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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 -

Subscribe on your favourite platform with new episodes appearing every TUESDAY:
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Jan 29, 2019

Paid, Owned and Earned Media. What are the differences? We’ll talk about that later.

But before we do any of that I cant wait to have a chat with Ryan Holtz. Ryan's digital marketing work has been featured by Twitter, Automotive News, Canadian Auto Dealer Magazine, Huffington Post and several other major publications.

An outspoken and charismatic keynote speaker at various events, schools, conferences and is in high demand so it was humbling when he agreed to come on the podcast and discuss the motoring industry and the importance of a CRM, amongst other things.


- Follow your own path, it will take you where you want to and are supposed to be. More importantly, don’t forget to enjoy the process and the getting there. And of course, this includes your CIM Qualification journey – would love to take it with you.

- CRM (Customer Retention or Relationship Management) is hugely important if you want to stay in touch with your core audience, BUT and this is a massive BUT – The data must be clean and valid – rubbish in - rubbish out, unless you want to target M. Mouse and D. Duck! Think of it as your businesses little black book (for those who don’t know, a little black book used to be the thing ‘metaphorically speaking’ that had all your contacts in – those, personal, intimate contacts *cough* moving on.

- In this fast paced world you need to keep an open mind and always be ready to change on a Dime. Today, we have the opportunity to compete on a level playing field with the giants of our industries and because the small businesses have the flexibility to move fast, this should be taken advantage of wherever possible.

Paid, Earned and Owned Media

This is where I tell you the difference between paid, owned and earned media in a digital landscape. Now this is important for two reasons. 1 – You should know this regardless of where you are at in your career, 2 – It forms the fundamentals for the CIM assignment question we will be discussing after this.

Earned mediais essentially online word of mouth, usually seen in the form of mentions, shares, reposts, reviews, recommendations, likes, retweets or whatever term a platform uses for engagement of any kind.

Owned media is what it says it is, it’s any web property that you are in control of. This can be your own website, a blog or a social media channel.

Paid media is simply what you pay for within the online space. Usually to generate traffic or create further engagement through things like online advertising, paid social (posts and even influencers) and not forgetting PPC (Pay Per Click) and retargeting.

Happy Marketing Everyone!

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


Ryan Holtz:
Ryan Holtz Podcast: The Ryan Holtz Show:

Ego’s the Enemy – Ryan Holiday:

Keywords Everywhere (Google Chrome Extension):