Welcome to the Grey Matters podcast produced by Richards Partners. On this podcast, we explore the grey areas of strategy and design, and how it relates to brands in sectors from agriculture to beauty, to fashion, to food & beverage and everything in between. Each episode will be hosted by Brian Richards, who will be joined by Scott Wallace. Between them is about 60 years of experience in strategy, design and advertising. Joining them in other episodes down the line will be a variety of industry experts, thought leaders, designers, and strategists, all sharing their experience, expertise and grey matter for your learnings.
Marketing just isn’t as effective as it used to be. As digital technology matures alongside the generations who grew up with it, more and more brands are finding it difficult getting a message to cut through the clutter. Whilst effective in the past, the crowded and fragmented media landscape of today makes the average marketer’s job substantially more difficult than it used to be. People curate their own consumption and only see what they want to see. But old habits die hard; agencies still covet the prestigious 30 second TV spot, and continue to seek the biggest billboards for their campaigns.
Today on the Grey Matters podcast, Brian and Scott discuss 10 Ways to Make Your Marketing Money Go Further, and why you want Jack Russells on your team, as opposed to Labradors.
1. Review everything quickly; don't stuff about
2. Identify which of your customers really love you
3. Love them back
4. Only spend money on them
5. Spend more, if you can
6. Do not (spend money) at all
7. Be smarter with your media
8. Determine what you can do online
9. Be smarter with your production
10. Test, measure, adapt