Fortuda

I'm excited to share that I'll be speaking at World Travel Market London 2024! Where is AI taking marketing and how can you use it to enhance your marketing ROI? These questions (and more!) we will be addressing as part of the panel discussion on AI Tools in Travel Marketing. Register today to participate in my session and benefit from the rest of WTM London's three-day conference programme. See you there 5 - 7 Nov at ExCeL, London! #WTMLDN Alessandro Ciancimino Tom Starr Alisdair Luxmoore Ali Hosseini Vamoos Travel App Sabre Corporation Amadeus PwC Middle East Branko Karlezi World Travel Market (WTM) London Brooke Gilbertson Juliette Losardo

The most powerful people in the world are making the same mistake: - Ignoring AI - Ignoring AI’s capabilities - Ignoring the impact on their business Here are 3 reasons why leaders fail to embrace AI: 1. They don't understand it 2. They don't know how to use it 3. They don't have the data The best way to overcome this is to: 1. Educate yourself 2. Try out some AI tools 3. Collect the data Don't be left behind.

A frequent discussion in marketing these days is whether it’s appropriate to use humour and a lighter tone in B2B messaging, particularly when it comes to complex and expensive products. My short answer is in the picture below, where I’m looking at a Sussex police poster informing me that I’m on CCTV and asking me to smile. If the police can be light-hearted, B2B companies can be too. The longer answer is still “yes,” but as with everything in marketing, humour should be tailored to your audience. If you’re going for it in your messaging, make sure you know what type and degree of humour will resonate positively with your target audience, and double-check timing, contextual, and situational appropriateness. Once you’ve done the prep work, enjoy the benefits of using humour: ⭐ It helps build brand personality, and the fact that even B2B brands need it is no longer up for debate. ⭐ It enhances engagement by encouraging interaction and evoking a positive response to what you say. ⭐ It differentiates you and makes you memorable — something every brand strives for. ⭐ It works well for relatability, which is a must-have in B2B no less than in B2C.   All of the above will help capture the attention of your prospects and connect with them on a more personal level - a great place to start or continue those business conversations. 🔔 Get in touch if you want to revamp either your positioning or messaging or both. I guaranty some humour😊 and laughs😁 on top of usual deliverables🤑 #messaging #positioning #productmarketing #marketingstrategy Fortuda

SAME OR DIFFERENT? Both images below do the same thing: they inform a company’s (clothes retailer) customer that their order is on its way. They use the same means: words and an image. And even their key wording is almost identical. Which is more effective? They both are as they both deliver the main message clearly. Which achieves more? The additional call to action deployed by the first company increases the potential for more interactions and sales. Just adding one short line about a 50% sale allows the company to get more traffic and more sales without any additional marketing costs. Does the deployed image help? It normally does when the image is visually appealing, contextually relevant and relatable, all of which can be said about the first image. I will let you decide whether the melting ice-cream on concrete is visually appealing and how it is contextually relevant to the business of selling clothes. What I will say is that each interaction with the customer is an opportunity. Even if it is the simplest possible message, use it to enhance your marketing, brand building and sales efforts. PS: I help companies to create messaging fit for their objectives and context. Get in touch and let’s discuss what your messaging needs are and how they can be achieved. #marketing #messaging #positioning #marketingstrategy #gotomarket

Brand messaging is one of the fundamental elements of a company’s marketing strategy, contributing significantly to the overall commercial success of the organisation. Most marketing resources will tell you that brand messaging communication channels include content marketing and advertising, PR, social media, digital assets and even packaging where this applies. I would add another one. It is never mentioned, but it is very effective: company employees. What they do and what they say delivers your brand message in the clearest and fastest way. I saw a great example of this the other day when attending the Wimbledon Championships. Every single member of staff that I came into contact with or watched doing their job, demonstrated with their actions that they were there to deliver exceptional experiences for their attendees. Each and every one of them finished their interaction with me with a wish to have a great time. They might have been doing different jobs (ticket officers, luggage room personnel, waiters, camera person, etc), but all of these jobs were about making sure I enjoy myself. To me this was a great messaging channel. One I could see, hear and feel. Make sure you don’t overlook it when working on your brand messaging. #messaging #positioning #marketingstrategy #gotomarket Wimbledon

It’s the beginning of July and so it’s the Wimbledon Championships 🎾here in London. The last British tennis player, Emma Raducanu, is now out of the singles competition and this commentary attracted my attention: “The biggest frustration for Raducanu will be that she didn’t lose this match on her own terms and instead, she allowed Sun to dictate when she should have been the player bossing the points.” Drawing parallels with the world of business: for a company to dictate its own terms is even more difficult. There are so many more factors and forces at play compared to the individual sport of tennis, giving far fewer chances for “bossing the points”. But creating solid product/company positioning is one of the areas where you can call the shots as it is up to you to decide how you want to come across and what unique identity you want to create. It does take time and skill. It does require thorough target audience research, comprehensive competition analysis, a good degree of creativity and market knowledge. Still, the way companies position themselves or their products is very much in their hands. Don’t miss this opportunity! PS: Get in touch for advice on how to showcase your strengths through positioning and messaging and ace the competition #productmarketing #positioning #messaging #gotomarketstrategy #wimbledon Fortuda

Why not just sit on a beach somewhere? Why just take 4 days off after 17 years as BrewDog CEO? Why dive straight into another ambitious venture and risk complete failure?   Great questions.   But I didn’t even consider them for a nanosecond.   I just love building things, and after 17 amazing years as BrewDog CEO, I wanted to throw myself headfirst back into build mode, and I am excited to tell you all about a brand-new business I am launching.   Say Hello to Social Tip!   This new business builds on everything I have learned from almost 2 decades at the cutting edge of marketing whilst building BrewDog.   None of the wildest campaign, craziest stunts or cleverest advertising even came close to the brand building power of genuine peer to peer recommendations. Authentic brand love trumps any other form of marketing, and community is increasingly becoming the cornerstone of any winning strategy.   Building on these insights, Social Tip helps brands turn their customers into their influencers. This is good old-fashioned word of mouth marketing but amplified for the digital age and scalable through our innovative technology.   How Social Tip works is incredibly simple:   1) Someone buys something from one of our partner brands. 2) They then post about it positively on social media. 3) Social Tip’s proprietary technology works out the value of that post. 4) That person is then rewarded in real cash.   At the end of the day, people don’t trust adverts, they don’t trust influencers or marketing. They trust people they know.   The conventional ways of marketing are becoming less and less effective: 70% of people no longer trust adverts, Gen Z are allergic to anything that looks or feels like marketing, macro influencers impact is on the decline, and it is increasingly difficult for brands to connect authentically on fragmented online platforms.   Social Tip enables the best brands to build hype and buzz whilst putting money back into the pockets of everyday people for posting online about the things they love.   If you are a member of the public and would like to use Social Tip you can sign up to our waitlist at socialtip(.)io , and if you look after a brand and would like to learn more about using Social Tip for to grow your business please drop me a DM.   The Social Tip app is due to launch in Summer 2024 and I am delighted to be building this business with Thomas K Matecki & Georgia Lee as well as some fantastic investors and advisors.   I am also going to take you all with me every step of the way on this new journey, giving you a front row seat to this high-stakes start-up.    I always said with BrewDog, that if it did not work out, I would happily go back to being a North Atlantic Captain. ⚓   That remains the backup plan if Social Tip fails. Fingers crossed it doesn’t.