Hello, my name is Kelvin and I am a marketing addict

Write a blog piece they said. Introduce yourself to everyone. That put the pressure on. What should I say? Should I be all serious about marketing and business? I can feel you clicking on to the next piece already. How about trying to be witty to raise a few smiles? The trouble with that approach is the word ‘trying’. It is rarely followed by ‘and succeeding’.

Working on the premise of ‘if you can’t be funny at least be honest’, here is a bit more about who I am and why I am here.

I’ve spent many years working in regional ad agencies. Agencies are fantastic learning environments, not just for the theory of marketing (I completed my CIM qualifications at Postgraduate Diploma level during this period) but also in the practicalities of understanding market places and how customers actually behave. The textbooks are one thing, the real world is often quite another.

You also get to become an instant expert in all sorts of sectors and industries, like tourism, health, food service, insurance, pubs and hospitality, food retail and education. And the associated marketing activities – strategy and planning, advertising, packaging, direct mail and public relations.

In recent years I have also been involved in teaching marketing and other business skills in both the private and public sectors. That’s CIM, ISMM and CMI for those wanting to add professional recognition to their CV’s and BTEC and degree level modules for those just starting out on their careers. So now the title of this piece makes a bit more sense. I have plenty of thoughts and things to say about the way marketing is understood, executed and taught.

Which brings me to why I am here. Firstly it is a chance to work in a successful company with a group of talented professionals. Which is not to be underestimated.

It also gives me a chance to put into practice the marketing skills and ideas I have developed along the way. This will be mainly with the way that we build Zing Insights into the company that Lisa and Paul envisioned at the beginning, but also by adding value to research with strategies and plans for clients.

One final thing, just to try and gain a bit of research credibility, I have also been studying for an MSc in Marketing. That means doing my own primary research to help to complete the dissertation. So I will be going through the process of project planning, developing the methodology, the data gathering, the interpretation and the final presentation. Phew. I am sure some of the joy and pain of that journey will be shared with you every now and then as well.

By Kelvin

When a little insight can be just enough….

Once upon a time, not so very long ago, commissioning an insight project typically meant embarking on a long and often pretty expensive journey.  Projects routinely ran for 8+ weeks… Read more »

Coronavirus: leisure, tourism & events

Along with the rest of the UK (and many populations around the world) we’ve spent many weeks now at home under lockdown. However, with the weather warming up, people are… Read more »

Data isn’t insight alone

The marketing stream at this years’ AEO Forums included a brilliant session from Ben Smithwell from Comotion. Ben’s session titled ‘Demystifying Customer Insight for Marketing Professionals’ highlighted, that data alone… Read more »

Focus

Persona definition the aspect of someone’s character that is presented to or perceived by others Today, the more widely used definition of persona is a tool for understanding audience behaviours,… Read more »

Testing times

It’s safe to say everyone is feeling the effects of or worrying about the economic downturn resulting from the spread of Coronavirus. We hope that our friends, family and clients… Read more »

Introducing: the Zing Panel

  This week sees the launch of our new-and-improved Zing Research Panel and we’re all very excited about it! Over the years, we’ve carried out lots of research projects and… Read more »

Our Clients

We have extensive experience working across a wide range of industry sectors for many leading brands.

Contact Details

Victory House
Chequers Road
Tharston
Norwich
NR15 2YA

t / +44 (0)844 800 9588

e / hello@zinginsights.com