass for their members and in August we followed up with a lunch time quick fire question and answer session.

Today's 15 minute Zoom catch up focussed on life since lockdown, what type of activities clients have been working on, what people can plan for in a time of uncertainty and to remind people to keep an eye on monitoring and measuring performance.

The session was recorded and will be available on the My People Club forums.

Business Bootcamp

helen@marketingdoris.co.uk — Thu, 08 Oct 2020 10:44:59 GMT

Grow, Survive & Thrive

During the Covid-19 lockdown in May 2020, I enrolled in The University of Chester Business Bootcamp programme, a component of the Cheshire & Warrington Business Growth Programme, funded by the European Regional Development Fund.

Spanning from May to June, the Grow, Survive & Thrive Business Bootcamp offered a series of weekly Zoom sessions facilitated by Ruby Star Associates. These sessions delved into various crucial aspects of business, including mindset cultivation, strategic planning, value proposition development, marketing strategies, financial management, sales techniques, and fostering accountability.

Moreover, the program extended additional support through supplementary lunchtime learning sessions, comprehensive workbooks, and a dedicated WhatsApp group for seamless participant communication and collaboration.

By leveraging these resources and engaging in the interactive sessions, participants like myself gained valuable insights, practical knowledge, and networking opportunities crucial for navigating the challenging business landscape during the pandemic.

The holistic approach of the program equipped us with the tools necessary to adapt, innovate, and thrive amidst uncertainty.

For details of future events go to the University of Chester website - and see the Marketing Doris Case Study

Take your social media posts seriously

helen@marketingdoris.co.uk — Mon, 05 Oct 2020 17:45:27 GMT

It could damage your brand

All too often businesses will leave the content and posting on their social media channels to a junior member of the team or to someone without any experience or training.

The dangers of this were highlighted today when a branch of Pure Gym in Luton posted onto Twitter details of their October fitness promotion which they likened to the 12 Years of Slavery film because it is Black History month.

The reactions to this post were quite rightly shocked, outraged, and disgusted. Pure Gym were quick to have it removed and apologised. However, has the damage being done? Screenshots of the post will be circulated far and wide and will be discussed for some time to come. Remember Gerald Ratner’s ill-fated comment about the quality of the jewellery they sold? The share price quickly dropped the business ultimately disappeared.

Using social media to communicate with your target markets should be handled with care. They should:

reflect your business goals
ensure they are in line with brand guidelines
have a strategy in place
plan your campaigns in advance
use language appropriate for your audience
spell and grammar check the posts
use your own images, ones purchased or licence free ones
have a system in place for sign off by senior management

For support and guidance with your social media including:

Digital Strategy
Social Media Channel Creation
Social Media Campaign Planning
Content Writing
Social Media Scheduling
Performance Monitoring
Analysis and Reporting
Social Media Management
Social Media Training

contact Helen Stott at Marketing Doris on 0790 3727750

Bringing Magic to Manchester

helen@marketingdoris.co.uk — Wed, 30 Sep 2020 10:34:10 GMT

PR activities

University students have been in the media’s eye since the start of term, but not for the reasons we usually hear about at this time of year.

Outbreaks of Covid-19 infections have meant that Freshers week for many has had to be put on hold and there are reports of halls of residences going into lockdown as students must self-isolate for 14 days.

Huddersfield’s Magic Rock took the opportunity to improve lockdown for 1500 of students in Manchester by hand delivering cans of beer. Commenting in the press, the craft beer brewer said they did it as it was “meant to be one of the most unforgettable weeks of their lives".

Another example of #goodmarketing by Magic Rock!

If you are not familiar with the brewery, check out the Magic Rock website …and to discuss PR activities relevant for your business and target market, contact Helen Stott of Marketing Doris on 0790 372770

Talking Marketing to Osteopaths

helen@marketingdoris.co.uk — Mon, 28 Sep 2020 17:39:46 GMT

Osteopathic CPD Cheshire Part 2

Following from the Marketing session delivered in July, I was delighted to be once again asked to speak at another business focussed Osteopathic CDP Cheshire event on Saturday 26th September 2020.

Taking place online, business coach Sam Bridger of Bridger Consultancy and myself delivered a joint one-hour interactive session focussed on:

workplace productivity
how to market and sell services more effectively
providing tips and techniques to support the attendees Osteopathic and therapist clinics

For more information go to Cheshire Osteopathic CPD group and to discuss speaking opportunities, contact Helen Stott on 0790 3727750

Creatives Podcast

helen@marketingdoris.co.uk — Wed, 23 Sep 2020 14:32:20 GMT

Pilot Podcast of the Creatives Series

Yesterday I found myself at a sound recording desk as a guest on the inaugural episode of the Creatives Podcast.

The podcast series is the brainchild of Simon Raeburn of Simon Raeburn Photography. He approached several us working in the Warrington and Cheshire region within the creative industry and invited us to join him in these sessions.

Aimed at start-ups and small businesses, they have been designed to give an overview of different creative aspects that could help business owners understand what resources are available, some tips on how to use and how they can be utilised within your business.

In this pilot episode we discussed Marketing Strategy, Planning, and social media channels as one form of marketing communication. Joining Simon and myself was Sharon Charteress of Mood Design.

Further podcasts will feature talks on animation, photography, websites, SEO, videos, voice overs, copywriting and more.

The 48-minute podcast can be listened via this link , and we will share future episodes of the Creatives Podcast when available.

For assistance with any aspect of Marketing from Strategy to Social Media Management, contact Helen at Marketing Doris on 0790 3727750

Bish Bash Bosh

helen@marketingdoris.co.uk — Tue, 15 Sep 2020 13:11:02 GMT

#goodmarketing from Lifebuoy

Our use of soap and hand sanitiser has increased to epic proportions since the Coronavirus Pandemic started.

Causing initially bulk panic buys and additional stock ordered, now the once coveted spot for confectionery by supermarket tills is filled with handy sizes of antibacterial gel and packets of face masks.

There has been a mix of brands in these categories from well known household names, to retailer own-labels and an influx of new entrants to the marketplace.

I had not noticed Lifebuoy on the shelves, but their Bish Bash Bosh TV advert caught my attention. Clearly created and recorded with lock-down restrictions in place it is a fun fast moving animated 30 seconds with a catchy song and I love it! It covers most occasions when people may want (or need) hand sanitiser gel and would appeal to the all ages from children (with the nose picking) and to older generations for the brand quality.

Lifebuoy isn’t a brand I have seen much over the last few years, my memory of it was from when I was young and my grandparents (yes I mean the original Doris !) would stock it in their Hardware store and use the tablets of soap at home. Since seeing this advert I looked up the brand and discovered it has been around since 1895 and is still produced around the world today by Unilever. Their branding has changed somewhat over the years - their vintage advertising boards are a delight to me as is their logo. Clearly recognisable but has been brought up to date.

You can guess what will be on my shopping list next time I need hand gel, and if you have a product or service that needs a bit of Marketing Bish Bash Bosh then give Helen at Marketing Doris a call .

Crimbo Limbo

helen@marketingdoris.co.uk — Mon, 14 Sep 2020 15:11:19 GMT

This is a subtitle for your new post

I’m sure that most of us can relate to that feeling of Crimbo Limbo which descends upon us from the 27th December through to New Year’s Eve.

In the run up to the festivities, I focus on that time as chance to catch up with friends and families, read some books, go the Sales... oh, and sleep! Somehow, we forget about the hangovers, the masses of Christmas food just there tempting us, and the inability to move from the settee and watch films you have seen many times before.

Or in my case this year, bugs! Yes, Santa brought us an extra present this year and took six of us out, so while confined to barracks recovering and turning my nose up at chocolate (yes really!), I found myself plonked in front of the TV watching everything and anything.

I’m putting that time down to rest, recuperation and research – yes this sad marketer can’t switch off and one highlight was the Nationwide TV advert featuring the brilliant Nicola and Rosie Dempsey as Flo & Joan. It was funny, topical and typically British in the message and styling. #crimbolimbo

It’s a piece of marketing that people will remember, and isn’t that just what every brand wants?

Identifying the brand values, understanding your market are key elements of a marketing strategy and should be set before a marketing activity plan is put into place.

For help and advice contact Helen Stott on info@marketingdoris.co.uk

A Teabag in the Post

helen@marketingdoris.co.uk — Thu, 03 Sep 2020 18:30:00 GMT

A Tale of Direct Mail Marketing

This week the postman pushed a letter through the door.

Aside from Birthdays, Christmas, the odd bill it is a rare occurrence these days.

So much communication is now online by Email, Messenger, WhatsApp that to receive something printed means it stands out.

Surprisingly, this was from Amazon, but it was not something I had ordered. I was curious enough to open the envelope and found a single tea bag.

It made me smile.

The envelope and note are now in the recycling and the Tea bag is on the kitchen windowsill for me to take a closer look later.

I had forgotten about it until I was in a Zoom meeting today and I was asked if I felt there had been an upturn in direct mail activities.

It made me smile.

It was not to do with the tea bag as such, but because it is #goodmarketing for businesses to find ways to stand out from the crowd, and what could be better than utilising marketing tools that may seen traditional or out of favour at the moment and do something different than everyone else.

The fact that there are more people working from home in 2020 than in previous years mean that communication arriving through the letter box is likely to be more memorable than another email in our inboxes and especially if you include something that is a little different or quirky.

To discuss alternative marketing activities for your business, contact Helen at Marketing Doris on 0790 3727750 or email helen@marketingdoris.co.uk

Is Your Website Working?

helen@marketingdoris.co.uk — Sun, 30 Aug 2020 16:00:46 GMT

Today we ordered from a well-established retailer for the first time to use a gift voucher we had been given.

Their website was easy to navigate, clearly laid out and had offers of money off and free delivery for new customers.

Brilliant we thought…

.. and it was except that the new customer offer did not work when we tried to check out, and the gift voucher code was not accepted.

What happened next could have gone one of two ways:

Give up and buy elsewhere
Attempt to call the retailer for assistance

We choose the second option. Fortunately, they had a customer service department that was open on a Sunday and were able to help - not with the website issues - but they did take our order and apply the relevant discount and gift voucher.

How many people would have chosen the first option though?

It is important that businesses with an online presence check their website regularly for:

Any broken links - a page name change or deleting a product can be the cause of this. if a page cannot be found from a link then the user will see an error code. Visitors to your site will accept that occasionally they may stumble across a page that cannot be found (usually accompanied by Error 404!) but too many or if there is no way of being able to move away from the page then they may just move onto another site. It is an idea to use the Error 404 page as an opportunity to show your brands personality and include an image or text to represent that.
Offer Codes - if you are providing discounts, promotions or you accept vouchers, then check that they are working and if they are not, then how people can contact you easily
Content - is it up to date and the information still valid?
Contact details - are the phone numbers and emails still current and are they clickable? It makes it so much easier for people visiting your site on mobile devices to press once and call you or send you a message.

For a website review and unbiased critique do get in touch with Helen on 0790 3727750 or email helen@marketingdoris.co.uk

My People Club

helen@marketingdoris.co.uk — Thu, 20 Aug 2020 12:29:26 GMT

A Marketing Masterclass

In January I was invited by the founders of My People Club to record a Marketing Masterclass.

This was split into the three sessions:

Marketing your business effectively
Marketing for small businesses
Marketing You

My People Club was created by HR Professionals for HR professionals. It is an online community portal where they can support and help each other and provide coaching and training. This has been an invaluable research especially over the last few months when HR personnel have been busy with furloughing client staff teams, restructuring and redundancies.

Earlier this week I took part in an online Q&A session to discuss the elements covered in the Marketing Masterclass.

A recording of this is available on the My People website and social media channels.

For marketing support for your HR business, contact Helen Stott of Marketing Doris on 0790 3727750 or email helen@marketingdoris.co.uk

No Marketing Function in-house?

helen@marketingdoris.co.uk — Tue, 18 Aug 2020 12:05:01 GMT

How do you manage?

Not every business has the capacity or the need to have a part-time or full-time Marketer employed within a business.

Every business needs some level of marketing activity to devise, create, manage including:

The business branding
A marketing strategy and plan
Supporting the sales function with lead generation activities
The communications channels; customers, target markets, stakeholders, employees
Marketing materials; brochures, leaflets, business cards, postcards, POS, posters
Advertising campaigns; research, planning, media buying, advert creation and placement
Website; creation and management
Content; copywriting for marketing materials, advertising, campaigns, website, and social media channels
Budget management
Monitoring & Measurement of marketing activities

Sometimes where businesses have no formal in-house marketing function the activity will be handled by a staff member who has an interest in marketing or has the time to take this on. Whilst this can work well in the short term, it can often take a back-seat when their main responsibilities are the higher priority.

For businesses recovering after the Coronavirus pandemic lock-down where there has been a period of furlough and maybe even restructuring or redundancy, marketing may have taken a back seat but is required for the future of the business.

Marketing Doris has been providing interim and flexible marketing management services for businesses in this position. Often this has started on a small scale and as the need has increased then more time can be scheduled.

A success for Marketing Doris when the marketing function has grown to the stage where a part-time or full-time marketer is required.

To discuss your requirements contact Helen on 0790 3727750 or email helen@marketingdoris.co.uk

Why Marketing is like doing the Laundry

helen@marketingdoris.co.uk — Tue, 18 Aug 2020 11:16:26 GMT

Outsourcing your marketing

It occurred to me that whilst I was doing the post-holiday laundry, that doing the washing was a lot like marketing.

It must be done - It is not everyone’s favourite task to do but it is very necessary.
Purpose - we do the laundry to achieve the goal of clean clothes, with marketing activities we also need to set an objective; increase enquiries / leads / sales, or raise awareness of brand / product / services / event
Right tools for the job - we use a bowl or washing machine, powder or liquid, a tumble dryer, line, or maiden depending on what we have available or our preferences. In marketing we use the tools appropriate for the activity needed from a CRM system to social media, e-marketing distribution software to an advertising board, PR to networking etc.
Specialist help - sometimes we need to take our clothes to the dry cleaners or when a larger washing machine is required then to the laundrette. For many businesses, marketing can be handled in-house but when specialist skills or tools are needed then outside services will be employed.
Outsourcing - not everyone has the time or the want to do their own laundry and so will pay for this to be handled for them. Many businesses outsource their marketing, particularly when it is not a full-time role to justify employing someone in-house. Outsourcing to a freelancer means that the time spent, and the services provided can be tailored to the business needs.

Marketing Doris has capacity to take in your marketing, contact Helen on 0790 3727750 or email helen@marketingdoris.co.uk to discuss your requirements.

How Do You Support Your Salespeople?

Mon, 03 Aug 2020 18:33:45 GMT

Sales is King

Bringing money into the business through sales is the lifeblood of most organisations, without it the company cannot sustain operations. More simply put Sales is King.

I have a background in Sales and during this time that philosophy was drummed into us. I was part of a large international sales team and along with monthly, quarterly, half-yearly and yearly targets, we were always talking about pipelines and forecasts.

To stay focused on those goals, there was a huge support network around us of technicians, administrators, finance specialists and of course marketers. All extremely experienced and competent in their individual positions.

The role of the marketing team was to communicate the key benefits of the product range and to raise awareness of the business to the relevant people in the industry sectors we were targeting.

That was the plan, but it didn’t always work out that way? Why? Because the relationship between the two functions was disjointed and were not working from the same song-sheet.

A simple change where Sales and Marketing work together makes a huge difference, it means that there is:

Shared goal - both working on the same targets mean that marketing activities are in line with the sales timelines
Plans - scheduling activity to generate enquiries or to promote events can support the sales pipeline and help attendance levels
Campaigns / Marketing Materials - can be targeted by job function, by sector, by product or service.
Follow up - sales or telemarketing activity can be scheduled to maximise responses or interest following a campaign
Signposting - social media or e-marketing activity can be co-ordinated to support a campaign and signpost to further information
Effectiveness - ultimately the results lie with a sale being made. In the sales cycle there will be many stages for monitoring and measurement, this includes the marketing activities and there will be analytics and statistics to help determine the effectiveness or if adjustments need to be made to improve.

My jump from Sales to Marketing happened when the two functions joined. I realised that Marketing was where my heart lay. That decision took me on a journey that included two years of formal training, exams and qualifications from the Chartered Institute of Marketing, seven years of working in marketing management roles and to date 13 years as Marketing Doris.

To discuss how marketing can support your sales activity, give Helen a call on 0790 3727750 or drop her an email helen@marketingdoris.co.uk

Quick Guide to Pinterest

helen@marketingdoris.co.uk — Tue, 28 Jul 2020 11:47:24 GMT

I turn to Pinterest for inspiration

It is a brilliant tool to build mood boards to collate images and ideas relating to a topic or idea.
Here are a few tips and a quick guide on what you can do.

Objective - what are you hoping to achieve though Pinterest? Is it for personal or business purposes or a mix of both?
Start with the basics - create a profile(s), you can now have multiple accounts so you could split into personal and business.
Search - use the search box to look for boards or pins of the topic you are interested in. Images will appear relating to your search or additional options will be offered to you to help refine your search
Images - hovering over the image (or pin as they are known in Pinterest) will present you with various options and information including how / where to save the pin to one of your boards, where the image orientated from, the option to download, hide the pin or report.
Boards - you can create your own board(s) or follow those of other peoples. Boards typically focus on a topic or theme. Relevant pins can then be added to the boards. Pinterest will then make suggestions for similar pins or boards that may be of interest to you.
Privacy - you can choose to make a board public or closed. Public boards mean that other people on Pinterest can view the board and pins and can choose to follow a board or you and copy a pin to their own board if they wish. A Secret (closed) board means that only you can see this.
Collaborators - you can add people to collaborate / contribute on a board (open or secret), this is useful if you are working in a team.
Updates - Pinterest will provide you with information relating to your boards and pins to advise you if someone is now following them or have copied the pins. They will let you know if an account you are following has added new boards or pins which it thinks may be of interest to you. In addition, they will also advise if there boards and pins you might like from accounts you have not interacted with before.
Usage ideas - Personal - you could create boards for holiday destinations, when decorating your home, developing your garden, or planning a wedding or party.
Usage ideas - Business - create boards for your product range or use for inspiration for developing new products and services.

If you need guidance, contact Helen Stott at Marketing Doris on 0790 3727750 - also available on Pinterest - let’s connect (if we are not already) and do let me know if you are following and I’ll happily follow you back

Quick Guide to Using LinkedIn

helen@marketingdoris.co.uk — Thu, 16 Jul 2020 15:51:18 GMT

The Professional Social Networking Tool

For Business to Business (B2B) networking and professional connections; LinkedIn is the social media channel you should be using.

Here are a few tips and a quick guide on what you can do.

Objective - what are you looking to achieve through LinkedIn? Is it to help you develop your professional network? To help with your sales process and connect with potential contacts and target markets? Or maybe it is to progress in your career path?
Start with the basics - create a profile using your own name as opposed to your business name, you can create a company page later if you need one. LinkedIn has an easy to use guide to take you through the steps of building your profile.
Photograph - upload a photograph avatar that is appropriate for your business and your target markets. It should be a head and shoulders shot ideally forward facing.
Experience - add in details of the companies you have worked at and include details of what your role was and your successes. If your current or past employer has a company page, LinkedIn is intuitive enough to suggest options, when you choose the relevant one their branding will be included on your profile as well as link to their company page.
Education - include relevant education achievements, qualifications, and professional courses.
Connections - grow your connections by connecting with current and ex-colleagues, suppliers, associates, and clients. When asking to connect, it is always advised to include a personalised note - this could be a great opportunity to re-establish a conversation with that person.
Recommendations - you can give them and you can ask for your contacts for a recommendation (or testimonial) about you and your work. There is an opportunity for you to review this and ask for revisions if necessary. Once approved this will be published on your profile.
Posts - use LinkedIn to communicate to your connections with relevant posts, remember to include an image, relevant hashtags and if it is overview of a longer article on your website remember to add in the URL.
Get Social - a key word with social media, is social. Interact with your connections on LinkedIn by reacting to their posts and where appropriate comment or share to your network.
Measurement - do keep an eye on the insights, are you getting the outcomes you are looking for? If not, then review your activity and adjust. A useful feature of LinkedIn is the Social Selling Dashboard which gives you feedback on your performance on LinkedIn compared to others in your industry sector.

If you need guidance, contact Helen Stott at Marketing Doris on 0790 3727750 - also available on LinkedIn - personal profile let’s connect (if we are not already) and follow the Marketing Doris company page - let me know if you are following and I’ll happily follow you back.

Use the Right Tool for the Job

helen@marketingdoris.co.uk — Thu, 09 Jul 2020 09:20:41 GMT

LinkedIn vs Dating Sites

You would not use a potato peeler to put up a shelf, and you would not use a Jelly Mould to grate cheese.

So, do not use the wrong marketing tool to get the results you need.

Yesterday I received a LinkedIn request from someone I did not know. That is not unusual, I get those all the time.

Sometimes I accept the connection and sometimes I do not. I connect with those people where:

We have an obvious synergy
We have connections in common which give me a reason / guide of why they want to connect
They have sent a message explaining why they want to connect

On this occasion No 2 was the answer so I pressed Accept.

Soon afterwards, I received a simple Hello message, I replied. A little later another message asking about the weather. I was busy on any other project so did not respond. A couple of hours later they sent a photograph of themselves on a fishing boat but with no explanation. By this time, I was starting to wonder what the purpose of this connection was so asked the question. They responded with a message to say that they were looking for their soulmate and felt that I was that person.

We had never met; we had only exchanged greetings so how could he possibly think that? I didn't ask, but instead pointed out that L inkedIn was a professional network and not a dating app and suggested that he tried one of those instead as it was likely to bring better results. He thanked me and I removed him as a connection.

If you are not sure which marketing tool to use for what you want to achieve then give me a call on 0790 3727750

Cheshire Osteopathic CPD Business Session

helen@marketingdoris.co.uk — Mon, 06 Jul 2020 15:55:58 GMT

Marketing post lockdown

On Saturday 4th July 2020 I was invited along with associates Neil Cummins and Michael Smith to speak at the first Business Session for the Cheshire Osteopathic CPD group via Zoom.

Delegates are professional osteopaths operating in the Cheshire region, some of which have only just been able to open again to see patients.

The focus of this session was on marketing and specifically communicating with existing and future customers following lock-down and how they can develop and grow their businesses.

The hour-long session provided guidance, techniques, and top tips to help the delegates look at how:

they are communicating to their existing and future customers
to identify your target customer
to build up your audience and how to communicate to them using social media and e-marketing tools
show that branding is not just for larger businesses
to project the right image, and what not to do
small businesses can still have a website
we can improve the customer experience on our websites
we can benefit from a mobile friendly website

Future sessions will provide overviews of social media tools and e-marketing activities.

If you are interested in a similar session for your business or industry group, call Helen on 0790 3727750

Spray and Pray

Mon, 29 Jun 2020 17:45:21 GMT

Whilst watering the garden the other day with the hose pipe, I realised that whilst most of the plants got some water, it was not enough, and some did not get any at all*

It is the same with marketing.

If you do not aim your marketing activity to your target market, then it is likely to miss. Wasting time, effort, and money.

Businesses that adopt the Spray & Pray approach to marketing are likely to get a mix of results.

Those that take the time to plan marketing activity to hit the right message, at the right time will get the right results:

Identify the target market - who is your ideal customer? Build up a picture of who they are to understand their characteristics.
Communication messages - hone what you say to your target customers. What will they want to know about your business products or services?
Convey the message - how or where will your target market see your message?
How often - what frequency of the messages will provide you with the best results?
Is it working? - Review progress and if it i not giving you the right results, then adjust

To discuss the best marketing approach for your business, contact Helen of Marketing Doris on 0790 3727750

*next time I am in the garden, I’m using the watering can

Give Marketing a Chance

Tue, 23 Jun 2020 17:12:21 GMT

I used this phrase when describing the philosophy of the Marketing Doris business recently during a training course.

It was not a plea, but more an answer to those objections that ‘it doesn’t work’ to say that it does.

Often it is because the wrong type of marketing has been used which is why the results have not been as wanted.

The feedback from the delegates in the training group was surprising - they were encouraging me to use it more and a number have since repeated it back to me and used it in social media when referencing me.

So, what puts me off? When I first said it, I followed it up with ‘if it doesn’t sound too John Lennon’ and that same thought jumps into my head every time since. Should that stop me using it or just embrace it? That is something that I will continue debate and consider - do let me know what you think too.

In the meantime, it did get me thinking about other song titles that could inspire a marketing playlist, I have done some research and polled colleagues and we have come up with:

Hello - Adele - marketing is all about communicating, and you have got to start somewhere!
Who are you - The Who - who is your target customer and market? It is important to understand who you are talking to, so you know what to say to them.
Communication - Spandau Ballet - where do your target customers hang out or where do they go for information? Is it a printed or online publication? Or maybe they typically use one (or more) of the social media channels.
I Want You to Want Me – Cheap Trick - why should they buy your products or services? Focus on the benefits and what that means to the customer.
Words - FR David* - having the right message to communicate to your target market is key in marketing, from the website to social media, from internal newsletters to external e-campaigns, from posters to brochures
I’d Like to Teach the World to Sing (in Perfect Harmony) - The New Seekers - the right marketing activity will work for all businesses, it’s just a case of identifying what type would be most appropriate for the target market, industry, budget and purpose. My mission is to help teach businesses to market.
Message in a Bottle - The Police - if you do not choose the right choose the right medium to communicate your message to your audience, then you may as well send it in a bottle as Sting & Co suggest!
Radio GaGa - Queen - no playlist is complete without a little Freddie, however successful marketing plans do work without advertising on radio, TV, printed or online. That is not to say you shouldn’t do these but ONLY if they fit into your strategy and budget.. and do remember you would be ‘GaGa’ to not monitor the performance.
I Can See Clearly Now - Johnny Nash - the only way you can judge whether your marketing activities are successful or not, is by measuring them. Set SMART goals that are in line with your business objectives and keep monitoring them to ensure you are getting a ROI. If they are not performing well, then adjustments should be made, or stop the activity.
Learn to fly – Foo Fighters - a success for Marketing Doris is when we have worked with a client to develop their marketing activity and grow it to a stage where they need full time in-house resource and we hire a marketing manager for the business.
Secret Love - Doris Day - of course Doris had to feature somewhere on the list. Not everyone feels like they can shout it (successes) from the highest hills so be sure to ask your clients for feedback, testimonials, and recommendations to add to your website or social media channels.

For help and support with your marketing, contact Helen Stott at Marketing Doris on 0790 3727750

*the Boyzone version was suggested to me, but I had to go with the original!

Please Don’t Buy Our Tea Again

Tue, 09 Jun 2020 13:46:41 GMT

How to cope with social media trolls and keyboard warriors?

Yorkshire Tea and PJ Tips showed this week how it can be done in a way that was not damaging to their brands and that (almost) stopped the negative comments and abuse they were receiving.

Many brands have been publicly supported the Black Lives Matter movement over the last week on their websites and social media channels, whilst others including Yorkshire Tea hadn’t yet commented.

One person wrongly assumed that their silence meant that they weren’t supporting BLM. Yorkshire Tea responded with the perfect tweet ‘Please don’t buy our tea again. We're taking some time to educate ourselves and plan proper action before we post. We stand against racism. #BlackLivesMatter

Later PG Tips showed their support by replying to a Tweeter who had indicated that they would be swapping to their brand now “If you are boycotting teas that stand against racism, you’re going to have to find two new tea brands now. #blacklivesmatter #solidaritea.”

These tweets were shared by many and both brands being admired for their stance with the hashtag #solidaritea - a sentiment I totally agree with.

It was a situation that could have got out of hand and caused negative damage to the brands, instead it was handled incredibly well by not ignoring the tweeter but concisely and politely responding in a way that has been viewed so positively.

Well done to the marketing teams at Yorkshire Tea and PJ Tips - it was handled to a tea!

Once you start - you can stop!

Thu, 21 May 2020 17:09:36 GMT

The importance of regularly reviewing your marketing

I read this morning that an advert for Pringles had been removed from the Joe Wicks’ PE with Joe YouTube channel.

A complaint had been made to the Advertising Standards Authority and the advert was removed by the Kellogg’s, the brand manufacturer.

The Pringles campaign ‘A Pop, Skip and Jump’ had originally been placed on this channel when the Joe Wicks’ exercise classes were aimed at adults.

However, these were extended to children and families following lockdown, but the advert remained.

This clearly had been overlooked as guidelines state that food and drink brands cannot promote less healthy products where under 16's make up more than 25% of its audience. The quick reaction to remove the advert and the statement from Kellogg’s has saved them from a formal investigation and has helped maintain positive opinion of their brand.

This stood out for me as a prime example of the importance of reviewing marketing activity regularly, especially now when businesses have pivoted their products and services during this period of disruption.

Tweaking, adapting, suspending, or stopping marketing activities is standard practice and can be done in most cases quite easily and can potentially save your reputation and money.

Review them now, or if you need guidance, do get in touch on 0790 3727750

Quick Guide to using Zoom for Business

Mon, 18 May 2020 10:15:32 GMT

Pre-March 2020 Zoom was not on my radar

I was aware of video conferencing and had been a reluctant participant previously, but it was not a tool I wanted to use regularly.

Then Covid-19 and lockdown took over our lives and no longer could I make excuses. If I wanted to continue to work then I had no choice but to embrace Zoom, Skype, and Microsoft Teams whether I liked it or not.

Surprisingly enough I have found the transition to online meetings relatively easy and I have found I have been able fit more into my day including taking advantage of business development and training courses, as well as using Zoom to connect with friends and family for catch-ups and quizzes.

I know it’s not been as smooth for others and I have spent time teaching clients, colleagues, family and friends over the phone how to use it and as a result of those calls and my own experiences, I have created a short list of handy hints:

Download the app & Set up an account - this is not entirely necessary, and you can attend a meeting without having the app installed or having a profile, but I have found it easier. I would recommend that you download the app onto all your devices i.e. laptop or desktop, tablet, or phone and then you are fully prepared. If you set up an account, you can personalise your profile with an image and maybe even add a virtual background. There are different options for accounts including a free option which is perfectly adequate for most people’s needs - there are some restrictions for example there is 40 minute time limit, which for me has proven to be a good excuse for keeping meetings on track and concise.
Check the settings - when you set your account up, ensure the settings are relevant to you - especially the time zones. I have been invited to meetings where the host is inadvertently on US time, causing confusion and issues for the attendees.
Schedule Zoom meetings - these can be done in advance within the Zoom app or download the extension for Microsoft Outlook and you can schedule Zoom meetings from your Outlook calendar. Invitations will go out to the attendees including the link to join the meeting, meeting ID and password (if needed). Recipients can respond to the invitation and choose to add the meeting to their own calendars, which proves to be a handy reminder at when we are all losing track of time during lockdown.
Attending a Zoom meeting - before jumping onto the meeting, take some time to check the lighting in the room and if you are happy with your backdrop (if you are not using a virtual background). If you are new to Zoom and want to familiarise yourself with the functions so you feel more comfortable and relaxed in the actual meeting, ask a colleague or friend to do a test run with you*
Tell your household - if you do not want to be disturbed, especially when we may have family members in the house with us, let them know you are going to be in a meeting - it will help your concentration, believe me!
Mute Button & Start Video - Zoom calls with multiple people involved can be noisy, especially with background sounds that are often amplified that are distracting. As a participant, I keep myself on mute until I need to speak. As a host you do have additional controls available including the ability to mute everyone - you can instruct people to unmute themselves when they want to speak. You do have the choice to have your video on or not. If you don’t then people on the call will not be able to see you and instead your profile picture will appear or if you haven’t set one, then it will be a black screen with your name in white text across the box.
Share Screen - the host of the meeting has the option to share their screen with the participants to show a presentation or a demonstration. The host can also make other people in the call co-hosts so that they can also do the same.
Chat Box - a useful tool during a meeting for participants to communicate with each other or to ask questions of the presenter. In large meetings, some hosts will have a colleague who will help with answering questions or compiling them for the Q&A section at the end.
Breakout rooms - the host can set up multiple breakout rooms for participants to go into - these typically are smaller groups and are useful for training sessions. Participants will see a pop up screen inviting them to go to a breakout room, usually there is a time limit for these rooms and participants will be given updates on how long they have left before they return to the main meeting.
Leave Meeting - the host has overall control and they can finish the meeting for everyone. Individually you have the choice to leave at any time by selecting the red Leave Meeting option - usually in the bottom right hand corner of the screen.

From never using Zoom pre-lockdown, I have used it almost daily and I see that continuing even beyond the point we can meet face to face again. Our new normal may mean that Zoom (or similar tools) will be another option to communicate and will be added to the ever-growing list we include on our websites and emails.

To discuss marketing, communication, Zoom or anything else for that matter - get in touch!

*or give me a call and I’d be happy to do this with you

We Will Never Get This Time Again

Thu, 14 May 2020 21:41:59 GMT

I heard this statement today and it resonated with me

Should I / we be doing more during lockdown? Will I look back at this period of our lives and remember what I did or what I achieved for myself or my business?

I have not been trying to learn a new language, I’ve have not lost those extra pounds I had high hopes of shedding, I have not taken up running or re-modelled the house or garden.

What I have done is (in no order!)

Carried on working - just not as much as usual!
Gone to bed later and slept in
Walked outside more regularly than I have ever done before and discovered places locally I never knew were there
Worried
Listened to audio books and podcasts
Expanded my daily vocabulary; self isolation, social distancing, furlough, pivot, zoom...
Chatted to friends - many times
Laughed
Spoke daily to family members
Baked cakes - lots of them
Queued to go shopping
Constantly sending or receiving WhatsApp messages with friends, family, and work colleagues
Read books
Checked in on people, and have been checked in on!
Learnt how to use Microsoft Teams and Zoom in zero time and now am a regular attendee / host / participant on calls
Watched box sets
Smiled / nodded / said hello to passers-by when out walking
Taught my mum how to use Zoom
Volunteered for the local community project and the NHS
Stressed
Planted wildflowers
Shredded lots of old paperwork
Took part in many quizzes and contributed rounds of questions to some
Made plans for post lockdown
Chatted to neighbours I had never spoken to before
Watched webinars and online tutorials
Listened
Cancelled plans that could not now take place during lockdown
Networked online with old and new colleagues
Crossed the street when encountering anyone on the street
Wrote a wish list of people I want to meet up with after lockdown, places I want to go to, things I want to do
Realised that there are times when I enjoyed not having to be anywhere other than at home
Stood on my doorstep and clapped for carers
Have been in awe of tales of positivity
Coloured in rainbows
Dug up weeds
Turned away from negativity stories
Made bunting for VE Day and took part in a socially distanced street party
Painted walls in the garden
Stayed safe

I made this list purely to remember what I did do during this time - it may not be ground breaking and may not be that different than anyone else’s but it will be good reminder in weeks, months and years to come.

I'd encourage you to do the same and at some point lets have a chat about our good, bad and ugly times in Lockdown 2020 and how it paved the way for our new normal.

Quick Guide to using Instagram for Business

Mon, 04 May 2020 19:38:01 GMT

Out of all the social media channels, Instagram is one of my current favourites..

..maybe that is because it is so visual and that appeals to me personally.

It is not all about pretty pictures though, it can be used very effectively in business - here are a few tips and a quick guide on what you can do.

Have an objective - what are you looking to achieve through using Instagram for your business? Is it brand awareness, to build an audience / following or directly increase sales? Be realistic though, is your target market likely to be using Instagram or is another social media channel better suited?
Start as you mean to go on - create a profile with a relevant name that is either the same or very similar as your business or product or service name. Use all the elements available in the profile by uploading a photograph. This could be of your logo or of one of your products. Do not forget to include a short description in the bio and importantly your website address. Note that this is the only place you can add a URL link (apart from on Stories), so often you will find that accounts will regularly update this link and use the phrase in one of their posts ‘see link in bio’
Post regularly - dormant accounts with only a handful of posts do not paint a good picture of your business. So, if you find that Instagram is not working for you due to your time availability, little ROI or that it isn’t relevant - then delete your account and remember to remove any links from your website page. There is no shame in deciding that a piece of marketing is not right for your business, just focus on what is.
Hashtags - as with other social media channels, hashtags within or at the end of a post are incredibly useful in flagging up what your post is about and helps people interested in this topic find you. You will notice that some posts have many hashtags and others will have few. Choose the ones that are relevant to your business, product, and location.
Get Creative - the high-quality cameras on our smart phones makes it easier to take great pictures. Experiment with lighting, filters and check out programmes such as Canva that help you create professional looking posts quite easily. Layout options enable you to include multiple images on one post and Boomerang can help you make a mini video.
Instagram Stories - these can be made up of multiple slides and added to during the day, they are a great way of showing a snapshot of a day’s activities, event or by topic. They can be saved to your profile for future and are shown in circles with a title underneath your profile. Stories can be embellished with additional images, animation, text and polls
Reposting - to copy and share a post from another account, you need to use another tool i.e. Regrann. This will automatically add the Instagram handle of the original poster and it is good etiquette to include this in the text as well.
Sponsored - Instagram is free to use and like other social media channels you can advertise and promote with a sponsored post. This will be clearly marked under the account name and will include a banner link to their website with ‘Learn More’ or ‘Shop Now’
Direct Messages - you can send messages to an account by clicking message on their profile, You can view messages sent to you by selecting the arrow / paper aeroplane icon in the top right hand corner on the home page. New messages are indicated by a red dot on that icon.
Measurement - as with every social media channel you should keep a check on results. Business accounts will have analytical information available (go to the three lines top right-hand corner of the profile page) and if you have sponsored posts, then have you achieved a ROI?

If you need guidance, contact Helen Stott at Marketing Doris on 0790 3727750 - also available on Instagram at @marketingdoris - let me know if you are following and I’ll happily follow you back

Pivot!

Thu, 30 Apr 2020 10:35:04 GMT

What do you think when you hear this?

Up until recently whenever I heard the word Pivot, I immediately thought of Ross Geller in Friends* .. and for full effect you need to repeat the word many times at increased volume.

.. however now when we hear the word pivot, its referring to the immediate changes’ businesses have made to their products or services so that they can operate through this Covid-19 lockdown.

What can these businesses do from a marketing perspective during this time?

One way is to change your communication messages for your website and social media channels. These could be temporary changes to your product or service information so that your existing customers and new customers can find the up to date information.

Use the opportunity to write new blog articles for your website. This can include top tips and helpful hints, for example how can your business, product or service help people at this time?

Where possible try to include links to your website on your social media posts. This is particularly useful when using channels where the word count is lower than your article, it is also a good way of driving traffic to your website.

There is always a chance that visitors arriving at your site to read this article will also look at other posts and information on there.

If you are short of time to undertake this type of marketing due to your team being reduced because of furlough, then Marketing Doris can support businesses with interim and short term support. This can include:

Copywriting and content editing
Uploading and posting on your website and social media channels
Identifying opportunities for PR activities, writing press releases and distributing to relevant media outlets

Give Helen Stott a call to discuss on 0790 327750

* if you want to check out the Friends episode - it is The One with the Cop - Season 5 Episode 16 - available currently on Netflix UK

How businesses are responding

Wed, 01 Apr 2020 17:19:11 GMT

The last couple of weeks have taken a lot of adjustment for us all.

We are getting used to life under lockdown; children are being home schooled, many of us are working from their kitchen table, people are being furloughed and we quite rightly publicly thank our NHS and keyworkers with country wide clapping.

Our daily outdoor exercise time is precious, and nobody raises an eyebrow anymore when we cross the road upon meeting someone, and our weekly visit to the online pub via Zoom from the comfort of our sofas is excitedly talked about and looked forward to as though we’ve been doing this for years.

Communication has never been as important, we tune in to hear the daily updates from the UK Government, we probably speak more to our family and friends than ever before, and businesses are sending information out to their databases about changes in the way they are working.

There have been so many innovative and creative ways businesses have been able to adapt to the changes with their product and service offering. What stands out are the responses that have been human led and are putting the health and safety of their employees first and have demonstrated acts of kindness.

Some of my highlights to date have included:

Retail

Shutting down areas to reduce issues relating to health & safety such as café areas, beauty treatments and bra fitting
Supermarkets offering dedicated hours for key workers and older customers to shop first
Restricting quantities of sought-after items to make it fair to everyone
Marking out 2m spaces in queues, reducing the number of people in stores at any time and removing quantities of trolleys
Providing more online shopping delivery slots and prioritising people who are in the at-risk categories.
Non-essential retailers have expanded their online range and extended their return periods
Waitrose are offering a £1m community support programme
Café Nero are offering free coffee to medical workers

Leisure

Edinburgh and Chester Zoos set up live links to watch the animals from home
National Theatre Live are showing recordings of previous shows
Restaurants and bars have adapted to offer take-out services

Hair & Beauty

Local salons have encouraged the purchase of gift vouchers to be used when they are open again to help them remain a viable business

Community

Many areas have created community support groups to help those in complete self-isolation and lock down by recruiting local volunteers who can help with shopping, dog walking, picking up medication and talking on the phone

I am a member of a world-wide networking group; our local chapter has always demonstrated a strong sense of community and that has been more apparent over the last couple of weeks. We have supported each other with daily messages through WhatsApp, phone calls to individuals when it seems like someone is struggling and sharing skills to help each adapt our business offerings at this time. We have been able to continue our weekly meetings due to the quick work by the organisation head office to adapt to an online format. We are welcoming visitors and if you are interested in joining us - drop me an email helen@marketingdoris.co.uk

Marketing Doris continues to work (safely from home) for clients - if you need support with communication messages to your market, contact me by email or call 0790 3727750

Stay Safe and Adapt

Mon, 16 Mar 2020 16:18:25 GMT

Changing the way we work

A Facebook memory appeared this morning, showing that one year ago today I was at the George Ezra concert at the Manchester Arena with family and friends.

None of us would have predicted that 12 months later to the day we were be on the edge of lock down where mass gatherings have been cancelled, and theatres, pubs and cinemas have closed temporarily and that I had spent time convincing my mum that the reason her social life was about to be put on hold was good for her health.

As a freelance marketing consultant that usually works with businesses on their site, I have had to change based on the UK Government advice to deliver the marketing support remotely.

I am working with my clients on helping them:

communicate to their markets what is happening with their business during this time - with some that is a daily update
find ways to continue their business by adapting their service offering to online and providing advice and guidance to their client base
making the most of the down time by reviewing their website content, marketing materials, plans

I have also started my own list of activities to keep me busy and productive, this is likely to be ever changing but includes:

keeping in touch with family and friends - we are always so busy in life that this can take a back seat so this is something I definitely want to be better at - and with some many different ways to communicate there is no excuse now!
undertaking online training - there are so many links and ones on my to do list that I’m determined to start working on them
catching up on business meetings - virtually rather than face to face, likely to take a shorter amount of time away from my desk, be more productive and no fuel costs
reviewing my own marketing - the adage of the plumber with the dripping tap could apply to many including myself!
reading - tackling that big pile of books currently gathering dust, and that ever-growing list of e-books
tidying up and sorting out - generally I am quite neat but like most of us I have kept out of date paperwork that just needs reviewing and shredding

If you need marketing support, guidance or direction as we move into unprecedented times and your communication messages and service offering need to be adapted then do get in touch.

I can be reached on 0790 3727750 or helen@marketingdoris.co.uk and I look forward to finding out more about you and helping you where I can. Stay safe

It’s a Tough Job

Tue, 10 Mar 2020 11:51:29 GMT

.. but someone has got to do it!

For some making sales calls comes easily to them, for others it’s something that they do reluctantly or because they must.

Having come from a sales background I’m fully aware of the importance of it in business, and of course working in marketing for over 20 years it has been an integral element of strategies and plans. My mantra is Sales is King, and marketing is a function to support Sales.

This article is in honour of those people who combine both sales and marketing, to sell advertising space.

In my view, this is one of the hardest roles to have and I take my hat off to everyone working in this area. Many will have large targets and may only be remunerated based on results.

For what it is worth, here are my top tips to those making the calls:

Rip up the scripts - have guide notes but please don’t read verbatim - especially if they are not your words and even if they have been tried and tested by others.
Don’t pepper them with questions - about budgets or what else they are doing marketing wise. If you engage in a conversation that is two way you are likely to get these answers naturally.
Be prepared for questions - and have answers! Over time you will typically hear similar questions so it’ll easy to have guide notes prepared for when you are asked something
No blagging - if you are asked a question you don’t know the answer to, then be honest and say so. It also gives you a legitimate reason to call or follow up with an email when you have the response.
Listen - and hear what you are being told.
Relax and be yourself - it will come across better on the call, and if it isn’t in your nature to be over friendly, then don’t be as it just won’t work

For those receiving the calls:

Don’t pre-empt - try and have an open mind when you are hearing about the opportunity - easier said than done I know!
Ask questions - if you are unclear about the opportunity, then ask for more information i.e.

Who is the audience
How do they see / buy the publication?

How long is the publication out for?
Where will the proposed advert in the publication be?
What’s the cost and what does that include?
When is the deadline for artwork?
In what format is the artwork needed?
When is payment due?

Don’t be pushed into a decision - if this publication / opportunity wasn’t in your Marketing plan, then think about it carefully before you decide and remember you can say NO THANKS!

Will it help you achieve your goals / work towards them?
Are you likely to get a Return on Investment (ROI)?
Can you afford it?
Is it the right audience?
Is the money better spent elsewhere?
Can you handle the calls / potential business?

Clear message - if you decide to go ahead, think about what you are going to communicate in the advert

Focus on a product or service - ones that will relevant to the audience of the publication
Consider using a professional graphic designer to create the advert - it will be more cost effective than you think
Don’t over crowd the advert thinking that you’ll get your money’s worth - sometimes less is more
If you use images, ensure that they are your own, that you have purchased them, or they are licence / royalty free
Include a reference to quote
Include a call to action / how to buy

Measure success - consider how you will measure the performance of the advert

When receiving calls / emails for new enquiries - ask how they heard about you
Look at the statistics from your website / social media

For marketing guidance that will support your sales activities, contact Helen on 0790 3727750

Just What the Doctor Ordered

Tue, 04 Feb 2020 17:30:35 GMT

Last week (Tuesday 28th January 2020) whilst driving to an appointment I was listening to the BBC Radio 4. The Word of Mouth programme was discussing at the use of adopting a clear language within the NHS

Presenter Michael Rosen talked with Sara Wilcox, NHS content designer about how they decide which words to use on the NHS website. She explained that they try to use words that we use in everyday life and aim to meet the average national reading age of 11, though on pages where it is necessary to include medical terminology this raises it to 16.

I found this discussion fascinating, and reaffirms what I advise my clients to do with their content:

Know your audience - and write with them in mind, and think about what they need to know and not just what you want to tell them
Keep it clear and concise - remember our attention spans are short
Where possible use plain English - avoid too much industry jargon unless it absolutely needs it. The NHS use wees and poos rather than the medical terminology because that's what most people say
Have short paragraphs - they are easier to read than huge blocks of text
Highlight keywords in bold - it can help draw attention to a point
Use subheadings to give guidance of the content - it makes it easier to navigate and find the information they need
Bullet points or lists - can help with summarising
Use images to add interest - make them relevant and either use your own, royalty free or purchase them
Give your content the space to breathe - use increased line spacing and a slightly larger font size to make it easy for people to read
Keep it updated regularly - with company news, blogs, tips, upcoming events and information of new products or services

For guidance or for help with writing content for your communications, contact Helen at Marketing Doris on 0790 3727750

Blooming Marvellous

Mon, 27 Jan 2020 16:34:47 GMT

I love nothing better than simple but very effective marketing activities.

One such example landed in my inbox yesterday from florists Bloom & Wild, and I was super impressed.

It came in the format of an email sent direct to me with the subject title “Want to ignore Valentine’s Day this year?” , not an e-shot but an actual email from their Customer Experience Manager

"Hello

We know some people love Valentine’s Day. But we also know it’s a really hard time for others. And if it’s something you’re not looking forward to this year, we don’t want to keep reminding you about it.

Just let us know if you want to opt-out of any Valentine’s Day marketing here. Then you won’t hear a peep out of us on the matter on any email.

And don’t worry, if you opt out we’ll still keep you updated with everything else, like normal"

Now I personally don’t mind Valentines Day or seeing marketing messages in the run up to the big day, but I know that many don’t and it’s brilliant that Bloom & Wild think the same.

That personal touch will stay in people’s minds for a long time and that is #goodmarketing

Nice one Bloom & Wild - and by the way they do fabulous flowers! I’ve been the recipient of some beautiful ones (see picture) and have sent equally lovely ones out.

Has Netflix Killed my Inspiration?

Mon, 20 Jan 2020 17:45:25 GMT

One of the advantages of Netflix for many people is the absence of advertising!

I know I’ll be in the minority on this, and as much as I love a good Netflix binge, I do miss the ad breaks, and here’s why!

I enjoy watching the adverts, it tells me a lot about what’s going on in business.

Who’s spending money, and who’s not!
Who’s over-pushing the communications - this can be very telling!
Who’s advertising when - the timing of the advert is as important as the content
Who’s sponsoring which TV programme or series
Who’s re-using old adverts and who has got creative

What pleases me more, is when the messages stand out. It doesn’t have to be a multi-million-pound production or part of a jaw dropping media spend. Some of the best adverts for me are the ones that keep it simple.

It isn’t just TV advertising though that I find interesting, it’s also radio, print and online. Businesses using these mediums have all had to adapt as we the audience change our viewing, reading and listening habits and look for new innovative ways to communicate.

Seeing how other businesses are marketing themselves can help with ideas for your own company’s promotion, or in the case of mine for my clients. That’s not to say that they should be copied, far from it, but instead they can influence a train of thought that can lead you to finding the right way to communicate to your target market.

For help with translating your influences to how you market your business, give me a call - Helen Stott 0790 3727750

Doris is 13

Mon, 06 Jan 2020 17:03:24 GMT

Lucky for some!

Approaching the 13th year in business as Marketing Doris (8th January) has concerned me somewhat.

I’m not massively superstitious, however I have always been aware that the number 13 is supposed to be unlucky. I was therefore surprised (and thankful) to learn that that isn’t the case, for example I found the following facts:

In Greek mythology, Zeus was the thirteenth and the most powerful god.
A standard pack of Playing Cards has 13 in each suit.
The fear of Friday the 13th is Triskaidekaphobia.
There are on average 13 cycles of the moon every year.
Each of the four seasons have 13 weeks.
Children become teenagers at age 13.
13 is a prime number
13 flipped around is 31, which accounts for the number of days in most months.
Despite having an on-board explosion, the Apollo 13 mission had a successful landing on the moon and returned to earth.
Aluminium has an atomic number of 13.
In Italy, 13 is considered lucky. The expression fare tredici "to do 13" means hit the jackpot.
On many social media sites, 13 is the standard minimum age to be allowed to create an account
.. and Marketing Doris is 13!

So, here’s to another great year of #goodmarketing and Doris!

The Most Wonderful Time of the Year

Mon, 16 Dec 2019 15:56:41 GMT

I do like the run up to Christmas!

Not just because it’s coming up to the festive period, but also to see how creative businesses are with their Christmas promotions.

For some, it’s not Christmas until they have seen the Coca Cola advert or the latest offering from John Lewis.

This year one of the stand-out adverts has been from a small store in Wales - Haford Hardware. Their #BeAKidThisChristmas is perfect in my eyes. It’s engaging, it has a simple message and more importantly it was reportedly created on a very small budget. Since it’s launch at the beginning of December, it has gained huge numbers of viewers and was voted as the best Christmas advert of 2019.

The success of this advert just goes to show that you don’t have to have big budgets to create an effective marketing campaign.

Did you have a favourite Christmas campaign - drop me a line and let me know at helen@marketingdoris.co.uk

Marketing is like Fireworks

Fri, 08 Nov 2019 13:51:40 GMT

All the fireworks this week reminded me of marketing

Campaigns can be loud and attract your attention
Some campaigns seem to be start off well and then fizzle out
Some just don’t take off at all… and
.. the ones you attempt to do yourself never to compare to the ones organised by the professionals

For marketing campaigns that are coordinated and go off with a bang - give Helen Stott at Marketing Doris on 0790 3727750

Customer Service

Wed, 09 Oct 2019 17:42:14 GMT

Listen to the feedback given

When you develop your Marketing Strategy and look at which marketing activities can help your business achieve your goals and objectives - don’t forget about Customer Service.

How you interact with your customers is as important as the messages on the website, the advert in the paper or the detail in the brochures and leaflets.

Good and Poor customer service can leave a long-lasting impression, and a negative encounter can result in losing a customer or worse multiple customers as someone who isn’t happy is likely to tell their family, friends and potentially the wider community on social media.

I personally had reasons to contact two different customer services.

A well-known retailer - I ordered flowers online for delivery to a friend for her birthday. I specifically chose the Letterbox Gift version so that they could be easily delivered if she wasn’t in when they arrived. I received notification from the courier along with a photograph, proudly showing the parcel left on the doorstep. The courier company apologised but they had already left and weren’t going to return. The retailer told me that I should have specified delivery instructions when I ordered it. When I pointed out that the clue was in the product name and that I didn’t feel I needed to, they apologised, sent me a gift card and arranged for a replacement to be sent. Wonderful and good customer service. That was until I received notification of the second delivery and another image showing the parcel left on the doorstep. Despite their best efforts, it is highly unlikely that I will be using this retailer for flower deliveries in future.
A health insurance provider - they adopt an innovative approach and reward their customers who are actively trying to improve their health and fitness levels. One reward is to earn a free cinema ticket. I had the right number of points and had been notified this could be used on Monday. However, when I tried to access the code, it indicated the rules had changed and couldn’t be used. I contacted Customer Service who investigated and discovered it was a technology glitch and was resolved over the phone within minutes. I finished the call feeling happy.

Pay attention to the customer journey, listen to feedback provided from the users of your service and your Customer Service team themselves. They will be ones that can help you develop and improve based on their experiences at the ‘coal face’.

For guidance or a review of your customer service, contact Helen Stott at Marketing Doris on 0790 3727750

Industry Focus - Manufacturing Marketing

helen@marketingdoris.co.uk — Mon, 23 Sep 2019 17:06:11 GMT

Marketing for Manufacturing Businesses

A key benefit of working with Marketing Doris is that we are not industry specific, after all the principles of marketing can be applied to any industry and a fresh pair of eyes can be an advantage.

So, what is the point of this article then? After working with different manufacturing businesses providing them with marketing support, the key things I have learnt are:

Objectives – whatever the industry it is still important that there are goals set. For manufacturing businesses, it can often be how they fit into the supply chain and identifying new markets
Messages – communication should be tailored to the right audiences for the service being delivered; B2B or B2C. Appropriate language and using non-technical or industry specific words may be needed when targeting B2C markets
Benefits – why should people use your products and services as opposed to those of your competitors
Activities – identifying (and maintaining) the right mix of marketing activities for the business will depend on several factors: type of service or product, region, objectives, budget, resource, and performance measurement
Guidelines – some manufacturing businesses may be restricted by the nature of their client’s business and the ability to publicly communicate examples of their work under Non-Disclosure agreements (NDA)

Marketing Doris will work with manufacturing businesses to:

Review your existing marketing activities and performance against your business objectives and provide suggestions for change
Develop a Marketing Strategy and suggested Marketing Activity plan , which could include:
Online marketing activity (development of website i.e. content / SEO good practice implementation, social media management, use of online directories and potentially other online tactics)
Advertising - identifying the right publications, media buying, scheduling, copywriting, graphic design brief
Direct marketing - following GDPR guidelines, development, and distribution of letters / e-shots / e-newsletters
PR - identifying news stories, developing relationships with key media contacts, copywriting, and distribution
Event management - from concept to invitation to on the day support to post event follow up
Development or creation of marketing materials
Copywriting of website content, news, or blog articles
Provide an overall management of the Marketing activity
Co-ordination with Senior Management team and heads of department, particularly sales
Measurement and monitoring of marketing activities
Budget management
Monthly reporting
Management and liaison with third-party Marketing suppliers and agencies i.e. graphic designers, photographers, website developers, SEO agencies, printers, sign writers, publications etc.
Develop a Marketing function
Creation of a new marketing role; writing job description, interviewing, induction / handover
Management or mentoring

To discuss your Manufacturing Marketing requirements, contact Helen Stott on 0790 3727750 or email helen@marketingdoris.co.uk

#SaveOurShirts

Fri, 19 Jul 2019 17:30:51 GMT

Huddersfield Town come clean

After days of speculation, fans' ire, and sensational headlines, Huddersfield Town FC's shirt sponsor, Paddy Power, has finally revealed the truth behind the proposed white sash on the new season's football kit.

Confirming many suspicions, including my own (as previously discussed in " Huddersfield go to Town "), it was indeed a publicity stunt. However, Paddy Power took it a step further by announcing that they would not be emblazoning any of their logos on the kit. Instead, the jersey will remain clean.

Moreover, they're advocating for sponsors of other football clubs to follow suit, returning football shirts to the fans by removing sponsor logos.

This move by Paddy Power not only ensures continued media coverage and social media buzz but also brings joy to Huddersfield fans, fostering positive sentiments toward their brand and potentially leading to increased sales.

Kudos to Paddy Power for this innovative approach, which simultaneously garners attention and fosters goodwill among football supporters #goodmarketing

Visit SaveOurShirts or watch the video Paddy Power

Huddersfield go to Town

Thu, 18 Jul 2019 09:18:35 GMT

Yorkshire Football Club reveal new season kit

. Yesterday Huddersfield Town revealed their alleged new season football strip featuring major sponsors Paddy Power emblazoned in a white sash across the front.

Social media and the press went wild, fans were objecting, others ridiculed the kit and likened it to a hen party or beauty pageant sash.. and then someone pointed out that the space taken up by the sponsors logo contravened the FA guidelines and the doubt started to kick in.. was it a PR stunt?

If it was, what would be the purpose? Well Huddersfield and Paddy Power were both trending on social media and along with the Umbro were all being mentioned in news stories. Would that have got that level of publicity with just an ordinary new kit reveal? Probably not.

However, it is still unclear (at time of writing) whether this was a publicity campaign especially as they played against Rochdale last night wearing the supposed new kit and have said it will be on sale from tomorrow onwards. In the meantime, it has been reported that the FA have requested clarification and reminded them of their guidelines.

Branding, sponsorship, social media and PR are all elements of marketing and used right can be very effective. To discuss how these could be used in your business contact Helen Stott of Marketing Doris.

See follow on article - #SaveOurShirts

Upcycle & Repurpose

Mon, 08 Jul 2019 12:31:49 GMT

No need to throw the baby out with the bath water

Recently I was approached by a company that had a website.

So, what I hear you say? After all, there aren’t many businesses now that don’t have some form of online presence.

They had lived with this website for some time but ‘had never been happy with it’.

The content was out of date, there were mistakes on there and almost every feature that was available had been utilised, so visitors were trying to navigate through flying banners, movable objects, busy backgrounds and repetitive information.

They originally had thought that it would be easier to start again with a new site, but upon closer inspection I felt that most of what they didn’t like could be deleted or edited. This was the route they choose. Not only would this be a more economical option, it would be quicker and meant that they could retain the history and standing the of the website.

Most of the updating has now been completed and the site looks different. Not only is the content now correct, simplifying the look makes it seem more contemporary and importantly visitors to the website can easily find the information they may need about the services the company offers.

For guidance or help with old out of date websites, contact Helen on 0790 327750

The Whole (re-usable) Package

Thu, 04 Jul 2019 17:43:07 GMT

More than just branding

Marketing encompasses so much more than the branding, the website, brochures, signage, promotional pens, adverts, PR .. the list can go on and on.

Basically, anything that has your company branding on or is an element of the Customer Journey can be caught under the marketing banner (or umbrella).

That includes packaging, and how wonderful is it that so many brands and retailers are listening to public opinion and are making changes to their packaging to reduce or eliminate plastic.

Some recent examples that caught my eye have been:

Boots have already stopped offering plastic bags at checkouts in some stores and this will be rolled out by early next year. In addition, they will introduce a range of unbleached brown paper bags in varying sizes at a cost, with all profits going to the BBC Children in Need charity.
Sainsburys have become the first of the UK supermarket giants to say they are going to remove plastic for its loose fruit, vegetables and bakery goods and from September will introduce paper bags for loose bakery items and customers can either bring their own bags or buy re-usable bags for loose fruit and vegetables.
Waitrose have launched a scheme currently on trial in Oxford, where customers can fill up or refill their own containers for pasta, rice, coffee, washing up liquid, fruit and veg, beer and wine.
The Seasalt store in Lytham (and in other branches as well I’m sure) have a water dispenser installed with the option to have a drink from a glass (take a clean one from the shelf and put it on a different shelf when used) or you are welcome to refill your water bottle. A double win!
The Bolster Moor Farm Shop in Golcar, Huddersfield and The Unicorn store in Chorlton, Manchester are well known for their fun and quirky jute bags carrying relevant messages, and their branding of course!

We’ve got a long way to go, but many of us are now used to (remembering) to take our reusable bags when we go shopping. It won’t be long when it will be standard practice to take a range of containers too.

Like some fashion trends, we seem to have come full circle. It would have been standard for example for my grandmother (the original Doris) to have gone shopping full equipped with options for carrying goods home. She was also extremely keen on re-using any packaging; cereal boxes were cut up and used for shopping lists, margarine tubs for storing or freezing leftovers, yoghurt pots for growing seedlings. She’d be massively in favour of a return to less plastic and re-useable options and would be first in the queue at the refill stations.

I’m looking forward to seeing new innovative and creative ways that companies will introduce and use re-useable packaging as part of their brand. Remember that something that is quirky or a bit different will be used again and again .. with your name on it!

For guidance on creative packaging ideas, or how you can improve your customer experience do get in contact and we can have a chat over the phone 0790 3727750 or a coffee.

Honouring Doris

Fri, 17 May 2019 09:08:29 GMT

The number one question I am asked is Why Doris?

Those of you who know me .. or who have read the relevant page on this website will know that it was a nickname, and was my Nana’s name.. who loved to communicate in her own unique way.. which essentially is what marketing is.

Today though, I would like to dedicate this article to another lady. She carried the Doris name for 97 years and sadly passed away last week, and if there is a Teachers Pet amongst you as I step onto the Deadwood Stage to deliver this post, you may notice a few relevant song titles*.

Marketing can be a Sentimental Journey for most businesses, many will be Bewitched, Bothered and Bewildered and some will just say Que Sera Sera and hope that the next campaign will work, but Perhaps Perhaps Perhaps it doesn’t have to be that way because Marketing is A Secret Love for me, I think It’s Magic and with a little Imagination, I have High Hopes I can inject some Zip-a-Dee-Doo-Dah to a business’s marketing.

For marketing support and help that doesn’t All Depends on You (I know it doesn’t quite fit and it should be depend not depends but hopefully you’ll get the gist!) give us a call on 0790 3727750 .

.. and finally, and funnily enough, Friday’s are always for catch up and admin and are marked in the diary permanently as a Doris Day.

*there are 12 song titles, one for each year Marketing Doris has been in business

What's in a name?

Tue, 07 May 2019 09:17:45 GMT

From babies to company brands

This week we have seen the arrival of a new royal baby that is still being known as Baby Sussex or #BabySussex* on Twitter (congratulations to Harry & Meghan).

His name is being speculated upon in the media, though I’m sure his parents won’t be taking that much notice of the many polls taking place or what are the bookies favourites.

Our company’s name, or those of our products and services are just important as the one we are given by at birth** they can become our brand and once they become established it can be a hard change to accept.. just think of the hoohah about Jif to Cif, Marathon to Snickers or Opal Fruits to Starburst.

Some of us have chosen quirky business names or want a Ronseal name that does what it says on the tin or have been inspired by our surroundings or something that has caught our eye.

Often the company name has already been chosen by the time I (or other marketers) are asked our opinion, but if new start-up businesses need some assistance with their brand names, then give me a call!

*since time of writing Baby Sussex's name has been announced as Archie Harrison Mountbatten-Windsor

**or adoption or that we choose for ourselves!

Turning it Around

Thu, 04 Apr 2019 09:27:58 GMT

Using personal experiences as material

Last night I was in the audience at the Rhod Gilbert Book of John show at the Opera House in Manchester.

The tickets had been booked since last year, I had jumped straight onto the booking site the minute I opened the email announcing the tour. I’d always been a big fan of Rhod’s since I first seen him at the Comedy Store in Manchester many years ago ranting about an award winning mince pie… and let me tell you that from that point on.. any mention of any food item or menu option being award winning almost always means it gets chosen.

I’ve also been a keen watcher of the Work Experience series, particularly the tattooist episode and the Battenberg tribute .. who couldn’t fail to be a fan? I even tuned into the documentary Rhod did on shyness and was amazed and inspired by the knowledge he was a lifelong sufferer and yet he was still able to get on stage or appear on TV.

So, there you go, I’m a fan and was excited to have got the tickets secured so early on… and then I saw Rhod on the Royal Variety Show, and in amongst the other acts he did a quick piece from his upcoming tour (the frozen prawns I think it was) and my heart sank. It just didn’t seem to have the same impact or funniness that I had grown to love from Mr Gilbert, and I worried that maybe I just didn’t get his humour anymore.

Still the tickets were bought, and I was going with an old friend who I hadn’t seen in ages, so it was a great reason to get together early for dinner (great food until the hair in the Moussaka was discovered but that’s another story!) and have a catch up. We arrived at the theatre and the stage was set ready for Rhod to start with his tour graphic lit up and two roller banners, United against Dementia and The Stroke Association. Obviously worthwhile and important charities, but it was quite unusual to have those displayed on a comedy show tour.. .. and then it became clear.

The show started and almost immediately it became apparent that Rhod was still on top form, he was incredibly funny, and able to quickly adapt and ad-lib when random pieces of red confetti weirdly fell intermittently onto the stage during his set. He spoke openly about personal issues that had affected him and his family over the last few years from the death of his mother, his father’s illness, his own and his wife’s ill-health and separately their struggle to become parents.

Sounds like a right barrel of laughs doesn’t it? Well it was, but as well as providing him with material for a tour to help him earn a living, hopefully it has also helped him grieve, process, live with, adjust and move on in his life. His story will also help many other people in similar situations and hopefully will help shift those barriers that are still there with certain subjects that can be considered embarrassing or too personal to share.

Rhod is donating from the ticket sales to the two charities; The Alzheimer’s Association and The Stroke Association and in addition mentioned he had set up a Justgiving page in case people felt able to make a separate donation.

I came away from the show with mixed emotions; one that it had been an entertaining evening and we had laughed lots, I also felt a lot of admiration for Rhod for his bravery in speaking about these experiences and what an incredible boost his tour will have on the awareness of these charities and the conditions he spoke about. I want to say its #goodmarketing because it is – however I also feel that makes it sound like it was done purely for commercial reasons when its clear that wasn’t the driving factor.

Showing our vulnerabilities or sharing our personal experiences isn’t always applicable in the work place but as Rhod demonstrated last night, it can be a positive thing. People buy from People so showing your personality, what makes you tick, your likes and dislikes, what inspires you, what makes you laugh, why do you do what do can all be used as inspirations in your marketing and your content.

Check out The Rhod Gilbert Book of John tour for yourself - for help with content or marketing – give me a call on 0790 3727750

Rubber Eraser Day - yes really!

Tue, 02 Apr 2019 09:46:21 GMT

National Awareness Days

Glancing through the upcoming National Awareness Days calendar for April, I was amazed and quite frankly baffled to discover that Monday 15th April is #RubberEraserDay

I was intrigued enough to investigate this further to find out the origins and who recognises this day.

Did you know?

Joesph Priestly founded a vegetable gum to remove pencil marks on 15th April 1770 he named the substance ‘rubber’
The same year (1770) English Engineer Edward Nairne developed the first marketed rubber eraser
In 1839 Charles Goodyear discovered vulcanization (a method that would cure rubber and make it a durable material), this became the standard of rubber erasers
In 1858 Hyman Lipman patented the pencil with an eraser at the end
Prior to the rubber eraser being created wax or bread were used to remove lead or charcoal marks from paper, and sandstone or pumice were used to remove marks from parchment or papyrus documents.

So, who would ‘mark’ (sorry!) this special day?

Manufacturers of rubber erasers – they continue to be a staple in our pencil cases*, and not just for school children, so there are so many options to cater for all tastes or function with different designs and shapes.
Stationers and retailers – promoting rubber erasers is unlikely to be high on the list of products to market given the low average individual retail price. However, with online tools and social media channels easy to use and at little cost to put together, it can be a fun and timely piece of marketing.
Technology equivalents – during my research, I spotted that technology company Logitech mark #RubberEaraserDay with a simple graphic celebrating the original Control + Z solution. Perfect and #goodmarketing

.. and from a marketer’s point of view, it’s worth noting that marketing activities don’t have to be created in stone but can be erased and modified. If the campaign isn’t delivering the results you need, then use the metaphorical rubber eraser to adjust and continue to review and tweak to ensure the optimum success.

For help with reviewing marketing campaigns against performance goals and advising on adjustments, contact Helen at Marketing Doris on 0790 3727750

*All this talk of Rubber Erasers in our pencil cases, has prompted me to properly look at mine and I’ve realised that the one I carry around is likely to be the one I’ve had since my school / college days – great value – I’m not surprised they need their own awareness day!

Ask Doris – How to use Social Media safely for my business?

Fri, 22 Mar 2019 11:45:28 GMT

“How do I use Twitter and Facebook safely and professionally to help my business profile?” SP

Dear SP

There are many social media channel options available for business use. Presumably you have already undertaken the exercise to determine that Twitter and Facebook are the two-best suited for your business and target market.

You should also set out your objectives and determine how you will measure the performance against those.

In terms of how to use these channels safely and professionally, it is recommended that:

Profile – your profiles should clearly state your business and include contact details i.e. telephone number and website address. A location can be set so if your business is regional then your target market in the area can easily find you. Include a profile picture and a banner image that reflects your business.
Following – follow those people, companies and brand accounts that are relevant to your business and target market and region. You will find that naturally a percentage of the people you follow will follow you back. This organic growth may be slow but is likely to be quality. It is possible to purchase followers on social media channels; however, caution is recommended. Do your homework as to who these followers are and if they are genuine and you should check the guidelines of the social media channel you are using as you might be in breach and It could result in suspension or closure of your account.
Content – share your latest news either in written or video format. There are restrictions in the number of characters you can use in one Tweet on Twitter – if you have more to say then you could link to another Twitter post or alternatively to a longer post on Facebook or even better an article or page on your website. The latter will help drive traffic to your website and there is a chance that people visiting your website to read an article will also view other pages.
Interact – don’t just send out messages or only Like what you see. Interact with your followers and the people you follow. Answer their questions or comment on their posts, retweet or share and add a comment as to why you have shared this post to your followers. Keep your social media channels active. A dormant account can give a poor impression on your business.
Etiquette – behave on the social media accounts as you do professionally. Only post content that is relevant or appropriate, and that you would be happy for any of your business connections to see. Many industries are governed by professional guidelines and if you are posting as a company employee, then ensure you are following the business social media policy. Each social media channel will have code of conduct standards and etiquette rules and suggestions. These can be found under the help sections.

To discuss further or for assistance, contact Helen Stott of Marketing Doris on 0790 3727750

Glow Up - Marketing lessons from Make up artists

Fri, 15 Mar 2019 11:55:24 GMT

Marketing is like Glow Up

These articles may seem like confessionals at times, especially when it comes to talking about guilty pleasures.

So, thank you in advance for reading and there will be a marketing link in there somewhere!

Whilst scrolling through the BBC iPlayer recently a link to the Glow Up: Britain’s Next Make Up Artist appeared. I wear makeup but have little or no skills in application but am totally fascinated and in awe of the expertise of those who can creatively and artistically apply it. Particularly as I have a god-daughter and a best friends’ son with ambitions to have careers in this industry - both incredibly talented (biased I know!)

Back to Glow Up. As with other similar TV formats, the premise is that they are given challenges to showcase their expertise, the results then judged by experts. One challenge saw a contestant respond to a creative brief by pulling out all the stops and created an amazing look for his model. Or so my untrained eye thought. The judges initially agreed with my judgement (!), but then went onto point out that the makeup artist should have stopped earlier and not over-egg the pudding (they may have used slightly different language, but you get the gist!)

This is where I link this to a marketing situation and the lessons we can learn from Make Up artists. Sometimes less is more.

Just because you have access to multiple marketing tools, colour palettes, fonts, graphics and animation, it doesn’t mean you have to use them all.

Follow the brief – what are you trying to achieve and why. What are the objectives and the aims?
Know your audience – who are you aiming to target with the marketing messages? Tailor your activity accordingly
Quality not quantity – there is a time and a place for lashing of glitter and hundreds & thousands.. and there are times when keeping the colour palette and messages simple is key.

For a makeup masterclass check out Glow Up , for Marketing Tips contact Marketing Doris a call on 0790 3727750

Who Wants to be a Millionaire?

Thu, 07 Mar 2019 12:13:10 GMT

Ask the Audience

Never in a million years did I think I’d find myself involving Jeremy Clarkson in a marketing related article, but here I am.

Last night (Wednesday 6th March 2019), opera singer Paul Curievici won his place on the hot seat having beaten the other contestants in the fastest finger first section of the show and ultimately walked away with £64,000 despite almost being derailed by a difficult Spice Girls question*.

However, during the ‘getting to know’ section of the quiz after reaching the £1000 mark, Jeremy was typically blunt in his review of opera. To which Paul brilliantly responded, “we’re not doing it for you!”

Well said Paul, not only did it put Jeremy in his place, but he reinforced a key marketing message - know your audience.

Reminding yourself of who your target market and key customer is when planning your marketing campaigns and activities will mean better results. Your messages, sales promotions and the communication channels can be tailored to that audience rather than employing a spray and pray approach.

To understand your target market:

Review your current and past customers to look for trends in demographics, geography, interests, requirements and frequency
Map out your ideal customer(s) to create avatars and bring them to life

For businesses with multiple products and services, you will find that the ideal customer is different and therefore having a specific marketing plan and set of activities for each one would be more beneficial.

For help in identifying the order of the Spice Girls back catalogue you should phone a friend or enlist Googles help...

.. however for guidance and support understanding your target market and your ideal customer, contact Helen Stott at Marketing Doris on 0790 3727750

*watch the Spice Girls Question that stumped Paul and Jeremy on Who Wants to be a Millionaire

Pancakes & Popcorn

Wed, 06 Mar 2019 17:56:19 GMT

Shrove Tuesday & Popcorn Lovers Day

Two things on my list of favourites is Food and Good Marketing #goodmarketing.

So, when they are combined, I’m a very happy bunny!

Here’s why. This week was Shrove Tuesday and next Thursday is Popcorn Lovers Day. These are just two examples of how national holidays and awareness days (or weeks or months) can be used by companies in their marketing activities.

Clearly not every business can use all the calendar milestones. Not only would it dilute the messages and appear to be jumping on every bandwagon but importantly they wouldn’t always be relevant. However, when appropriate they can be effective.

What caught my eye around Pancake Day were:

Jif Lemon reportedly approached Alan Sugar and Keith Lemon to host a chat show sponsored by them called Who the Flip do you think you are, with Piers Morgan as one of the guests. I’m not sure it happened, but it was put out there on social media by the people named so that in itself is #goodmarketing (and cheaper!)
Birds Eye brought back our favourite Findus Crispy Pancakes in time for Pancake Day 2019, complete with retro packaging! Nothing screams ‘tea after school’ more to me than Ham & Cheese in their golden breadcrumb crust served with baked beans. So confident are Birds Eye that today’s families will love them as much as we did back in the 80’s that they are offering a money back guarantee if they are don’t like the classic flavours and the more up to date versions. Love it! I might even be tempted for nostalgia purposes to go and get a packet (but only if Scooby Doo is on the TV whilst we're eating them!) #goodmarketing

It wasn’t just food companies marking Pancake Day though, many businesses used images in their social media campaigns that day and took the opportunity to have team events or staff lunches around our battered favourites.

On the flipside (sorry!)… popcorn has had a huge resurgence over the last few years with brands such as Metcalfes leading the way with innovative marketing campaigns, contemporary graphics and strong messages around low calories and healthy options.

There is no doubt that Popcorn Lovers Day is sure to bring similar well-timed campaigns and promotions, particularly from the manufacturers themselves but also in conjunction with cinemas and film streaming operators. I’ve already got my bag of Sweet & Salty ready in anticipation of viewing some great examples of #goodmarketing – I’ll keep you posted of any favourites!

For assistance with well timed #goodmarketing campaigns relevant for your business or product, contact Helen Stott of Marketing Doris on 0790 3727750

Under Pressure

Tue, 05 Mar 2019 17:19:56 GMT

Benefits of regular fresh new content

As much as I would love to have the opportunity to write a piece about an 80’s classic* this actually is about the pressure businesses put on themselves to have relevant and interesting content for their website or social media channels.

There are multiple benefits for regular new content;

It’s interesting for the returning and new visitors (clients and potential clients) to your website
It helps demonstrate your expertise in your industry and market place
It can help people who don’t know you find you are a supplier of this product or service through search engines (search engine optimisation – SEO)
It shows that your business is active

Another pressure on businesses is knowing what topics to write. I often work with companies to help them identify potential articles, for example:

Answering frequently asked questions – we all have those questions that we are often asked about our business, products or services. If people, ask them verbally then they may also be typing the question into a search engine.
Topical angle – if there is something being discussed in the media now which is relevant to your expertise, then use an article to express your opinion or give advice. Use snippets on your social media channels and then then direct people to your website to read the full piece
Examples – highlight a recent project you have worked on and you don’t have to name your client if you would rather not, simply talk about the reason they came to you, why they chose you, what solution you offered and how it helped.
Key dates – use the milestones in your business i.e. anniversaries, calendar dates, relevant national awareness days or industry related dates i.e. financial year end, legislation dates etc as a reason to write about the subject
Inspirations – what inspired you to work in your industry, if you are a business owner why did you set up your company, who do you admire and why, have you read an interesting book or article?
Remember though not to use articles, blogs or latest news items as a full-on sales opportunity, instead use it as a useful or interesting information route…

…though that said there should always be a call to action and a link back to your business.. and so if you find that you need some help in relieving the pressure on producing regular new and interesting content in your marketing activities, then give me (Helen) a call at Marketing Doris on 0790 3727750.

*Queen and David Bowie if you are too young to remember – and if you are, do look it up on YouTube

Happy Valentines Day

Wed, 13 Feb 2019 17:39:26 GMT

Love it or Hate it!

Yes, it’s that time of year again, love it or hate it, it’s a key date in the calendar and these are a Marketers dream (mine included!)

Some of my favourite campaigns I’ve seen so far this year are

The Marks & Spencer – Love Sausage has been getting a lot of attention in the media
A Zoo in Texas is offering you the chance to name a cockroach after your ex, which is then fed to a meerkat!
Refuge has issued an incredible poignant reversible poem to highlight awareness of domestic violence

I will update this post with other stand out campaigns spotted on Thursday 14th February 2019.

If you have left it too late for this year but are interested to see how other key dates throughout 2019 could be used for promoting your business, services or products, then drop Helen an email to discuss innovative and relevant marketing campaign ideas.

Ask Doris - Boosting a social media presence

Wed, 06 Feb 2019 17:49:32 GMT

"I’m a new company, how do my boost online social media presence?" HR

Dear HR

Social media channels are ideal for most new companies, they can help to:

'Test the water’ for interest and feedback for your business, products and services
Help raise awareness of you, your business, brand, products and services
Help promote upcoming offers or events
Build an audience and potential market

Choosing which social media channel to use, will depend on your target audience:

Business to Business (B2B) – Linkedin, Twitter, potentially Facebook and / or Instagram
Business to Consumer (B2C) – Facebook, Twitter, Instagram

Whichever social media channel you choose, it is important to consider what your objectives and strategy is for each channel.

Top tips on how to organically boost your presence through social media channels

Profile – create one that reflects you or your business, choose an appropriate user name i.e. @marketingdoris and upload an image (photograph of you / your products or business logo), complete the bio section with a summary and remember to include your contact details
Audience – when you first start on a social media channel, you will be invited to start to build up your network by following people or businesses and you may be given some suggestions based on your industry / geographic area / interests. Sometimes you can connect your account with your email address book so you can see who of your contacts have accounts – you can then choose who to follow / connect with. Alternatively, you could follow; customers, suppliers, influencers in your market place, key publications etc. You will find that a proportion of the accounts you follow will then follow you back.
Engage - it can be tempting to just post out ‘sales’ messages, instead mix it up and interact with your audiences by commenting on their posts, ask questions, position yourself as an expert in your industry, share relevant information, tips or blogs. Many social media tools have features to help i.e. polls
Call to action – where possible include a link to the relevant page on our website or add in a telephone number (if the post requires it) – make it easy for people to get in touch with you.
Etiquette – act on social media in the way you would in a professional setting. Show your personality or that of your brand and which is appropriate for the channel. Your social media account could the first time you make an impression on a potential customer and you want it to be the right one.

Above all be patient, be consistent and realistic. It is unlikely that you will get a huge return in a short time so stick with it and if you decide that a particular social media channel isn’t working for you – based on the return you are getting from the objectives you set at the start – and you decide not to continue, then delete or disable your account. A dormant account with no activity will still be visible and may appear that your business is no longer active. Remember that you if you have links from your website to that channel to remove them.

For guidance on using social media in your marketing, call Helen Stott at Marketing Doris 0790 3727750

Ask Doris - Second Year of Trading Marketing

Tue, 29 Jan 2019 18:07:46 GMT

Where to start?

“We're in our 2nd year now and business has been growing really fast, I'd like to drive more customers but not sure where to start first with the marketing, there seems like so much to do and so many platforms?” DP

Dear DP

Congratulations on your business growth in year one!

To identify the type of marketing activities you can adopt to continue with your growing business, I would usually ask companies in a similar position to yours the following questions:

What are your business objectives for the coming year? Understanding what you want to achieve is key to identifying what marketing activities will help you achieve those goals i.e. sales targets, number of new contracts, increased number of leads etc.
Who are you targeting? Defining your key markets may mean that a different approach or message could be used more effectively
How do you measure performance? Are there processes in place to monitor the effectiveness of current marketing activities, is this reviewed and used? Dependent on the answers, this would give a clearer idea of the type of marketing activity (platform), your business could invest in for your second year of trading to aid with your growth plans.

This may include (and in no order!)

Website – online presence can serve as your ‘shop window’ or as a brochure to your business products and services
Printed Advertising – targeted adverts in the right regional / business / trade publications
Online Advertising – banner adverts on key websites / social media channels or a Pay Per Click (PPC) campaign using key phrases
Social Media – using key channels can be effective in driving traffic to your website and creating awareness
Digital Campaigns – electronic bulletins or newsletters can be highly effective
Events – hosting or speaking at seminars, round table sessions or workshops
Sponsorships – supporting a community project, sporting activity or charity can provide brand awareness opportunities
Networking – building relationships in your local business community or within your industry can help with word of mouth referrals
PR – communicate your successes in business to your local / regional / business / trade press
Branding – office signage, workwear, merchandising can all aid in promotion
Telemarketing – sales lead generation or supporting an event

Not all marketing activities will be appropriate for all businesses or all industries or objectives. In most cases you can test a campaign, review the results, adjust, review again and don’t be afraid to make further adjustments.

For help and advice on choosing the right platform for your needs, contact Helen Stott at Marketing Doris on 0790 3727750

Tell Your Story

Fri, 25 Jan 2019 18:24:19 GMT

Are you sitting comfortably? Then I’ll begin..

Once upon a time there was a business that created / carried out* amazing products / services*. They excelled in their work but there were times when nobody came to buy from them.

The business owner(s) scratched their heads and wondered why this was the case. Occasionally they would open their doors and shout out to passers by about how brilliant they were and sometimes this worked, but when they stopped shouting, the passers-by passed by.

What can we do to keep telling people about us they cried, and as if by magic** Marketing Doris appeared, she asked them some questions and then asked them some more, she scribbled in her notebook, drank black coffee and they talked some more until the lightbulb lit up and the ideas were presented to the business; here’s what we can do to help customers to buy from you.

Hurrah they yelled as the ideas turned into plans and then into reality. The business focussed on their work, and the passers-by weren’t passers-by anymore and that’s because they had already heard how good the business and had made a special trip to buy from them. The End

Ok the Marketing Magic may not always be so quick and or easy, but the little tale above does tell the story loosely of how Marketing Doris works.

You have probably done something similar when you have been asked about your business works, about your background, how you started working in your chosen industry, when you came up with the idea of your product (or service) or why you do what you do.***

When do you tell your tale? Do you include that in your presentations, or in meetings with a potential customer, is it on your website?

The answer is that is can be used in all those cases and it’s an easy, fun and quirky way to get the message across, and if you do talk about your background on the website then telling your story, your way, showing your personality is a good alternative to the traditional ‘Formed in [insert year]’.

For assistance telling your story, contact Helen Stott of Marketing Doris on 0790 3727750 or email helen@marketingdoris.co.uk

*delete as appropriate

**I am a fan of Mr Benn!

*** To find your Why - Listen to the TedTalk – How great leaders inspire Action – Simon Sinek

Ask Doris - Marketing a Small Business

Fri, 25 Jan 2019 18:16:36 GMT

Marketing on a Budget

“I run a small business and have, up until now, relied on word of mouth referrals. I’m thinking of other ways to market my business to reach a wider audience but have a limited budget. Are there any steps I could take initially to begin this process?” NC

Dear NC

For small businesses with limited budgets there are many marketing activities you can adopt to help communicate your products and services to your target audiences. For example:

Website

Keep it up to date - if you already have a website then do keep it up to date with regular fresh new content. This could be with examples of your work, testimonials from your customers, industry news or top tips. This will not only be interesting to your returning website visitors but also to new ones.
Use SEO plug ins – Many websites with a Content Managed System (CMS) facility will have the ability for you to include additional information that can help with organic Search Engine Optimisation (SEO). For example, with websites build in Wordpress there is a plug-in called Yoast, this appears as an additional section on each page or post within the administration section. It’s easy to complete and Yoast provides guidance for improving posts using a traffic light system.

Successes – communicate your good news stories; new contracts, milestones, events, new products and services with the local press (online and printed).

Social Media

Channel – choose the most appropriate social media tool for your business and your target market.
Regular activity – use it regularly as a signpost to your website and to interact with your audience(s).

Networking

There are many networking groups and meetings held regularly and it’s worth investigating which one would work for you and your business. Some of the meetings can be paid individually as and when you attend, and others are on a membership basis. Regular attendance can aid with building relationships with businesses in the area and can potentially lead to opportunities to work together. Many people also find that networking can help identify new suppliers and can aid personally with their own development.

As your business grows, other marketing activities requiring some budget can be employed. The type of activity would depend on your industry or market.

To discuss further or for assistance, contact Helen Stott of Marketing Doris on 0790 3727750 or email helen@marketingdoris.co.uk

Tales of Winnie the Pooh

Fri, 18 Jan 2019 18:36:20 GMT

I have history with Winnie the Pooh

I don’t remember reading the books as a child, but I must have as I’ve always known about him and his friends from One Hundred Acre Wood.

Fast forward a couple of decades, God-daughter Number 2 arrived and fell in love with all things Winne. She instructed us all to choose our favourite character and stick to it!* I picked Eeyore, partly because the main characters had already been nabbed, but actually I could relate to his purple coloured wisdom, it also made it so easy for us to buy presents for each other for a long time!

Jumping forward again a few years, I was working at a textile designer business. They had the Disney Winnie the Pooh character license for the nursery market, and suddenly I was seeing the yellow bear from a whole different perspective, those detailed in the guidelines we were following by the letter for designs, marketing and merchandising.

Anyone who has worked with licensed brands can relate to the usefulness (and challenges) of these guideline bibles, and I’m sure will also understand when I say that you never look at the character in quite the same way again. Even now, all these years later, I find that when I see a piece of marketing material featuring our favourite furry friend, I am scrutinising it with those guidelines still in my head!

Our paths didn’t cross again until more recently when the Goodbye Christopher Robin film was released in 2017, and once again, I saw Winne the Pooh from another angle. Allowing for some artistic licence as we might expect with a blockbuster film, we came out of the cinema feeling nostalgic, and quite sad to learn about the origins and effects of the stories on the Christopher Robin himself and his dislike of the commercialisation of the books and characters.

So, what do I think of the Winnie the Pooh Awareness day (18th January) which I was asked recently? The answer is I have mixed feelings. From a marketing perspective, I can see there is value and opportunity, and from a non-marketing point of view, I just now try to enjoy the quotes from the AA Milne books, the beautiful EH Shepherd illustrations, and of course, to smile at the many memes!

*She is now a teacher and still has a love of Disney!

Ask Doris – Build an Audience on Social Media

Tue, 15 Jan 2019 18:16:01 GMT

Build an audience

“I read an article that said I need to ‘build an audience’ on social media but it didn’t really explain how to do this. What steps do I need to take?” MF

Dear MF

There are many ways you can build up an audience on social media, some of the suggestions below apply in principle to the different channels, though there are some variations in the process and name.

Before you start using social media in your marketing activities define which channel would be best suited to your business and target market. You should also set out your objectives and determine how you will measure the performance against those.

Audiences - Follow the accounts of people and businesses relevant to your company and join relevant industry and regional business groups. For example, industry associations and commentators, clients, suppliers, prospects, introducers, publications. There is a natural tendency for a percentage of accounts to then follow you back in return.
Interact – don’t just send out messages or only Like what you see. Interact with your followers and the people you follow. Answer their questions or comment on their posts, retweet or share and add a comment as to why you have shared this post to your followers.
Content – use the social media channels to share your latest news either in written or video format. Some social media sites (Linkedin / Facebook) give the ability to post longer articles, or you can use these channels to direct traffic to your website.
Frequency – keep your social media channels active. A dormant account can give a poor impression on your business.
Quality over Quantity – it is possible to purchase followers on social media channels; however, caution is recommended. Do your homework as to who these followers are and if they are genuine and you should check the guidelines of the social media channel you are using as you might be in breach and It could result in suspension or closure of your account. The preference should be to grow your channels organically through good content and interaction.

To discuss further or for assistance, contact Helen Stott of Marketing Doris on 0790 3727750 or email helen@marketingdoris.co.uk

Jumping on the Bandwagon?!

Fri, 04 Jan 2019 18:40:15 GMT

It’s the first week of January and I’ve been easing myself back into the world of work for the last few days after a hectic and enjoyable Christmas and New Year break (HNY BTW!)

It may just be the type of accounts and people I follow on social media, but I have noticed a massive increase in the number of posts relating to a New Year, a New You for everything from our eating habits, exercise routines, minimising our material possessions, improving our love lives, getting a better life / work balance, reducing our To Do lists etc etc!

The traditional setting of New Year resolutions now seems to be negative, as statistics suggest that they are doomed to fail before the week or month is out. Instead we are encouraged to set more realistic goals or at least make some small changes rather than trying to reinvent ourselves at a time when many of us are recovering from the festivities and are entering the colder winter months of the year.

Over the (almost) 12 years working as Marketing Doris, I have found that businesses (irrespective of where their financial year ends) like to have a review of their marketing in January. Typically we use the start of the new calendar year to look back at the performance over the previous month / quarter / year against the business objectives and identify methods of how we can make improvements for the coming months. The benefits of this practice mean that poorly performing marketing activities can be slightly tweaked or replaced with more appropriate methods. Usually there is no need to rip up any existing Marketing Strategies and Plans, but instead just make some small adjustments to get back track or introduce marketing activities to handle new goals.

So, without sounding like I’m jumping on the bandwagon (as we have been doing it for many years), if a review of your marketing activity is something that you feel your business could benefit from, then call Helen at Marketing Doris on 0790 3727750 or email helen@marketingdoris.co.uk

12 Years of Doris

Fri, 04 Jan 2019 18:26:51 GMT

Business Anniversary

Yes, it’s that time of year again, when we mark the anniversary of Marketing Doris starting in business – 8th January.

I can hardly believe we have reached the heady heights of 12 already. As many of you may have heard me say over the years, working as a freelance Marketing Consultant / Director / Manager was only supposed to be a stopgap until I got a proper job following a redundancy.

I don’t mean anything negative in that statement, only telling of the truth. What I didn’t realise back in 2007 that I had (inadvertently) found a gap in the market for this type of role and I am delighted and proud to continue to work with so many interesting and different businesses and help them with their marketing needs.

Usually I would give a list of fun facts about the number, but this year I decided a year of reasons businesses use Marketing Doris would be a bit more grown up!

Holistic approach – I look at all aspects of the customer engagement within a business against their objectives, and not just at one specific area. This enables me to provide an independent holistic view of their overall marketing activity.
Fresh pair of eyes – by not being industry specific I am able to give a fresh viewpoint on companies marketing activity, this has proven to be an advantage to many who felt constrained by what was expected in their industry and wanted to stand out and be different.
Justification – as businesses grow, marketing is often a bolt on role and needs help in justifying its own place on the payroll. I have worked with many businesses to build up the marketing function and have created the need for in-house marketing personnel.
Plugs a gap – I have acted as a temporary Marketing Manager for businesses who have found themselves with a vacant position after someone has left. Usually this has been for a matter of weeks or months whilst the right candidate is selected, and on occasion this has been for a much longer time while the business decides on what they feel they need in the long term.
Senior support – for businesses with junior marketing members of staff, it is often a requirement that they are given additional help from a senior marketer who can guide them with a marketing strategy, identification of the right marketing activities, implementing a marketing plan, advising on campaign details or providing mentoring services to help them develop in their role and careers.
Project Management – for busy marketing teams, the introduction of a new project can be difficult to resource in-house and it is on those occasions that we are brought in to handle the project independently. This can be anything from a key event, new website, new branding, launch of a new product or service.
Niche skills – despite not being industry specific, there are several niche areas where I have gained experience and skills that have been sought out. These include; Information Technology products and services (Business Intelligence, Robotic Process Automation), children’s services (Fostering, Charity), Manufacturing (Retail Supply), Retail (Textiles, Nursery, DIY, Homewares), Professional Services (Legal, Financial, HR)
Copywriting – we can provide fresh new content for websites, blogs, e-marketing campaigns and social media accounts.
Creative Ideas – on numerous occasions I have provided businesses with creative ways to communicate their key messages to their target market.
Supplier introductions – when working with businesses on their marketing support, we are sometimes asked to recommend or suggest additional suppliers i.e. for graphic design, photography, website development, promotional gifts, printing etc. Over the last 12 years we have developed a strong network of reputable and trusted suppliers that we can introduce to our clients as and when appropriate.
Freelance support – for some businesses having a little and regular marketing support is as much as they need. Their business structure may never require a full or part time marketing person to be employed, but they recognise that having someone who can provide ongoing marketing support is adequate and enables them to keep activities going.
Sounding Board – the term trusted adviser can be over-used and to use it may seem like we are blowing our own trumpets. However, over the last 12 years that is exactly what I have been to many senior managers and directors and I’m proud that they have felt able to trust and confide in me.

Thank you to all our clients and suppliers we have worked with over the last 12 years and we look forward to continually working with many of you over the next 12 months.

For assistance in any of the 12 areas highlighted above, give Helen a call at Marketing Doris on 0790 3727750 or email helen@marketingdoris.co.uk

ps you may have correctly noticed that there is a mix of I's / we's above.. that's because in the main it's me (Helen), but I do have help from the team of Doris elves .. and so that's why there is an occasional we!!

Compliment or Complaint

helen@marketingdoris.co.uk — Thu, 08 Nov 2018 14:11:23 GMT

Customer Service is an important element of marketing

I like complimenting what I consider to be #goodmarketing on social media and will include in the tweet or post relevant username handles or promotional hashtags and a link to the advert or campaign.

At this time of year, I’m in my element as there is an abundance of new marketing campaigns to devour and just the other day, I came across the Argos festive offering which features a Christmas Fool causing all-sorts of problems. I liked it, it kept me captivated throughout and got across the message that that they were a solution for getting Christmas ready.

Having enjoyed their advert, I posted a message saying as much. Later I received a reply from Argos asking me ‘what was the issue?’. It soon became apparent that they had jumped to the wrong conclusion when they saw my post and rather than taking it as a compliment, they thought it was the opposite.

.. and suddenly all the good had come undone. I was impressed they had contacted me to check if there was a problem, but how sad they should have assumed it was criticism… but maybe it was because they didn’t know about the campaign?

Perhaps they hadn’t been briefed in-house about the latest promotional advert. Using social media channels as part of your customer service offering and not just as a marketing too, can be hugely beneficially, particularly for retail or business to consumer organisations.

Why bother? Well, as consumers we will have all suffered the agony of calling a company’s customer service telephone number at some point and trawling through a maze of numbered options, only to find that we have been connected to the wrong department, that we are ‘number 7’ in the queue or worse at a dead-end and have the call about to go into dead-end and the call terminated. All can be extremely frustrating, particularly if the reason you were contacting them was something that you felt could be handled quickly .. but only if you could speak to someone!

Twitter has proven to be a valuable tool for customer service teams. They can respond quickly to anyone mentioning their business / brands / products e.g.
Thank people for being complimentary (or not in my case!), and potentially retweet the comment to share with your followers.
Answer any questions people may have. This has proven to work well for organisations providing a service i.e. Train operators who can advise on real-time changes that may be affecting a person’s journey
Help resolve a complaint or point the person in the right direction of how this can be handled
Reflect the tone of the brand or audience in their messages. There are some excellent examples of humour or age appropriate language being used

For businesses operating a customer service via social media, it is recommended that they:

Are consistent with the coverage i.e. available throughout standard business office times and state that in the profile bio. Often if a business has teams / individuals working on shifts they will announce they are signing in or out. This makes it more personal and approachable
Follow the brand guidelines of the business
.. and of course, work in conjunction with other departments within the business i.e. marketing so that they are aware of latest promotions and external communications

For help with all things marketing – internal and external – give Helen a call at Marketing Doris helen@marketingdoris.co.uk

Ask Doris - New Customers

helen@marketingdoris.co.uk — Wed, 07 Nov 2018 14:20:07 GMT

New Customers

“I am a small start-up company who knows my product/service really well, but not how to reach new customers. How can you help me?” TJ

Dear TJ

Thank you for your question. However, with limited information about your business, your products and services, and your target market, my generic suggestions would be to:

Analyse – look at who is buying your product / service to identify commonalities in their demographics or geography or patterns in purchase. Creating a profile(s) of your customers and how they buy can help identify who you should be targeting now and will also aid in understanding why there are gaps in your sales and how to fill them.
The message – how are you communicating the benefits of your product / service to your target market? Remember that what you consider to be a positive may not be what appeals to your customer. Ask them why they chose to buy from you – it may surprise you!
The medium – how are you promoting your business? Look at the performance of your existing marketing activities i.e. opens / click through's on e-marketing campaigns, the interactions on social media, responses to adverts etc. Continue to use what is providing a return on investment and either stop using other mediums that aren’t working or adjust until they do.

When we work with businesses, we look at these points in more detail as well as understanding why people are not buying from you, what their alternatives are to your product or service and why might they choose that instead.

Like a puzzle when the information is gathered it slots together and enables us to provide the business with options for further promoting your products and to fill your sales gaps.

To discuss further or for assistance, contact Helen Stott of Marketing Doris on 0790 3727750 or email helen@marketingdoris.co.uk

Kevin the Carrot

helen@marketingdoris.co.uk — Mon, 05 Nov 2018 14:39:26 GMT

Christmas Advertising

It’s only the start of November and already the annual race to the best Christmas advert has started.

Aldi have been one of the first to release their offering and have continued with the theme of featuring Kevin the Carrot and his adventures in their festive promotions. For 2018, Kevin is seen driving a huge orange Aldi truck on a dark snowy night before running into danger, a cliff hanger ending and the hashtag #SaveKevin

Emmm a big Christmas trailer, what does that remind you of? Yes, the red Coca-Cola trailer that has been used by the soft drink giant since 1995*

Cue a burst of social media activity of outrage for confusing the UK public and copying Coca-Cola in their advertising. Have they copied them though, or have they just continued with their parody campaigns? It would seem the latter is more likely, and maybe has been done in conjunction with Coca-Cola, who followed up with social media posts offering Kevin a tow, and with the promise of something else to come in the next week. Nice one! This is promising to run throughout the season and despite some initial criticism, this is keeping the brand names in the media and public minds, and that must be #goodmarketing .

Being quirky and innovative in your marketing campaigns isn’t only reserved for businesses with big budgets, to discuss ideas on how to promote your product and services, call Helen Stott of Marketing Doris on 0790 3727750 or by email helen@marketingdoris.co.uk

*that in itself was surprising, I was sure it was around a lot longer than that

Ask Doris - The Marketing Agony Aunt

helen@marketingdoris.co.uk — Fri, 02 Nov 2018 15:38:37 GMT

The Marketing Agony Aunt

Introducing Ask Doris, the Marketing Agony Aunt.

Got a burning question about marketing but not sure where to go to find the answer?

Then look no further as Doris is on hand.

Email info@marketingdoris.co.uk today with your question

Ask Doris - Fake News

helen@marketingdoris.co.uk — Fri, 02 Nov 2018 14:48:09 GMT

Marketing Messages

“Given the latest trend of fake news and ignoring of “facts” do you feel that I need to change the marketing message I am sending out to focus on other aspects of the product than anything scientific based” JB

Dear JB

Being topical and current with your marketing messages is appropriate and the right approach for many businesses. However, it isn’t recommended that you falsify information about your products or service as this would be in breach of Advertising Standards and Trading Standards.

Instead I would suggest that you:

Stick to the facts - and focus on the benefits of your products and services to your customers. Why should they buy from you? Is it solving an issue or problem they may have? Does it add value to them or their business? It’s worth remembering that what you consider to be the key features, may not be the ones that appeal to them. So do your research and take notice of your customer feedback.
Identify your audience – there could be more than one customer for your product and often the message will differ. For example, you mention scientific data, this may be required by Technical personnel to understand the finite detail, whereas business users may not need that type of information
Use the right marketing vehicle – how are you communicating to your target market? If you don’t choose the right medium then they are unlikely to see the message, let alone respond to it.
Use the Fake News – if you are seeing incorrect information about your industry or product or service, then use the opportunity to set the record straight and position yourself as an expert in your area.

To discuss further or for assistance, contact Helen Stott of Marketing Doris on 0790 3727750 or email helen@marketingdoris.co.uk

To send your marketing question into Ask Doris - The Marketing Agony Aunt email info@marketingdoris.co.uk

Professional Ghosting - Marketing Doris

helen@marketingdoris.co.uk — Wed, 31 Oct 2018 15:47:09 GMT

Drawing upon your personal experiences, is a good source of content

In the week of Halloween when we are surrounded by pumpkins, witches and ghouls, it seemed the right time to talk about Ghosting.

You may have heard the term used from dating perspective. It’s where one person ends the relationship by ceasing all contact suddenly and without any explanation or any further communication.

A harsh practice, and it now seems it is spreading into the workplace in the form of Professional Ghosting. Have we really lost the art of communication and basic business etiquette? It would seem so.

It recently happened to me. A few months ago, I met with senior managers of a business who were looking for marketing support. We exchanged emails, had a phone call and a couple of meetings, including one over lunch.

Both meetings went well, and they seemed keen to go ahead. In fact, the phrases ‘it’s a done deal’ and ‘when can you start?’ were used (by them, not me)!

Excellent news!

My delight was short-lived. Despite following up by multiple emails and attempting to speak to them by phone several times, it became apparent to me (eventually) that the communication was now only one way, and I stopped trying to contact them.

I was confused though, had I mis-read the situation? Had they changed their minds, or found another option? What was it? .. and surely if that had been the case, wouldn’t it have just been easier to have replied to an email or answer a call? You’d like to think so, but in Ghosting situations we may never know what the reasons were for stopping communication.

Instead of trying to work out why, what I have taken away from the experience is the importance of good business etiquette .. and a subject to write about!

Drawing upon your personal experiences, is a good source of content .. and is quite cathartic too!

If you would like to discuss Marketing Support, or would like help with identifying or writing content for your business – get in touch with Helen on 0790 3727750 or by email at helen@marketingdoris.co.uk and I promise to reply!

Yoghurt Pots and Shoes

helen@marketingdoris.co.uk — Fri, 19 Oct 2018 15:01:29 GMT

Talking Orla Kiely

A few months ago, I was supermarket shopping and without thinking too much about it I threw a four-pack of Danone Light & Free Greek style yoghurts into the trolley.

It was only later when I took them out of the cardboard wrap did I notice the packaging design, and thinking it looked familiar I took a closer look and realised that it was indeed a limited-edition Orla Kiely pattern.

Errm really on a yoghurt pot? Now don’t get me wrong, as yoghurts go they are one of my favourite ones – in fact if you remember Ski Yoghurts and miss that distinctive taste and texture, then try the Strawberry one, it’s the closest I’ve found. I digress though, let’s go back to the pot. It looked great and when I dug the cardboard wrapper out of the recycling bin to take a closer look, I loved the retro feel design they had used on this Orla Kiely version.

.. but as much as I loved how it looked, I couldn’t see the point of it. It hadn’t encouraged me to buy the yoghurts as I had already bought them by the time I had realised, and on a disposable product it just felt like a waste and that made me sad on two levels;

should I do something with the pot other than just throw it away?
.. and with yet another stretch of the brand, where would they appear next?

We now know the answer to where they appeared next. In the headlines when news broke last month that the business had collapsed. I’m not blaming the collaboration with a dairy product, but reading the industry commentators view points in the press in the days and weeks following the administration news, it does seem like the saturation of the distinctive design style on everything meant that the brand had lost its way and its individualism that attracted so many of us in the first place. This was summed up by a comment that has stuck with me ‘.. and who wants to go to a party wearing the same print as the toaster in the kitchen?’ (Jan Moir).

Post yoghurt pot incident, and pre the news of the business collapse, I went to the Life in Pattern exhibition in London and loved it; the history, the pattern boards, the dresses, THAT handbag wall. I reminisced, I saw designs I’d never seen before, I wistfully looked at the shoes and like many others chose my favourite bag.

My exhibition souvenir tea towel was barely out of its bag when the news broke. From being initially shocked, and then not surprised, I’m now disappointed that the wrong decisions or advice were taken to have led to this demise, and that as a result so many people were affected with the loss of their jobs and unpaid salaries and invoices.

I want to remember, and continue to enjoy Orla Kiely designs from my memories of the exhibition, and those of a time many years ago when I was first introduced to her designs (thank you L), of my delight in the many times I’ve been able to ‘spot’ one of her designs (or ones that had been influenced by her style), and remembering my utter joy when I bought a pair of her shoes (and all the times I’ve worn them since).

I’m pleased though that there won’t be any more over designed yoghurt pots!

Industry Focus - Legal Marketing

helen@marketingdoris.co.uk — Mon, 03 Sep 2018 16:18:01 GMT

Marketing for Law Firms

A key benefit of working with Marketing Doris is that we are not industry specific, after all the principles of marketing can be applied to any industry and a fresh pair of eyes can be an advantage.

So, what’s the point of this article then? After six years working with a legal firm delivering their marketing, the key things I have learnt are:

Objectives – whatever the industry it is still imperative that there are goals set. For legal practices, these are likely to be firm wide and by department or location
Messages – communication needs to be tailored to the right audiences for the service being delivered; businesses and private client customers. Appropriate language and using non-legal jargon are important to avoid alienation
Benefits – typically when people need to engage a solicitor it is down to necessity. For more transactional services price may be a factor, though the service and expertise are usually the key elements
Activities – identifying (and maintaining) the right mix of traditional and digital marketing tactics for the practice will depend on several factors; type of service, region, objectives, budget, resource and performance measurement
Guidelines – the legal market is (quite rightly) regulated and the marketing activity must be compliant.

Marketing Doris will work with law firms to:

Review your existing marketing activities and performance against your business objectives and provide suggestions for change
Develop a Marketing Strategy and suggested Marketing Activity plan, which could include:

Online marketing activity (development of website i.e. content / SEO good practice implementation, social media management, use of online directories and potentially other online tactics)
Advertising - identifying the right publications, media buying, scheduling, copywriting, graphic design brief
Direct marketing - following GDPR guidelines, development and distribution of letters / e-shots / e-newsletters
PR - identifying news stories, developing relationships with key media contacts, copywriting and distribution
Event management - from concept to invitation to on the day support to post event follow up
Development or creation of marketing materials
Copywriting of website content, news or blog articles
Provide an overall management of the Marketing activity
Co-ordination with Senior Directors, Partners and Management teams
Measurement and monitoring of marketing activities
Budget management
Monthly reporting
Management and liaison with third-party Marketing suppliers and agencies i.e. graphic designers, photographers, website developers, SEO agencies, printers, sign writers, publications etc.
Develop a Marketing function
Creation of a new marketing role; writing job description, interviewing, induction / handover
Management or mentoring

To discuss your Legal Marketing requirements, contact Helen Stott on 0790 3727750 or email helen@marketingdoris.co.uk

When Planning a Sales Promotion

helen@marketingdoris.co.uk — Fri, 13 Jul 2018 15:22:16 GMT

Think it through!

The Manchester Evening News covered the news earlier this week that Build-a-Bear were offering members of their club to come into store on Thursday 12th July with their child and purchase a bear at a price equivalent to the age of the child. Therefore, if the child is 2 you only pay £2.

My initial thought was good idea from a marketing perspective and I only scanned over the details in in article as it wasn’t really an offer of personal interest. What did jump out were the brief conditions of the promotion at the end of the report. Based on that information I realised that if it had been running when I had been in store the previous week to buy a bear as a prize draw, my bear would have cost the max price of £25. Fortunately, it wasn’t running then, and I had bought the bear (with clothes) for £19.

I didn’t give this any other thought until yesterday when I happened to be in Warrington with a client. Popping out to grab a sandwich you couldn’t help but notice the increased noise volumes as you entered Golden Square and then see the queues of families queuing out of the door to the Build-a-Bear store and up through the shopping centre.

I made the connection straight away and was intrigued enough to jump online to see if Warrington was unique, it wasn’t. Stores in other shopping centres had had to close for security reasons and there were many reports of people queuing for hours, being turned away and disappointed children.

By the end of the day it had made headlines in regional and national media, and probably not for the reasons Build-a-Bear would have hoped for.

It reminded me of the infamous Hoover promotion in the early 1990’s, when they offered free flights (worth £600) to the USA when you purchased a £100 vacuum cleaner. Initially the promotion had been successful when it had focused on selected European destinations, but when it was extended to include the US. Havoc ensued and the pressures on production and the company. It was estimated to cost the company £50m (compared to the £30m they made in sales) to pay for the airline seats and settle legal claims from those who did not get their tickets.

It will be interesting to see how the aftermath of the Build-a-Bear Age promotion will pan out, the company did attempt to respond quickly by giving £12 vouchers to people in the queues to encourage them to return on another day. It is sure that there will be internal investigations and lessons learnt.

When planning a sales promotion:

Identify your aims and objectives – is it to increase sales, reduce surplus stock or launch new product / store?
How long will the promotion run for – set the timescales
Who qualifies – agree the criteria
How to buy – in the case of Build-a-Bear maybe a better solution would have been for members to apply online in advance (like a concert ticket) to receive a qualifying voucher or code to take into store within 30 days to redeem
Limits – i.e. 10,000 bears only available across the UK – when they are gone they are gone.

Another sales promotion that came to mind when I was thinking about the Build-a-Bear Age and Hoover Free Flights promotions was one on a smaller scale.

A pub restaurant in the Blackburn area I was introduced to by family living in the area, has a regular offer that diners can purchase their pizza at an equivalent price that they ordered it at i.e. 4.10pm equals £4.10. It is only available on set week days and only at set times. A great example of encouraging diners to come in for a late lunch / early dinner at a reasonable price.

When done well Sales Promotions can be a valuable boost to a business – so plan them well!

For help and advice with Marketing activities and Sales Promotions, contact Helen Stott on 0790 3727750 or email helen@marketingdoris.co.uk

The Creation of a Marketing Manager Position

helen@marketingdoris.co.uk — Thu, 12 Jul 2018 15:52:17 GMT

Building up a Marketing Function

A great success story for Marketing Doris is to work with a business, help build up their marketing function to then create a need and full-time marketer.

This isn’t something that happens overnight!

By working with the pace of the business and their needs, we build up their marketing function. This is often from them having no in-house dedicated marketer to the point where a full-time position has been created.

Sometimes this has taken a couple of years, and in other cases up to five years.

By working with the business on a flexible basis starting with just one day a month, we start by identifying or supporting them with their immediate needs i.e.

Project managing a new website
Writing content for a new website or brochure or product sheets
A key event; a business anniversary, the launch of a new product or service, a new office
Event management; open day, exhibition, workshop, networking
Managing their social media channels and updating their website with new content

In parallel we work with the senior management team to start to work on developing a marketing strategy and ongoing activity to schedule and plan the marketing requirements over the coming months. For smaller businesses, this may initially only be for the next quarter but eventually we will look ahead at the following quarter, half year and then the next financial year(s).

Working on a flexible basis and gradually building up the amount of time ‘bought in’ from a freelance Senior Marketing Manager means it works with the business’ budget and requirements without the big leap into employing someone before the business is ready.

By developing the marketing function to a full-time position this way, means that the business is ready to employ a qualified marketer to pick up the reins and run with it, with the path already laid. .. but don’t worry that your new employee will be thrown into the deep end, we provide a handover process and depending on the level of experience they have, we can offer ongoing support on an ad-hoc basis for special projects or to provide strategic advice as your freelance Marketing Director - and so the process can start again but on another level!

To plan for your Marketing Department future, call Helen Stott on 0790 3727750 or email helen@marketingdoris.co.uk

Doris at Warrington Business Awards 2018

helen@marketingdoris.co.uk — Mon, 02 Jul 2018 16:03:26 GMT

The Benefits of Applying for an Award

I was pleased to be invited along to the third Warrington Business Awards (WBA) held in Lymm last month (8th June 2018).

I joined colleagues from Warrington Youth Club (part of the Onside Youth Zone group), who were once again shortlisted in the Community Project of the Year award. We were over the moon to be in this category again, having won it twice already in 2016 and 2015. This year not one but two of our projects had been nominated for this award and on this occasion, we were content with being finalists as the wonderful work that the Warrington Wolves Foundation have done this year was quite rightly recognised.

Other highlights across the evening were of course catching up with friends and acquaintances from businesses across the region, and especially to see Dave Thompson receive his Lifetime Achievement Award for the great work he has done in setting up the hugely important and successful Warrington Disability Partnership. Dave’s enthusiasm, dedication and commitment has made a massive difference to lives not only in Warrington, the North West, the UK but all around the World over the last 25 years. I’ve been lucky enough to meet Dave a handful of times and felt incredibly proud (and emotional) to hear the introduction from Norman Banner MBE and then from Dave himself. Many Congratulations!!

Entering you or your business into an industry specific, business and regional award can be a good form of PR:

Completing the entry form can help remind you and the business of your achievements - successes can be sometimes be forgotten whilst we are moving on to the next project or contract so once you have completed the form – why not share the entry with your colleagues. Even if you are not shortlisted, it can be a good boost to staff morale knowing that you are proud enough to enter in the award
Being shortlisted – is a great news story to tell your staff, customers, prospects and suppliers. This can be told in the press, on your website, via social media channels, newsletter and on the staff noticeboard
Ceremony – yes attending an awards event can be expensive if you are taking a table of guests. Can it be combined with taking clients as a form of corporate hospitality, or staff as a thank you? If budgets are tight, many organisers offer the ability to buy individual tickets rather than a full table, so it is always worth asking. Before and during the event you can post an update on social media with a photograph, or if you prefer to just sit back and enjoy the evening a post event write up is as good
A winner – sadly not everyone can be a winner, but if you are then this is something to shout about. Issue a Press Release, add a news story to your website and link it to social media posts and use the opportunity to thank your staff in internal communications and let your customers, suppliers, prospects know in an e-shot or newsletter
Logos – is there a finalist or winner logo you can use for the next year on your communications and website? It’s worth checking
Post Event – some award organisers will have separate events i.e. winners & finalists lunch which will give you the opportunity for networking. It may also be worth finding out if you can be a judge or present an award the following year.

For help with submitting an award entry or for marketing advice and guidance around using a finalist of winner status, give me a call on 0790 3727750 or drop me a line via email helen@marketingdoris.co.uk

Why use a Marketing Consultant?

helen@marketingdoris.co.uk — Tue, 19 Jun 2018 16:11:35 GMT

6 Reasons to use a Marketing Consultant

Why indeed! There have been many reasons why I’ve been engaged as a Marketing Consultant over the last 11 (and a bit) years, here are just some of them:

A fresh pair of eyes – not being specific to any industry sector means that there is no prejudice or bias towards a type of marketing activity and instead look at the business requirements and make suggestions based on the challenges and objectives instead.
Specialist skills – a consultant can plug the gap in your team’s skills, for example for content marketing or project management.
Temporary / short term commitment – many of the businesses I’ve worked with have used my services to build up their marketing activity and prove to the business that a full-time marketing team / manager is required. Additionally, I’ve provided interim cover for maternity, sickness or while a business takes it time to find the right person for their full-time position.
Quickness – bringing a consultant in can be less time consuming, I am used to hitting the ground running and being new to an industry or business I can quickly get up to speed with the relevant business jargon by not being afraid to ask those ‘emperor’s new clothes’ questions.
Independent – sometimes a project requires resource that the business can’t provide due to workloads or it might be more appropriate for someone not involved with previous projects to handle this one.
Focus – it is difficult sometimes within a business to stay focused on the marketing strategy especially when there are so many pressures on senior management from other areas of the business. In my role as a marketing consultant I have taken responsibility to keep the business on the marketing track and am not afraid to challenge deviations if they don’t appear to meet the original objectives.

Typically, I have been hired as a marketing resource when a business:

has no dedicated marketing in-house
needs ongoing management of marketing
has a sales or business development team that needs support i.e. leads & marcoms
is looking for strategic marketing support
needs a mentor or management of a marketing person or junior team
needs interim marketing support i.e. maternity / holiday or sickness cover
has a project need i.e. product launch, website development, event management

Not sure if you need additional marketing support? Drop me a line at helen@marketingdoris.co.uk or give me a call and let’s have a chat over a coffee!

Relaxed Checkout Lane

helen@marketingdoris.co.uk — Tue, 19 Jun 2018 16:02:24 GMT

Think about all your customers

I do like #goodmarketing initiatives and one I heard about recently was the trial being run by Sainsbury’s for customers with for a ‘relaxed checkout lane’.

The scheme is being run in conjunction with Alzheimer’s Scotland and Dementia Friendly Prestwick and has already been trialled in Newcastle Upon Tyne. The ‘relaxed checkout lane’ is for customers who need to shop at a slower pace than other shoppers.

Training has been given to staff to help them understand dementia (and other conditions) and how they can help customers with this condition shop in their stores. This type of initiative is thought to help people stay part of their community longer and continue to live fulfilling lives.

It is hoped that this will be rolled out to further stores if successful, and who knows, maybe it will be picked up by other retailers to help grocery shopping be more inclusive for all the community.

Nice one Sainsbury’s!

Marketing Pundit

helen@marketingdoris.co.uk — Thu, 07 Jun 2018 15:39:38 GMT

Let us review your marketing

Watching the football over the last couple of weeks made me realise that as much as I wanted England to do well in the tournament – I have absolutely no idea what’s going on!

Apparently, I have been using the wrong terminology and have even had to check which team is wearing what colour – yes that bad!

What I do know about though is marketing.

It occurred to me that that identifying the right marketing strategy or activity for your business can be as difficult for some companies as it would be for me to commentate on a football match or advise Gareth Southgate on team selection.

So, for companies who need a marketing pundit to review their activity and advise on how a few tweaks to the line-up or an activity substitution could make a difference to their performance, then give me a call and let’s have a chat.

Call Helen on 0790 3727750 or email helen@marketingdoris.co.uk

There was a great view - event management

helen@marketingdoris.co.uk — Fri, 18 May 2018 18:47:02 GMT

“If you’ve got nothing good to say, then say nothing at all”

It’s a phrase we’ve all heard and probably said ourselves at times.

I’d like to think that I live by this philosophy, but I’m also honest enough to admit that I like a good moan, whinge and can be as critical as the next person, though I am quite choosy about who I’m vocal to about those criticisms*!

Mainly I consider myself a cup half full type of person and where possible I will focus on the positives, which is why you’ll hear or see me regularly highlight #goodmarketing activities on here or on social media, and why I won’t mention (what I consider) to be the opposite.

I was pushed to my limits though when I attended an event in Manchester recently, and ever since have felt the urge to write about this experience.

In the spirit of putting across a balanced view, I’ll attempt to find a positive about each point raised.

The location – I am a proud Mancunian, so any event held in my beautiful city is a winner in my book. It also happened to be on one of the most gorgeous days of May with brilliant sunshine and blue skies, so double points. For the hat trick the venue was superb; well positioned and a bit different. The flip-side? Well the signage didn’t reflect the event name. The reception team didn’t have all the information and it was only because I had the suite name that I managed to locate the right room.
The customer experience – business owners, senior management and especially marketers – we should always put ourselves in our customers shoes and check that the experience they have with our business is what you would want it to be. Communication is key, especially at event, so it is important to engage with your audience, pre / during and post event. For example:
Pre-event - drop them a note in advance of the event to check they are still able to make the date. Any changes can then be made in advance i.e. the number of chairs required / handouts you need to prepare / the number of people to cater for. This will not only save you time and money but will also mean you don’t end up with a half empty room and feel you need to delay the start time by half an hour in case others turn up (it’s unlikely!)
Give the attendees details of the agenda i.e. the speakers, their topic areas and times. This will give them the option to adjust their plans if only part of the event is of interest. I sat through 90 slides worth of content that was not relevant to my role. It would also have been useful to know that an event running from 12.30-3.30pm wouldn’t have any food until a small selection of pastries at 2.30pm. This would have meant that attendees could have eaten in advance of arriving and not have to help themselves to an inch square piece of flapjack from the catering at the event next door (sorry about that, it was an anti-rumbling cure)
During the event - Greet the attendees when they arrive, introduce key people from your organisation, offer them a drink, advise on any changes to the agenda i.e. change in the start time or running order, tell them where the facilities are and talk to them about why they have come to the event, what their objectives are, what they are hoping to learn, who had invited them and explain that they weren’t coming until just before their slot at 3.00pm.
Be more selective in the giveaways. It is incredibly generous to provide each attendee with a bag, 43 pages of single sided slide handouts, leaflets, pen and coaster, but it really wasn’t necessary. Again, time and money could have been saved with just giving everyone a pad & pen and offering to send electronic copies of slides to anyone after the event. If you want us to complete an evaluation form, then it would be useful to be given one.
Post event - Drop attendees a note to thank them for coming along and ask if they needed any further information or for their thoughts on the event. I received nothing from the organisers. It’s also a good opportunity to contact people who didn’t attend – ‘sorry you couldn’t make it’ – can we help you with anything or would you a copy of the information given out.

On the plus side:

the speaker I came to see was a breath of fresh air and was almost worth sitting through the rest of the event. He covered the topic well, was informative, engaging and had chocolate to give out for questions being asked by the audience. He also invited people to contact him by email following the session if they wanted copies of articles and tools that he had mentioned.
I was inspired to write this article
The view from the window of the Manchester Skyline in the sunshine was fabulous!

For event management guidance give me a call on 0790 3717750 and I’d be happy to help!

*Yes really, so if you have heard me then consider yourself lucky / special / a chosen one / a friend!!

Keep it Relevant

helen@marketingdoris.co.uk — Thu, 10 May 2018 16:16:38 GMT

Branded Promotional Gifts

My love (and loathing) of promotional gifts for marketing purposes has been a rollercoaster of emotions throughout my career.

When they are good (and relevant), I’m a big fan. When they are of poor quality or have no connection with the business, then I do get annoyed for the wasted money and opportunity, and sadly may also make a judgement about the organisation, which may not be one you’d want. Incorporating a branded item into your marketing will cost money to produce, and if you get it wrong could be damaging to your brand.

I don’t sell promotional items, but I have recommended and sourced many on behalf of clients (and Marketing Doris). So here are my top tips for corporate branded giveaways:

Purpose – decide why you need the promotional item and who the intended audience is and what is the message is you are trying to achieve? Is it a thank you gift to customers, referrers or suppliers, or to be used as an aide memoire for prospects and customers?
Outcomes – what you are expecting or looking to achieve from the promotional item?
Quality vs Quantity – don’t scrimp on quality. Stick within your budget and if you are struggling to justify the cost then review your objectives and potential return on investment and if you don’t believe you’ll get one, then save your money this time!
Useful – choose an item that would be used and one that is relevant to your business or market place.
Quirky or New – do your research and talk to your supplier about what’s new or a bit different. Choosing something that is unique means that it will be remembered and ideally kept.

Some of my favourite items have been:

Pens – a good quality version is more likely to be kept, and personally I prefer a chunkier pen to write with. Blue ink is one of the most popular but often forms will require black ink to be used so choosing that colour may mean your pen is kept for that purpose. Lower quality or smaller pens are more likely to end up in the bag for the charity shop.
Calendar – this may come as a surprise to some (especially T!), but for the right business and the right market a calendar could work well. For many years now, I have received one every December from a holiday company. Each month is represented by a photograph taken by a member of staff or one of their customers travelling to a different country. The images are always spectacular (think National Geographic) and aspirational. Information about the image and destination are subtlety included and I’d love to know what their statistics are on increased bookings to destinations featured every year.
Rubber ducks – blue ones, and this was a time before any bath time duck was any other colour but the box standard yellow. The nursery industry had two key B2B trade shows every year and we were launching our new plastics range for baby (bath, top & tail bowl, potty etc). Historically in this industry it wasn’t common place to have free giveaways on an exhibition stand so there was some initial reluctance. However, we sourced the perfect little duck to match the corporate colours, attached a little tag with the contact details and ‘Zorby’ Duck had arrived. They went down a storm at the show and were even chosen for a TV product placement during a PR campaign.
Edible eyeballs – sounds gross and yes, they were, but they were perfect for a client. Their product’s main feature was analysing, and it was being showcased at an event in the US around Halloween time. They were a small company compared to other exhibitors, so we wanted to be remembered. The Sweet Eyeballs had packaging that represented the eyelid but more importantly, it had their company details on were placed in a large glass bowl on the stand. A great ice-breaker, people came over to ‘see’ what they were but acted as the perfect reminder as many took one (or two) home with them for their children, a perfect reminder!

I could share a much longer list of items that have been my least favourite, but I would prefer to help you find the right promotional item for your business or marketing campaign.

So why not give me a call and we can discuss (marketing) tactics on 0790 3727750 .

PS I’d be really interested to know what has been your hardest working promotional item? Or what has been the one you received that you kept the longest? Drop me a line at helen@marketingdoris.co.uk or on Twitter @marketingdoris

A Mini Adjustment

helen@marketingdoris.co.uk — Wed, 09 May 2018 11:04:42 GMT

Areas of Expertise

By chance over the weekend I mentioned to a friend that when the sun was low whilst I was driving in my car, then sun visor didn’t really help me, and I had to either sit up very straight or wear my sunglasses.

He works for Mini .. and suggested that I just adjusted the seat higher.

Who knew – not me!!

We all have our areas of expertise and often what seems like a simple adjustment to us can make a difference.

This happens often in marketing campaigns and having an independent or a fresh pair of eye to review your marketing strategy and plans can often mean just slight adjustments rather than a complete change.

For marketing guidance give me a call – for car advice I suggest you go elsewhere!

Contact Helen Stott on 0790 3727750 or helen@marketingdoris.co.uk

Let’s Talk about Briefs

helen@marketingdoris.co.uk — Mon, 30 Apr 2018 11:17:01 GMT

No, I don’t mean those type of briefs, I’m not talking about pants or knickers or whatever you call your underwear.

I’m talking about the instructions or guidance that you give to a supplier for a piece of creative work. For example:

A photographer – for images for your website, brochure or your office space
A graphic designer – for your corporate branding or marketing materials
A software developer – for the creation of your website or mobile app
A printer – for the printing of your marketing materials

A brief doesn’t need to be a formal or long piece of documentation, but it should include as much information relating to the project so that they can help you more effectively:

Your Objective – what are you looking to achieve from this piece of work? Is it part of a larger campaign, for an exhibition, a one-off promotion, it is a sales tool or something else?
Who is the Target Audience – the type of customer / prospective customer or stakeholder (B2B or B2C, the age, geographic, language)
How will it be used – a leaflet produced for a mass direct marketing campaign will be created and printed differently than a brochure for a corporate business
Timescales – this helps the supplier manage their schedules to ensure the project is completed on time – especially important if you have a launch, exhibition or event where the date is fixed

We haven’t even got to the content yet – you should consider:

The basics – the key messages and of course the company details especially the contact information
Product / Service – what are you promoting? What are the key benefits and why should they buy from you

It is always useful too to provide information of likes and dislikes including:

Colours
Style
Marketing materials and websites

A detailed brief will help the supplier understand your needs and (hopefully) will produce results that you are looking for at the first draft. This will not only speed the process up but will also eliminate disappointment, lengthier schedules and potentially costly mistakes.

For help with the development of creative briefs, contact Marketing Doris on 0790 3727750 or by email info@marketingdoris.co.uk

Content, Content, Content

Tue, 17 Apr 2018 12:39:27 GMT

Content Marketing

I’m not exaggerating when I say that I know I am a stuck record when it comes to content marketing.

I talk about fresh new content for websites and social media continuously with customers, prospective customer and quite frankly anyone that will listen!

There are so many benefits:

It’s interesting for your new (and importantly returning) visitors to your website
It helps explain your products and features
It shows that you are an expert in your profession
It shows that your website is up to date and your business is active
It helps people find your business website when they are searching online

When writing new content for your website there are things you can consider:

The tone – write as though you talking to your customers and target audience. Use the language that you would normally use when you are communicating with them, and don’t feel you have to write in a style that is different than usual.
No Jargon – write in Plain English and avoid using any unnecessary industry terminology that an outsider may not understand and instead use the words or phrases your customers use to describe your products or services. If you do need to use jargon, then it is recommended that you explain what it means. This can be an ideal way to use hyper-links to other articles on your website, for example to a glossary. This would potentially extend the length of time your visitor is on your site but also helps people searching for terms online to find your site.
Easy to read – we know from our own usage of websites that we are now living in an age where we speed read or scan content to find the information we are looking for. It therefore helps our audience if we have this in our minds when we write. For example, you can use clear headlines, short paragraphs and bullet points.
Regularity – try to regular update or add new content to your website. This can be a stumbling block for many businesses who are so busy running their business they forget (or don’t have time) to talk about what they are doing, and why.

For guidance with new content, from ideas to writing, then give Marketing Doris a call on 0790 3727750

National Goof Off Day

helen@marketingdoris.co.uk — Thu, 22 Mar 2018 13:55:38 GMT

National Awareness Days

Today is a special day because it’s National Goof Off Day.

Don’t be surprised if you come across people today who are obviously taking part by pretending to work or who are doodling in a meeting – you may come across the #NationalGoofOffDay on social media as those not afraid of Goofing Off in public shout out about it.

Appropriate National Awareness Days are ideal for promoting a product or service and can make good marketing tools with content and promotions.

For help finding the right National Holiday for your business, give me a call.. but perhaps not today as I’ve got a goofy stuff to follow up on!

Put yourself in their .. ski's!

helen@marketingdoris.co.uk — Tue, 13 Mar 2018 16:11:22 GMT

Knowing what your customers want

Last week I had to decide which Ski School to sign up with and to help with my decision, I

Spoke to the individual offices to get a feel for their offering
Looked at their brochures to understand their different packages
Sought opinions from the hotel staff and looked on Trip Advisor for reviews

This is typically the process that any customer will go through when deciding about buying a product or service.. and businesses should put themselves in the shoes of their customer more.

This is how I approach marketing from the customer’s view point, and businesses often ask me to help them view their organisation independently and give them honest feedback as to how they communicate the messages about their products and services, and how that can be improved.

Back on the slopes, after a small hiccup and a unplanned leap from a chair lift.. my ultimate decision on Ski School turned out well and Jean-Pierre was the perfect ski instructor!

To discuss your marketing activity and how to be in track with your customers, give Marketing Doris a call on 0790 3727750

If I were to market strawberries..

helen@marketingdoris.co.uk — Tue, 20 Feb 2018 16:21:23 GMT

What type of marketing do you do?

The second most popular question I am asked is ‘what type of marketing do you do?’, I know they are expecting me to answer with a simple:

Advertising
Website design
Social media
Graphic design
Copywriting
Event management
Search Engine Optimisation (SEO)

Instead I tell them that I help companies identify the right marketing routes and tools for their business. The third most popular question I am asked is ‘who do you market for?’, and again I don’t answer simply as I have worked for many different types and sizes of businesses including:

Engineering and Manufacturing
Professional Services
Leisure
Toys and Textiles
Health services
Financial services
.. and many more

Sometimes I will give an example of the type of marketing consultancy support I can provide, and as it is National Strawberry Day on Tuesday 27th February 2018, this is what I would do if I was to market strawberries.

Marketing Strategy – understand what the objectives are for the business, what they are looking to achieve, what they have done to date and who do they consider to be their target market
Marketing Plan – develop a tactical marketing activity plan for the short, medium and long term. Activities may include;
Creating awareness through online activities and PR – of the different types of strawberries, where they are grown, the seasons of the different varieties, the nutritional benefits, the versatility (using strawberries in cooking and baking), the good value benefits, the range of products containing strawberries, how to choose the best punnet of strawberries (what to look out for), information on allergens relating to strawberries, history of strawberries, Why the British love Strawberries?, What do you eat with your Strawberries?
Where to buy – information relating to the stockists i.e. distributors / retailers c. Promotions – special offers, when to buy for the best price, promotions to tie in with key events i.e. Wimbledon Tennis fortnight, Queens Garden Party, Royal Wedding, Street Parties
Implementation – manage or mentor a team or carry out the execution of the marketing plan
Measurement & Monitoring – review performance of the marketing activities and adjust the plan based on results to ensure the optimum Return on Investment
Repeat & Create – some activities can be ongoing, and some will appear in a marketing calendar on a regular basis and there are others that will be one-offs or there will be times when creative input is required to shake up the marketing and add a sprinkle of something different to keep it fresh and current.

For assistance in finding the right activities for your marketing strategy give Helen Stott at Marketing Doris a call to have a chat over a coffee (or bowl of strawberries) – 0790 3727750

Why I love the Olympic Winter Games

helen@marketingdoris.co.uk — Fri, 16 Feb 2018 16:12:20 GMT

Staying topical with your Marketing Messages

Here I am once again enthusing about an Olympics Games, this time we are well into the 2018 Winter event from PyeongChang in South Korea, and I’m like a kid in a sweet shop.

I’ve been trying to work out why I enjoy the contest so much and I’ve come up with:

Captivating - I’ve been glued to the coverage on the BBC and have watched everything from the Luge, Curling, Ice Dance, Snowboarding, Ski Jumps – in fact if there is ice or snow involved, I’ve been memorised by the skill and courage of the athletes as they put their all into the competition.
Inspiring – there is never a better time to inspire future athletes and based on previous Olympics, there will be an uplift in interest in local sporting clubs and there are many websites including the BBC with information about how people can get involved in the individual sports, either as a participant or as a spectator.
Educational – the Olympics open the world up to us. I’ve been as interested to see South Korea as I have been to watch the sports, as well as to hear about the countries taking part and how the athletes got there (and I don't mean their mode of transport!)
Historical – not only is the background to this the 23rd Winter Olympics, and the sports fascinating (where did Curling come from and who thought of the Skeleton first!), but each Olympics brings their own milestone achievements including:

the total number of events (102 this time) across the number of sports (15 this time)
the number of medals achieved by athletes / countries
the number of Olympics an athlete has competed i
the first time a country wins a medal o the first time a country competes
a country not competing
countries competing together regardless of political situations
the length of time since a record was beaten / since a country won a medal in a sport
human interest i.e. siblings / spouses competing
the financial cost from the home country for hosting the Olympics
the volumes of food, drink, equipment, condoms!

Inclusive – I’m not alone in this reaction to the Olympics judging by social media, the viewing figures and the many conversations I've heard or taken part in. It’s open for viewing by everyone.
Political – I won’t pretend to know or understand all the politics around the Olympics, and will only say that it felt to me (in my very limited understanding) that for the host country(s) to come together to compete as one team seemed to be monumental and potentially has achieved something in sport that politics couldn’t.

From a marketing perspective I have discussed before the pre and post coverage of the Olympics, the iconic branding and the opportunities open for sponsorship. For businesses not directly involved in the Olympics, they can time their own marketing activities with relevant content and product and service promotions. This doesn’t have to be unique to the Olympics but for other sporting events .. don’t forget it’s the World Cup this year too!

For help and advice on how your business can be topical with your marketing activity, contact Helen Stott on 0790 3727750

For information on the Winter Olympics go to the official The PyeongChang 2018 .. and I'm off to pack my salopettes

Keeping on the right track - staying focused in marketing

Fri, 09 Feb 2018 16:26:25 GMT

Staying focused can be so difficult for many of us these days.

We are used to multi-tasking most of the time. I often find myself with multiple windows open on my laptop with half started (not quite finished) pieces of work or trying to watch the TV whilst reading something online, and even when I’m attempting to do the relaxation routine in a Yoga class, I’m making a shopping list in my head or working out tomorrow’s schedule.

Occasionally I find myself working from home, and there are times when it’s incredibly productive to be in your own space and have control over the temperature and noise! However, there are as many times when there are so many distractions; the kettle, the fridge and even the washing machine.

I’m always on the lookout for tips from others who find themselves in the same boat and I have found some great techniques that work for me:

Have a realistic goal. Too often I put myself under pressure to complete an unrealistic list of tasks, I have found by writing down what needs to be done and prioritising them, then I am much more productive. There are so many different To Do lists and Day action planners available to download online, or like me you could create your own version that’s tailored to what works for you.
Creating a dedicated space to work in at home , mine happens to be under the stairs! Unlike Harry Potter, I have a desk, room to sit comfortably (it might help that I am on the small side) and I’ve surrounded myself with all the tools I need and ‘nice stuff’ to look at! It also means that I’m away from the usual distractions and at the end of the working time, I can leave it there and walk away.
Finding the right background noise. Silence doesn’t always work for me and I’ve tried the radio and podcast downloads and occasionally they work just fine, but then a song will come on that I like or hearing the news bulletin on the hour will have the effect of rushing to Twitter or the news channel to find out more, or I’ll be in a mild flap about the clock ticking towards a deadline… and then I heard about Slow TV on Netflix. What a revelation and what a simple idea (aren’t they always the best). The Bergen to Oslo film is purely the footage from the front of a train that takes that 7-hour journey taking you through stations, cities, coastal views and through snow and sunshine. I can’t tell you too much about it as I wasn’t really watching it. It was just playing on a screen to the side of me on the desk the other day and the train noises had the effect of being relaxing and focusing. I didn’t quite finish the full journey that day but will be one I’ll be taking again soon. Other versions are available; knitting, fireplace and a boat trip.

How does this all relate to Marketing?

Well it is so easy for businesses to get distracted from their Marketing Strategy. This is especially the case when there is no dedicated marketing function within an organisation and any ongoing promotional or communications are handled by someone who has other responsibilities, and possibly without any formal marketing experience or training.

That’s where Marketing Doris can help, we work with businesses to help them find the right track to follow by developing a Marketing Strategy that will help them work towards their business goals and objectives. We will also work with businesses to ensure that they stay on this right track and don’t get distracted, whether that be from the day-to-day business activity or by Special Offer Marketing Offers.

To find out how we can help, contact Helen Stott of Marketing Doris on 0790 3727750 or email helen@marketingdoris.co.uk

Unicorns and Flamingos

helen@marketingdoris.co.uk — Tue, 06 Feb 2018 16:45:10 GMT

There is always a latest fad or gimmick

For some time there has been an abundance of Unicorns or a Blessing as a group of the mythical creatures are known and a Flamboyance of Flamingos*

Before I go further, I’m not going down my usual route of suggesting that Marketing is like either of those (I know big surprise eh!), what I am going to say is that incorporating the latest trend into your marketing or even renaming a product and redeveloping packaging, can have surprising effects.

Face Glitter has become Unicorn Snot and I’m proud to say that not long ago (with the help of a good friend from Canada), I managed to get my hands on rainbows of the stuff from North America for the young (and not so young) girls in my family. Would I have gone to all that trouble for a non-Unicorn tub of sparkly face gel, probably not!

I understand from those in the know, that other Unicorn bodily fluids are also available to purchase including Tears (Gin), Farts (Candy Floss), Poop (Jelly Beans) and Blood (Lipstick).

Another favourite of mine was the 2017 book by Michelle Gordon ‘Where’s My F**king Unicorn?’, described as A Guide to Life, Your Unicorn and Everything’ – a non-self-help book with a difference, and one that made me smile (and grimace) and does contain some helpful tips which I’ll share snippets off over the coming weeks.

Alongside the white horned horse like animals in the shops are brightly coloured Flamingos available on cakes & biscuits, gift & cards, stationery items, lights, clothing and household goods – appealing to those young at heart – at any age! These are all flying off the shelves and don’t appear to be losing their appeal any time soon.

Admittedly they have slightly nudged the Keep Calm and … merchandise into a smaller space, and this time next year we are all sure to be throwing something else into our shopping baskets.

The message then is to keep up with the trends in your market space and what will appeal and encourage your target audience to want to visit and buy from your business.

For help with finding how you can incorporate your industries Unicorn or Flamingo into your marketing, contact Helen Stott at Marketing Doris on 0790 3727750 or helen@marketingdoris.co.uk

*that was one of those bizarre facts I managed to remember at a quiz a while back – how I even knew it in the first place amazed me!

National Awareness Days

helen@marketingdoris.co.uk — Mon, 05 Feb 2018 15:51:08 GMT

.. and how to use in your marketing

You may have spotted whilst on social media that there has been an increase in the number of #nationalawarenessdays , these range from commemorating the serious to celebrating those that just seem plain silly.

Who sets them and why are two questions we are asked on a regular basis. The answer is that they are created by major organisations or government(s) to mark a public health, ethical cause or to promote a commercial product or service.

There are international and national awareness days and there are many lists available online of ongoing ones, or you can register a new one of your own. Often these lists have been set up and are managed independently and are not necessarily a full and comprehensive list.

In marketing, these National Awareness Days can be useful when you are planning your own marketing activities by using it to promote your own related products and services. For example, this week it is:

Who could use this and why?

World Nutella Day (5th February)

Retailers that stock Nutella
Bakers / cake makers that use Nutella in their recipe

Safe Internet Day (6th February)

Schools and colleges to give advice and training for young people using social media and the dangers of Cyber Bullying and Trolling
E-Commerce retailers and banks promoting the safety features of their websites for purchasing online

National Toothache Day (9th February)

Dentists and dental hygienists about the benefits of regular check-ups / don’t suffer in silence etc
Manufacturers and retailers of toothpaste and mouth-wash (vouchers / offers)

International Day of Women and Girls in Science (11th February)

Universities and colleges promoting courses and highlighting expertise of ex / current students
Museums with relevant exhibitions commemorating female scientists and their successes and contributions

Working in advance means that you can plan a whole campaign around a national awareness day, for example:

Create a relevant event
Produce posters, flyers or vouchers to generate interest
Write content for your website news or blog section and social media posts
Buy in additional stock or schedule adequate resource if you are expecting larger numbers than usual to visit your store
Build in measures so you can monitor success of the campaign to make changes for future promotions i.e. how many vouchers are redeemed, number of hits to the website, increased sales, number of followers / retweets to a social media post.

At Marketing Doris we can assist with identifying relevant National Awareness Days for your business and how you can use them in your marketing strategy - contact us on 0790 3727750 or email helen@marketingdoris.co.uk to discuss

Keep Fuelling the Fire

helen@marketingdoris.co.uk — Mon, 29 Jan 2018 17:03:47 GMT

Keep your eye on your marketing

Over the weekend when the weather turned cold, attention turned to the log burner and a fire was lit.

Soon it was blazing away and thinking it would be OK for a short time, the logs were left to burn, and I got on with other stuff.

Returning to the room a short time afterwards I realised the fire had almost gone out and I had to do some immediate work to get the flames back on track.

Marketing a business, product or service is just like that. You can’t just lavish attention on a marketing activity or campaign and then walk away and assume all will be OK.

You need to have the right tools (kindling, wood, matches) and continued work (poker, additional wood, adjusting the air flow), even just tickling it along will help, and of course it should be monitored for success (flames, temperature control, smell) and controlled (chimney swept, maintenance, smoke alarm)

In marketing;

a website will need regular updates
a social media account will require new posts
an event will need a plan of promotion
marketing checked for compliance and
as with a log fire not all marketing activities are required all year round and only when needed.

Marketing Doris can advise businesses on what activities can help ignite your marketing and how you keep fuelling the fire.

Doris is 11

helen@marketingdoris.co.uk — Tue, 09 Jan 2018 16:04:01 GMT

This is a subtitle for your new post

So, on Monday 8th January Marketing Doris celebrated 11 years in business.

I say celebrate, I didn’t remember until Tuesday - but it’s still a big deal and I’m delighted that a decade (and a year) on we are still providing marketing services to our customers.

Thank you to our customers, suppliers and business associates for your continued support and to mark the occasion, here are 11 fun / trivia facts about the number 11.

Apollo 11 was the first manned spacecraft to land on the moon.
Tin celebrates the eleventh-year anniversary.
New York became the eleventh state of the United States on July 26, 1788.
When Britain switched to the Gregorian calendar, eleven days were simply deleted. Wednesday September 2, 1752 was followed by Thursday September 14, 1752.
Titanic, Ben Hur and Lord of The Rings: The Return of The King each won a record 11 Oscars.
The official world record for eating cheesecake is 11 pounds in nine minutes.
The word for an 11-sided polygon is ‘undecagon’ or ‘hendecagon’
Eleven is the name of a character in the 2016 Netflix original series Stranger Things played by Millie Bobby Brown.
In bingo, the game, 11 is referred to as legs eleven or chicken legs depending on your country of origin.
The eleventh house in astrology is the segment that rules one's friendship, hopes, social relations, and desires.
‘The eleventh hour’ suggests urgency. Because the clock runs to twelve, this is the last hour to get things done.

Check out this page next year for a slightly longer list of trivial facts! In the meantime if you are looking for Marketing support, give me a call on 0790 3727750 and we can talk Marketing (not trivia!)

Breaking the mould

helen@marketingdoris.co.uk — Fri, 22 Dec 2017 10:26:16 GMT

A great example of #goodmarketing

We were introduced to Cards Against Humanity a few years ago by some good friends who had been given a copy of the Game for Horrible People as a gift.

Since then we have enjoyed / laughed / cringed our way through many rounds of CAH – puzzling each time just how they have got away with some / many of the cards – and coming up with ideas for our own cards.

CAH isn’t for everyone and there are many times when I’ve been dealt a hand of cards and I’ve wondered what am I doing or what does that mean?! Imagine my surprise to learn that the comedy card game had released a festive TV advert that had been voted one of the best of the season.

To be fair it isn’t your usual Christmas advert, but it is very relevant and breaks the mould – which is pretty much what their strategy is overall. What’s more it’s a campaign that will be around for longer than December and even if it isn’t totally successful, then it’s certainly going to make an impression or at least be an inconvenience.

Overall, I feel that’s is brilliant and a perfect example of #goodmarketing

Take a look at Cards Against Humanity Saves America

Check the brief and listen to feedback

helen@marketingdoris.co.uk — Tue, 10 Oct 2017 09:36:46 GMT

Project Management

During my work with customers, I am often asked to manage and co-ordinate with external agencies for additional specialist services on their behalf.

There are many benefits for handling these relationships:

The agency liaises with one person, and one that has marketing experience and is knowledgeable of the company’s business, objectives and marketing plans
I can handle and manage expectations on both sides. I know only too well how difficult it can be for external agencies coping with changing briefs, and for businesses to appreciate the process and can they ‘just’ is not always as easy as it sounds
It takes the pressure off the business and they can be confident in the knowledge that the agency has access to someone able to answer their questions and keep the activity going

If businesses don’t have agencies they are already working with but there is a need to buy-in skills, I will manage the process of identifying options, creating a brief and working with all parties until a decision has been made.

Once the relationship starts, I will then handle the ‘getting up speed’ or induction process by providing the agency with all the information and insight they need so they can carry out their work effectively. This will include details of the business preferences and likes and dislikes. This is can be time-consuming but worth it for all involved. It means that the relationship gets off to a good start so that new activities can have maximum impact.

So what do I mean by the title? It’s a heart-felt plea and a reminder to agencies and suppliers, particularly for:

Content – check for errors with grammar, spelling mistakes before submission, and when we give you feedback on preferred tone and layout take note for future!
Timescales – stick to the schedule! .. and importantly keep in touch with regular communication on progress – it’s the basis of a good working relationship.

For assistance with finding the right skills for your marketing activity or to be considered for the Marketing Doris approved suppliers list email helen@marketingdoris.co.uk and let’s talk!

Google Digital Garage

Mon, 28 Aug 2017 18:49:29 GMT

The Fundamentals of Digital Marketing

Google ' s online training program offers a comprehensive dive into the realm of digital marketing, catering to individuals keen on unraveling its intricacies and leveraging its potential for business growth. Comprising 26 modules, the program covers an array of essential topics including search advertising, social media strategies, analytics, display advertising, mobile optimization, and video marketing.

Designed for convenience and accessibility, each module features bite-sized instructional videos followed by a brief quiz, allowing learners to absorb the material at their own pace. Upon completion of each course, participants are awarded a downloadable certificate, validating their newfound knowledge and expertise.

Undoubtedly, investing time in this program yields substantial dividends, equipping learners with invaluable insights and practical skills essential for navigating the digital landscape effectively. As a testament to its efficacy, I myself undertook and successfully completed the course, earning the coveted certificate that attests to my proficiency in digital marketing strategies.

Whether you're a novice seeking to expand your skill set or a seasoned professional aiming to stay abreast of the latest trends, Google's online training program serves as a pivotal resource for unlocking the full potential of digital marketing in today's competitive business environment.

Remember if you don't have time to handle your own marketing activity, it can be outsourced to Marketing Doris - call Helen today on 0790 3727750

Heart Sinking or Heart Soaring?

helen@marketingdoris.co.uk — Tue, 22 Aug 2017 12:01:12 GMT

Guide to handling Advertising Calls

How many times have you received a call from someone selling advertising space?

If like me your heart sinks when you realise what the call is about, then this article is for you.

The first reaction may be to refuse the call. The downside of that approach is that they will call back, especially if they have been given the message ‘can we call you back’, so you are just putting off the inevitable.

My philosophy with sales calls is to take them and respond / handle / get rid of them (delete as appropriate) as soon as possible. That way if you decide not to go ahead you can save both of you time so that you can get on with your day job and they can continue with their next call.

When I do take the calls, I try to keep an open mind (honest) and listen to what they say. Occasionally I have been surprised by a unique approach or something they say will trigger my interest. In those cases, my heart rejoices and I call that #goodmarketing.

Often my initial reaction of my heart sinking is the one I revert to, especially when the person on the phone does one of these:

They talk at you and reads word for word from a pre-prepared (and they think well proven) script
As above, but does it at speed and doesn’t draw breath so you can’t clearly understand what they are trying to tell you
Asks a question, but then answers it for you
Doesn’t listen if they are asked a question (sometimes I’ve had to resort to talking over them to get their attention whilst they are ploughing through the script)

They sound surprised that you are still on the end of the line when they have finished speaking and then ask If you want to go ahead and buy / book the space they are offering

Haven’t done their research and don’t even know your name / the business name they are calling or what type of business you have

We’ve all had a call like that and so how can we be expected to decide if that piece of advertising is of value to our business? After all we can’t decide based on a bad sales call (can we?!!)

Ask them questions and then ask yourself (or your marketing department) some more questions, for example (and not necessarily in this order):

Why are you being offered this advertising space? Have you advertised with this publication before? Regular advertisers are often offered additional space at a reduced rate if a spot has become available through a cancellation or hasn’t been sold. Have they received a Press Release from you? Advertising and editorial teams are usually separate (and in my opinion, should be kept that way), however occasionally there are links, and smaller publications or trade specific ones may be looking for new advertisers and use the opportunity to discuss opportunities with you. Have you advertised in similar publication recently? Some sales people use this technique to build a list of new companies to contact when they see they already advertise and may have budgets / capacity to advertise elsewhere.
What is the price offered compared to the usual price / rate card? You may be offered a further discounted price for multiple bookings – test the water first if you do consider advertising with them and haven’t already had experience.
What is the publication date, and the deadline for the artwork copy? Do you have time to have an advert created or adapted to fit the size required?
Are you familiar with the publication? If no, then request a copy of the publication before deciding. Does your target market read this publication (geographic or industry)? Is there a good mix of editorial vs advertising? A publication full of adverts without engaging editorial is not going to capture people’s interest for long. Who are their typical advertisers? Do they have a similar ethos to yours? Who reads their publication (demographics / industry / position)? How is it distributed (online or printed)? What’s the print run size and what is their readership? Is it a paid for publication or free? What’s the frequency of the publication? What type of advert space are they offering and where is the proposed advert space within the publication? For display adverts (i.e. within the main body of the publication) then aim for a right-hand placement and either early right or within a key feature (and ideally one that is relevant to your business product or service)
Is advertising in your marketing plan for the year and do you have the budget allocated for this type of marketing activity? If the answer is no to one or both of those questions, then you should consider if you feel that this is worthy of an addendum to your plan or if a re-allocation of the budget will help deliver results for your business objectives and whether this fits into your marketing strategy.

Above all, don’t be pressured into taking advertising space you haven’t planned for unless you have undertaken a thorough due diligence to ascertain if this is right for your business and you will get a return on your investment.

If you need guidance with determining the right marketing tools for your business, or you need assistance in researching an advertising opportunity, then drop Marketing Doris a message at info@marketingdoris.co.uk

Why Marketing is like Yoga

helen@marketingdoris.co.uk — Tue, 08 Aug 2017 12:11:31 GMT

Regular marketing brings results

It’s not uncommon for people who have never tried Yoga to think that’s it’s easy, and are often surprised at how difficult some of the poses can be, how little flexibility they have, and how sore they feel afterwards.

In marketing it’s a similar story, people think that doing a little bit of marketing activity every now and then, they will get the results they are looking for. Quite simply in both cases, you need to work at them consistently to maintain and build good results.

There are also inconsistencies in both, something that has worked before may not bring the same results another time and will depend on other environmental factors. There are certain yoga routines that work well for an issue or concern and in marketing, it’s about finding the right tool or activity to achieve your objective or goal.

I ’ve been practising Yoga for many years. Almost as long as I’ve been in working in Marketing. I don’t feel qualified to teach anyone Salute to the Sun, but I can guide you with developing a marketing strategy to deliver your business objectives - contact Helen to discuss

Take One Thing Away*

helen@marketingdoris.co.uk — Fri, 14 Jul 2017 12:20:39 GMT

Everyday is a school day

Is it just me or does anyone else get a buzz from finding out a new tip, shortcut or technique .. or just a useful(ess) piece of information that makes you exclaim ‘I must remember that’ or ‘oh I didn’t know that’.

Hopefully it’s because I am keen to develop my skills and knowledge, and not just in marketing and business which will help us and our customers, I also love random trivia and creativity which may seem to be less useful in the workplace, but useful generally in life and as a source of creative inspiration for future marketing campaigns.

For example, over the last few weeks the following has helped me think or given me ideas:

Party Skills – the most amazing immersive theatre production has been running as part of the Manchester International Festival 2017 and I urge you to check it out if you can. I won’t give too much away as to not spoil it for anyone who is planning on going to see it, but from start to finish it is one of the most creative pieces I have seen in a long time. My take away highlights include DIY cocktails, home-made survival tactics, napkin folding (I think I will always remember how to create a heart from a serviette now), how amazing those recycled bottles looked (one on the list to try soon) and finally that you are never too old to grow out of a party bag.
Head banging – I’m not known for my love of music that would warrant this type of dancing so was completely taken away when I learnt in the last couple of days that long continue periods of this activity can cause muscle build up in your neck. It makes perfect sense, so why didn’t I know it already, and what use is that information now? Probably no use at all now, but you never know. That piece of information is now stored away in the garage of my mind for future.
Top Tips – I’m one of those who used to love those columns in magazines where readers would write in with handy suggestions for a household issues. Those now seem to have been replaced with videos that have started to appear on my Facebook news feed, thanks to the Share button from one of my online friends. I watch them in fascination – many seem pointless but you never know when that information might come in handy – and from a recent clip, I’ll now look at a pool noodle in a different way.

You may now be thinking so what, and you’d be right. Those examples would fit into the frivolous category, but the principles have been the same with what I have taken away from for the last couple of months whilst attending a weekly business training programme. I can honestly say that in every session I have come away with at least one piece of information or planning tool or new source of knowledge that I hadn’t considered before or just didn’t know about it. It has also helped enormously with validation of what I do know, and how I have been conducting my business and work with our customers.

You can be assured that at Marketing Doris we continually work in this way, with an open mind and a thirst for development. We share new initiatives with our customers with the hope that they will too take at least one thing away… and I so hope we can incorporate a party bag into a campaign soon!

*Disclaimer alert - I just want to clarify from the title that I’m not suggesting that you shop lift or take a souvenir the next time you visit friends or family!

Why Marketing can be like choosing a nail colour

helen@marketingdoris.co.uk — Thu, 13 Jul 2017 11:41:46 GMT

What's your objective / goal?

On Friday at the nail salon I was asked the usual question of what colour would you like?

I was then presented with a number of the nail wheels showcasing the wide array of colours, finishes, sparkles or metallic effect available, and that was even before you start on embellishments, patterns and whether you want gel or quick dry.

It can be very confusing and there are always lots of suggestions on offer from the nail technicians who talk of the latest trends, what’s new in and what’s been popular this week. Other customers will often chip in with their views and share what they have chosen and why.

It’s a bit like that when marketing your business, there are so many options to choose, and there are always lots of opinions you can listen to about the type of marketing activity you should use.

At Marketing Doris we look at the whole picture from the top down to understand the business objectives, what results the business is looking to achieve and what their current challenges are. We can then help you to identify which marketing tools will help you achieve those goals.

.. and for anyone interested I choose blue for the Warrington Youth Club Ball on Friday night to match their branding colour.. and it went with my dress!!

I ♥ New York

helen@marketingdoris.co.uk — Fri, 23 Jun 2017 11:52:30 GMT

New York New York - so good they named it twice

I made that declaration in a meeting recently, I can’t remember why I publicly made that announcement to people I didn’t know well, but believe me when I said it was in context.

Many people nodded in agreement, having experienced this amazing city for themselves and others wishfully said that a trip to the Big Apple was on their list. Only one person looked horrified by my statement and wanted to know why I loved New York so much.

I didn’t get the chance to answer her question in that meeting, we had other stuff to discuss and I didn’t have a succinct answer to give, but it’s been on my mind since and here’s my condensed version.. though I am sure I’ve missed off many reasons including many that I don’t even know yet*

It feels like home – I’m a very proud Mancunian and even when I have travelled and have enjoyed exploring new countries and cities, I love coming home to Manchester. New York is the first place I have wanted to live outside of the North West of England, and in my heart will always be my second home city, and who knows maybe one day I will get the chance to stay longer.
It’s like being on a film set – at almost every turn you see an iconic building or something synonymous with New York; Central Park, the yellow taxis, pretzels, hot dogs and steamy streets that you recognise from a TV series or film.
The pockets of calm – in a city that doesn’t sleep and is always on the go there are plenty of places to take time out. Two of my favourites (so far) are Bryant Park and The Highline. The former for the lush green grass flanked by the beautifully Gothic Bryant Park Hotel with its black and gold brickwork. On my first visit to New York we discovered Bryant Park by accident and were delighted to find a free performance of Taming of Shrew taking place. The Highline is just genius, just over a mile of park created on an elevated section of a disused railway line, with fabulous views over the city and the Hudson River and at the end the incredible Chelsea Market which reminded me of an in-door Covent Garden with quirky shops, eating places and great artwork.
The architecture – I spent most of my first visit to New York looking up at the buildings. I’m not familiar with the names of the differing styles and age periods, but I know what I like and I can safely I was in a Gothic and Art Deco heaven. I wanted to lie down in the middle of Grand Central Station to fully appreciate those windows and the ceiling. Testing out the Whispering Arch by the Oyster Bar in the bowels of Grand Central Station and trying to persuade a young lad to use it to propose to his girlfriend as she waited in the opposite corner.
That skyline – there are so many ways to view the New York skyline, from one of the city buildings; Rockefeller, Empire State Building (at night), Freedom Tower, from across the Hudson River in New Jersey (at night - and all I could hear was the Friends theme tune in my head), Ellis or Liberty Island (slightly slanted from the Lady’s crown) or even from the water on the Manhattan Island boat trip, the Staten Island Ferry or from Brooklyn Bridge.
Times Square – it’s so over the top and just fabulous. The bright lights, the hordes of people, the huge advertising boards (that’s the marketing geek in me!) and the myriad of theatre options and being able to say you’ve been on Broadway! With so many shows available I felt like a kid in a sweet shop and could hardly decide which ones to choose and they couldn’t have been more different with Les Misérables and Mathilda.
The food & Drink – New York Food Bingo included Italian food family style (Tony’s near Times Square), Cocktails (roof top bar with views of the Empire State Building), Pretzels (on the Staten Island Ferry), Hot dogs (from a street food vendor), New York Cheesecake (from Juniors), Pancakes (Ellen’s Stardust Diner), Nacho’s and cheese (Manhattan Island boat), Pastrami on Rye (somewhere on 5th) and a slice of Pizza (somewhere on 6th).
New Yorkers – I didn’t get the chance to speak to many, but those interactions I did have were memorable; from the commuter who took the time to stop and point out sections of the Grand Central Station astrological ceiling artwork and pass on snippets of interesting trivia to the assistant in Barney’s who wore a designer green parka and offered me water when he realised I’d just walked The Highline in the heat. He couldn’t believe I was from Manchester and the home of Take That and The Haçienda. For the first time in my life I almost felt cool when I confirmed that I had seen his hero Robbie Williams play live both solo and with Gary, Mark, Howard and Jason, and that I had been to the nightclub… the moment was short-lived as I just wanted to check if Barney’s was where Jennifer Aniston’s Rachel in Friends worked and of course I didn’t have the heart to tell him there were just apartments now where the club had been.
The Hidden gems – I was attending a marketing conference during my last visit to New York but managed to find time to venture out and found myself down in the Battery Park area and discovered by chance South Street Seaport and was officially my favourite place of the trip with a combination of the architecture, renovated mercantile buildings, Titanic memorial lighthouse, numerous food and shopping outlets including the most amazing Bowne Print Shops & Maritime Craft Centre, and of course the view of Brooklyn Bridge.
The Branding – of course I had to finish on a marketing related point and the I Love New York slogan and logo is one of the best #goodmarketing campaigns. It was created for an advertising campaign in the 1980’s. The infamous trademarked logo is owned by the New York State Department of Economic Development and appears everywhere, particularly in the many souvenir shops. I was given an umbrella to use by our hotel’s bell boy one morning when the rain was lashing down Mancunian style, but this Manchester girl hadn’t been better prepared and hadn’t brought one with her (the shame!). I was secretly delighted stepping outside to find that the umbrella was not only one of those clear plastic dome versions that I had as a child, but also was blazoned with the I ♥ New York logo - perfect in every way!

*to address this, I’ve got a list on the go of things to do and places to see the next time I am lucky enough to find myself in New York. I’d love to hear your recommendations – drop me an email helen@marketingdoris.co.uk

Blame it on the..

helen@marketingdoris.co.uk — Mon, 12 Jun 2017 12:04:33 GMT

Boogie
Electric blanket
Goatskin
Something else

When it comes to why a marketing campaign or activity hasn’t worked as well as the business expected, I have over the years heard many different reasons. Some have been legit and some have just seemed like an excuse.

My favourites have included:

It was too hot / it was too cold
The football / tennis was on
It coincided with the Pope’s visit / there was a Royal Wedding
There was a big storyline in a Soap
It’s the school holidays / the kids are at school

Before the finger starts pointing though and even before the campaign has started, there should be clear objectives and expectations set as to the success (or not) of a marketing tool, and clearly if any of the reasons above are likely to affect the outcome then research to identify any potential obstacles. Aside from anecdotal information (which is always valuable), it’s also important to set measurable tangible goals and to establish how that is going to be monitored. For example:

No of enquiries
No of calls
Places booked
Sales made

How an activity can be measured will vary:

Advertising – include a unique offer or code to quote or use a different telephone / website address to monitor number of enquiries
Website – use analytical tools to view performance. Some content managed systems (CMS) have their own tools or you can use Google Analytics for free (a code will need to be added to your website, which your developer will be able to do for you).
Social media – most of the tools available will automatically record data for you. Look the number of followers, profile visits, likes and shares and identify which posts received more activity than others. There are bolt on analysis tools available to help monitor social media activity
Exhibition – number of visitors to a stand, the number of cards left, the quality of enquiries made
Ask – when you receive a new enquiry, ask where they heard about your business

There have been many occasions when I’ve met a business for the first time who have told me that they ‘tried marketing but it didn’t work for them’, in most cases they did not plan the marketing in advance, they didn’t monitor or measure it and therefore were unable to clearly establish whether it gave them a Return on Investment.

Monitoring and measuring your marketing will also give you the opportunity to adjust it. With online advertising, you could modify where it is seen. Content can be updated on a website. Social media posts can be rescheduled for a more optimum time and at an exhibition you can identify ways to direct / encourage people to your stand.

For assistance in monitor, measuring, analysing, adjusting your marketing activity, or goal setting for future marketing campaigns, contact Marketing Doris at info@marketingdoris.co.uk

You’re just like .. Nanny McPhee

helen@marketingdoris.co.uk — Thu, 01 Jun 2017 14:43:25 GMT

That’s what I was told last week

My first initial reaction was to laugh, but then I was filled with horror and I put my hands up to my face. Whilst others around us literally gasped and cried ‘you can’t say that!’

… but as the sentence sunk in, I realised that they were right. There is a proportion of Marketing Doris work that is just like the services Emma Thompson’s character portrays in the 2005 film.

Nanny McPhee uses discipline and a little magic to transform the family’s lives and as the children start to behave, respect her and ask her for advice they become responsible and she is needed less and less until she finally surreptitiously leaves.

Marketing Doris has worked with many businesses who had little or no marketing activity or resource in-house initially. With regular guidance, hand-holding, a bit of nagging, rolling up of sleeves (or socks) and a little magic we grow the marketing requirement to the point where there has been a need to hire full time marketing personnel.. at which point we surreptitiously leave.

Sometimes that process has taken a matter of months and other times it’s longer, we work to the requirements and budgets of the individual business. Success can be measured in many different ways, and for Marketing Doris when we reach the point a business is able to pick up their own marketing baton, we are filled with pride.. and a little sadness as we wave goodbye and watch them run with it themselves

… and in the words of Nanny McPhee "When you need me, but do not want me, then I must stay. When you want me, but no longer need me, then I have to go"

So for warts and all marketing advice (and a little magic), give Marketing Doris a call on 0790 3727750 or by email helen@marketingdoris.co.uk

“She delivers creative ideas that have truly made a difference to the way people view our business and her approach has been not to stand on the side lines, but to roll her sleeves up and get stuck in. The results have enabled us to both understand and justify a full-time marketing and communications role within the business, and Helen has been instrumental in helping us in the transition to incorporating this role in just over two years." Matthew Kimpton-Smith, Cygnet Texkimp – read the full testimonial here

Why Marketing is like.. Golf

helen@marketingdoris.co.uk — Tue, 30 May 2017 14:53:24 GMT

“Golf is a game whose aim is to hit a very small ball into an ever smaller hole, with weapons singularly ill-designed for the purpose” Winston S. Churchill

This is a first - I’ve not knowingly quoted a British Prime Minster before.. but when I came across it, I was struck how much the quote could also describe marketing.

When promoting a product or service, we strive to inform or engage with the right audience. At times, it might seem easier to hit a hole in one with a golf ball than identify the right marketing tools or skills needed to achieve that goal.

Golfers practice to perfect their game; a slight tweak to their stance, grip or swing can make all the difference.

It's the same with Marketing. If your current campaigns, tools and messages aren't delivering the results you are looking for, then perhaps it's time for a tweak there too.

Marketing Doris can provide an independent view of your marketing activity, looking comprehensively at the whole picture against your Club's objectives, both business and financial, and giving guidance on changes that can bring short and long-term results.

If your marketing is under par and you are not getting the right results, then give me a call to arrange a coffee and a chat on 0790 3727750 or by email helen@marketingdoris.co.uk

"Our venue sales have risen enormously thanks to initiatives established by Helen"

Dunham Forest Golf & Country Club

See full feedback

Marketing is like.. mixing a Cocktail

helen@marketingdoris.co.uk — Tue, 16 May 2017 17:53:20 GMT

Occasionally after a long day the idea of an alcoholic drink sounds very welcome..

.. and it got me thinking that Marketing is like mixing a Cocktail.

You need to know what type of drink is wanted; an aperitif, a long refreshing summer drink, non-alcoholic or something strong - in marketing we need to understand the business goals and objectives

You need to know the ingredients – what works well together and what doesn’t - its the same in marketing, understanding the different tools and tactics available will determine which will work in conjunction to achieve the project / campaign objectives.

You need to know the quantities required of each and when to add them into the mix - how much of the marketing tools do you need to use?

You need to know about the presentation and how it looks and those finishing touches - does it fit with the brand guidelines?

Does it pass the taste test, do you need to adjust based on feedback and reactions? - its important to monitor the performance and use the results to tweak the campaign

Did it meet the original brief and objectives? The only way to establish the success of a campaign is establishing if it achieved the goals.

For marketing with a twist, contact Marketing Doris - info@marketingdoris.co.uk and let's have a chat over a coffee .. or even a cocktail!

Can Marketing be Bland?

helen@marketingdoris.co.uk — Fri, 05 May 2017 14:59:35 GMT

In a recent networking meeting, someone commented that the member presentations were a bit bland .. and it got me thinking, can marketing ever be considered that way?

Obviously my first reaction was NO! Surely good marketing needs to be engaging and convey the message to the right audience.

.. but then I started to think a little more, and it occurred to me that you shouldn’t shoot the messenger and maybe it’s the company or service that’s bland and not the actual marketing.

That’s not being disrespectful to those businesses or what they represent, it’s a fact. Not every organisation would need upbeat or overly ‘salesy’ marketing messages or their graphics and imagery to be represented inappropriately.

Marketing Doris doesn’t shy away from seemingly boring products and services to market, it’s about finding the right messages and the right marketing tools to make them interesting and something that your target market want to buy.

So for non-bland marketing for any market, give Marketing Doris a call on 0790 3727750

Marketing is like... Star Wars

helen@marketingdoris.co.uk — Thu, 04 May 2017 17:59:40 GMT

Getting marketing inspiration from Carrie & Co on Star Wars Day!

I must confess that I have only seen the first two original films, and that was probably because I was dragged to the cinema by my Dad and brother.

However, you’d have to live in outer space to have not have some idea about the Star Wars franchise and to celebrate this special day, I thought it would be good to have a look at how George Lucas’s films can inspire us marketers.

Word of mouth marketing – I loved the story that Samuel L Jackson got the part in The Phantom Menace because when being interviewed on chat shows about who’d he like to work with, he said George Lucas as he knew he was about to start casting. Sure, enough he got the call.
Be innovative – the marketing techniques used by Star Wars has changed throughout the years and they have embraced and used new tools available as each film has been released for example social media.
Partner Collaboration – Star Wars was one of the first to embrace collaboration with key brands – recently that has included Max Factor), Duracell, HP and Subway.
Newsjacking – many brands without a formal partnership will refer to the films to promote their product or service and now there is a ‘Star Wars Day’ they are planning their marketing messages for 4th May

… and finally, it seems appropriate to quote Yoda with the perfect advice for marketers – “Do or do not, there is no try”

Mobberley Ball 2017

helen@marketingdoris.co.uk — Wed, 03 May 2017 18:02:10 GMT

Thank you to all the sponsors and supporters of the Mobberley Ball 2017

We are looking forward to seeing you on Friday 12th May at The Mere Golf & Country Club, in the meantime you can view our programme by clicking on the image below.

Marketing is like .. a West End Musical

helen@marketingdoris.co.uk — Mon, 27 Mar 2017 18:10:47 GMT

I spent Saturday in the company of a flatulent warthog.

A friend has been performing in a stage show for several years now.

We met for lunch before the production and listening to him talk about his work I was struck by the similarities with marketing and a West End Musical.

The planning and attention to detail is key
It’s team work and everyone has a part to play
Behind the scenes, it can seem like chaos but there is a system and a place for everything
There are restrictions and guidance with promotion and social media communication, just like a good brand guide
You need to adapt and adjust when things don’t go to plan
.. and if they don’t go accordingly to plan, then just break out into Hakuna Matata!

I’m going to leave the singing and dancing up to actors, but when it comes to Marketing -no worries, I’m the one to talk to!

PS (Encore) - in my (song) book, all marketing would benefit from a sprinkle of sparkle!

Why Marketing is like a Storm

helen@marketingdoris.co.uk — Thu, 23 Feb 2017 19:16:32 GMT

#StormDoris

It’s ironic really that the weather has been dominated the headlines and social m edia this week with talk of #StormDoris.. because it got me thinking that a storm is a bit like marketing:

There’s the research that predicted this event in the first place by The Met Office
Then comes the planning, particularly in areas that may be most affected
We are given pre-event information on what to expect and what we should do – the Call to action in this case to be careful, plan our journeys and travelling options
During the event there will be regular updates via the news channels and on social media
Post event there will be a performance review, what happened, what are the results and the outcomes and what can we learn from this event in future.

Marketing Doris, taking your marketing by Storm!

Gold

helen@marketingdoris.co.uk — Thu, 26 Jan 2017 16:22:21 GMT

We all know that marketing is about communication and the effective handling of messages to the right audience

...and I am sure we are not the only ones that have been looking on at horror at the messages already been communicated by the 45th president. Already we have been introduced to new phrases ‘alternative facts’ and ‘fake news’.

We’ve seen his rants on social media and watched as the White House changes to gold .. starting with the Oval office curtains... all the tip of the iceberg!

We don't envy the team working with President Windy Bottom (as described by Sir Ian Mckellen)..but we'd be happy to work with businesses looking for guidance with their brand guidelines, communication messages, marketing strategies and plans.

Drop us a line and we'll arrange a coffee and a chat

p...p...pick up a Penguin

helen@marketingdoris.co.uk — Fri, 20 Jan 2017 16:39:11 GMT

Almost every day social media informs us that there is a National Awareness Day or Week going on somewhere in the world.

Some are obviously very worthwhile in their support of a charity or to commemorate a public health or ethical cause of important on a nation or international level. Others range from the sublime to the ridiculous, or are they?

Maybe they just appear that way because they are not of interest to you personally. In the last week, there have been many and you can decide which category they fit into; #bluemonday #nationalpotholeday #nationalpenquinday and tomorrow brings #nationalhugday and #squirrelappreciationday.

These awareness days can be the ideal way for individuals, businesses and brands to show their support or use it as an opportunity to promote a related product or service.

As a balance, there are often many negative comments relating to a hashtag day, usually aimed at marketing departments for inventing it and does it really mean anything?

The answer is yes and yes..

They do help with raising awareness for a cause and as a result can aid with increased understanding, donations or volunteers for a charity or community project.
Organisations can see an increase in social media followers, newsletter subscriptions, website visits and even sales.

So, the next time you see a promotion for a National Awareness day, just consider it #goodmarketing.

To view a list of upcoming days visit www.awarenessdays.co.uk or for help with devising a campaign

You can never have too many pictures of penguins, so here's a bonus picture taken by Helen Stott in November 2013 on Magdalena Island, Chile

Why Marketing is like a guilty pleasure

helen@marketingdoris.co.uk — Thu, 19 Jan 2017 16:47:47 GMT

A guilty pleasure for me is watching The Great Interior Design Challenge on BBC 2 – yes I know how to live!!

If you haven’t seen it – amateur interior designers are given tasks to re-design a room or rooms in people’s home. An updated version of Changing Rooms but without the copious amounts of mdf and ‘tarts boudoir’ results.

The contestants work through a process not dissimilar to Marketing Management:

There is the brief from the client, the opportunity to look at the current situation and taking note of likes, dislikes and relevant facts and figures.

Then comes the research and planning of a solution which is then presented to the client and at this point, there may be adjustments based on feedback.

The project starts. The team are briefed and tasks allocated and it’s all hands-on deck

As hiccups / issues arise the plan must be adjusted and modified - particularly to cope with additional work but with no extra time.

The project ends and is viewed – has it met the objectives, is the client happy – what’s the feedback?

I wouldn't inflict my decorating skills on anyone else's home but my own, but I do like discussing interior design and

I am a dab hand at preparing marketing briefs, solution ideas, research and project management.

Let's have a coffee and a chat - drop me a line!

Marketing Doris News & Views

You Don’t Need More Content Ideas… You Need Better Questions

The myth of “running out of ideas”

Start with what people already ask you

Better questions create better content

Keep it simple (seriously)

The takeaway

Why a Good Brief Saves You Time, Money (and a Few Headaches)

The temptation to “just get started”

What a good brief actually does

The hidden cost of skipping the plan

Planning doesn’t mean losing flexibility

A little structure goes a long way

So, before you dive in…

Need a hand turning ideas into a clear, workable plan?

What a Weekend in Paris Taught Me About Marketing

When a Chocolate Heist Becomes a Marketing Masterstroke

What Brands Can Learn from the KitKat Easter 2026 Story

Turning Crisis into Conversation

Retailers Got In On the Fun Too

What This Means for Marketers

The AI Social Media Playbook

Practical Tips to Work Smarter, Not Harder

AI is Already Here, and It’s Delivering Results

It All Starts With the Prompt

Content Creation: Faster, Smarter, More Scalable

Don’t Fall Into the “AI Slop” Trap

Automation is Powerful, but Needs Oversight

Brand Voice Still Matters (More Than Ever)

Be Aware of the Risks

So, What Should You Do Next?

Final Thought

Oscars Meets the Bookshelf - Waterstones’ Red Carpet Inspiration

Why Marks & Spencer Appointing Gillian Anderson as Chief Compliments Officer Is Smart Marketing

A clever piece of brand theatre

Perfectly timed for a brand on form

The marketing lesson - emotion matters

A reminder that heritage brands can still surprise us

What Harry Styles Can Teach Us About Brilliant Marketing

The marketing caught my attention

A clever approach to ticket sales

Community involvement done right

Extending the experience

A masterclass in modern marketing

When Marketing Advice Costs Too Much - Lessons from Dragons’ Den

When the financials raise questions

A moment that made me wince

Marketing should drive growth – not drain budgets

Ethical marketing matters

Join Me at the Two Valleys Big Breakfast – 17th March

The BIG Breakfast Networking

Why networking still matters

What to expect at the Big Breakfast

Why I’m involved

﻿

Join us

When “Customer Retention” Undermines Customer Relationships

Data, GDPR and Brand Trust: The Bit Businesses Can’t Ignore

Expanding Valentine’s 2026 - The Rise of Galentine’s

Why Galentine’s Matters

2026 UK Campaign Inspiration

Marketing Takeaways

19 Years of Marketing Doris - What the Numbers Don’t Tell You

From stopgap to staying power

Relationships matter (more than tactics)

Variety isn’t a distraction — it’s the point

Collaboration over ego

Adapting without losing direction

Pride points (because we should talk about them)

Still curious. Still learning. Still enjoying it.

CIM Webinar Recap: Boost Your Marketing Productivity with Better AI Prompts

Why prompt engineering matters for marketers

A practical framework you can use immediately

AI as a productivity partner, not a replacement

What this means for businesses

Final thoughts

Back to Business - B2B Marketing Strategies for 2026

The key themes shaping B2B marketing in 2026

What this means for B2B businesses

Sausage Rolls & Supermarkets: Staying Ahead When Consumer Habits Shift