The marketing profession has different mixes and understanding these, let alone using them, can be quite daunting for some.

Also, marketers don’t do a very good job at communicating these. Yes, we can see the irony here, but the resulting confusion can hinder the planning process as well as limiting the buy-in you need from other departments.

So there is the Marketing Mix, the Promotional Mix and the Marketing Communications Mix. What are they, how are they different and are they still relevant?   read more...

For creative campaigns to have a chance of working you first need a good idea of the type of person you're tying to reach. That's just common sense. But the kicker is, how to do it cost effectively and quickly.

Marketing theory will tell you about the sequence of segmentation, targeting and positioning. In other words, chunk up your market, know which parts you want to speak to, and then make sure your messaging is strong enough to resonate with that particular group.

Segmentation is the opposite of saying, “Our products are great and we should hit everyone”. Very few brands have the money to do this, and if they have they still don't want to waste it. Imagine Coca-Cola trying to persuade the lovers of ‘organic juice’ to buy a regular coke?

It’s clear that segmentation is necessary, but what’s the best way?  read more...

Perfect Storm is a creative marketing agency based on the simple premise that effective marketing is not just about one big idea or launch.  It's about having a greater impact by bringing a number of different elements together in the right way at the right time.

Few things work well in isolation. The best things come from a careful blend of people, ideas and events. We are passionate about combining great creative thinking with successful marketing, and that's why we see ourselves as a 'performance-led creative agency’. 

Beyond that it’s about forging the right combinations too. Campaigns that grab attention, but still sell products. Brand promises from Marketing that are backed up by genuine operational capabilities. Ultimately it’s about organisations that don’t rely on one great thing, but are structured to reproduce success again and again, because they have a real understanding of how to provide customers with what they need and want.

Why the blog? read more...