Here a selection of articles/posts I published on LinkedIn.
You should definitely follow me there 😉!
Few months ago, I worked with Lactalis (Hong Kong), a French company specialising in dairy products with brands such as Président and Galbani. 𝐖𝐡𝐚𝐭 𝐚𝐫𝐞 𝐦𝐲 𝐭𝐚𝐤𝐞𝐚𝐰𝐚𝐲𝐬 𝐟𝐫𝐨𝐦 𝐭𝐡𝐢𝐬 𝐞𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞? 𝐀 𝐛𝐢𝐭 𝐨𝐟 𝐜𝐨𝐧𝐭𝐞𝐱𝐭 𝐟𝐢𝐫𝐬𝐭. I was hired to create a 6-second bumper ad for Youtube to celebrate the 140th anniversary of one of their brands. Continue reading “What I learned from creating a video for a client”
It’s essential to have in mind a clear mapping of the different media you can use to promote your brand. It will help you determine where to focus your efforts and budget. It will help you determine where to focus your efforts and budget. Don’t over-invest and rely solely on paid advertising. You know theContinue reading “Owned, borrowed, earned, paid”
To the question “𝘞𝘩𝘰 𝘪𝘴 𝘺𝘰𝘶𝘳 𝘱𝘳𝘰𝘥𝘶𝘤𝘵 𝘧𝘰𝘳?”, it is FORBIDDEN to answer “Everyone”. 𝐘𝐨𝐮𝐫 𝐭𝐚𝐫𝐠𝐞𝐭 𝐚𝐮𝐝𝐢𝐞𝐧𝐜𝐞 𝐜𝐚𝐧𝐧𝐨𝐭 𝐛𝐞 𝐞𝐯𝐞𝐫𝐲𝐨𝐧𝐞. 1) because it’s not targeted! 2) because not everyone is interested in your product. 3) because it’s impossible to deliver a powerful message when you try to reach everyone. 𝐓𝐡𝐢𝐧𝐤 𝐨𝐟 𝐲𝐨𝐮𝐫 𝐢𝐝𝐞𝐚𝐥 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫𝐬, not only in termsContinue reading “Do you know your target audience?”
Today, I watched a replay of the Masterclass “The Secret to doing your own PR” given by Odette Barry [she/her] and Lynda Williams on Launchpad. Although I understand the necessity to handle this “earned” channel as part of your marketing strategy, I must confess that PR is out of my expertise. These are my key takeaways from this great masterclass: Continue reading “The secret to doing your own PR”
𝐋𝐞𝐚𝐟𝐥𝐞𝐭 𝐢𝐬 𝐍𝐎𝐓 𝐝𝐞𝐚𝐝. Sorry if my previous post was misleading. Handing out a leaflet on the street corner does not work. We all agree on that. But in the right context, I do believe it’s the right marketing material. 𝐋𝐞𝐭 𝐦𝐞 𝐠𝐢𝐯𝐞 𝐲𝐨𝐮 𝐬𝐨𝐦𝐞 𝐞𝐱𝐞𝐦𝐩𝐥𝐞𝐬: ➡️ You are at an international education fair. You areContinue reading “Leaflet is NOT dead.”
Digital marketing is 𝐣𝐮𝐬𝐭 𝐨𝐧𝐞 𝐚𝐬𝐩𝐞𝐜𝐭 of your global marketing strategy. You can read that again. And sorry for being a bummer, but to be efficient online, you still have to 𝐮𝐧𝐝𝐞𝐫𝐬𝐭𝐚𝐧𝐝 𝐲𝐨𝐮𝐫 𝐚𝐮𝐝𝐢𝐞𝐧𝐜𝐞(aka your market). There is no magic formula. You shouldn’t ask yourself: “𝘋𝘰 𝘐 𝘯𝘦𝘦𝘥 𝘵𝘰 𝘩𝘢𝘷𝘦 𝘢 𝘣𝘶𝘴𝘪𝘯𝘦𝘴𝘴 𝘱𝘢𝘨𝘦 𝘰𝘯 𝘍𝘢𝘤𝘦𝘣𝘰𝘰𝘬, 𝘓𝘪𝘯𝘬𝘦𝘥𝘐𝘯,Continue reading “Where is your audience?”
When I leave my building, I pass a bank. For the past few days, two ladies have been standing in front of the bank trying to hand out leaflets to passersby. From my point of view, it’s such a bad marketing strategy. I and all other pedestrians behave in the same way. We avoid walkingContinue reading “What is wrong with this strategy?”
It’s not easy to write a newsletter, and obviously you want people to read it! Not only because it’s time consuming to write one, but also because it’s one way to drive new leads to your business. With that in mind, 𝐡𝐨𝐰 𝐝𝐨 𝐲𝐨𝐮 𝐢𝐧𝐯𝐢𝐭𝐞 𝐲𝐨𝐮𝐫 𝐩𝐫𝐨𝐬𝐩𝐞𝐜𝐭𝐬 𝐭𝐨 𝐬𝐮𝐛𝐬𝐜𝐫𝐢𝐛𝐞 𝐭𝐨 𝐲𝐨𝐮𝐫 𝐧𝐞𝐰𝐬𝐥𝐞𝐭𝐭𝐞𝐫? Most of the time,Continue reading “How to enhance your newsletter?”
Social Media is the place to be when you run a business. But as an entrepreneur, it can be time-consuming. 𝐇𝐞𝐫𝐞 5️⃣ 𝐭𝐢𝐩𝐬 𝐭𝐨 𝐨𝐩𝐭𝐢𝐦𝐢𝐬𝐞 𝐲𝐨𝐮𝐫 𝐭𝐢𝐦𝐞 𝐰𝐡𝐞𝐧 𝐲𝐨𝐮 𝐡𝐚𝐯𝐞 𝐭𝐨 𝐩𝐨𝐬𝐭 𝐨𝐧 𝐒𝐨𝐜𝐢𝐚𝐥 𝐌𝐞𝐝𝐢𝐚: 1️⃣ 𝐃𝐞𝐟𝐢𝐧𝐞 𝐡𝐨𝐰 𝐨𝐟𝐭𝐞𝐧 𝐲𝐨𝐮’𝐥𝐥 𝐩𝐮𝐛𝐥𝐢𝐬𝐡 𝐚𝐧𝐝 𝐰𝐡𝐚𝐭 𝐝𝐚𝐲 𝐢𝐭 𝐰𝐢𝐥𝐥 𝐛𝐞. For me it’s twice a week – MondayContinue reading “Save time – 5 tips when you post on Social Media”
𝐔𝐫𝐠𝐞𝐧𝐜𝐲 𝐭𝐫𝐢𝐠𝐠𝐞𝐫𝐬 𝐚𝐜𝐭𝐢𝐨𝐧. This is particularly true for fundraising. The question is why? Last week, I witnessed an amazing fundraising campaign organised by HELP for Domestic Workers: 1200+ donors who have helped raise over HK$ 1.2 million in funds to support urgent assistance for our domestic workers. The initial goal was HK$ 300,000. It was incredible, butContinue reading “Fundraising – urgency triggers action”