Dec 29, 2011

"Could these 7 simple low-cost marketing tips save your bacon?"

On 27th December 2011 Finnish news site ArcticStartup publish my article about marketing. My topic was how firms could do better while the economy seems to be crashing...

I also sent the article to my somewhat gaga partner Drayton Bird, who emailed this message to his list of thousands:

Here's some Reindeer Wisdom for you
That's a ghastly joke, and I apologise, but the far-flung, if tiny, Bird empire has a fledgling in Finland, with some good advice for you.

About two and a half years ago a bright young man called Timo Jäppinen wrote to me to say two things.

First that some copy I had written was not very good. And second that he had written an alternative.

Well, my copy wasn't too hot, his alternative was better and I was impressed. And since the most valuable commodity in business is talent we're now in business together in Finland.

And if, like me, you think we're all in for a rocky ride, you may find this article very helpful: http://www.arcticstartup.com/2011/12/27/could-these-7-simple-low-cost-marketing-tips-save-your-bacon.

Ignore the fact that Timo looks about 15. He's quite a few years older and very knowledgeable. I wish I had his hair. Just some of it.

Best,

Drayton

Nov 9, 2011

PRESS RELEASE

: The strange birth of a new kind of marketing agency – which actually guarantees results

PRESS RELEASE

: October 18. 2011

The strange birth of a new kind of marketing agency – which actually guarantees results

International marketing legend Drayton Bird is opening a new agency in Finland – but the way it happened is quite strange.

The new agency, Drayton Bird Associates Finland, is headed by Timo Jäppinen who has been planning this for the past year.

Drayton’s firm, Drayton Bird Associates, specialises in getting measurably better sales for marketers all over the world. They help large clients including Prudential Assurance, The Royal Mint and Nielsen Research as well as many small ones you’ve never heard of.

Why Finland?

But why open in Finland? Drayton Bird answers: “Because of Timo’s persistence. Two years ago he wrote telling me something I’d written was wrong – and why. Then he rewrote it – and it was better.

“I thought he had real talent - but he didn’t want to leave Finland. Then he pestered me constantly for two years to start a business. Also, Finland, Scandinavia and Eastern Europe are quite undeveloped when it comes to measurable marketing that sells.”

“In the last year we’ve helped clients in the U.S., Spain, Australia, Thailand, South Africa, Singapore, Hong Kong, Austria and even Slovenia,” says Drayton. “Why not Finland?

“We’ve helped sell language courses, fashion, property, stamps, bicycles, training, pensions, investments, insurance, Savile Row suits, pensions and even candles for churches in Italy”.

We do it the internet, in advertising, in videos, in direct mail – the same principles apply no matter what.

“The fact is, local habits and languages differ but the principles that get you more sales don’t – particularly on the internet, which is where we do a lot of our work.

For marketers who want guaranteed results

“When there’s a recession, people want sales, not just pretty stuff that doesn’t sell. I find many advertisers are tired of their agencies’ big fees and small results. 

“We guarantee our clients’ results or they pay no fee. I don’t know any agency that does that. And so far we haven’t had any refunds.

Also we are a bit cheaper than big agencies. We don’t waste time in unnecessary meetings or money on fancy offices.

How good is Drayton Bird?

In November 2003 the Chartered Institute of Marketing named him “one of 50 living individuals who have shaped today’s marketing,” other names included Philip Kotler and Tom Peters.

Sir Martin Sorrell, founder of WPP, the world’s largest advertising and marketing business calls Drayton “a wise and wily direct marketer – online and off. People all over the world have been lucky enough to learn from him.” The late David Ogilvy said he “knows more about direct marketing than anyone in the world” 

The world’s biggest names

Over the years Drayton has worked for an astonishing range of the world’s biggest names including American Express, for whom he created a special marketing course for senior executives, British Airways, Cisco, Deutsche Post, Ford, IBM, McKinsey, Microsoft, Nestle, Philips, Procter & Gamble, Toyota, Unilever and Visa.

As international Vice-Chairman and Creative Director, Drayton helped O & M Direct – now OgilvyOne - become the world's largest direct marketing agency network.

He has helped sell everything from Airbus planes to Peppa the Pig. And he has run his own businesses – so he understands money.

“My own agency which I sold to Ogilvy was set up in a recession. We started with no money and no clients. Actually, my partners and I were all in debt. I know all about tough times,” says Drayton.

Drayton’s book, Commonsense Direct and Digital Marketing, out in 17 languages, has been the UK’s best seller on the subject every year since 1982. He has written 4 other marketing books and spoken in 51 countries.

Drayton is personally involved in everything the agency does. You can read about him and Timo at www.draytonbird.fi


Get interviews and more information:

Timo Jäppinen, Managing director, Drayton Bird Associates Finland, +358 40 730 3065, timo.jappinen@draytonbird.fi



Drayton Bird, Chairman, Drayton Bird Associates, drayton@draytonbird.com



www.draytonbird.fi
www.draytonbird.com

Mar 25, 2011

Visit my new marketing blog in Finnish

Here's something you may find interesting:

http://www.markkinointikatsaus.com/

It's my new marketing blog in Finnish. Why not visit it now and subscribe to get free updates? Simply click the link above to peep in... Go on...

Feb 19, 2011

Do you remember me? Plus, an expensive lesson - Free

Dear blog reader,


I've been absent. And I'm planning to be, however, I thought I take the time share what I've been doing and what I've learned about marketing, and life too, during these last few months:


"Nothing is new, everything is transformed"

I can't remember who said that first - but it was someone much smarter than me. I thought I had already learned this lesson with my first company that tried to "revolutionize" something that already existed and proved to be working. That was stupid and expensive. 

Now some years later, here I am repeating the same mistakes trying to invent new ways of doing old tested and proven things. Expensive and dumb. The only good thing is that you learn from failing. Like Drayton Bird says, "We learn nothing from success." 

It's true. You can be damn sure people are going to try find out what why something doesn't work. Then you can try again. This time more intelligently. Why bother to learn what worked when you are successful?

Or maybe you are one of those few rare birds who keep their cool and sit down to analyze why so much money is pouring in... If you are that then please write your tips to the comment box on this blog and share them with the rest of us mortals.

An excellent example about a guy who worked like Swiss clock and kept his cool, no matter how well or bad things were, is the late UCLA basketball coach John Wooden. His methods are worth studying closely. He is the same guy who said, "Success comes from knowing you did the best to become the best you are capable of becoming." 

I'll keep rambling on and I hope you do, too. 

Until then. I'll catch up with you again. Hopefully sooner than later.


Best,
Timo



Oct 2, 2010

The most valuable card in your wallet

On September 9, 2010 Harvey Mackay wrote an article titled “The most valuable card in your wallet” In the article you’ll discover that the most valuable card you have is not your credit card, driver’s license or even insurance card. It’s your library card.

Mackay announces September as “The library card renew month.” I want to do the same, and encourage to renew your library card. If your card hasn’t expired, great.

How often do you use it?

Most people go through their whole life never realizing the hidden treasure in their wallets. I hope you use your library card. I do. It’s not a secret; the most successful people know more. There’s no excuse for ignorance, public libraries are free.

Enough preaching. You know what to do.

Finns: If you want to double your reading speed and improve your reading comprehension in 7 days, with less than 20 minutes practicing per day, visit this site http://www.finlandiaacademy.fi/ It’s my new company that publishes and sells directly self-help home study courses in Finnish. My first product is 7 day speed reading course. Have a look.

And even if you are not planning to start the free trial, have a look at the web site. Maybe you'll learn something. Click the link to go to: http://www.finlandiaacademy.fi/

Sep 6, 2010

Wanted: Freelancer copywriting projects

Would you like an experienced freelancer direct marketing copywriter to have look at your web site, sales letters, ads or brochures and give you ideas how to improve them – for free?

Look no further, because I’m ready to give you an honest opinion on how I would increase your sales. In my previous job at AdEffie Inc Oy, Finnish online ad network, I saw over half billion online banner ads and their direct impact to sales – or lack of impact, which was often the case, too.

I know what works in online and offline advertising. If you would like me to have a look at your materials in Finnish or English just send me a link to your web site via email jappinen.timo@gmail.com or attach your files to an email, and I’ll give you comments what you could do to increase your sales and profits today.

There’s no obligation and no strings attached. It won’t cost you a cent. I’ll quickly tell you if I can help to increase your revenues or not.

I have worked with companies from one man web stores to direct marketing giants like Reader’s Digest and Guthy-Renker (Zumba Fitness, TV-Shop and Proactiv).

As you know, you may not be able to meet your customers or the prospect company’s CEO whenever you want, but your letter can. What you say in it makes the difference between a profit and loss.

In early 2010, I did couple of small freelancer projects for Drayton Bird and his associates in London. The late David Ogilvy said: “Drayton Bird knows more about direct marketing than anyone in the world.”  

Afterwards Drayton give me a flattering testimonial saying: "Timo is one of the most impressive young people I have come across – and I have come across quite a few. He has an exceptional grasp of what this business is about – and also, most unusually, considerable creative talent."

I won’t argue with that.

Now, why not email me a couple of samples of your ads you would like improve, but you don’t know how, or you simply don’t have time to do it yourself? I don’t blame you. But please hurry as my calendar is also getting fatter every day. I can only handle very few new freelance clients.

I’m based in Helsinki, Finland in case you want to meet me in person. You can email me at jappinen.timo@gmail.com or call me on +358 40 730 3065

Why not do it right now before you do anything else?

Aug 29, 2010

Ad Man's Book Club: August 2010 Choice

A Technique for Producing Ideas -
James Webb Young

"James Webb Young is in the tradition of some of our greatest thinkers when he describes the workings of the creative process. He not only makes this point vividly for us but shows us the road to that goal."

–William Bernbach, Former Chairman and CEO, Doyle Dane Bernbach (DDB)


This book is a step by step guide for producing ideas for anything. Before I tell you what the steps are, let’s look at the man himself.

James Young Webb is ranked at the 52. of Advetising Age’s Top 100 People of The Century. He is listed higher than Lester Wunderman, Victor O. Schwab and J. Walter Thompson.

James Webb Young build a successful mail-order business after he retired from JWT advertising agency, where he worked as a creative director and vice president.

Five steps to big ideas

1. Gather material about the problem
2. Digest it
3. Let go of the problem
4. An idea will appear
5. Shape the idea

Now, I won’t tell you exactly how the process works because I want you to read James Webb Young’s A Technique for Producing Ideas. The paperback has only 64 pages. It takes less than an hour to read. Amazon sells it for 6.95 $ last time I checked. Order it here.

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