Marketing
Author: Michael Kiely
Kiely: Analysis of customer service response
This story began with a letter from Michael to Geoff Dixon, CEO of Qantas, expressing his disappointment about the lack of personal space allotted to cattle class travellers on international flights. After receiving a rather dismissive response from the company’s customer care centre, Michael continued his pursuit of a personal response from Mr Dixon…
Kiely: Species fear providing a marketing opportunity
Michael Kiely explores the post 9/11 emotional response of Species fear and how marketers can satisfy a new need. Franklin D Roosevelt said, “We have nothing to fear but fear itself.” He was right. I detect a potent form of angst in our society that none dare speak of out of fear of its corrosive potential for the ...
Kiely: McDonalds and the Heart Foundation Co-branding
Recently the Heart Foundation gave its tick of approval to 10 items on McDonalds menu, however Michael Kiely believes that this has tainted the Heart Foundations image. The Heart Foundation approved 10 items on the McDonalds menu. What was it thinking? Did it imagine that this transaction would say more about McDonalds ...
Kiely: Government advertising
Michael Kiely explores the realm of government advertising and its ability to resonate with audiences. The success of the ACTU’s television campaign is not due to the amount of money it has spent, despite the complaints of the hysterical Joe Hockey. If the success of advertising is determined by media weight, why ...
Kiely: Delivering value through convenience
As marketers aim to increase customer convenience, paradoxically inconveniences are produced. As a result, the original benefits are cancelled out. Next time you are standing in a queue, waiting to enjoy the service experience, perhaps you can contemplate the Paradox of Convenience. This principle states: Consumer ...
Kiely: Green marketing and ethical considerations
Astroturfing your product, service or cause. I sat stunned in a hotel ballroom when I heard a spokesman for the energy industry stake a claim for compensation from the Government (read taxpayer – you and me) for the changes the power stations will have to go through to reduce CO2 emissions. In question time I asked ...
Kiely: Copywriting
My friend Fred received a letter from Julian Potter recently. Julian is head of Macquarie Bank Cards. It was part of a mail piece sent to shareholders to sell them a Platinum card. I was struck dumb by Julian's words. “Dear FrederickThere comes a time when the old way of doing things needs to be re-evaluated. When ...
Kiely: rural living
Rural living does a lot for your blood pressure and your serenity, but not much for your image. I remember having this rammed home to me while a young freelancer at a ‘never-heard-of-them’ bottom-feeding DM agency. One of the principals had retreated into the sticks and came to town for ‘meetings’. He was a pitiable ...
more about our blogger
Michael Kiely
Michael Kiely CMG is Australia’s only official marketing guru. His guru status has been certified by the International College of Certified Marketing Gurus. To sign up for Michael’s “Marketing thought of the day”- a free email service, visit www.michaelkielymarketing.com.au. To learn from the marketing mistakes of others go to http://michaelkielymarketing.blogspot.com
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What’s wrong with the AMI?
This post is the first in a series looking at the AMI. Click below to read the others: What's wrong with the AMI The Great AMI Debate: Round 2 The Stark Reality of the AMI The AMI Bites Back Marketing the Marketers: the UK perspective Bowll bites back: Geoffrey responds to the AMI You can read the full version ...
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So you've started to think strategically about online - now what?
Tamir Berkman works at FRANk media In my last post here at marketingmag.com.au, I discussed the reasons why you should already be thinking strategically about online and about your presence in the online space. Hopefully, for those of you looking to develop your online presence you're now convinced of the ...
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Talking Point: Facilitate Digital and EyeWonder partner up
Facilitate Digital Holdings Limited, a leading independent provider of digital marketing technology, announced that it has entered into a partnership and investment agreement with EyeWonder, a leading U.S. based provider of interactive digital advertising. For more on the partnership, read the release materials ...
