Category Archives: Insight

How to improve your marketing ROI

How to improve your marketing ROI

Download the article collection by Epicor’s former International VP of Marketing Our new collection of guest articles explores the stresses and strains of modern marketing, and how to improve your marketing ROI, consistently and systematically. Each article offers a new angle, and a potential solution for marketing teams looking for a way to improve the ROI on marketing without the risk. > View and download PDF

GDPR is coming

GDPR is coming

What you really need to know before 25th May. You need to have been living under a rock to not realise that the GDPR is coming.  The hype is growing – you could be fined up to 4% of your turnover or up to £20 million.  But what does it really mean for you?     Here are nine things that you absolutely need to know:   1.    If you hold any personal data, you must be registered with the ICO This is the Information Commissioner’s Office, an independent authority that promotes information rights in the public interest. Don’t delay,

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Creative. It’s good thinking.

Creative. It’s good thinking.

Cannes Lions, touted as the “Oscars” of the marketing industry, is a real showcase for the sort of work every agency would love to do. However, like a fashion-show, it touts the sort of work that – in the real world – not every business or charity would wear. A lack of budget is the most common complaint (or balls, some would say). The reality is that clever ideas, and clever use of media, don’t need to cost the earth. What’s needed, instead, is an understanding that unless an organisation embraces the type of creative solution that makes people think

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If only we were superheroes

If only we were superheroes

Change your Luck blog series – Article 5 Guest author: Martin Hill, former International VP of Marketing, Epicor Until recently, I was in the kind of senior marketing job where time seemed to be the one thing that was impossible to enjoy. It was always moving so fast and there was never enough of it. Straight from meeting to meeting with barely enough time for proper planning before the urgency of execution, rinse and repeat. If only I’d known a superhero with the ability to turn back time. Yes, of course we analysed performance, refined and reviewed tactics, but there

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Can you fix the odds?

Can you fix the odds?

Change your Luck blog series – Article 4 Guest author: Martin Hill, former International VP of Marketing, Epicor I was able to enjoy watching a lot of sport this summer and even though I’m not a betting man, autumn sporting events like the Invictus Games, the UK Masters Golf, a whole host of Rugby Internationals, and of course, the upcoming Ashes, have started me thinking about the similarities between marketing and gambling- and how alike gamblers and marketers sometimes are. However much we attempt to predict outcomes, carefully researching, planning, testing and measuring changes we make to our marketing plans, sometimes

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The joy of the happy accident

The joy of the happy accident

Change your Luck blog series – article 3 Guest author: Martin Hill, former International VP of Marketing, Epicor One of the best parts of my recent career break has been the opportunity to develop my (limited) skills with watercolour. It’s been a long time since I picked up a paintbrush and it isn’t proving easy. Satisfying, yes. Easy, no. With the luxury of time I’ve been able to explore the vast resources of the web, absorbing advice from much more accomplished artists than me. The advice is varied but there are common themes. Don’t just start, first prepare to start.

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Surfing the next wave

Surfing the next wave

Change your Luck blog series – article 2 Guest author: Martin Hill, former International VP of Marketing, Epicor   Lately I’ve had the previously unknown luxury of time – and with this came the opportunity to revisit some of the magnificent coastline, towns and villages in Devon and Dorset. I’ve been able to enjoy great weather and explore new things without the pressure of deadlines and targets to return to. class=”alignleft On my latest trip I was struck by the behaviour of the huge number of surfers also enjoying the conditions. They sit on their boards patiently waiting and watching

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Watching the world go by

Watching the world go by

Change your Luck blog series – article 1 Guest author: Martin Hill, former International VP of Marketing, Epicor   class=”aligncenter This year I decided to take a break from work and bring a bit more life into my work-life balance. I’m getting the time to relax and rediscover my natural curiosity and creativity, and to take a much more objective view of the pressures and practices of marketing that governed my career. I’ve worked through a period of massive change since leaving university in the early 80’s. Watching from the outside magnifies how much the pressure, pace and pervasiveness of

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You make your own luck

You make your own luck

Guest blog post by our good friend, Dr Mark Mason MBE. Originally posted on LinkedIn, September 2014   Dr Mark Mason​, lately CEO of Mubaloo, received an MBE in the Queen’s Birthday Honours List 2017 for services to the Digital Economy.   In July, I was honoured to receive an honorary degree from the University of the West of England. Now, I am officially a doctorate of technology. As with those bestowed the privilege of delivering a speech at graduation ceremonies, I spent a long time considering the best thing to say to inspire a new group of people going

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Why does a lot of small business marketing not work quite the way you’d like it to?

Why does a lot of small business marketing not work quite the way you’d like it to?

And how can you change it? (First presented to Reading’s RG1 group at Artigiano Reading on Thursday 24th September 2015) To answer these questions, we need to go back to the start of a business. When the business owner – let’s call him Nick – sets up the business, he has a number of things, but the two that I want to focus on here are that he has a really clever, unique idea, and a “little black book” of contacts. When the business starts, it is likely to go through a period of rapid growth, as Nick really works

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The impact of brand on business growth and marketing ROI

The impact of brand on business growth and marketing ROI

You could probably write a whole book on the subject of brands. But as it’s a Friday afternoon, I thought I’d keep this short and sweet. “Brand” means different things to different people. To many, it’s all about logos, colours and typefaces. For others it’s about reputation. But a great brand is much more than that. After all, how many established market leaders do you know, that don’t have a strong sense of their own identity. Something that people can relate to,  and that they will choose to interact with (and buy from) almost regardless of the product? Brand: in a

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Immediacy, “omnichannel”, creativity and brands

Immediacy, “omnichannel”, creativity and brands

Highlights from the Festival of Marketing #FoM14 Last week, we spent two action-packed days at Tobacco Dock, and my mind is buzzing. There were some strong themes that came out, and so I thought I’d share some of what we found out. Theme 1 – Immediacy I blew it. I admit it. I meant to publish this blog last Thursday, but work got in the way. The only person that’s really bothered about this (if I’m honest) is me. But for brands, the ability to respond quickly and appropriately is never more important than now. Alastair Campbell (and other speakers, such as Mike

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How to create compelling content:  without bringing fee earners to a standstill

How to create compelling content: without bringing fee earners to a standstill

(this article was first published in PM Forum Magazine, April 2014) Content-driven marketing is widely recognised as one of the most effective ways to improve the reputation and visibility of a professional services firm. With a content-led strategy, you give your clients and prospects something that they will value, and find immediately useful. But how can you create compelling content without bringing your top earners to a standstill? And how can you make certain that the content you create is fit-for-purpose? The trouble is that there is a lot of content out there and 90% of it is mediocre at

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Brand fit with Daniel Eley

Brand fit with Daniel Eley

On Thursday March 27th, I was delighted to be the invited guest at handle’s “Brand fit for recruitment” event. The venue: Portman Square’s stunning Home House, with guest speakers Daniel Eley from Jamie Oliver, Andrea Pattico from ASOS, and Carrie Bedingfield. Brand fit at Jamie Oliver “There are people in the room who are far more qualified than me… but I know more than you about Jamie Oliver, so that’s what I’m going to talk about” Daniel was keynote speaker, and took the mic like a seasoned pro. One sentiment underpinned 30 mins of witty chat about what employer brand means to him

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