––Sir Tom Farmer
"Perceptive insights into the world of marketing, brought to life in a straightforward practical easy read"
––Steve Barrass, Thomas Cook
The world of marketing is a turbulent place, moving at an incredible pace as trends change, zeitgeists rise and fall and the next big thing becomes tomorrow′s news. For most, marketing has become a game of catch–up and bandwagon jumping. Making Waves takes a different tact by instructing you on how to add to the turbulence, ride the chaos and set free the enormous power incumbent in the masses by creating and sustaining your own movement; by Making Waves in the public consciousness.
To help you to achieve this, we have outlined how to take advantage of the best of both digital marketing and direct marketing media––two of the most responsive disciplines in marketing ever––to mold a multi–faceted campaign which will persuade and excite, and imbue brands with rich emotional experiences and loyal relationships which put the customer at the heart of the communications, creating outstanding returns on marketing investment.
This book will:
- Open your eyes to the potential of Wave marketing
- Take you from creating an idea to seeing it fully realised
- Inform you on the right combination of media for any campaign
Making Waves 6
Marketing Strategy and Planning 14
Brand Building 68
Direct Mail 74
Email Marketing 106
Website Design 120
Search Engine Optimisation 140
Paid Search Marketing 152
Social Media 162
Tina Catling both have 25 years experience in Marketing, working for some of the largest advertising agencies in the world – including Saatchi & Saatchi and Ogilvy and Mather. They founded the award winning outside the box – www.outsidethebox.co.uk – in 1993, one of the best known creative agencies in the UK, and they quickly established a reputation for marketing excellence with clients like Thomas Cook, Boots, Dulux, Royal Mail, Hitachi and Visa. They lecture at many UK Universities and speak throughout the world on the subject of ′thinking outside the box′, and train organisations to be more innovative through their Innovation management company, Think – www.thinkso.co.uk. They have a shared passion for learning and innovation.
Mark Davies and Tina Catling are authors of the bestselling bookTHINK, a ground breaking business book that really wakes up your brain!