- Front Foot Marketing

A topsy turvy year in so many ways:

More global unrest and war
Increased cost of living pressure
ChatGPT and generative AI solutions showing up in most marketing circles
The coronation of King Charles after the lifetime reign of Queen Elizabeth II
And following on from seeing my real King, ‘King Messi’, win the FIFA World Cup with Argentina in Dec 2022, I rode the wave of the Australian Women’s National Football Team, (The CommBank Matildas).

What to make of 2023?

Well, all I know is that here we are again – almost at the end.

Does anyone else feel that this year went like lightning?

Hence my desire in this post to just stop for a fleeting moment and reflect upon some of the marketing challenges that I helped untangle. From the relatively straight forward, to the highly complex.

Some as consultant with TrinityP3 around managing marketing better with a highly talented team of fellow consultants; and some as strategist with my advisory, Front Foot Marketing, around identifying profitable customers and helping change customer strategy for a better return on investment.

In no particular order:

Assisted the Digital Marketing Transformation Unit within a fast growth Telco, to audit their companywide performance of paid media advertising. To identify how well they were connected across 11 product/corporate B2B and B2C divisions. And where roadblocks existed that were holding them back from achieving next best practice
Identified the frequency and value of a leading Australian retailer’s loyalty club – at a profit per person level. Showing that it isn’t about a loyalty club. It’s about the frequency and type of experience (in store and via ecomm) that shoppers were having.
Helped a pool maintenance franchise network find the right digital agency via a custom pitch and capabilities assessment process.
Conducted an independent benchmarking and commercial assessment of a call centre service arrangement for an energy company. Advising on core areas of the current contact renegotiation, and preparing a market scan for assessing alternative service providers.
Conducted a customer profit analysis of a butchery and national food service provider, to help evolve the marketing approach to create initial shopping habits, recognise key repeat shopping milestones, and treat their very best customers (the VIPs) with random acts of kindness.
Local business App. Took a successful App and built the strategy for rolling it out to other small business segments. To help give local Aussie businesses the weapons they need to not only defend their territories, but expand them.
Facilitated a series of three workshops for a major Australian financial group, to help align objectives, KPIs, and strategy. Thirty eight senior executives working across brand, member experience, acquisition, and retention.
Conducted an independent benchmarking and assessment of the agency roster model for a business unit responsible for road safety. With the output of a more efficient and effective way forward.
Helped a global beverages marketer better understand the modern media landscape, best-in-class team structures, and future-ready capabilities required in media and digital marketing.
Assisted the government in research of its communication around anti-people smuggling.
Simplified and aligned the measures of success for the evolution of strategies for a global pet joint supplement company.
Developed a differential way of working, and prioritisation methodology for a regional university to better manage their scope of work.
And managed to squeeze in being a sounding board for my partner, also a marketing consultant, on the go-to-market positioning and strategy for high-end, luxury accommodation in Glenorchy, New Zealand; and the launch of a new communications App for swim centres around the world.

And in November, hit the 275th project milestone.

I absolutely love working with highly talented people. And helping marketers and their agencies get on the front foot to change, evolve and transform the way they work.

If you’d like to team up on ideas in 2024, or chew the fat on the direction of a marketing opportunity, then I’m always here.

Heaven help us though. 2024 involves the next US election. We’d better get stuck in quick.