Be Careful Before You Discount

A CAP (Committee of Advertising Practice) report  at the end of July took Tesco to task for advertising a discount on some beer of a price that had been temporarily raised. This means you mustn’t claim you are discounting unless you genuinely are. I’m a big fan of dynamic pricing which can mean a price… Continue reading Be Careful Before You Discount

A Catalogue of Ills

Back in 1988, when I joined the new marketing team at The Mayflower Theatre, just about the first thing we did was redesign the season brochure. (It’s something new people like to do.) We hired a top local designer. Everyone thought it was beautiful. I thought it was beautiful. It was beautiful. But when I… Continue reading A Catalogue of Ills

The Power of Nostalgia

‘New’ is a strong force in marketing but nostalgia is even more powerful. One of the most famous scenes in Mad Men was when Don Draper described the new Kodak wheel for projecting a series of photo slides as a ‘time machine. It goes backwards, forwards. It takes us to a place where we ache… Continue reading The Power of Nostalgia

The New Chichester Theatre Brochure Analysed

Well conceived and executed double page spread

There’s a debate on LinkedIn about the value of printed brochures. The new Chichester Festival Theatre brochure which came through my letterbox this week shows exactly what a good brochure can do. It’s not that the CFT doesn’t use other media. ‘Friends’ who pay for priority booking and others, like me, on the theatre’s email… Continue reading The New Chichester Theatre Brochure Analysed