How to use partnerships to reach ‘ready’ consumers

Tamara Gillan, founder and managing director of SPF 15, reckons that many marketers fail to appreciate the importance (and opportunities) provided by 'getting timing right' - and exploiting 'big little moments' through marketing with appropriate partnerships.

How to use partnerships to reach 'ready' consumers

Tamara Gillan

That old line about half of advertising expenditure being wasted is an understatement. Money is wasted in every area of marketing. In a perfect world, a company knows all its potential customers, together with exactly when and how to communicate with them for maximum impact. In reality, marketers constantly waste money on advertisements, mailings and other attempts to put messages in front of prospects. The direct marketing industry, for example, is happy with a two per cent mailshot response; many would think that 98% of the mailing's cost was wasted....

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