Light the Fuse is two years old this month …

This month we are celebrating the second anniversary of the launch of Light the Fuse. We would like to send a big thank you to all our Clients, Friends and Partners who have supported us over the last two years. A big thank you from Light the Fuse … (Go on … Scan me) Feel free to send us a text message with your anniversary wishes …   (Go on … Scan me) For more information about QR Codes, their benefits and disadvantage, please see the post entitled, "Lead Generation: Facilitating mobile responses". If you do not already have one, click …

Lead Generation: Facilitating mobile responses …

Traditionally the call to action for a large proportion of advertising, is to call a number, send a text message or visit a particular website, with numerous well understood techniques for measuring response rates and advertising effectiveness, such as Promotion Codes, Tracking URLs and Number Diversity. In a mobile environment, the challenge is to improve the effectiveness of advertising through increased response rates. One approach is to improve the experience of fulfilling the call to action, by removing the need to remember the numbers, URLs or SMS codes, contained in the advert.  Two competing technologies, that utilise the capabilities of internet enabled camera phones, have been developed to meet this challenge. …

Light the Fuse and the Mobinnova ICE …

       "We worked with Light the Fuse on the recent launch of a flagship product, where they acted as our out-sourced marketing department. They provided leadership on all aspects of the marketing programme from Strategic Marketing initiatives, such as corporate positioning and brand identity; Product Marketing, including product positioning and naming and Marketing Communication, liaising with channel partners to agree and implement PR, advertising, training and other channel activities, as well as leading all of our on-line activities. We chose to work with Light the Fuse, due to their experience of the telecommunications market and their understanding of the challenges facing …

Notification of change in Trading Status …

It is with deep regret that I must inform you all, that as of today 6th April 2009, the partners of Light the Fuse have decided and agreed to go there seperate ways. Peter Ford will continue providing consultancy and agency support to existing and new clients, but will trade as a Sole Trader, continuing to use the call to action "Light the Fuse" but will invoice under the trading name "Peter Ford Marketing Services", and will be independently registered for VAT. Thank you all for your on going support. Peter

Philips take a satirical view of world events

Whilst the majority of the world focus on the inauguration of the incoming President, Philips are taking a slightly different view on the day … Hopefully the resulting advert, which appeared in UK Newspapers on 20th January 2009, will be remembered for a long time to come …   It's a pity that US Presidents are such a good source of satirical material for advertising. The all time classic example, has to be S.C Johnson & Son, who during a Channel 4 interview with Monica Lewinsky, chose to run adverts for Vanish Stain Remover. What product will President Obama be linked with at the end …

Enquiry Management: Avoiding deadends …

It is probably stating the obvious, that in order to Qualify Enquiries and progress to Nurturing Prospects, it is essential to capture appropriate data regarding the Enquiry. Unless this is done, it is simply not possible to build a CRM database and progress prospects through the Sales Funnel. Or is it that obvious, given that their are many examples of companies who fail to capture data. For example, we recently came across a company, who went to the trouble of pre-announced the availability of their product via a PR campaign and trade shows, and in addition provided a website with the ability to "preorder" …

Behaviour is branding …

For a few weeks now, our SugarSync service, has not been working. (See, "Sync with added sweetness"). This might seem a strange point, to start a brief blog on branding; however there are two reasons, why we are taking the time to comment … PRODUCT: Its only when we had the service stop working, that we realised, the true benefit of SugarSync. Having to go back to using USB memory sticks and external hard drives to sync data between PCs, compared to the simplicity of the service, was areal reminder of the true power of the service. BRANDING: If behaviour is branding, then …

Mobile Phone Name Quiz – Answers

Listed below is the correct answer to the Mobile Phone Name Quiz from “I am not a number …“: The answer to the quiz, demonstrates the confusion that can be generated through the use of similar functional naming conventions ( See “What makes a name?” ) and highlights the potential for naming contention and lack of distinctiveness. Thank you to everybody who entered. A small prize is on it’s way to the winner, who has been informed by email.

I am not a number …

In the classic espionage thriller, The Prisoner, the authorities attempted to break the will of their captives by depriving them of a unique personality, forcing them to adopt numbers rather than names. Historically, mobile phones have similarly been deprived of a unique personality. Their names have tended to gravitate towards the functional name categories. (See "What makes a name.") This has resulted in an alphanumeric cloud of MDAs; 6600s; Z100s etc, thus rendering them instantly forgettable. Further evidence for this lack of distinctiveness, came from a recent focus group, conducted by Light the Fuse, which showed, that while most participants could remember the brand of their mobile phone, most could not remember its name. This lack of distinctiveness …

What makes a name?

If you have ever named a child, you will know all about the agony of choosing the label that they will be forced to use for the rest of their life. You’ll have had the sleepless nights, worrying over significant questions …. How will the name effect the way people perceive them? Will they be teased in the playground because of their name? Should their name carry on a family history or convention? Does the name evoke any cultural, racial or sexual taboos? Naming a company, product or service, can be similar in many ways, but with a number of additional considerations … …

Increase usage – Lather, Rinse, Repeat

In Benjamin Cheever’s first novel, "The Plagiarist", a marketing executive adds the word, "repeat", to a clients shampoo packaging, increases sales and becomes an industry legend overnight. Is a new industry legend about to be born at Unilever? The concept behind Lynx Mix is fiendishly clever. Use two separate deodorants to create a third unique fragrance or as they put it … Combinable Fragrances. Its obviously not as simple as adding "repeat" to the packaging. However, using two deodorants "simultaneously", has the same effect … increased usage. The new legend, will however only be born, if they can persuade male …

Sync with added sweetness

After choosing our email solution, the next largest IT challenge our business faced was data backup and synchronisation. How could we ensure all our company critical data is kept safe and that project critical data is made available to those who need it, regardless of location, across multiple PCs and Laptops? For the last few months, instead of using Outlook as a filing cabinet or fiddling around with USB memory sticks, we have been using SugarSync. This Backup and Synchronisation service meets all our business needs and is highly reliable, fast and incredibly easy to install, set-up and use. Take …

Things to do today – Check your Google keywords!

From today, Google have implemented a major change to their trademark policy in UK and Ireland. This change, brings the policy for these countries, in-line with that already used in the USA and Canada. The policy change effects the use of trademarks as keywords to triggered an Adword or Sponsor Link advert. From today, "keywords that were disabled as a result of a trademark complaint and investigation will no longer be restricted in the UK and Ireland." In effect, this means that Brand X, could now trigger an Adword or Sponsored Link advert, through a keyword that matches a trademark, …

Please ignore the fine print

The image below was taken from the latest Polaris World TV commercial, which was shown on UK TV today. It invites potential customers to "come and discover Polaris World, at no cost".   The sharp eyed may notice, that the free visit offer is valid until 30th April 2008. However, when we called Polaris World telesales, they informed us that the offer was still available. Lets hope that potential customers ignore the fine print, otherwise the response rates from these adverts, maybe disappointingly low.

Help us celebrate. Download your free gift …

This month we are celebrating the first anniversary of the launch of … Traditionally, first anniversary gifts, are associated with paper … therefore as a thank you, to all our Clients and Friends, we would invite you to download and print a free gift. Go on … download your free gift here.