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How can I understand my customers better?

9:00AM | Tuesday, 24 September 2013 | Adam Ferrier

If you are going to start up a retail operation and don’t know who your target customers are for your marketing campaign then you are in lot of trouble.

Can I change my stupid business name after I’ve spent a mint on marketing?

4:06PM | Tuesday, 23 April 2013 | Adam Ferrier

Choosing your business name is perhaps the single most important decision you’ll make. When it comes to naming your start-up, there are four simple rules you should follow.

I’m a bad public speaker. How can I successfully pitch for capital?

5:02PM | Tuesday, 17 May 2011 | Adam Ferrier

If you’re naturally shy, it might be worth finding a business partner who can sell your idea to investors.

Does it really matter if a Subway sandwich is a 'foot-long'?

1:12PM | Wednesday, 30 January 2013 | Adam Ferrier

Big multinational brands like Subway can afford to survive some bad PR – but your start-up probably can’t.

Should I respond to people criticising our business on Twitter?

11:11PM | Thursday, 15 November 2012 | Adam Ferrier

The answer should depend on whether they have legitimate customers with complaints or trolls who should be ignored.

How shall I decide how to price my products?

9:15PM | Tuesday, 28 September 2010 | Adam Ferrier

Be careful when you cut your prices. When customers see the prices of your products dropping, they assume you are having difficulty selling.

Are brand ambassadors only for big companies?

8:44PM | Tuesday, 28 August 2012 | Adam Ferrier

There is a far cheaper option than hiring a high paid athlete to represent your brand. Better still, they're already sitting in your office.

How do I make my marketing go viral?

7:00PM | Friday, 13 July 2012 | Adam Ferrier

Are you giving your customers quality content that they would want to show their friends? If not, your marketing won't go viral.

Should I use a local brand in overseas markets?

6:00PM | Friday, 1 June 2012 | Adam Ferrier

Unless there’s an issue with cultural sensitivity or potential embarrassment, I would be inclined to use the same brand around the world.

How closely should my business focus on a single demographic?

5:02PM | Tuesday, 15 May 2012 | Adam Ferrier

The answer will depend on your individual business, and how you define your opportunity.

Should I leverage topical news events for my advertising?

3:12PM | Thursday, 15 March 2012 | Adam Ferrier

Everything in society is an opportunity to communicate your brand proposition. But there’s a catch.

Should I be a bit more short-term this year with my marketing activity?

2:35PM | Friday, 3 February 2012 | Adam Ferrier

Personally I think the annual marketing plan should be thrown out. It's not long enough to be strategic, and too long to stick to.

I’m opening up two hairdressing salons and I’m in the process of choosing a name. Help!

11:19PM | Monday, 14 November 2011 | Adam Ferrier

Naming is hard, so spend plenty of time on it and get it right.

How do you become an effective face of your brand?

10:38PM | Tuesday, 11 October 2011 | Adam Ferrier

The short answer is don’t. Unless you are in the most charismatic 0.1% of the population I would resist putting your image on the brand.

I’ve heard a bit about “sensory” marketing – does this actually work?

9:56PM | Wednesday, 14 September 2011 | Adam Ferrier

Don’t let anyone fool you, all marketing is sensory marketing. It’s just that we need to acknowledge there are at least five senses we can use to engage people with.

What kind of qualities should I be looking for in a marketing person?

8:48PM | Tuesday, 23 August 2011 | Adam Ferrier

A great marketer is someone who can drive demand led growth throughout your business.

Do logos do anything useful?

7:50AM | Friday, 8 July 2011 | Adam Ferrier

Is a logo important? Very, for two reasons – now and later. Get this wrong and your business could suffer.

An online rival is copying us. Should I launch an ad campaign to point this out?

4:52PM | Friday, 8 April 2011 | Adam Ferrier

Engaging in open warfare with your competitor may raise attention to not only them, but yourself as well. If they bite back, then the category grows as well.

Should I try some controversial advertising?

2:06PM | Tuesday, 8 February 2011 | Adam Ferrier

Consider taking the concept and putting it in an online environment, that way people can more easily pass it on from one person to the next. Better yet, put it into social media.

Should I put my faith in my advertising agency?

11:36PM | Friday, 12 November 2010 | Adam Ferrier

Any issues with trust between yourself and the advertising agency should have been worked out before you see their first campaign ideas. You’ve employed them to do a job.

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