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About Mark Rowland

Hmm, what to say? Well, I've been told that I'm pragmatic and professional (whatever that means) and that my marketing expertise gets results. Basically, I'm a big believer that when done right, marketing can change the trajectory of an organization (for the better!).

February 2018

Who’s The Customer?

By | 2018-02-14T00:48:42+00:00 February 14th, 2018|Acquisition, Customer Discovery, Strategy|

Figuring out who your customer is can be tricky. Many "customers" are not the people who place the order or pop that packet of cereal in the shopping basket. The real customer is often hidden or has multiple-heads where the decision to buy is a team effort. Unless you get to grips with who your

The Easiest Way To Create Value

By | 2018-02-19T00:30:07+00:00 February 1st, 2018|Communication, Customer Discovery, Marketing|

When was the last time you tried on your customers' shoes? Have you navigated your own website recently? Followed your user instructions? Contacted your customer service at the weekend? If you're ever in doubt how to create value, simply figure out how to make life better for your customers. Then focus on that!

January 2018

Why People Pay

By | 2018-01-31T22:38:48+00:00 January 31st, 2018|Emotion, Marketing, Psychology, Strategy|

It’s crucial to know why someone buys from you. More often than not it turns out to be rooted in emotion. Without understanding the emotions involved, you can’t tell the story your customers want to hear. It might be: Necessity: Food, shelter, warmth Fear: Health insurance, home security, PayPal Fear of Missing Out: Time-limited offers,

Make A Difference!

By | 2018-02-19T00:29:53+00:00 January 30th, 2018|Marketing, Strategy, Tools|

The Difference Map, by the inspirational Bernadette Jiwa, is a one-page method for thinking about your business from a fresh perspective and figuring out how to let people know why your difference should matter to them. Ask and answer as many questions as you can for each of the six sections 1. Principles 2. Purpose

When Logos Go Rogue

By | 2018-02-19T00:29:43+00:00 January 29th, 2018|Branding, Communication, Creativity, Marketing, Strategy|

Your logo is quite possibly the most important element of your brand. Here are 4 things to keep in mind when evaluating yours: 1. Avoid anything trendy - you'll regret it quicker than you can say "fidget spinner". 2. Be distinctive - something that cuts through the noise, but doesn't confuse. 3. Is created with

The Only Reason Customer Service Should Exist

By | 2018-02-19T00:29:31+00:00 January 28th, 2018|Customer Service, Marketing, Metrics|

Is to change peoples' feelings. Tony Hsieh, one of Zappos' founders, set out on a mission to position their company as the provider of the best customer experience. They set about making this a reality by ripping up the standard customer service measures that are often used (number of rings before the phone is answered,

How Much!?! The Importance of getting your pricing right.

By | 2018-02-19T00:28:57+00:00 January 27th, 2018|Communication, Competition, Marketing, Pricing, Psychology, Strategy|

Pricing (perhaps marketing's most overlooked P) is frequently not given the attention it deserves. Perhaps you take a look at your competitors and think "hmm, well if we charge a little less / a little more than them then ...", or "it costs this much to produce so let's stick 10% on top." Of course,

How To Find Your Customers

By | 2018-02-19T00:28:38+00:00 January 26th, 2018|Acquisition, Creativity, Marketing|

Here's a great example of a company that 'gets' where their potential customers are lurking! It pays to figure out creative ways to target your customers, great ideas don't always have to be expensive to implement! Does anyone know of any other examples of this sort of thing?

Segmentation – A Powerful Thing

By | 2018-02-19T00:28:28+00:00 January 25th, 2018|Acquisition, Customer Discovery, Marketing, Segmentation|

When people say their product / service is for "everyone" what they're really saying is it's for "no one in particular". If you're Coca Cola that's fine, but assuming you're not there are massive gains to be made by being clear about who your customer really is. So figure out whose problem you have the