Author: calderstone

It’s probably no exaggeration to say that the invention of the printing press was one of the most important inventions in history, making it possible for books, newspapers, journals, and all varieties of reading materials to be produced quickly and in great numbers – promoting literacy throughout the world and providing incalculable pleasure to an…

So wrote the English author Edward Bulwer-Lytton in 1839 in his play Richelieu; Or The Conspiracy, perhaps building on Napoleon Bonaparte’s quote: Il n’y a que deux puissances au monde, le sabre et l’esprit : à la longue, le sabre est toujours vaincu par l’esprit … which translates as “There are only two powers in the…

Retailers face numerous challenges – declining margins, stiff competition, rising staff costs, increasing rents, knowing what to stock and when, shrinkage, getting the pricing right, on-line issues, dealing with multi-channels, escalating consumer demands … the list goes on and on. And once all these issues have been solved – or at least grappled with –…

Let’s start by considering what it actually is.  Essentially, it’s a highly effective method of targeted marketing to existing and/or potential clients.  Effective because each campaign is tailored to the recipients in terms of content and timing, and is often part of a phased programme leading to a specific “event” or deadline.  The delivery method…

In an earlier article we talked about the wonderful sport of cycling and all the reasons we do it – for health, fitness, social reasons, competition, and personal challenge – to say nothing of the sheer joy of freewheeling down a steep hill as fast as you can.  We decided to omit mention of the…

I’ve heard of ‘Web to Print’ or ‘Self-Service Print’.  What is it? Very simply, it’s a web-based technology that automates and streamlines the printing process, reducing delays and errors, minimising costs, and maximising efficiencies. The client designs and specifies their printing requirements on-line – often via a secure portal and/or using pre-agreed templates – this…

The Holy Grail …  We’ve all experienced it, good and bad.  We’ve all talked about it (especially when it was bad).  Customer satisfaction, where it begins and where it ends.  Not just because ultimately our customers pay our bills, and pay for us, but because it’s absolutely and fundamentally obvious – if we treat our…

Do they work? Most of us have done it.  Been to an event or an exhibition or a hotel or a conference and picked up or been given small gifts – pens, folders, cups, t-shirts, bags – the list of possibilities is a long one. But why?  Most of us already have enough pens, folders,…

Does anyone read manuals any more? That question was a bit tongue-in-cheek, but I’m sure we’ve all bought a new fancy electronic device at some point and tried to make it work without reading the manual.  Males of our species are allegedly even “worse” at this than females.  One wonders how many clock/timers on DVD…

Promoting yourself properly – “brand awareness” It’s the Holy Grail (of publicity) isn’t it?  To project the right image, to the right people, who want to buy your products and services.  And since people began thinking about such things, they’ve been asking themselves the simple question – how? The marketers tell us we need a…