Tutorial 5. SWOT analysis

Tutorial 5 SWOT analysis SWOT analysis has been around forever. I’ve sat through some really good ones – and a few that are best to forget – but I really think it is going to come into its own over the next few months. For those who have never done a SWOT...

Tutorial 4 – Segmenting your customers

Customers are the most important thing. Everything should revolve around them, but it doesn’t always happen. I’m a terrible customer to have if your world doesn’t revolve around me. When I get good customer service, I’m one of those embarrassing people who says well...

Tutorial 3 -Marketing Plan Audit

Marketing Plans! Marketing people love their plans. Not just building the plan but the whole process. Negotiating the budget (then whinging about lack of budget), allocating the spend across channels, costing up the creative ideas, sourcing and speaking to agencies....

Tutorial 2 – Knowing Your Numbers

This is the blog to accompany the second tutorial – knowing the numbers to build a picture! It’s amazing how little people in business management know about their own products, customers and sales. They know their sales and margins, but the underlying data is a...

Tutorial 1 – Mythbusters!

Welcome!! This is the first blog to accompany the free marketing tutorials. I’m going to do one of these with each tutorial to try and give some background or understanding of WHY we are doing the tutorial and what we are trying to find out. The exercises I have...

The last time this happened…

Its one of those meetings that will live with me forever. I can picture it now. It was Sydney, early in 2009. I had been working for a luxury cruise business over there, managing the sales and marketing team for a little over a year. It was a dream job. The business...