Marketing Communications

Marketing Communication 101

USD $19.00
Randal Dobbs , the author, has spent most of his 40 years working life in advertising agencies...covering all departments and disciplines (as one did in the 70’s & 80’s!!) and gained a well-rounded and practical background in all aspects of communications. He spent 20 years learning the craft within the McCann-Erickson network, across three countries.

The nineties was time to branch out and start a new agency and this happened in the form of Christensen Dobbs: a boutique, hands-on agency for clients that wanted “large agency skills and disciplines” from a “small, nimble and effective” agency. They worked on Air Pacific, Heinz Weight Watchers, Australian Tourism, Ricoh and a range of local business.

When Randal’s business partner retired, strong client relationships allowed the business to naturally morph into a communications consultancy with the aim of focusing on strategy development and implementation through specialised teams…as projects demanded.

The focus of his business now is about providing communication tools that evaluate brand strategies and interpret consumer behaviour to ensure clients have a consistent and practical communications programme.

And Randal has also made time to work in various industry and business groups over the years: 10 years on the Advertising industry Assn till 1990 with the last 3 as National President; On the American Chamber of Commerce Board in NZ for 8 years (till 1998); School Trustee for 14 years (proud father of 4!) but hasn’t yet found time to swim Cook Strait !!

This strong “hands on “ background in advertising and marketing makes Randal the perfect author of 101besttips for marketing and communications .

Contact Randal via:

Sample tips

  • Marketing is the single most important investment you can make because it is fundamental to connecting what you do with your customers and branding today is more about what you do than what you say. Kotler once said in the 80’s it was ready, aim, fire. then in the 90’s it was ready, fire, aim. in the 2000’s it’s fire, fire, fire.
  • All communications need to have a strong sense of purpose…even if it’s “building a reputation for  the brand” or “selling 10 widgets by Friday”.
  • Developing creative material needs your strong direction early on to ensure the strategy is correct…then leave the actual creative development to the creative team. Minimise your meddling and you’ll be surprised at how good most creative teams can be. If you’re not impressed, be fair, but get another team. there are heaps of hungry freelancer talent available.
  • Customer service is not just having a “call centre” or “ a complaints line”. it’s an important contact point with real customers and a chance to learn from them. All it takes is a little training in the right knowledge and a few lessons in good manners to make the customer feel respected.
  • If your communications marketing plan is the same this year as it was last year…it’s already out-of-date.