Adams under canvas

I put it down to turning 50, but I’ve recently joined the ‘Camping and Caravanning Club’ having bought a tent earlier in the year after getting the taste for sleeping under the stars again following a couple of exploratory camping trips with friends. Having spent many a freezing wet night in a bivvy bag as a soldier, I must admit the thought of sleeping outdoors again was not on my list priorities. How wrong could I have been!

The emergence of small ‘Hideaway’ campsites which provide an idyllic setting in which to pitch your high-spec tent, the availability of electric hook ups and the close vicinity of glorious out of the way village pubs, makes camping (in my eyes anyway) the perfect antidote to a busy week in the office and the daily Southport to Manchester commute that comes with it. Camping has once again reminded me that some of the best things in life are free – like beautiful countryside, birdsong at 7am, meeting new people and the instant hit of calm and wellbeing which kicks-in the second you arrive!

For anyone who might be interested, the last place we stayed was the Greengill Campsite in the beautiful village of Moreland located in the Eden Valley half-way between Penrith and Shap.

Dave

Karaoke marketing

I recently attended a LEAD Programme seminar at The University of Salford – the main speaker of which was Deirdre Bounds, entrepreneur and founder of i-to-i, the ground breaking volunteer and gap year Travel Company who revolutionised the TEFL course market.

As a marketer, I’d like to think I don’t need reminding that tailored marketing strategies aligned to the specific circumstances and requirements of each individual client is essential. As is the need to get under the skin of a brand and immerse yourself in a business and industry in order to truly gain the level and depth of ‘understanding’ required to effectively represent a client.

What I was reminded of however, during what could have only be described as probably one of the most inspiring three hours of my working life, was the potential risk of not shrugging off the baggage accumulated working in an industry for many years and not challenging the unwritten rules which often influence what we do. Dierdre’s impassioned talk reinforced the absolute need to sometimes take notice of the ideas that no one else believes in, to challenge convention and those who would say “you can’t do that”.

All too often ideas that have come from ‘thinking outside the box’ aren’t original at all because they are still constrained by conventional thinking influenced by the baggage of experience we carry around. I’ve often selected suppliers who have absolutely no experience in a particular sector, but because of their inherent ability and passion are able to deliver the wow factor whilst remaining on message and to brief. It would be wrong to suggest that you can take this approach on every project and with every client, but the times I have, the results have spoken for themselves.

Too many industries – cosmetic surgery and property to name but two, are examples of where karaoke marketing is prevalent. Sectors don’t get old – they simply get tired! Perhaps it’s time as marketers we once again become true innovators in the use and application of the wealth of marketing tactics at our disposal.

Of course marketing needs to be relevant and sensitive to the values of a brand as well as its industry and customers, but it also needs to deliver ROI and meet objectives, so it’s perhaps time for clients and marketers alike to take a deep breath, be imaginative, be innovative and not do what people expect. How often have I heard a client say “we’re different and we want to communicate this to the outside world” but when it comes down to choosing a creative style or advertising message they don’t have the strength of their own conviction, and end up choosing the karaoke option because it’s safe.

Food for thought for us all perhaps?

14 weeks in

Well how time flies! It certainly doesn’t feel like 14 weeks since I got married. Obviously I can’t speak for my lovely wife, but it feels to me like the weeks have just breezed by. What’s changed I ask myself? Well a new car for Julie, new patio, paths and driveway and the arrival of our new Border Terrier puppy Ollie. Quite a busy time then – not to mention frequent trips to the bank and poop bin!

The wedding was absolutely fabulous and the honeymoon in Lake Como equally as special. On that note a big thank you needs to go out to a host of Savvy’s suppliers and friends. To Paul Jones (again) for his impromptu wedding portraiture, Solo Players for their exquisite strings, David Kurtz Williams for his fab caricature of Julie and me, and finally to Andy Heggs and his team at Drumbeat Creative who designed and produced all our invitations etc. Thank you.

Helen’s indifference to dogs (including mine) has meant Ollie has been kept away from the office, however she was invited on our recent Morecambe Cross Bay walk. A long walk for a 20 week old pup, but one she thoroughly enjoyed especially every time I had to pick her up to wade through a channel. It’s alright for some!