Thoughts on Business

In October, I was fortunate enough to be invited by my brother to Dublin, and one of the activities we did together was the Guinness Storehouse brewery tour. As well as being a masterclass in having a good time (!), the tour was also a masterclass in marketing, and in the history of marketing. This article shares the highlights from that trip down marketing memory lane and the stories behind those iconic advertising campaigns that people of a certain age (mine!) know so well.

My approach has always been to tread softly when entering online advertising. I test different parameters using small budgets with clearly defined ceilings on what the software can spend, and if there isn’t a return on investment, I stop and find a different marketing channel. I recently became aware of a brilliant social ad campaign being used by an innovative business person I had worked with previously. She had been generating a return on investment of multiple times the ad spend from day one of launching the campaigns.