Communicator | Online Strategist | Considered Opinions
Some very interesting research by the GfK Roper Group into what reasons were important when deciding to buy a brand may be of some use for unions thinking about recruitment. The research (from 1992) looked at the reasons that people bought brands, and according to the report, “knowing what to expect from a product because [...]
The “marketing bible” The 22 Immutable Laws of Marketing by Al Ries and Jack Trout sets out marketing laws that the ALP routinely violates. The result of breaking these rules has seen dire consequences for this party: massive slump in support, a collapse in membership, policy drift and an inability to “cut through” in the media. In [...]
Al Ries and Jack Trout wrote the “marketing bible” The 22 Immutable Laws of Marketing back in 1994, and it remains a marketing classic even today. These two renowned marketing consultants explained that successful marketing follows rules or laws that are violated at a marketer’s peril. For over a decade, the Australian Labor Party has [...]
In Australia, around 2 million working people are members of a union. Across the world, tens of millions more have joined their union. With the myriad public campaigns, collective bargaining, and workplace activity that unions engage in competing for attention from workers and the community, it is essential that unions effectively community and market their [...]
All unions, progressive organisations and political parties produce advertisements (or collateral) — whether posters, brochures, leaflets, billboards and so on. We can easily measure whether the collateral has been successful by whether the intended audience actually stops and consumes the ad. “Where the eye stops, the sale begins” is an old advertising maxim. With unions [...]
Metlink has been sold a terrible marketing campaign to discourage fare evasion. According to Metlink’s media release: With fare evaders taking more than 225,000 trips each weekday on Victoria’s public transport network, Metlink is stepping up its fight against fare evasion today with the launch of a new advertising campaign. The campaign includes a television [...]
Unions have little hesitation in spending thousands of dollars, in some cases tens of thousands of dollars, on printed communications – leaflets, posters, newsletters, fact-sheets, stickers and so on. At the start of a campaign, the first thing many union officials think is: “we need an A4 leaflet and a poster for this campaign”. Unfortunately, [...]
Database entrepreneur Robert Moore has uncovered a vast guerrilla marketing campaign being waged across the US, and potentially at a global level. Across America, yard signs advertising localised online singles and dating services point towards an enormous data collection effort. The signs point towards dating sites with a domain-name linked to that town, suburb or [...]
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