Marketing Study Lab - Actionable Marketing Knowledge: Changing Retail Landscape with Amna Khan Senior Lecturer in Consumer Behaviour and Retailing at MMU

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

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Changing Retail Landscape with Amna Khan Senior Lecturer in Consumer Behaviour and Retailing at MMU - Episode 88

Dec 3, 2019

Guest and Episode Links

Dr Amna Khan
amna.khan@mmu.ac.uk

Uni Profile: https://www2.mmu.ac.uk/business-school/about-us/our-staff/mrt/profile/index.php?id=974
LinkedIn: https://www.linkedin.com/in/dr-amna-k-6b639b1b/

Resource:
Retail Weekly: https://www.retail-week.com

Enjoy the Episode - Happy Marketing!

www.marketingstudylab.co.uk
https://www.linkedin.com/in/petersumpton/
https://www.facebook.com/groups/marketingstudylab/
https://twitter.com/cousinp81
(@cousinp81)

Intro

Dr Amna Khan is a Senior Lecturer in Consumer Behaviour and Retailing at The Manchester Metropolitan University Business School.

Amna also teaches Retail Managers from some of the leading names in retail such as Tesco, Asda and McDonalds as well as publishing research in leading academic journals, presenting at international conferences and her Media Appearances read like a TV and Radio guide, including numerous appearances on the BBC, ITV and Channel 5.

Takeaways

- If you are in retail, remember that we act and shop very differently online and offline. Online is more functional – it’s about speed, we now have limited time as consumers and online shopping fits this lifestyle. In-store or offline is completely different, it’s all about the experience, an experience that cannot be achieved online – think authenticity – pop-up shops, community-led activities and the growing interest in markets.

- As we’re in the festive period it was so interesting to hear how our shopping habits have changed over the festive period. Firstly, way back in 2007 that pesky recession happened as well as the rise of the American ‘Black Friday’ which is more of an online experience in the UK. Offline, retailers effectively brought sales forward to pre-Christmas as appose to the traditional post-Christmas Boxing Day sales.

- Consumers are the winners in retail at the moment, they have offers and options like never before to fit-in with our lifestyles being ‘always online’ and the rise in discount stores that are now seen as acceptable to shop in, as we all want to be savvy a shopper. It was not many years ago that this was seen as a negative thing to do and the biggest takeaway from this chat with Amna – Always consider the market and your customers, what do they want and give it to them!

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