Last week’s PPA seminar on sales and marketing strategy was an informative, in-depth look at different aspects of sales and marketing, and the relationship between the world of marketing and advertising, and that of publishing. It was also great to meet a few people from the industry and pick their brains over the subjects raised by the speakers.
Speaking at the seminar were:
Dianne Newman, UK CEO of RAM (Research and Analysis of Media). Dianne gave a great presentation looking at the numbers behind magazine advertising and how effective it is, even in 2015. The figures she brought to the presentation, sourced from RAM’s own research into the UK and Scandinavian ad markets, were far more optimistic than common perceptions might suggest (54% of respondents in one survey admitted going back through a magazine just to look at the ads again!). RAM’s research is targeted at advertisers themselves, helping them to ensure that they are spending their money wisely, and getting the best return on investment for their commercial spend – but as a magazine publishing student, it was very useful understand the perspectives of advertisement clients, rather than just the publisher’s angle.
Richard Simpson, Marketing Director of Tayburn. Tayburn is the only UK creative branding agency ranked in the Top 10 for both creativity and effectiveness. Richard spoke about Tayburn’s major successes in past years, discussing how the agency worked and how they pursue collaborative relationships with their clients. In particular, he described in detail the process that led to their acclaimed “People Make Glasgow” campaign and how they measured the success of that campaign. Again, it was brilliant to hear from someone from the other side of the industry discussing the considerations and processes that go into marketing and advertising. Hopefully I’ll be able to integrate those considerations into my work on the magazine publishing course.
Andrew Hood, founder and MD of Lynchpin. I’m clueless when it comes to data research and statistical mining – but Andrew seemed like the sort of person who lives for it. Though a lot of what he discussed went over my head, it was still interesting to learn about the sheer range of ways in which digital and print marketing can be measured and judged, and the issues which come into play when trying to determine how efficient digital marketing can be – such as consumers reading content on multiple devices simultaneously, or whether we can tell that readers are really paying attention.
A big thanks to Edinburgh Napier and Nikki Simpson at PPA Scotland for letting us attend!