SIX MONTHS OF INSIGHTS: A RECAP

Regular visitors to the Ready blog may have noticed that over the last six months, we’ve been a little more vocal and prolific in the Thoughts section.

Why so? Well, two reasons. Firstly, researching and dissecting pertinent issues means that we can expand our knowledge as a team. And remember folks, knowledge is power.

Secondly, as the pace of change quickens, our clients don’t always have the time or resources to stay up to speed with the latest developments. So we thought we’d help them out by sharing what we learn as we discover it.

Here, we’ve gathered together a collection of our favourite posts from 2018 so far:

CAMPAIGN TACTICS

A personalised ecommerce experience for skincare brand Biore

How to create personalised e-commerce experiences on a budget
A look at how online retailers without the financial clout of big players can increase personalisation for customers.
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A montage of promotional images for selfie campaigns

Why promotional campaigns needn’t be boring and ineffective
How to add a little spark and imagination into promotional campaigns, so you stand out from the sea of brands doing the same thing.
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A still from a Christmas campaign by Soap & Glory

Be authentic or be quiet: Aligning brands with major events
With a plethora of modern-day events for brands to associate themselves with, where is the line between tangible and tenuous link? And how can they refrain from crossing it?
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CONSUMER INSIGHTS

A mobile phone in someone's hand

Five ways brands can engage the modern mum
Exploring how to reach today’s mothers, who are a far cry from the stereotypical kitchen-dwelling caricature seen in adverts of yesteryear.
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some skincare products

Do consumers want more innovation in their skincare?
A look at three of 2018’s most interesting trends in skincare, to assess whether consumers view them as valuable developments or just passing fads.
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the facebook logo in blue and white

Reaching new parents on Facebook: A mum’s tale
75% of parents log onto Facebook daily, many of them new mums who use the platform for everything from advice and tips to buying and selling second-hand products. So how can they be engaged in a relevant way?
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SECTOR INSIGHTS

colourful drinks products in a supermarket fridge

Seven major trends shaping the FMCG industry in 2018
As consumer behaviours shift and the retail channel landscape evolves, the FMCG industry is changing at a faster pace than ever before. So what are the key trends driving this change, and how are they manifesting themselves this year?
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montage of pink beauty products

Mintel’s 2018 beauty trends: Six months on
Just before Christmas, Mintel revealed four trends they announced would impact the global beauty and personal care market in 2018. Halfway through the year, are they coming to fruition?
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molton brown products on a shelf

5 ways personal care brands can beat own-labels
With major retailers taking steps to increase the volume, prominence and appearance of their own-brand products, where does that leave personal care brands?
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CURRENT AFFAIRS & ISSUES

 

Screenshot from Lush's Spycops campaign

Have Lush taken brand purpose too far?
Following the furore over Lush’s controversial #SpyCops campaign, Ready’s marketing assistant Maddie asks whether the backlash was deserved, or unfair.
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a few people standing in a line

Are brands doing enough to break down gender stereotypes?
A year on from Unilever’s promise to eradicate any traditional gender stereotypes from their advertising, are other brands following suit?
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the facebook app on a mobile device

A new dawn for consumer marketing?
First, Facebook changed its algorithm to the detriment of organic branded content. Then GDPR came along, forcing businesses to comply or face huge penalties. Is the combination of the two a recipe for disaster…or opportunity?
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