In this post I thought I’d highlight a few of the more interesting conversations and quotes that I’ve come across in the past weeks. Love to hear any that you’ve heard.

It highlights the need to say NO more often, and put our logical left brain into gear more than we tend to.



Re a Big Data discussion on Gruen Planet (ABC) and how the Australian Supermarket giants (Coles and Woolworths) are capturing customer data.

Lauren Fried, the managing director of Pulse Marketing, said “Our clients are buying data from supermarkets; we are using that data to target our marketing campaigns. If we are buying Coles and Woolworths data, I can tell you they are doing a lot more with their data than we are.”

A spokesman for Choice was reported in the SMH as saying: “If you are worried about being personally identified, don’t sign up to the supposed ‘rewards’ programs.”

We are lucky enough to live in an open world and most people are comfortable giving their details. Although another client of mine suggested that the older demographic (65+) are still uncomfortable. I beg to differ as they’re one of the fastest growing demographics taking up social media and are becoming more and more familiar in sharing personal information.

It will certainly be the norm once we have NFC and other mobile payment systems integrated into society – crystal ball says 5 years. However if you’re not comfortable with companies using your data, then simply don’t fill it out or provide it.


I was recently conducting a digital marketing budget assessment for TrinityP3 for the localisation of a global website. A senior marketer said, “I thought it was a little over the top”.

I come across many marketing budgets that are allocated to under performing activities or areas that simply aren’t being measured. I also come across many agencies that are charging way over market price for no incremental value.

It’s easy just to accept things as ‘business as usual (BAU)’ or say “that’s the way we’ve always done it”. It’s often harder to buck the trend and say no.


May I challenge you to stop and question your marketing activities and agencies a little more. Put a rational filter on and assess what’s working and what’s not.

I highlighted to one client in a Recommendations Report that their customers had told the client that a certain communication format wasn’t relevant and wasn’t desired. Why were they continuing with it?

DO THIS (sorry this counters the title)

If you’re still scratching your head as to how to act on this post. I recommend all marketers say NO to about 15% of their current activity.

Step back and look at what you’re doing and ask whether it has:

  • business value
  • clearly defined objectives with measurable goals
  • customer value from a customer’s perspective (and look at how you are measuring this)

PS – I’d love to hear what interesting quotes you have heard recently that made you sit up and question things. Feel free to add a comment below.