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What does 'good marketing' look like?

Marketing is often referred to as a broad discipline. Charles Nixon, founder of the Cambridge Marketing College, explained in his book 'Philosophy', that marketing extends far beyond just meeting a customer's needs. It touches every area of a business or organisation and understanding what good marketing is requires an understanding of how it has evolved. […]

How to Analyse Email Campaigns with Mailchimp

Mailchimp is a free to use email marketing service. The software allows you to create and manage mailing lists and campaigns. Getting started with email marketing and analysing email campaigns using Mailchimp is simple, but as your business expands, you will discover that the service continues to grow with you and offer more options. MAILCHIMP […]

How to Stay Ahead as an SME

Marketers in small and medium sized businesses are under daily pressure to keep pace with change and stay ahead of the competition. Strategy isn’t just for big businesses and the big corporate brands – it’s vital for SMEs too. And there are plenty of things that the big players can learn from their smaller counterparts. […]

Four successful Suffolk heritage brands

A heritage brand is a company that has been around for decades, or perhaps even centuries, and taps into its successful history to establish customer loyalty and to generate sales. The ever-present challenge for these brands is how to continue to satisfy and exceed the expectations of their customers in a fast-moving world, when they […]

What is the Experience Economy?

It is now more than 20 years since B. Joseph Pine II and James H. Gilmore, co-founders of Strategic Horizons LLP, first published their book, ‘Welcome to the Experience Economy’. Given author’s names like ‘B. Joseph Pine II’ and ‘James H. Gilmore’ you’d be right to think that this was a) American with the potential to be b) some […]

The Importance of Customer Retention

In any business, no matter the size, acquiring new customers will always be a key part of growth and ongoing profitability. However, retaining existing customers has a vital impact in the form of long-term benefits, comparatively small cost, and maximising return on investment. The importance of customer retention is therefore paramount. In recent years, marketing […]

Low Cost Marketing Tips for Micro-Businesses & Start Ups

There are as many ways to market a start-up business as there are types of business. From a private airline to a bespoke birthday cake provider to a chicken farm to an engineering company, the list is endless. A few start-ups with ready-made customer bases need no marketing at all. For all the others, we […]

How To Use Video Conferencing Effectively

Due to the current Government advice surrounding COVID-19, many businesses have switched to working from home in an effort to minimise their social contact. However, in order to maintain productivity levels and open communication between colleagues, video conferencing software and online meetings are essential. At Mackman, we have updated our online working facilities to accommodate […]

Restarting Business Growth After Difficult Times

Here in the early Spring of 2020, it is difficult for most companies to feel optimistic and confident about thriving in the future, whilst others will be feeling pretty hopeless about their chances of even surviving an extended period of economic decline. We thought we’d remind everyone of how the combination of consumer research and […]

6 Tips To Mitigate Marketing Risk During Uncertain Times

In uncertain times, some companies decide to cut their marketing investment and other costs, while others choose to continue to build their presence, to generate leads, and to drive growth. Planning to survive or to thrive depends on far too many factors to discuss here, and most beyond marketing matters. For those planning to thrive, […]

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What our clients say

We knew straight away that we wanted Mackman to be the brand agency to work with us on our project. We were given a real sense of confidence that they would do a great job and we were not proved wrong. We look forward to ‘growing together’ over years to come.

Jane Cotton, Board Director - ILECS (International Lift Consultants)

The latest News and Views

What's the Value of Gauging Customer Experience?

Research & Insight

86% of buyers are willing to pay more for a great customer experience. Even more than businesses need customers, they need happy customers. Generally, a good customer experience, or 'CX', leads to high customer satisfaction, and satisfaction can be directly equated to loyalty. Deliver great customer experience and you can expect your customers to stay […]

Three examples of effective brand purpose in advertising

Branding & Brand Development

Brand purpose may seem like an advertising fad, the territory of big businesses with deep pockets. However, consumers are increasingly looking to companies to solve societal issues. Brand purpose can help you to create an agile brand that will stand the test of time. Designer Wally Olins once said, "The intangible value of the brand […]

The Importance of a Brand Identity Toolkit

Marketing Matters

Think about a ‘brand’. The first thing that sprung to mind was probably a logo, maybe Apple’s or Volkswagen’s. But your brand is so much more than just your logo. Your brand is your identity, comprised of various design elements and communication components. To remain true to your brand, it’s important to establish a brand […]