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Marketing Study Lab - Actionable Marketing Knowledge

Hello, I’m the Lego Master of Marketing! 

Odd statement to start a profile, but go with it, it’ll make sense.

You know when you have loads of Lego all over the floor and it just looks like one big pile of nothingness. Not only does it look a mess, it’s a pain when you stand on it.

I take these bricks and start to make sense of how they all fit together.

If your marketing feels like a pile of painful Lego, let’s chat and get those building blocks fitting together:

Why is this an issue?

The biggest problem facing todays marketing departments is the severe lack of qualified marketers, which usually happens by accident.

It’s not your fault, this usually happens by accident.

Perhaps there was an immediate need to design a website or create some literature and you needed someone to coordinate this – before you know it, Mark is the new marketing department.

Maybe your business has experienced some rapid growth, expanded and was looking to promote within or Andrea from customer service fancied her hand at marketing and is now in charge of all corporate comms.

Or perhaps your competition is way too active on social media and you feel you need to be present on this platform as well. Get Hayley to post ‘stuff’ – she’s young enough to understand how to do this. 

You get the idea!

These circumstances lead to 100s of hours of wasted time and money by focusing on the short-term tactics rather than a long-term strategic approach that will make a difference.

Even worse than this, the misplaced management of employees creates missed business opportunities, leaving money on the table that many didn't even know was there!

Hello, I’m Peter!
I can help with this.

I’ve been there, seen Marketing Departments churning out worthless tactical marketing communications that do nothing but damage a company’s reputation, wasting peoples time and reducing, not building long-term brand value.

I specialise in training programmes that will alter the mind-set of lost / forgotten / unqualified marketer's, by developing the skills needed to confidently create successful, long-term marketing strategies that generate business opportunities.

How is this done? Tell me, tell me now!

Quite simply by removing the pain points and problems than many marketers face as they haven’t had the training or been given the opportunity to develop their marketing skills through;

Strategic Marketing Planning
Professional Marketing Qualifications
Marketing Training Days

Any business that is not benefiting from the opportunities marketing will create is missing out MASSIVELY! The chances are that the marketing tactics that are being deployed focus on pushing the wrong messages of ‘Buy. This. Now’ to the wrong people (who don’t even care you exist), creating minimal awareness and even less success.

Positioning a company through a strategic marketing approach, not only carves out a point of difference for a company to differentiate themselves from the competition, but creates a unique proposition within the marketplace that highlights the problems it helps to fix for those that care enough to seek out this solution. Moving a company from a wasteful and unwanted push strategy to one that creates value where customers will actively gravitate towards this value proposition.

This changes your marketing and the marketing department from being viewed as a cost centre that haemorrhages money, to the department that creates value and saves money in the long-term.

And here’s a little bit of social proof for you:

‘It is refreshing to see someone with a passion for the profession producing such valuable content for others to learn from.’

‘He was genuine and very honest in his approach and it was a pleasure working through this with Peter. An ‘out of the box’ thinker, he enabled me to consider different approaches'.

Happy Marketing

I would love to get your feedback on how I can improve the podcast or what you would like to hear in forthcoming episodes so either leave a comment or contact me directly -

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Oct 15, 2019

Guest and Episode Links

Emma-Louise Munro Wilson

The EMARI Code:

Anatomy of Trust – Brene Brown:

Tribe of Mentors – Tim Ferriss:
(Zappos) Delivering Happiness – Tony Hsieh:
Radical Candor – Kim Scott:
Sacred Causes – Michael Burleigh :


Enjoy the Episode - Happy Marketing!


One of the old classics SWOT is widely known and used across a lot of disciplines. But do you know about TOWS? This is the part that adds value to any SWOT and we’ll be discussing this later.

But first, let’s meet Emma-Louise Munro Wilson, Content Strategist, Revenue Growth Consultant and CEO for EMARI Group. Emma is all about generating new sales, shortening sales cycles and making repeat sales easier and who doesn’t want that. With a focus on turning existing customers and employees into engaged brand ambassadors, again, who doesn’t want that.

Just one career highlight is reducing marketing spend for a client by 90% yet seeing a 43% increase after just 6 months!



- Marketing isn’t just important, it is the business! If you don’t have sales, you don’t have a business and Marketing drives and facilitates this. It is integral to what we do and how.

- Always, always, always, be listening to your customers. And appreciate the feedback, but ask and act upon it. As Emma pointed out, if you get a 3 star rating, there is room for improvement, ask why only 3? It could be a simple issue, such as not having a website, social proof, transparency or a missed call. All of which are easily fixed. But it could be there is some fundamental flaw with your business plan that needs to be fixed. Always be asking!

- And finally, here are Emma’s top 5, no 6 tips for creating better content:
1 – Don’t be afraid to borrow ideas (but make sure you give credit for them)!
2 – Make your content purposeful
3 – Be interested, then interesting
4 – No one cares about your business as much as you do
5 – Follow-up with specific and interesting content
6 – And this is hot off the EMARI press – Create content worth bingeing on


Top Tip – The SWOT and TOWS

We all know what a SWOT is – looking at the internal strength and weaknesses of an organisation as well as looking at the opportunities and threats of the external environment. But how do we make any sense out of this and gather valuable, actionable insight? TOWS!

TOWS (Weirich)

The TOWS model sits inside the SWOT analysis and it brings together each component. Basically what this allows you to do is focus on one opportunity, threat, strength or weakness against another to create the best strategic response to what is actually occurring. Let’s break that down:

Strength/Opportunity (SO)

Utilising a strength to exploit an opportunity is probably the most obvious thing you could do as it is your strength and there is potential within the market for this to be utlised

Weakness/Opportunity (WO)

Using opportunities against weaknesses can highlight where these weaknesses can be overcome and thus taking advantage of any external opportunities. Mitigating weaknesses puts a company in a much stronger position.

Strength/Threat (ST)

It seems obvious to lean on your strengths, but analysing these against any potential threats mean you can counteract any potential issues within your marketplace by ustilising what you do well.

Weakness/Threat (WT)

Now this is the one that people usually struggle with. How the hell do you get strategic direction from a weakness and a threat. Well this is more defensive than anything, but it is always worth considering.

Take a look at your weaknesses and look to minimise these in order to reduce the potential threats that they may be creating.

For example – you may find that a weakness is lack of internal communication and a threat is confusion about your new range of products within the marketplace. One strategy you may look to implement is creating an internal comms strategy that creates clarity over the product range which in replicated into the marketplace. 

Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco
Creative Commons License