I know that charities need to spend money on marketing, just like any business. And I know that marketing drives donations. But, when I read that Age UK (formed by a merger of Age Concern & Help the Aged) is launching a £10 million marketing push, starting in the Spring, I couldn’t help but think [...]

In a  recent article in Caterer & Hotelkeeper, Peter Hancock, Chief Executive of Pride of Britain said that ‘there is no such thing as succeeding in marketing because the job is never completed’ and advocated that ‘tracked sales is the icing on the cake’. He explained that ‘you devise initiatives, try them out, then improve or [...]

I have always been a fan of marketing being accountable. A payback analysis should be part of the development of any campaign. However, in these increasingly digital-days, we measure just the last ‘click’, ignoring all the marketing that may have gone before to build brand awareness, or the multitude of emailings that generated initial interest. [...]