THE JOHN LEWIS ADVERT, A MASTERCLASS IN CHRISTMAS BRAND POSITIONING

“Imagine being in charge of the John Lewis Christmas advert? The whole nation’s Christmas spirit rests on your shoulders,” wrote one Twitter user earlier this month. This comment sums up how the launch of the John Lewis Christmas advert has become an eagerly anticipated event in the British calendar, and is widely regarded as a masterclass in Christmas brand positioning.

This year’s annual campaign didn’t disappoint as evidenced by the overwhelmingly positive social media reaction to the touching story of Joe and Moz. The owner of his very own trending hashtag , #MoztheMonster is the star of this year’s campaign, along with the obligatory cute child and the now-traditional classic song covered by a modern artist, this year featuring Elbow’s rendition of The Beatles’ Golden Slumbers.

A CIVILISED SATURDAY MARKETING CAMPAIGN – THE ANTIDOTE TO BLACK FRIDAY MADNESS?

Civilised Saturday Ideas To Support Your Seasonal Marketing Campaign

In this second article in a series focusing on running Christmas campaigns, I explore whether “Civilised Saturday” could be the perfect antidote to Black Friday madness and an opportunity to entice customers to your brand.

HOW TO KNOW WHICH MARKETING CHANNELS WILL WORK FOR YOUR BUSINESS?

Here in the UK, independent bookshops are gearing up for a third year of events to mark Civilised Saturday, which has been billed as the antidote to the madness of deep discounting day Black Friday.

IS IT TOO LATE FOR A SUCCESSFUL CHRISTMAS MARKETING CAMPAIGN?

Christmas Marketing Ideas For Those In Need Of Festive Cheer!

Last week I was asked if it’s too late to plan a Christmas marketing campaign. I replied that November is certainly late to start planning. But it’s not too late. This is why.

1200 x 800px Blog Images From August 2017 Onwards (5)

According to Google Trends, shoppers started searching for ‘Christmas gift ideas’ back in August! Ideally by the beginning of November, you should be well-advanced with your holiday promotion plans – whether or not you’re excited about hearing Christmas music in the department stores or seeing the latest John Lewis advert.

HOW TO KNOW WHICH MARKETING CHANNELS WILL WORK FOR YOUR BUSINESS?

3 Ways To Help You To Decide The Best Marketing Channels

A couple of years ago Will, the owner of a trades business asked me to help him put together a marketing strategy that was right for his business. Despite being fully booked for the next 4 months, he didn’t have a lot of spare cash and his promotional budget was small. Nor did he have the time to spend on marketing.

HOW TO KNOW WHICH MARKETING CHANNELS WILL WORK FOR YOUR BUSINESS?

His challenge was to increase the visibility of his company and win more business as cost effectively as possible – whilst working at full pelt to deliver orders on time.

MY BUSINESS MODEL AND HOW I MAKE MONEY

And Why You Should Do what's Right For Your Business

Today I thought I’d explain my business model and how I make money. The received wisdom in my industry is that business consultants and coaches should deliver their services online, and eschew a one to one model. But I don’t do this.

Denyse Whillier, Business Consultant

Every day I see adverts encouraging people to start or take their business online, when this is not the right model for their business, budget or skill-set. That’s why I thought it would be helpful to explain why and how I’ve developed my own business in a way that’s right for me, my budget and my skill-set.

WHAT IKE EISENHOWER CAN TEACH US ABOUT REST AND RECOVERY

And Why You Should Make Time For It At The Busiest Time Of Year

We’re two months away from Christmas, the busiest time of year for most business owners. Not just because Q4 is when many of us make a significant proportion of our sales. But it’s also when we’re planning our own festive celebrations. So why am I writing an article about rest and recovery at such a busy time of the year?

WHAT IKE EISENHOWER CAN TEACH US ABOUT REST AND RECOVERY

The answer is simple. At such a hectic time of year, we’re more likely to feel emotionally exhausted and be at risk of burnout if we don’t schedule time for regular rest and recovery into our days and weeks.