Issue 127, 27/01/11

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Welcome back and welcome to the first edition of TrinityP3's e-newsletter for 2011. Here we bring you updates on the people, purpose and processes that are important to the marketing industry.

Have a question about agency selection, engagement or monitoring?
Just ask us, we'd be happy to help.

Top Trends for 2011

As dawn breaks on 2011, we are slowly emerging from the GFC and the focus is now on Marketing to drive sales performance. This not only impacts how Marketing must be structured and the approach to the market and consumer, but also in the way Marketing engages with third party marketing services providers.

1. Marketing is about Mass Customisation
There are market segments, and then segments within segments within segments within segments down to the individual. Technology now provides us with access to not only identify these segments within segments, but to be able to customise content, messages and communication with each of these at a personal level. It is this mass customisation that will build brands and ultimately sales in 2011.

2. Data is King, but insights will be God
Mass customisation requires “knowing” the segments and individuals, which requires data. But data is just the tool. The real value is in the insights derived from this data. Much like any tool, the value comes from the skill of the tradesperson using it. Therefore insights are the holy grail of data.

Continue reading '11 trends in Marketing Services in 2011'
Or for a confidential discussion on reviewing your needs in 2011, contact us.

A picture tells 1000 words...

Read "What is more important- Scoring performance? Measuring relationship? Or Collaboration and Alignment?"
Or for a confidential discussion on improving collaboration, relationships and performance within your team, contact us.

Nathan Hodges joins TP3

Nathan Hodges has joined TrinityP3 and brings with him a wealth of experience at the top levels of advertising and marketing in Australia, the UK and Europe.

Nathan has consulted to over 70 of the world’s best and most successful marketing organizations, advising them on over 120 different brands and almost 300 different products. With this background, Nathan is ideally suited to develop more efficient and effective agency relationships for all TrinityP3 clients.

Read more about Nathan Hodges, or feel free to contact Nathan in the Sydney office or on nathan@trinityp3.com

AANA Congress 2011

AANA Congress
Window on 2011
Thursday February 10, 2011
Dockside, The Balcony Level, Cockle Bay Wharf
Gold Sponsor - TrinityP3

A round table of industry leaders will reveal how the economy, marketing, media and consumer spending are shaping up for 2011. As the AANA's first Strategic Partner and Congress Gold Sponsor, TrinityP3's Darren Woolley will be one of the Congress Speakers participating.

For more information or to book, contact the AANA.

Advertiser vs Consumer

We got this email from Wayne Kingston at Peppers & Rogers recently.

This year I’ve been involved at varying levels of some 50 Australian companies across verticals ranging from banking and finance, telecommunications, retail, pharmaceuticals, media, utilities, transport and logistics, travel and entertainment. And I’ve talked with executives ranging from CEO, COO, CMO, CFO and CIO right through to their receptionists and call centre operators. What I’ve learned is remarkably similar across most, if not all of them. Here are the six (6) I’ve selected as the things I’d most like to fix in 2011:

1. Organisations are too busy 'being organisations' to truly address the needs of their customers.... Continue reading "A year in review.."

Or watch this short parody of the relationship between Advertiser and Consumer today, from Microsoft Digital...

Most In Demand this Month

In the past month at TrinityP3 we have:
• Benchmarked production costs for a global FMCG client
• Benchmarked a tender for a state Government client
• Reviewed the media supplier market for an Alcoholic Beverages client
• Negotiated agency remuneration for a global FMCG client
• Benchmarked agency remuneration for an Alcoholic Beverages client
• Benchmarked agency costs for a global Automotive client
• Managed an agency review for a global Homewares client

If you would like assistance or advice on any aspect of your marketing spend, contact us today for a confidential discussion.