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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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Apr 16, 2019

What is the difference between a metric and a measurement? So easily interchangeable aren’t they, but they do have subtle differences that we need to discuss, which we will be doing later, but first it’s time to chat to Jacqui Jagger.

Jacqui is a mindset and business coach who helps hardworking, ambitious business owners to stop overthinking and start taking action to grow their business. More importantly from an assignment point of view, Jacqui can help us understand how to stop playing around the edges and start making definite, purposeful progress so that you feel like your studies and writing is always making progress, which it inevitably is.

The best thing is, there is no fluff or BS. We train our bodies, we look after pets, we even buy insurance for our phones, rings, watches and household appliances, but do we pay as much attention to our minds and mindset, which is probably the most important of them all…. And there is no insurance claim to be had from lack of mindset. 

With this in mind I wanted to go deep with the opening question, Jacqui - Marshmallows and Spaghetti…. Discuss?



- Its amazing the synergy between Marketing planning and the way to tackle your own mindset. Jacqui pointed out that you shouldn't start with your goals and objectives, but with the why! Why are you doing what your are doing or want to do? And this is the same as reviewing your situation analysis within a Marketing Strategy before setting your objectives

You don't know where you want to go, if you don't know where you are to begin with.

- Why do you not have the time to do everything you want to? Jacqui says that we fill our time with:
- The should dos
- The Habits we have
- And then we add the other things on top of this that come up…….No! Stop!

Get clear and get focused on what is important. Create a plan that works for you and use it!

- And finally, find that trigger that will break a habit or create a new one. Want to go to the gym more, put your gym stuff out ready, or tie your running shoes to the front door! That way it is in front of you and not to the side hidden away.

But make sure you only change one thing at once, don’t be fooled into thinking you can change everything at the same time, overnight. This will lead to overwhelm and falling back into the same old habits.


Metrics and Measurement

Mastering metrics can be difficult, especially in an assignment scenario (Mastering Metrics is one of the CIM modules at level 6). But what are the differences between the two? Hopefully in explaining these, your assignment and the wording behind it will become much clearer.

So what is a metric. In marketing terms a metric is something that can be based on a standardised procedure, calculation method or system for generating a number, compared to others. 

A measurement is slightly different, as it is the number that is generated by taking a measurement that doesn't necessarily have to be taken in the same way every time and it is not compared to another. It is its own single entity.

Lets look at an example so we are perfectly clear what the heck this means:

You’re asked to measure the size of a room – this would be your measurement.

Then you are asked to provide the average size of all the rooms in a house, this outcome would be the metric outcome of all the measurements.

Got it?

So if you are asked for measurement techniques think of the things that do the measuring. For metrics, think of the things that are looked at in comparison to each other.

Happy Marketing Everyone!

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

Jacqui Jagger

The Chimp Paradox – Professor Steve Peters :
Growth Mindset - Dr Carol Dweck :