ibsl_admin

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So far ibsl_admin has created 57 blog entries.

Why the High Street is being attacked by the equivalent of Garra rufa fish

2019-05-03T13:00:46+00:00

OK, what is Garra Rufa? For many of you, you may not be aware of the “beautifying” qualities of the Garra Rufa fish. A variety of the Turkish toothless carp, this fish has been part of the growing craze offered by beauty therapists around the world to those people that desire beautifully soft feet. [...]

Why the High Street is being attacked by the equivalent of Garra rufa fish2019-05-03T13:00:46+00:00

Obsession within the world of Marketing Communication

2019-02-22T09:11:10+00:00

As you know “fads” come and go throughout our life. Who can forget such magical and wildly popular toys such as The Rubik’s Cube, inline skates, slime and more recently, fidget spinners, and Loom bands? In their first week of sales across the UK, these tiny loom bands amassed sales revenue of more than [...]

Obsession within the world of Marketing Communication2019-02-22T09:11:10+00:00

Why is new customer acquisition so hard?

2019-02-08T11:20:08+00:00

It's easily done, you focus more and more on leveraging your current customer base because it's too hit and miss (and therefore expensive) to find new ones. GDPR didn't help that process, and digital fatigue of consumers is also not useful. Home shopping has been consistently growing year on year as more brands get [...]

Why is new customer acquisition so hard?2019-02-08T11:20:08+00:00

You have to know – Print is coming back (and it never really went way)

2019-02-01T11:56:24+00:00

Over my years of selling Print Solutions and now more recently, integrated communication strategies to an array of organisations, it has allowed me to have meetings with some of the great (and not so great, I’ll be honest) marketers of our time. As the position of “print buyer” got consumed into other titles over [...]

You have to know – Print is coming back (and it never really went way)2019-02-01T11:56:24+00:00

Measuring KPIs and results from direct mail and other marketing activities

2019-01-03T12:28:03+00:00

Measuring results is the ultimate in accountability for marketing spend. It’s not always easy, so you have to be extremely clear when setting internal expectations. The best way to do this is to revisit those strategic objectives we set out right at the beginning, and determine how you plan to measure the success of [...]

Measuring KPIs and results from direct mail and other marketing activities2019-01-03T12:28:03+00:00

ICO releases new GDPR Annual Track report for 2018

2019-01-03T12:47:00+00:00

The ICO has just released their 2018 version of their Annual Track report. The report measures the public's trust and confidence in how data is used, and made available. The the advent of and publicity surrounding GDPR, overall trust and confidence has increased, but the public tend to trust public bodies more than private bodies [...]

ICO releases new GDPR Annual Track report for 20182019-01-03T12:47:00+00:00

Getting your direct mail channel strategy right first time

2019-01-09T09:37:57+00:00

As we’re focusing on acquiring net new customers, let’s concentrate on channels and approaches that are effective in that area. Data sourcing Now that you have established who your ideal customers are, now we need to go and find them. This job is now much easier, and far less hit and miss, as you [...]

Getting your direct mail channel strategy right first time2019-01-09T09:37:57+00:00

Getting your direct mail data strategy right first time

2018-12-07T12:40:54+00:00

So far you’ve established your strategic priorities and objectives (see blogs 1 and 2), and you’ve analysed your customers and know whom you want to go after. Now you need a data strategy to support that. Why a data strategy is important As internal budgets fight for priority, we often get asked “why should [...]

Getting your direct mail data strategy right first time2018-12-07T12:40:54+00:00

Profiling customers to improve your direct mail

2018-12-07T12:24:58+00:00

Understanding your audience We focus on helping customers gain more net new customers, so we’re going to take a look at how best to do that, now that you’ve got your strategic goals and related activities established (see previous blog). Using the example in that blog, we can see that the first initiative was [...]

Profiling customers to improve your direct mail2018-12-07T12:24:58+00:00

Improving your direct mail customer acquisition strategy

2018-10-17T13:01:55+00:00

We all know about strategy, and many people talk about strategy, but in our experience, many organisations don’t employ the long term discipline needed to plan, implement and measure strategic initiatives. This is largely due to people changing jobs more frequently, but also, the need to deliver shareholder value at the end of the financial [...]

Improving your direct mail customer acquisition strategy2018-10-17T13:01:55+00:00