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Marketing Communications

Agency woes
Have you ever had a bad experience with an advertising or design agency? Robin Petherbridge of Creative Partners reveals some of the tricks of the trade gleaned from 25 years creating campaigns for the marine industry. 27 Jan 2017 - Boating Business
Show don't tell
Marketing Communications Robin Petherbridge of Creative Partners reveals some of the tricks of the trade gleaned from 25 years creating campaigns for the marine industry. 24 Oct 2016 - Boating Business
Shrinking Magazines
Yachting Monthly's June issue had an interesting letter from a reader expressing disappointment at its 'diminished value' having shrunk from 200 pages in 2006 to 100 pages today. 19 Aug 2016 - Boating Business
Web copy
Writing copy for a website is the same as for a brochure, isn't it? Well sort of, but to be really effective there are crucial differences. 27 Jun 2016 - Boating Business
Keep it legal
Product endorsements in blogs and social media have become highly influential in consumers' buying decisions. So it's understandable that businesses are keen to get in on the act and influence input to these channels. 27 Apr 2016 - Boating Business
Show and tell
Exhibiting at an exhibition costs a considerable sum, so it's as well to make sure you get your money's worth. 17 Feb 2016 - Boating Business
Vive La Difference
When you're up against a bigger, stronger competitor in your sector, it can be tricky deciding on a marketing strategy. 20 Oct 2015 - Boating Business
Which logo?
There inevitably comes a time when you begin to feel that some element of your marketing communications needs refreshing. 26 Aug 2015 - Boating Business
Visual impact
The active boating public probably has little time for Twitter. 27 Jun 2015 - Boating Business
Mobile search rankings
Having a mobile friendly website has just become a whole lot more important. 23 May 2015 - Boating Business
Benefit checks
A few years back we did some marketing research for a well known British builder of powerboats. 10 Mar 2015 - Boating Business
Little acorns
It is 20 years ago this January that we launched the Creative Partners agency. 26 Jan 2015 - Boating Business
The next MBM
The closure of ‘Motor Boats Monthly’ may be my fault. Singing the praises of traditional printed media in my July column was possibly the kiss of death. 11 Nov 2014 - Boating Business
Web faux pas
There is much discussion in the media about how M&S’s new £150m website appears to have lost them 8% of sales. 11 Sep 2014 - Boating Business
Digital media
The many forms of digital media have transformed the marketing landscape. 23 Jul 2014 - Boating Business
Word power
I was already considering discussing copywriting this month when I saw a passage in a brochure from one of Britain's top yacht builders declaring that its latest model would "never fail to disappoint". 25 Jun 2014 - Boating Business
Content marketing
Content Marketing is all the rage at the moment. Advocates claim it's a new and better alternative to traditional marketing whose effectiveness is declining. 24 Mar 2014 - Boating Business
Adapt and survive
You probably know what happens if you open a marketing email designed for a laptop on your mobile. 16 Jan 2014 - Boating Business
Show Business
Good to see the London Boat Show has a new logo. For me, the old one with its Eastenders-inspired graphic of the Thames didn't exactly capture what boating is all about. 23 Nov 2013 - Boating Business
Sales v marketing
Whenever I'm invited to an advertising briefing and introduced to a 'head of sales and marketing' my heart tends to sink. I've yet to meet the person who can truly wear both hats equally well. 03 Oct 2013 - Boating Business