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.

HOW TO LAND THAT FIRST ‘BIG CLIENT’

Especially When You Doubt Whether It Will Ever Happen

This year, I’ve been working with two very different start-ups. The first is headed by a highly experienced and respected forty something former freelancer. The second is run by two highly talented young guys in their twenties with a passion for their craft.

Business Consultant, Denyse Whillier

My clients couldn’t be more different. But what they do share in common is they’ve both landed their first ‘big client.’ And not only have they landed that first ‘big client,’ they’ve also landed others! In a space of weeks, they’ve gone from ‘questioning whether it will ever happen’ to wondering how they’re going to deliver the sharp increase in work and if they should take in staff to work on these contracts, which are valued between £25,000 and £100,000.

15 HALLOWEEN MARKETING IDEAS TO BOOST YOUR SALES

How To Create A Sales Surge With A Halloween Promotion

This year, Halloween retail spending is projected to hit $9.1 billion. That’s 179 million people celebrating, and an average spend of $86.13. These 15 Halloween marketing ideas will help you to create a surge in sales.

15 HALLOWEEN MARKETING IDEAS TO BOOST YOUR SALES

The latest research shows the 31 October tradition has also found a place in the hearts of UK families, seemingly eclipsing the traditional British Bonfire Night held five days later. In fact, Halloween is the UK’s second-biggest party night after New Year’s Eve.