Insights from Yaz Porritt of Yorkshire Pooches Therapies How to Find Your Content Sweet Spot Creating content that balances entertainment and education is a craft; a lesson Yaz Porritt, the force behind Yorkshire Pooches Therapies, has mastered. As a canine massage therapist, applied herbal consultant, and advocate for natural canine health, Yaz combines humour, authenticity,

Marketing, From Yesterday for Tomorrow Why Understanding the History of Marketing is Key to Shaping Its Future In the world of marketing, we often find ourselves fixated on what’s new. Trends like AI, social commerce, and influencer marketing dominate discussions. But while it’s important to keep an eye on the horizon, but it’s often crucial

Understanding "STP" Through Goldilocks Understanding Segmentation, Targeting, and Positioning Through Goldilocks and the Three Bears When discussing marketing strategy, the process of Segmentation, Targeting, and Positioning (STP) is central to understanding your audience and delivering tailored solutions. But how can this be explained in an engaging, memorable way? Enter: Goldilocks and the Three Bears.

Writing a Positioning Statement Crafting a compelling positioning statement is a fundamental aspect of marketing that defines how a brand distinguishes itself in the marketplace. A well-articulated positioning statement serves as a strategic guide, aligning marketing efforts and ensuring consistency across all brand communications. The Marketing

Mastering Targeting How to Refine Your Marketing Efforts After Segmenting Your Market Once you've segmented your market, the next step is figuring out how to target the right audience. Targeting is where you bridge the gap between understanding your customers and reaching them with tailored marketing strategies. It’s a complex process, but one that lies

Types of Marketing Segmentation Reaching Your Ideal AudienceThe ultimate goal of effective marketing segmentation is simple yet powerful: to ensure that each market segment finds a product or service that perfectly matches its needs. This alignment drives customer satisfaction, loyalty, and ultimately, business success. Segmentation is all about relevance, and achieving it involves breaking down

Media Selection in Marketing Targeting Beyond the Averages When it comes to marketing targeting, media selection is where the rubber meets the road. It’s the critical bridge between understanding your audience (segmentation) and persuading them to engage with your brand (positioning). Choosing the right media channels can make or break your campaign. As I

Why I Find The “Segment of One” Concept Misleading A Rant About Terminology The marketing concept of a "segment of one"; the idea of tailoring marketing efforts to individual customers; has gained traction with advancements in data analytics and personalised marketing strategies. However, I feel strongly that this concept can be misleading for several

Mike Hanson’s Journey from Radio to Podcasting and the Lessons for Marketers A Deep Dive with Mike Hanson of Pod People In this special Marketing Made Clear episode, I had the privilege of speaking with Mike Hanson, founder of Pod People Productions and Thelonious Punk Production. With over 30 years of experience in the radio

New Year’s Eve: An Opportunity for Marketers New Year’s Eve is synonymous with celebrations, resolutions, and a sense of renewal. For marketers, it’s a golden opportunity to connect with audiences who are reflective, optimistic, and ready to embrace new beginnings. Whether it’s leveraging festive vibes, capitalising on resolution culture, or crafting campaigns that resonate with