Martin Henley: Excellent, cool. All right. So let's start at the beginning. I'm interested to know how are you qualified to talk to us about marketing?

Warren Cass: Now, I don't mean to be the rebel. Okay. But how is anybody qualified to talk about marketing, marketing is everything. You know, if you're a human being having a human experience, and you've got an opinion on marketing, probably, whether you're at the receiving end, or whether you're a business owner, who's, you know, had to get out there and manage the perception of their brand, find ways of engaging with an audience. So yeah, I could trot out that I wrote a book on Influence, which was a best seller, I could trot out that I've been running my own businesses for 30 years and all of that, but I think that type of question is a broader question, which is, you know, if you've been a consumer, or if you've run a business, you've had to take that brand to market, then you're qualified, at least to have the conversation, whether you're qualified to receive people's money in order to manage strategy, and all of those kinds of things that’s a different question, but we're all qualified to talk about marketing, because we've all experienced it at one end, and have you know, if you've run your own business, then you've had to at least give it consideration or the other. Because my personal belief is everything is marketing.

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In addressing the question and delivering the huge value of pricing strategy to you, there are five things that we will be covering. We will of course be answering the question, what is pricing strategy? We'll be answering the question who should be involved with pricing strategy, or concerned with pricing strategy? How do customers feel about pricing? How do you do pricing strategy? And when do you do pricing strategy?

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Martin Henley: So where we start is, how are you qualified to talk to us about marketing?

Robbie Mould: Well, so I've run two businesses now, this is my second venture, RJM Digital, which is a marketing company, a web design and SEO company. But running a company, you are in charge of marketing, you decide where your brand goes, you have to decide who your customer is, how you're going to market to those customers, drive sales, etc. So I think actually doing it, and working with marketing agencies, and also then being a marketing agency to work with a lot of customers, I'd like to think I'm in a pretty good state, whether I do it right or wrong is a different matter, and probably something for someone else. But yeah, that's kind of how I've ended up here.

But my background isn't really traditional marketing. So my background is a web developer at university. I've been in corporate sales for small startups, large corporates, etc. Run my business, before in the IT sector, but always kept up with the software development side of things, building websites, building online presence, building platforms, etc. And so now, as the sort of market evolved, where you'd have to say, arguably, the majority of marketing, the majority of sales, especially in this post-COVID world, blah, blah, blah, is that it's all gone digital, and where I sit with that background of, in my sales and building platforms, building websites, etc, I like to think puts me in a pretty good state to help other companies, small business owners drive their marketing efforts.

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What is product development?

In this episode Martin Henley of The Effective Marketing Company answers the questions: What is product development? Why is product development in marketing important? What does product development have to do with marketing? Who should be thinking about product development?How do you do product development? What are the different types of product? and When should you be doing product development?

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Thomas Power

So yeah, I've met a lot of people and I've got a deep love of humans around the world, and an amazing connection, community and friendship and I still try and do, even now a 100 Zoom calls every month, so it gets through my 1000 a year, albeit, I missed the physical, I missed the flights, I miss the airports, the hotels, the formal shaking hands, the drinks, the beers, the conferences, the events. But I still, get through 1000 zooms every year so I can keep in touch with at least 1000 of that 33,000.

Martin Henley

Wow. And that's impressive. Okay so to bring a little bit of order to this. There are only four questions in this to typically keep us busy for like an hour and 15 minutes. The four questions are firstly, how are you qualified to talk to us about marketing. What is it that you do, how do you add value in the world. How do you feel about marketing, and then what is your recommendation for people in the current climate, you know, how should people be conducting themselves in a sales marketing kind of fashion right now, so I feel like all of this, how are you qualified is, you know, you build a network of 600 odd 1000 people this Ecademy thing so I feel like it's all gonna happen in the context of that and you are redoing it, but the thing I really liked about you is your commitment to actually engage, you built this huge online community where you clearly have like a really personal commitment to engaging with people face to face, or at least on video now. So, in that context, of course, the question is how are you qualified to talk to us about marketing?

Thomas Power

So that's question one, is it?   Martin Henley That's question one, yes.Thomas PowerOkay, well first of all I am professionally trained in the subject and in 1986 I got a diploma in marketing from the Institute of marketing in Cookham near Maidenhead so I am actually officially qualified professionally.

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What is positioning in marketing? WTF Marketing Jargon Busting 021  In this episode Martin Henley of The Effective Marketing Company answers the questions: What is positioning in marketing? Why is positioning in marketing important? Who needs to do positioning in marketing? How do you do positioning in marketing? What are the components of positioning in marketing? and When should you do positioning in marketing?

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Martin Henley: Can tell us all how you are qualified to talk to us about marketing.

Barnaby Wynter: Okay, so it's always easy to talk about yourself. So I started with a psychology degree at Dundee University. With the sole intention of becoming an educational psychologist realized halfway through I wasn't going to become one of those. Because it wasn't my style. I settled on advertising as a career. So left University missed the deadline for for applying for a postgraduate course. So when rode around Australia on a motorcycle for a year came back and did a postgraduate diploma in advertising and also wanting marketing at the same time from that shot straight into the advertising industry worked for nothing for an agency called Lonsdale important square on primarily the abbey national accounts. And after that three month period came to an end or joined a small agency and firing into launch thinkable, the fit to carto the fear theory No, I worked on Saab, Scania trucks, RJ haul car leasing and Weber carburetors, took on my first mentor, after about eight months in industry and sat down with him and said, you know, what do I do?

Barnaby Wynter:: And he said, Well, you've got if you are going to pursue a career in advertising, automotive is a great place to be it's the second largest purchase anybody ever makes. You'll always have a career in that. And I said, that sounds really interesting. He said, You got a CV to die for for that going forward. And I said, Oh, that's that's really cool. I said, What are other alternatives are then he said, Well, the other thing you can do is you can become what's called a specialist generalist. Now is another as you work across lots of different clients. Learn how business works, and then maybe later on in your career, you can be more advisory on a business sensors and all of that sounds really good as well. I said, which, which one should I do? And he said, am I right in saying that you write a Vespa scooter and you've got a beetle cabriolet and I said, Yes. And I have both still today. And he said, You're not a Motorhead. So do not go down the automotive route, because you won't like Formula One racing and talking about Lamborghinis and Ferraris and whatever for the rest of your life.

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What are SMART marketing objectives?  What are marketing objectives? WTF Marketing Jargon Busting 019  In this episode Martin Henley of The Effective Marketing Company answers the questions: What are SMART marketing objectives? Why are SMART marketing objectives important? Who needs SMART marketing objectives? What are the issues with SMART marketing objectives?? How do you create SMART marketing objectives? and when to create SMART marketing objectives?

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This is a really cool conversation with the brilliant Robert Craven.

Martin: Yes, I think it is, and I need to remember, and you need to remind me occasionally, because what I do most recently is I teach digital marketing, and I teach it in a very conspiratorial way. So I teach my students, the first thing I tell them is I can't teach them digital marketing. But what I can do is, like when you teach somebody to surf, you can teach them to be safe in the water. So I teach them very much it's us versus the corporations. I have to be reminded because I was working 20 years ago, 30 years ago that before the internet, things were far harder than they are now. So I need to remember that from time to time.

Robert: Well, I'm actually going to dispute that, I didn't think they were harder. So there you go, it’s just a bit of upside-down thinking, because it's so easy to do it now, you know, because anyone can throw up a website with Wix, because anyone can come up with a unique selling proposition, because anyone can find some product, you know, everyone can be at it. Whereas, you know, 15 years ago, you had to work really hard you had, to have five or 10,000 pounds to have a website, absolute minimum. I remember, selling websites to lawyers for 40,000 - 50,000 pounds, and they weren't, certainly weren’t, very sophisticated by today's standard. So, you know, now, if you want to find out who's the head honcho of your target company, just go into LinkedIn, press a few buttons, see who you know knows them and boom, you've actually got the connection whereas then it was like, you know, how do I even know who's the head honcho? I know, I’ll phone them, and you get through to the reception, and they say, so who is the person in charge of marketing that I should be talking to, the phone goes down. So supply and demand tells me that there's five times more people doing business, and it's five times easier for them to actually make names, which means that there's just so much noise, I mean, just look at your LinkedIn or your Facebook feeds and how much blinking noise there is. That noise wasn't there before, you know, I think it might have been in some sense a better time.

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What are marketing objectives?

In this episode Martin Henley of The Effective Marketing Company answers the questions: What are marketing objectives?? Why are marketing objectives important? Who needs marketing objectives? What are the issues with marketing objectives?? How do you do marketing objectives? and when to do marketing objectives?

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