Protect your brand from ‘creative’ team members

Most organisations have a dusty document (or a pdf file) somewhere that outlines their brand guidelines. Given that the development of your brand takes time, effort – and doesn’t come cheap, it’s important that all that investment pays off. The Marketing Department should be familiar with how your logo appears, it’s relative size, positioning, background […]

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Customer retention vs Customer acquisition

I had an interesting conversation over lunch yesterday. We were discussing why new customer initiatives seem to be much more attractive to marketeers than customer retention activities. Even though all our marketing eduction, and experience, tell us that it is much cheaper to sell to existing customers and patrons yet it seems that more effort […]

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Now is the time to invest in your customers

Image via Wikipedia 2011 has been a difficult year for arts organisations. Early this year 206 organisations found out they had had their applications for funding rejected by the Arts Council. The impact of these funding cuts will depend to some extent on the size of the arts organisation you work in. If you are […]

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Day 9: Apply for a Google Grant

You may not have heard of it, but Google Ad Grants is the non-profit edition of AdWords, Google’s online advertising tool. As part of its nonprofit programme, Google gives eligible charities $10,000 (£5,800) a month to spend on AdWords, Google’s pay-per-click advertising system. Not only that, if you spend at least $9,500 (£5,545) in two months of the previous 12 […]

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What’s in a name?

Naming companies is a strange business. It was 25 years ago that we chose the name Systematic Marketing and it can’t be described as a very scientific process. Of course back then we didn’t have domain names to worry us and so I don’t think anyone had thought of combining a colour with an animal. […]

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