Impressions of London

Impressions of London

Posted on 16. Jun, 2009 by ideaworks.

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Tweet “London calling…” We arrived in London bleary-eyed to two very pleasant surprises. The weather was an unseasonably fine and sunny 25 degrees celsius, and Heathrow Airport was a pleasant and speedy (relatively!) experience. After a relentless 10 days on the road the Westfield guys had finally given us a day where the schedule was [...]

Retail Impressions of Paris

Retail Impressions of Paris

Posted on 16. Jun, 2009 by ideaworks.

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Tweet “I love Paris in the spring time…”It’s barely a hop, skip and jump from London, but Paris is so…well, just so French. It’s filled full of instantly-recognisable romantic architecture, fine food and wine, and Gauloise-smoking, Smart-car driving attractive natives with irresistible accents. We arrived late and enjoyed a night’s respite from visiting stores. After [...]

The Retail Shift Happens

Posted on 15. Jun, 2009 by ideaworks.

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Tweet A small, single column article appeared in last Monday’s Financial Review which may well signal the future of retail marketing communications.Headlined “Myer opts for direct approach”, the piece by Noelle Waugh told the story of how Myer will move most of its $50 million-plus annual media advertising budget into direct mail and online campaigns [...]

The Bag as Billboard

The Bag as Billboard

Posted on 15. Jun, 2009 by ideaworks.

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Tweet In these days of shrinking shopper numbers and tightening margins, we need to make every retail marketing dollar stretch as far as possible. That means, of course, taking a good long hard look at traditional media schedules, online programs and in-store point of sale packages. Sometimes, however, we overlook the communication assets we already [...]

Spending Up in a Down Time

Posted on 15. Jun, 2009 by ideaworks.

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Tweet When once asked to pass comment on a recession, Wal-Mart founder Sam Walton said: “I thought about it…and decided not to take part.”Hopefully, we’re not in for the “R” word. But As Australian retailers anticipate tougher times, they may not be quite as bullish as Sam and the advertising and promotion budget may well [...]

The Power of a Simple Idea

The Power of a Simple Idea

Posted on 15. Jun, 2009 by ideaworks.

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Tweet This is a true story about two advertising ideas. Idea #1. I recently came across an Australian retail advertiser who spent millions putting a television commercial to air (never mind the cost of making the spot), only to find through tracking research that the ad had barely registered in the minds of consumers. What [...]

Sell What People Want

Posted on 15. Jun, 2009 by ideaworks.

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Tweet If you’re going to improve your retail marketing, it’s not a bad idea to benchmark yourself against the world’s best. And they don’t come much better than Tesco – the British-based international grocery and general merchandise chain – who have just won Retailer of the Year at the World Retail Congress in Barcelona. So [...]

Working Your Windows Harder

Posted on 15. Jun, 2009 by ideaworks.

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Tweet One of the most powerful forms of media is available to every retailer, regardless of whether your budget is big or small. The store window. The difference between a great and an average store window can be the difference between getting a customer across the lease line and losing them to a competitor. The [...]

Keeping “Retail” Simple Stupid

Posted on 15. Jun, 2009 by ideaworks.

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Tweet When I began in advertising thirty-odd years ago, I used to follow the old salesman’s rule in writing ads: AIDA (Attention, Interest, Desire, Action). Capture your audience’s attention, create some interest in the product or service you are selling, stimulate their desire to purchase, and then urge them to action.Unfortunately for us as retail [...]

Top Retail Ideas

Top Retail Ideas

Posted on 15. Jun, 2009 by ideaworks.

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Tweet The very best retail ideas are the simplest. They hit you over the head – BAM – “why didn’t I think of that?”While shopping (and shopping for ideas) in the Shinjuku area of Tokyo recently, I came across a retail concept that was striking in its simplicity and incredibly impactful. The store is called [...]

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