http://www.fraochmarketing.com fraoch: pronunciation "frew-och" gaelic for heather Sun, 28 Jun 2009 12:28:42 +0000 http://backend.userland.com/rss092 en Last Thursday the Relationship Marketing campaign which fraoch has been working on with VisitScotland and creative agency Union Direct won the Direct Retention category and overall Silver at the IDM Business Performance Awards in London. These are generally recognised as the top awards in the industry, since they are stringently judged ... http://www.fraochmarketing.com/2009/01/10/a-cause-for-celebration/ We have just found out that our joint submission with VisitScotland 'In Search of Real People' has been short-listed in the Consumer Insight category for these major awards.  A lot of work goes into writing the submission paper, but in this case, nowhere near as much as went into the ... http://www.fraochmarketing.com/2008/03/26/marketing-excellence-awards-scotland/ 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 ... http://www.fraochmarketing.com/2008/01/12/use-what-you-have-marketing/ 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 ... http://www.fraochmarketing.com/2008/01/12/if-you-dont-ask-you-dont-get/ It's the day before the start of the new football season - for teams in The Championship (division two for traditionalists) in England that is.  So tomorrow I'll be at The Valley, full of hope and trepidation, as Charlton take on Swansea.  The result will almost certainly affect my mood for ... http://www.fraochmarketing.com/2008/01/08/keeping-close-to-reality/ Alongside running fraoch marketing, I am also a director of Scottish specialist tour operator, McKinlay Kidd (www.seescotlanddifferently.co.uk). The business has been going for just four years, and has gone from strength to strength due to a lot of hard work by Robert Kidd and the team. Earlier in the year we ... http://www.fraochmarketing.com/2007/11/01/mckinlay-kidd-wins-scottish-thistle-award/ Fraoch recently pitched for the DM planning and strategy contract with VisitScotland, and has now been appointed for the next three years.  This is, of course, fantastic news, and we look forward to continuing to make a real difference to the way VisitScotland markets the wonders of this stunningly beautiful country ... http://www.fraochmarketing.com/2007/05/14/appointed-by-visitscotland/ Few brands are lucky enough to be able to out-spend their competitors.  Even Chelsea have worked out it's not an infallible strategy.  Our philosophy at fraoch is that quality of thinking makes the difference.  If you have a large database of customers, interrogate it, manipulate it, learn from it, segment it, ... http://www.fraochmarketing.com/2007/01/12/out-think-rather-than-out-spend/ We have a great client list at fraoch and are always keen to uncover new opportunities, whether that's more work with existing clients, or completely new relationships.  One of the key learning curves for me personally in this first year has been balancing future business with the resource available, when ... http://www.fraochmarketing.com/2006/10/24/the-secret-to-developing-new-business/ 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 ... http://www.fraochmarketing.com/2006/07/31/creative-difference/