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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: peter@marketingstudylab.co.uk

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
Mentoring
Tutoring

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
Peter

www.marketingstudylab.co.uk

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 - peter@marketingstudylab.co.uk

Subscribe on your favourite platform with new episodes appearing every TUESDAY:
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Dec 22, 2020

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Guest and Episode Links
Estie Rand
https://www.linkedin.com/in/estierand/ 
https://www.estierand.com/  
https://www.estierand.com/freegift 

Enjoy the Episode - Happy Marketing!

Website Thingy: www.marketingstudylab.co.uk 
The Professional Bit: https://www.linkedin.com/in/petersumpton/ 
Facebook Community: https://www.facebook.com/groups/marketingstudylab/ 
Tweet Tweet: https://twitter.com/cousinp81 

Intro
John Wanamaker is credited with saying ‘Half the money I spend on advertising is wasted; the trouble is I don't know which half.’ Was he a fool, was he misguided or was he actually just wasting half his money?

Whether you believe this statement or not, wasting your marketing budget is a bit of criminal offense, stinking of laziness and uneducated decision making.

Our guest this week can help solve all that. Her LinkedIn profile proudly states ‘I help you stop throwing spaghetti at the wall and hoping something sticks!’ which I see as a much more worthwhile quote.

Estie Rand, founder of Strand Consulting is helping people take the headache out of their business, through growth, scale and generating a profit, regardless of where you currently are – just starting, a few years down the road or even well-established.

What better way to get you started than to chat through the top six marketing money wasters, to effectively make you a better marketer in around 40 minutes!

In this episode we cover;
1 - Starting with Logos and Branding
2 - Building a Web Site Right Away
3 - Using A One-Size-Fits-All Social Media Strategy
4 - Blindly Placing Pay-Per-Click Ads
5 - Siloing Sales and Marketing
6 - Not Knowing When to Quit
- What’s the biggest money waster you’re seeing in Marketing and what can we do to resolve this?

Before we dive into the Marketing pit of wastefulness, I want to find out. Estie, what is giving you a headache right now?

Watch the episode video:
https://youtu.be/OBBk67FIGY4 

Takeaways
Top Tip
From the six money wasters Estie mentioned my number one has to be staring with logos and branding. You may buy something from the brand or the badge, but this is because these brands have been well established for some time and built up their reputation. You need that reputation before you start trying to live off a logo and even then you better make sure what you’re selling solves a problem and has value.

Favourite Quote
‘they lose a lot of money because of it’ and this was Estie talking about having separate departments for sales and marketing. This doesn’t make sense to me either and I’m not surprised that companies lose money when they separate the two. Sales is the end product of good marketing, the two MUST work together. So many benefits to this…. If you don’t already, try it!

And Finally, the Most Important Takeaway from this Episode
Not knowing when to quit. Know your limits and don’t get dragged down the wrong path just because of sunk costs. It’s never too late to change and have success.

Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de 
Creative Commons License