How To Make It In Marketing #14: Weetabix / Gareth Turner / Head of Marketing
How To Make It In Marketing #14: Weetabix / Gareth Turner / Head of Marketing
During his career with brands like Heineken, Arla Foods, and Weetabix, Gareth has developed a profound appreciation for respecting the basics of marketing and for mutual respect in work relationships.
His first tip to marketers is to go back to basics - the 4 Ps of marketing. Here's what he means:
Use basic marketing principles.
The 4 Ps of marketing - product, price, placement, promotion - are there for a reason. Always use them in planning and reflect regularly upon whether you're doing enough of each. Attention to all parts of this mix will make your brand as compelling as it could be.
Don’t be bamboozled by numbers.
Just because there's a number attached to a piece of information, it doesn't mean you should believe it blindly. Question the context, understand the background and the qualitative data to decide if the numbers are relevant.
Create a collaborative client-agency relationship.
Only relationships built on mutual respect and honesty can lead to great advertising work. This is why clients needs to foster a truly collaborative space and embrace challenge from agencies, while both sides need to be completely honest with each other.
To hear more from Gareth, listen to the podcast here.
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