A few years ago on a trip to the States, I bought an interior design book called ‘Use what you have decorating’. The premise - as is fairly clear from the title - is to focus on improving the way your house looks by re-using and rearranging things you already own, rather than splashing out […]
At fraoch marketing we focus on helping organisations to understand their customers better and to build stronger relationships with them. With increasingly sophisticated and cost-efficient techniques for personalisation, both online and offline, there are more opportunities than ever to do this well. But to personalise you need to know something about the individual you are talking […]
So much of my focus as a planner is at the start of the communications process: is the consumer insight right? Is the brief right? Is the concept right? Is the targeting right? How will we know if it is successful? But the actual execution of the piece - especially a personalised mailing - can […]
I’m planning to have a bit of fun with this. Every now and again I will comment on something I’ve seen, received or experienced. Chances are, it will be quite opinionated, hence the title.
Last week I received a simply addressed letter. I mean really simply addressed - my name wasn’t on it, the company name […]