How not to Plan: 66 ways to screw it up

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You can quickly become so efficient your brand goes out of business because you spend nothing on marketing. In the sink or swim world of planners, strategists and their clients, now more than ever, there is a need for a practical handbook to guide us through all the main parts of the process. Les Binet has co-authored several other books, including: The Long and the Short of It (2013), Media in Focus (2017), and Effectiveness in Context: A Manual for Brand Building (2018).

How Not to Harness Our Collective Brainpower: “Creativity, intelligence and innovation are the lifeblood of our business.We need time and space to think alone… There’s a reason we have our best ideas lying in the bath… Technology companies are aware of this.

But the reality is that the number of people using a certain channel is not the same as the quality of attention when using it (you tend to pay more quality attention to a TV screen than to an Instagram feed), plus if a channel is proven to deliver ROI now, and our marketers need to sell now (ish), actually there’s still loads of space to bet on traditional media. You Can Never Be Too Efficient: “ROI can be a useful measure—for comparing different ways of spending budget, for example. Or as Peter McGraw says, “In a world where people want hot tea or iced tea, stop trying to please everyone by serving warm tea. We particularly liked this site because we felt more confident that the places we were looking at were authentic agriturismi and it allowed us to filter on places offering stays on a half-board basis. In this day and age, you are defined as middle-aged when rather than giving your hand-me-down smartphone to your children, you are now the recipient of hand-me-down phones from your children.If you have wider and deeper knowledge of marketing, you’ll still find some useful stuff in here, particularly the articles. People have never trusted advertising, but they've always trusted brands that advertise in mass media. Finance is provided by PayPal Credit (a trading name of PayPal UK Ltd, Whittaker House, Whittaker Avenue, Richmond-Upon-Thames, Surrey, United Kingdom, TW9 1EH). Sure, it advocates for (and backs up) an evidence-based approach, and it effectively shows how traditional media are still superior ROI drivers. So you can afford to spend proportionally less on sales activation (20%), and need to spend more on brand building (80%).