Archive | April, 2019

What is Omnichannel? p.s. it’s always all about the messaging!

28 Apr

Omnichannel is the next great step since multi-channel. Wonderful – except that so many marketeers and products never fully embranced multi-channel. Sure there were some attempts to cross channel the message. My favorite being the omnipresent ”key visual”. But unless you truly embraced cross-channel messaging and plotted out the journey it’s always just plopping an add across multiple media.

Omnichannel , multichannel, crosschannel isn’t easy. Because you truly have to sit down and think about who, what, when, where and why with relation to your (different) target groups, message platforms, times, market lifecycles etc etc.

And then when you have it thought out you have to go and do it!

That’s often where we see the brilliant ambitions at the start of the project/productlaunch etc fall down. Because along the way we got caught up in everything else, decided that certain channels weren’t as prio as others, that they could be variations of etc and suddenly you’re set to go live and have no idea what the 2nd week messaging on Facebook let alone Instastories should be.

Not a problem as there are so many great shops out there to help us all get great thinking into live. However discoordinated management of messaging and partners still means that you’re set to go live and have no idea what the next steps are. And with agile firms you might not even be the one responsible suddenly.

It’s always all about the messaging – who, what, when, where, why. Basically everything Drayton Bird and David Ogilvy ever said ever is always true.


Gardening (both literal and metaphorical)

13 Apr

18 months ago we bought an allotment – for those in the US a city garden. Truly a great plot of 200sqm within the city proper and only a few minutes from the house. I commented recently whilst enjoying an afternoon of sun that the garden we had taken over was a metaphor for my career.

It was a mess when I first viewed it. Unloved, uncared for and with some slight attempt at order. Now 18 months later there is form, order, grace and beauty. If I do say so myself.

All down to planning and execution. The execution through sheer grit and determination (and planning) being the key point – professionally.

The one downside of gardening – professionally – is that one never gets to stay and harvest. You can only hope to see how it goes by following the collegues and projects you worked with/on.

The other downside, even if you see the ‘harvest’ one year – is that you expect to move on to new pastures. Nothing is quite as exciting professionally as tilling new soil and making new plans.

I think I’m a sheer grit & dertermination (execution) junkie…

Shameless self-promotion

13 Apr

It’s been a while…the muse had left town and I was a bit busy promoting other businesses. However a recent incident reminded me of the importance of ‘self’ promotion.

That self is in inverted commas for a reason – because self is also your business.

When you’re a 1-woman-band then it’s one and the same. I was so fortunate to parlay my shameless ability to self-promote into successfully promoting 4 editions of the Affordable Art Fair Amsterdam – and now as I need to once again promote the brand Kris Clark I have been pondering ‘self’ promotion and once again astonished at how many small businesses do not see marketing themselves as a key thing to do AT ALL TIMES.

I can’t ben sweet and nice about it – MARKETING IS IN EVERYTHING. If you build it they will not come! You need to promote. Always promote. Not random PR posts, not sporadic news and definitely not ”we’ll get the marketing intern on it’.

How do you expect clients to find you? The virtual world is just like the old fashioned brick world of the high street. If people don’t know who you are, what you do and where to find you they won’t. And you can never rest on your laurels of yesteryear.

Granted it is a bit scary – and typically the Calvinistic north or Europe isn’t very good at blowing their own trumpets.

Luckily <insert shameless self-promotion here> there are some mighty good consultants such as yours truly out there to help.