Tag: communications

Functional Marketing Where Operations is Failing

By: Joan Macdougal - September 23, 2018


Functional marketing is the greatest challenge facing modern business.   Functional marketing is the enabling of technology to successfully market your business. Today there is a wealth of technology available to facilitate better marketing but few businesses are optimising its full potential. Marketing operations are struggling with the cost and the application of various technology […]

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Driving Membership when Membership’s Your Business

By: Joan Macdougal - July 30, 2018


Driving Membership:   Macrison has been working with membership organisations for many years. The complexity in building membership organisations is finding the unique balance between the value of common services and making members feel those services are meeting their individual needs. We use an in-house analogy for this. “Make sure every boat rises with the […]

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Know Your Customer

By: Joan Macdougal -


  Know Your Customer – Create Persona’s   To win at marketing today you must know your customer and you must be aware that they will know you. Ninety percent of customers today will have undertaken extensive research to prepare for a purchase. Do your know what their research will say about your business. To […]

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Outsourcing Services – The Pros and Cons

By: Joan Macdougal - June 28, 2018


What Is Outsourcing Services?   Entrepreneur Asia Pacific defines outsourcing as follows:   “Outsourcing has become a major trend in human resources over the past decade. It’s the practice of sending certain job functions outside a company instead of handling them in-house. More and more companies, large and small, are turning to outsourcing services as […]

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Consultative Marketing

By: Joan Macdougal - May 14, 2018


The role of the Marketing or Advertising Agency is changing. Tomorrow’s Marketing Service providers will be Consultative Marketers.Many operators will tell you they’ve been providing Consultative Marketing Services for years but any buyer of marketing will tell you that’s simply not true.   Consultative Marketing is Not Consultative Selling…   I got my first sales […]

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Dear CEO and Board, first and foremost you are Marketers!

By: Joan MacDougal - September 15, 2017


Attention all CEO’s and Board Directors…   As a CEO and Board Director, you are responsible for the two greatest catastrophes in modern business. The reputation and the perceived failing of marketing as a serious business discipline The complete and universal misunderstanding of the difference between marketing and the subset component of marketing, communications. While […]

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Do You Give Marketing A Bad Name?

By: Joan MacDougal - June 7, 2017


Marketing Done Badly is Bad for All Business. Nothing frustrates me more than to walk into a meeting with a prospective client, only to hear them ask “what’s the point?” To sit and listen to the board of an organisation question the value of marketing. All too often it stems from them having used agencies […]

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Integrated Marketing A Competitive Advantage

By: Joan MacDougal - May 10, 2017


Integrated Marketing is a complex assembly line   Consider integrated marketing as a complex assembly line similar to an assembly line for building cars. When building a car there are many parts and a process that come together to build a quality vehicle. In marketing there are also many parts that go into producing a […]

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Glass-ceilings and Women in Business and Power

By: Joan MacDougal - November 17, 2016


Glass-ceilings seem to be the universal constraint to a Woman’s impact in business and in power.   I find this a fascinating concept. We have a metaphor for the perceived barrier to women being successful. A metaphor for why women are held back from positions of power. I’ve enjoyed a varied and successful business career but […]

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Brand Damage is a silent enemy to all Business.

By: Joan MacDougal - November 3, 2016


Avoid Brand Damage at all Costs   Unlike a full-on crisis where a business goes into managed image control, a brand’s damage is the silent and slow process of losing customers. In many ways, brand damage can be more harmful to a business than a one-off crisis. During a crisis, everyone is focused on the […]

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Check out our current eBook - 10 Reasons Marketing Fails

All too often Marketing is blamed when a business underperforms. Whilst absolutely true, the elements of the marketing mix that are causing the problems are usually misunderstood. It's usually the advertising or marketing communications that get the blame. Truth is, if your marketing comms isn't working, the problem will usually lie elsewhere in the marketing mix...

Quick Marketing Tips

"Systems, databases and technology are essential to every marketing, advertising or communciations campaign"

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Do you have a quick question? Would you like a response without having to fill in a form or promise your first born child in order to get a response? Then "Ask Herbie!" Herbie's sole purpose at Macrison is to make everyone happy, and he's pretty good at it too... Ask away, he'll chew it over and be back to you within 24 hours.

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