Monthly Archives: October 2013

Malcolm Walker – you are my hero


I have been watching the three part documentary about Iceland Foods on BBC2 recently. Having also lived through the horse meat crisis (again something we had nothing to do with and all our products were clear) it is very interesting TV to me!

I sense that Malcolm is intuitively a great retailer, he understands what customers want (even though many in the press turn their noses up at Iceland) and delivers it to his customers in a cost effective and efficient manner. There are many lessons from this for anyone starting a business and also for e-commerce companies in general.

Firstly be know for something – anything! and stick to the knitting – don’t confuse your customers – I especially liked the bit about naming products – why use fancy language when simple naming of your product makes things clearer. I see this again and again and it’s a pet hate of mine. Use simple English to describe the product not flowery language.

There are so many good lines in the program, I really feel I am part of the team. So watch it for yourself – and learn that sometimes retailing is about having great people, fantastic products and delivering a great service to your customers – it’s easy!

Google anonymous


© Mike_kiev |

I am launching a new service for marketeers who read this blog.

It’s called Google Anonymous. If you need help with your Google Analytics addiction we can help you, initially by launching a national helpline for addicts who can’t put down their Google Analytics account and relax for more than 5 minutes.

Google Anonymous is a fellowship of men and women who share their experience, strength and hope with each other that they may solve their common problem and help others to recover from analytics addiction.

The only requirement for membership is a desire to stop login into GA in meetings, trains, planes and automobiles. There are no dues or fees for GA membership; we are self-supporting through our own contributions.

GA is not allied with any sect (including Google itself), denomination, politics, organisation or institution; does not wish to engage in any controversy; neither endorses nor opposes any causes.

Our primary purpose is to stop hitting the refresh key and help other marketeers to achieve data sobriety.

If you are really needing help, you can drop me an email or post a comment on my blog, we will get in touch and connect you with a trained counsellor.

Diet Claims!


While in Sharm El Sheikh, Egypt staying at the Reef Oasis Blue Bay Resort, we noticed the spice shop selling some miracle cures for weight loss!

In the UK you can only make weight loss claims based on safe weight loss. This is really tricky, as anyone who wants to start a diet wants to lose weight healthily but also quickly.

At Diet Chef we don’t recommend losing weight any quicker than 2lbs (1kg) per week. The Egypt diet above is slight quicker – but is it sustainable!

Flavourly hit’s the big screen

The team at have been working on getting a fantastic TV advert together.

A big thank you to who managed the entire production process seamlessly.

The ad will hit screens from the 21st October. Initially just on Food related programming, but once the testing phase is over it will go mainstream onto digital and terrestrial TV.

Let me know what you think of the creative. The food styling is amazing and was done by a well known chef!!

Flavourly TV Commercial from Greenroom Films on Vimeo.

Using codes in TV adverts


© Petr Vaclavek |

Most direct marketeers really like to track things (me too!) But sometimes they go overboard with measurement.

TV is a very visual media, but the audio track or voiceover maybe just as important.

Daytime TV viewers aren’t usually so engaged in the content, so the TV ads usually are also ‘background noise’. When producing TV ads you mull over every small detail, which is great but also put yourself into the position of the viewer. Will they really be so engaged that they will use a code on screen?

It is always worth testing, but I would prefer to just use a simple call to action to visit the website to get any offer!

Back in the studio


We shot the flavourly TV advert on Tuesday this week, it was an amazing few hours pushing through some great food with a super high quality camera.

We could get some Amazon effects which we will show once the edit and voice over is complete.


Just bought an amazing Bluetooth speaker from jawbone

It doubles as a hands free phone and works with multiple Bluetooth devices

For such a small box it has an amazing sound quality

Ideal for listening to the toons on holiday!