Posters are a popular way to disseminate information. But they often miss the point
Whenever we produce a poster it is easy to say they are for information. But is that all they are being produced to do?
Let’s take a very simple poster .. or sign. If it says To the Beach it is providing information. But the information is useless unless we add an arrow. Even then the sign has failed if it does not get people to act upon the Call to Action we have provided. Continue reading →
Facebook is the lowest cost advertising platform I currently use.
But how do you get low costs?
I’ve previously mentioned using animated video ads but there is another way.
Facebook is emulating Google. It is rewarding relevance. But that is as far as the concept goes as they both have totally different ideas of what constitutes relevance. Facebook gauges it on the net effect of likes, posts being blocked etc. They reason it is about how much people like your content. Whether this is a good measure or not is immaterial. The main thing is you can see how Facebook marks you on a scale of 1-10 . The closer you get to ten the lower your advertising costs are.
There are several ways you can use videos to promote your organisation or its courses on Facebook.
Here are two methods I use most often.
The first is to just post a video on my account and let it take its chances. This sometimes works when people start sharing it and/or if you also promote it on social media. This is always worth a try before spending money on advertising.
Here’s how to add a video to your timeline
Assuming you are starting from your timeline you need to choose Photos .. its just below the elephants feet on my FB page.
Marketing needs to be run like a military campaigns. You need plans that everyone understands
Don’t let your sales fail for want of adequate planning.
OK so I know you are part of a professional marketing team and YOU know what you are doing. But are all team members 100% on board with what you are trying to achieve and what their part in the campaign is? Continue reading →
I’m seeing an increasing number of FE establishments advertising on the railways.
Some sponsor the station itself, some grab all the advertising space at their nearest underground and some just dot ads close to local stations.
In all cases the argument is that of footfall. A lot of people use stations I’m told. I’m told they’ll see the ads as they wait or get off of trains. Well on that basis a lot of people use motorways so ads on or near slip roads also makes sense.
Is rail station advertising a good use of the marketing budget? Could we make some budget savings here?
Have you noticed that the cost of advertising to women and men is different.
I don’t mean traditional advertising in the printed media or on outdoor sites. I mean PPC; where you precisely target ads by age, interest, location, gender etc.
Gender Based Case Study from Facebook
Consider the Facebook Newsfeed campaign I’m presently running.
My objective is to get people to click through to a landing page on my website. But I’m split testing, i.e. I use the same image and copy and and the same target criteria but run two versions of the advert. The difference between the versions is gender based.
The results are interesting. The ad where I target females gets more than double the number of clicks than the same advert targeted at males. The other difference is cost. I’m charged approx 50% less for clicks where the ads target females.
As Principal I employed very few consultants but did employ Stefan on the basis of a clear ROI.
I would recommend him to any college, university, business or Government agency as a reliable consultant who will become indispensable.
Ioan Morgan CBE Latterly FE College Principal & CEO
He certainly does what he says on the tin...... I've worked with Stefan for many years and he has an uncanny knack of cutting through the ****, focussing on the essentials and coming up with creative and inexpensive marketing ideas that work.
Stefan isn't called the 'Marketing Magician' for nothing you know !
His ability to see marketing solutions that really work is second to none, without spending a fortune.
I think Stefan's great strength is taking problems and solving them, in a clear and positive way, without a whole lot of jargon.
I recently had the pleasure on working with Stefan on publishing a new marketing book. "Creating Business Growth" quickly became a Bestseller in several countries around the world. This project came together and was guided from concept to successful completion by a true leader. That leader is Stefan Drew. Stefan is an experienced marketer and I highly recommend him.
Stefan is very thorough in his research and understanding of a clients requirements. He has a proven record of delivering comprehensive strategic marketing plans that address education / FE issues critical to the ongoing success of a ...MoreStefan is very thorough in his research and understanding of a clients requirements. He has a proven record of delivering comprehensive strategic marketing plans that address education / FE issues critical to the ongoing success of a college. I would recommend considering Stefan for any project that involves strategic planning, communication or digital marketing.
I have worked with Stefan and have learnt a lot from him. He has extensive knowledge in digital marketing and he is keen to share his passion for the kind of deep audience insights that digital marketing can offer. ...MoreI have worked with Stefan and have learnt a lot from him. He has extensive knowledge in digital marketing and he is keen to share his passion for the kind of deep audience insights that digital marketing can offer.
His enthusiasm for marketing is infectious and he is a joy to work with.
Stefan is a valuable and regular source of sage advice and counterintuitive thinking. His tips on media and visibility have benefited my both clients and me and he always has an insightful perspective to share. If you get the chance to work with him, take it!
Stefan drew from a wealth of marketing and educational sector knowledge to provide suggestions, solutions and ideas which proved to be effective and beneficial to the organisation. I would have no hesitation in seeking his expertise in the future.
Stefan has a wealth of practical ideas to solve your ,marketing problems, based on a lifetime of experience in the real world. His down to earth approach is easy to implement and he's very adept at saving money, helping you focus on marketing that will get you new clients or more business
Having experienced a wide range of corporate marketing "experts" over the years, Stefan offers a very different cool and pragmatic approach. Without looking to simply throw money at the problem, he finds different ways and I've seen some great results.....