Entries by Charles Norwood

Case Study – Helping Dementia Wellington drive donation revenues

Perception Group helps Dementia Wellington increase their donations by 14% through a personalised cross-media campaign. The Challenge Dementia Wellington is a not-for-profit organisation that supports people affected by dementia in the Wellington Region, along with their family and friends. It also offers education on brain health and the effects of dementia to community groups, businesses […]

Our Changing World – isn’t technology great?

The impact of technology on the way we communicate, collaborate, learn and think has been nothing short of game-changing to the world of marketing I’ve spent the last couple of days at the 2018 Industry Training Federation (ITF) Conference. The theme for this year’s conference is “Skills in a Changing World” and the focus is […]

Did you really go for that ride?

About 15 minutes’ drive from my home a mountain-bike track snakes up a hill into a large area of untapped native forest. About 15 minutes’ drive from my home a mountain-bike track snakes up a hill into a large area of untapped native forest. This track is perfect for a person wanting to spend time […]

Coffee card? You can do better!

If you have read my other posts, you may notice a recurring theme is that I implore you to make sure that you personalise your marketing messages. If you have read my other posts, you may notice that a recurring theme is that I implore you to make sure that you personalise your marketing messages. […]

Creating the call to action

Unless the purpose of your marketing campaign is to increase brand awareness, your campaign should have a call to action. Unless the purpose of your marketing campaign is to increase brand awareness, your campaign should have a call to action. In other words, you design the advert so that it causes the person who is […]

The future of advertising

In the 2002 futuristic film, minority report, advertisements on electronic billboards played adverts that were specific for each person. In the 2002 futuristic film, minority report, advertisements on electronic billboards recognised passers-by and played adverts that were specific for each person (“John Anderton, you could use a guinness right about now”). Through the use of […]

Don’t sell venison to a vegetarian

A generation ago, the only high-tech product in most peoples’ lives was the TV, sitting proudly in the corner of the lounge. A generation ago, the only high-tech product in most peoples’ lives was the TV, sitting proudly in the corner of the lounge, biding its time until it became master of the house each […]

When is personal too personal?

In a New York Times article, Charles Duhigg writes about how large corporates have teams trolling through data looking for shopping patterns. In an often-cited article in the New York Times titled How Companies Learn Your Secrets, Charles Duhigg writes about how large corporates have teams of statisticians trolling through data looking for patterns, specifically […]

The Real Me

The other day I received a promotional flyer from a national supermarket chain, but it advertised products of absolutely no interest to me… The other day I received a promotional flyer from a national supermarket chain. This flyer was addressed directly to me and my name was scattered throughout the text, like confetti at a […]