September 26th 2008
A project programme or plan is quite a sophisticated tool. It converts the words of your agreement into a detailed sequence of interdependent actions and activities. That plan, however, is far more than just a list of those activities. For, during its creation and use, it will also provide:
A common understanding, for all involved, of what actions and resources are required
March 19th 2008
The reality of good promotional activities is that they take time. You can’t just leap out of bed and decide to have an 80-per-cent off sale when you get to work. Planning four to six months inadvance is about right.
This way you can do a little each day and have your Mother’s Day promotion, for instance, run smoothly, with time to spare to fix up the bits you may forget, such as the window notices, ordering envelopes or mailing your best customers for a preview day.
If you do a little each day it does not break up your normal working day too much and adds another interest to your life. Why not use the Saatchi & Saatchi three-month cycle for promotional activities? You could plan to have four similar promotions for your client and prospect base each year. Your planning processes would become quite repetitive and therefore much easier to do. Continue Reading »
January 10th 2008
In the ‘post-dotcom’ era, one of the most important lessons learned by the survivors is that it takes more than a flashy Web site to succeed. It depends on a good business plan, promotion, focused customer service and an efficient distribution system. It also helps to be connected to a strong and trusted brand. When famous designer Ralph Lauren decided to launch his Polo brand on the Internet (www.polo.com), he joined forces with NBC (the National Broadcasting Co.), NBC.com and ValueVision Fulfilment services. Each of the partners brought its own specialism to the venture: Ralph Lauren supplies the product and the name recognition, NBC provides promotion on its networks and the Internet, and ValueVision handles distribution and customer service. The new venture went from birth to fulfilment in nine months and distributes a wide range of products, including clothing for men, women and children, as well as Ralph Lauren’s home collection. The state-of-the-art distribution centre was designed with versatility in mind, down to the last detail. Even the packaging design has a strong emphasis on customer care and branding. As explained by Howard Fox, Senior Vice President of ValueVision, ‘This isn’t just a normal pick-pack operation; Ralph Lauren takes a lot of pride in its packaging. It’s part of their imaging and branding.’ An efficient returns system is an important component to any dotcom. Polo.com is recognizing that the returns process is an extension of its customer care. Only about 10 per cent of all ordered items are actually returned. This is about half the average industry percentage for clothing-based distributors. It is also less than Polo.com originally expected. Continue Reading »
