by Mimi Nicklin. The trouble with being human is we think too much, and the trouble with being a consumer is we have too much to think about.
Tag archives: by Mimi Nicklin
The Sell: What shopper marketing must learn from digital
by Mimi Nicklin (@MimiNicklin) Do you remember a few years ago, when “digital” was this new and confusing discipline that everyone wanted a piece of but no one knew how? The cycle (of early-days ignorance) is starting again, except this time it’s shopper marketing that is the scary dragon looming at the agency front door.
The Sell: The Christmas that marketing made
by Mimi Nicklin (@MimiNicklin) When one delves a little deeper, nearly everything I describe as “Christmas spirit” is nearly 100% created by either retail activation or marketing magic of some kind.
The Sell: Are consumers killing advertising?
by Mimi Nicklin (@MimiNicklin) Is it really the consumers who are killing advertising? Is it their fragmented attention spans and fickle loyalty that is killing the specialism as we know it? Can we blame these pencil-portrait segmentation models that disguise normal people as distant ‘consumers’ for responding less to our work?
The Sell: Dancing chickens DO make you buy more
by Mimi Nicklin (@MimiNicklin) While I personally would not have confidently believed that a giant flashing chicken-chandelier installation, or life-size dancing chicken mascots and store staff, would be the solution to a retailer’s falling sales, there is a team that did just that, and it is reaping the rewards!
The Sell: Going back to basic retail-selling principles
by Mimi Nicklin (@MimiNicklin) While much in retail has changed since 1920(!), when it comes to selling our wares in 2014, so many of the principles they were innovating with at the original Selfridges store should still form the basis of our retail innovation today.
The Sell: Buyers, browsers and brand new content…
by Mimi Nicklin (@MimiNicklin) I recently had a debate with a colleague of mine who works in the global ad world. Her opinion was that content marketing — social, online, blogs etc — were firmly in the ‘consumer’ camp when it comes to the ‘consumer vs shopper’ debate. Strictly the business of “the content agencies and digital shops…” As you might guess, I disagreed.
The Sell: Should fridges tweet and other stories
by Mimi Nicklin (@MimiNicklin) As the plethora of technology options widens, how do we choose what to buy? This is the question I pose myself when looking at which technology brands are getting right, and wrong, when it comes to driving purchase.
The Sell: The powerhouse and the people — how decision-making is changing
by Mimi Nicklin (@MimiNicklin) It seems to me that the four major news headlines right now may have a fundamental impact upon the world as we know it, and the people living upon it. Behind these stories lie the seismic shifts in consumer perceptions, confidence and behaviour that are slowly forming as the news keeps rolling.
The Sell: Why TV advertising is cheating…
by Mimi Nicklin (@MimiNicklin) The ad men of old, they had it easy. Fast-forward 30 years and, sadly, our selling model is not as simple. Here we are working 14-hour days, spending hours in store watching shoppers, millions of rands talking to them and a small fortune incentivising them, and yet our retail sales are still flat.