A TALE OF TWO CLIENTS

You’re kidding yourself if you think every customer will be loyal.

Lots of customers will switch if they can get a similar product for a cheaper price.

It happened to us with a well-known health brand.

We raised their sales and profile so high that they sold the business for $4.2 billion.

They sacked us as the buyout completed because another agency came along offering a cut price deal.

Having said all that, we’ve been working with lots of brands for a decade or more.

So how do you identify customers who are likely to be loyal?

You can’t but you can give extraordinary service to those you like and prize most.

INTEGRATED CAMPAIGNS

Integrated marketing campaigns beat silo marketing promotions hands down.

The more channels you’re marketing on, the more fish you’ll catch.

You’re losing out big time if all you’re doing is TV or social or outdoor.

Your campaigns will become 19% more potent if you mix TV with social.

If you add in a third channel, you’ll improve effectiveness by a further five percentage points.

And if you keep spreading your budget, you’ll continue to get an even greater payback.

To sell more products and build your brand faster – go integrated.

NAME CHECK

What’s in a brand name?

Nothing…to start with.

It’s what you do with the name that counts.

The names of Google, Twitter and McDonald’s meant absolutely nothing when they launched.

Yet, entrepreneurs waste days debating what to call their start-up.

Call it anything – it doesn’t matter.

What matters is what you do to build value into the brand name you’ve chosen.

USE YOUR LOAF

If impressing other people matters to you, stay out of debt and invest your money wisely.

If it’s a watch you want, buy one that’s going to increase in value.

If it’s a flashy car you desire, buy a rare vintage model that may go up in price.

If it’s a house you crave, buy a home in the best part of town.

You’ll get less house for your money, but you’ll make more in the long run.

LIKES DON’T COUNT ON LINKEDIN

If you’re looking to win business or land a new job – likes on Linkedin are a waste of time.

No one is going to remember you because you clicked like.

If you’re hoping to catch the attention of a potential new employer or customer, you’ve got to put in a bit more effort than simply clicking applaud when they post an update.

Likes don’t count but comments do.

Think up something amusing or smart and you’re onto a winner.

Do it regularly and you’ll get invited in to pitch for their business or you’ll end up with a job interview.  Nothing could be simpler.

GRAB A SLICE OF THE ACTION

Being a Scot on the move, I was shocked that so many great British products are not available in North America or Europe.

Once-upon-a-time Britain was the workshop of the world, but not anymore.

It saddens me when once-thriving British businesses go bust because of a lack of sales when the world should be their oyster.

Thanks to the internet it’s possible to build an international brand on a shoestring.

So instead of moaning about Brexit, the economy or lack of opportunity – take the bull by the horns and take your product or service around the globe.

Going international has worked for Beattie so get in touch if you need help. 

PATIENCE PAYS DIVIDENDS

Over the years I’ve invested in lots of start-up businesses.

A travel insurance company, a Scotch whisky retailer, a global ad agency and a ferry firm are among the companies I’ve helped fund.

I’ve done well out of most of them but I’ve noticed that payback time tends to come when the founders decide to retire.

That’s when they put their precious babies up for sale.

Like most things in life, businesses take time to mature and, like a walk in the park, your investments should not be hurried.

WHERE DO YOU GET YOUR BEST IDEAS?

What I love about the iconic Scottish Parliament building is that every MSP’s room has a thinking seat built into its window.

The idea of architect Enric Miralles was that as MSP’s looked out over the beautiful city of Edinburgh, they would contemplate solutions for the country’s problems.

I’ll leave you to decide if it’s worked or not but having thinking time and somewhere to do it is important for us all.

For me, nothing beats the beach. It’s where ideas start to flow.

I’ve never been a fan of group brainstorming sessions in the office.

My best ideas come when I’m relaxing on the sand with my toes in the water.

THE POWER OF PSYCHOLOGY

Scarcity and urgency are powerful bedfellows.

Together they build brand value and drive sales.

They appeal to the human nature that’s in most of us.

We all want what we can’t have and we covet what’s exclusive.

Likewise, nothing is more satisfying than buying something just before it’s no longer available.

Can you use a shortage of supply or a deadline on a special offer to impact your brand?