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How-to

Expert advice on marketing practice

How to market at board levelMaking marketing a board level concern is not only your ambition but your duty: value for money is crucial to post-recession recovery. Using consulting services to measure effectiveness can ensure you have the information your board will understand
How to multiply with a brand franchiseFranchising is made popular by the perception that it's a safe and quick way to grow a business. But one rogue franchisee could turn your firm into a laughing stock
How to do qual researchWith clear results a must and budget far from a given, marketers are choosing carefully between traditional qualitative research methods and new digital options
How to commission creative geniusFreshness, market insight, brand immersion and good chemistry - all are important to good client-agency relations, but nothing more so than good briefs
How to reap value with discountsWhen customers aren't spending, coupons, vouchers and loyalty schemes can offer a solution - but get it wrong and you could be selling yourself short
How to market your work to the FDMarketers may be adroit at advertising, but when it comes to promoting their activities to the finance department, they're often slow to deploy their talents
How to stage events successfullyWill it be alright on the night? Meticulous planning and being prepared for the worst is the secret of successful events marketing
How to go mobile marketingWhether chasing business customers or consumers, honing an e-campaign can boost returns and ensure you don't miss out on the benefits of e-mail marketing
How to get results with e-mailWhether chasing business customers or consumers, honing an e-campaign can boost returns and ensure you don't miss out on the benefits of e-mail marketing
How to use promotional merchandiseWhether it's creating a buzz with bee-friendly plant giveaways, or handing out biros to businesspeople, promotional merchandise must be brand relevant
How to take it outsideOutdoor advertising is often criticised for merely delivering bold messages that build brands but don't translate directly to sales. So what's changed?
How to market sustainabilityMarketers need to champion sustainability within their organisations as well as with consumers, selecting the issues that are a good brand fit
How to craft a budget on a budgetMarketing budgets are not what they used to be. Now that the recession has hit, it should be your mission to extract more bang from a shrinking buck
How to push the brain's buy buttonSubliminal marketing messages have long caused moral unease, but there are plenty of legitimate motivational methods for marketers to explore
How to... beat the downturnIn case you haven't heard, here's the bad news: there's a recession on. But this is no time for blind panic; marketers need a cool head now more than ever
How to... communicate with PRsWant a campaign to set the world on fire? That elusive creative spark needs the right conditions before it will catch alight
How to get creative with agenciesWant a campaign to set the world on fire? That elusive creative spark needs the right conditions before it will catch alight
How to wow with direct mail and e-mailIf you want to grab attention with direct mail you're up against some tough competition - from mailshots that grow into flowers to an online personality test
How to choose the perfect partnerInexpensive, good for brand perception and in aid of a worthy cause, partnering with a charitable organisation can be a quick step to a sales upswing
How to highlight your good deedsAs corporate responsibility reports swell to include everything from environmental issues to staff conditions, which aspects should you promote?
How to... tackle foreign marketsDon't leave your brain on the plane when plotting a marketing drive in unexplored territory - without real empathy for new consumers you will soon go astray
How to track customer behaviourThere's more to customer behaviour than software alone can tell you. To understand which strategies work, you need to read between the lines of data
How to pamper your customersIf customer care makes you think of smiley staff and comfy chairs you're missing half the picture. Real customercentricity requires backroom gadgetry
How to conduct effective researchMarket research is only valuable if you ask the right people the right questions. So how do you get the most from surveys, focus groups and mystery shoppers?
How to... get more from agenciesFeel as though your agency is on another planet? Or perhaps the client is always on the warpath? Here's how to avoid an expensive parting of ways
How to market to the over-50sThe have-it-all, baby boomer generation has more money at its disposal than any other demographic. So how best to get them to spend it?
How to measure your successThe reasons for a campaign's success or failure can be hard to spot, but some marketers are pioneering new ways to sort the wheat from the chaff
How to... exploit search enginesFor 70s funk band Hot Chocolate, it started with a kiss - for many companies and their targets today, the relationship started with a search
How to... exploit digital mediaRSS feeds, Zebtab, advertising, CPM and mobile barcodes: digital marketing gets more complicated by the month. Get up to speed eith our bluffers guide, from banners through to shortcodes
How to get one up on the competitionIdentifying a need, meeting that need and telling everyone all about how is just part of the marketing story. You can't afford to take your eye off your rivals if you don't want to lose market share

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Expert advice on marketing practice