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News from the Delevine Mediaverse

The coffee entitlement

Why prices are elastic

Here’s one. A friend complains on Facebook that it costs 14 dollars for a coffee from room service in the small hours at his luxury Chicago hotel.

To be fair it’s just a humblebrag. But someone bites: “Why not just go out to an all-night diner?” The reply comes: “I’m trying to work, plus it’s minus 11 degrees out there.”

Dude—that is why your coffee costs fourteen bucks.

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Branding is more than a logo

The art of selling with words

What is copywriting anyway? Isn’t it just about basic grammar?

No. Many people are confused about what copywriting is. Perhaps it’s the word writing that muddles things up. The moment you say writing, people assume it’s all about using pretty words and correcting grammar. These things do count. But that is only a fraction of the story. Copywriting is about selling with words.

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The zero moment of truth

Winning internet pre-shopping

When people search Google for the kind of products or services you offer, what’s the very first thing they find? If it isn’t you, you need to read on.

A consumer’s decision to buy is increasingly being made by gathering intelligence online — before the buyer ever gets to see your product in store or meets your sales agent. And this is not just confined to consumer goods. It’s the same across all sectors, including B2B services. Here’s how it breaks down.

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Delevine Media to score Ascension 4 by Rinmaru

Roman Alkan

Rinmaru: Roman Alkan

Rinmaru is a web gaming phenomenon and a one-woman force of nature. Art prodigy, games developer, entrepreneur and role model to thousands of girls, this “level-24 human female” has been quietly changing the face of online fantasy role playing with smart, funny and well-plotted games where strong women are firmly to the fore.

I say quietly, but when she announced  that the forthcoming fourth chapter of her visual novel Ascension, “Echoes in the dark” would feature my original music, her dev blog on Tumblr exploded.

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Shopper insights and the case for burritos

Six ways to win that don’t require a pie-chart …

Consumer insights are big business for those that sell them. At conferences we crowd around the data, frantically snapping powerpoint slides with our iPhones (don’t tell me you use a Samsung) and craning our necks to hear interviews with amusing couples bickering about their shopping habits. While this is fascinating, I’ve always found it curious. Don’t we shop?

The case for intuition

The market for consumer insights is based on the fundamental MBA school mantra that “you can’t manage what you can’t measure”. Because this error is drummed into us early in our careers,

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Sharing is the new shouting

What works when people are busy online is remarkable content, shared by someone they value

Worldwide social media revenue will grow by 50% year on year in 2012, led by advertising sales, according to Gartner research. Gartner estimates the figure will rise from a projected USD 10.3 billion this year to USD 14.9 billion next year and more than USD 29 billion by 2015. Social media advertising revenue, including money earned from display ads and digital video commercials across computers, smartphones and tablets, will total USD 5.5 billion in 2011, growing to USD 8.2 billion in 2012.

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Buffett fires £500m warning shot to Tesco CEO

If you’re as influential as Warren Buffett, all you need to do to raise the value of an investment is increase your stake. But it’s not enough to recoup his Tesco losses …

US billionaire Warren Buffett has swiftly raised his stake in Tesco from 3.21% to 5.08%, spending around GBP 500 million. Markets and analysts alike have chosen to see the move by one of the world’s most respected investors as a vote of confidence in the retailer. Shares in Tesco fell by 16% last week, when the UK retailer issued its first profit warning in 20 years, following porr Christmas trading. That news shaved GBP 5 billion of the retailer’s market capitalisation. But the stock rallied slightly on the revelation of Buffett’s increased commitment, edging up by 1.87 %.

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Troubled Fnac unveils new strategy

Fnac’s chief defect is that it sells things people no longer buy …

French retailer Fnac has seen its operational profits halved, according to a release. The retailer blamed a lack of elasticity in its cost structure along with pressure on margins due to a strong drop in sales of electrical and electronic goods. To address this, Fnac has announced a new plan, which it is calling Fnac 2015. The plan involves cost reduction moves as follows:

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Delhaize loses its Bloom, and other US stories

A&P in purgatory, Fresh & Easy struggling. And now for the news: Bloom is closing …

Last time I tried to take a couple of weeks off, India agreed to retail FDI. Luckily, by the time I was back at work the government had performed a swift U-turn, so I’m glad I didn’t bother panic-writing something about it. This time, a few major US retail stories slipped out of the net while I was still mainly eating brandy butter. And I don’t see them becoming non-stories by tomorrow so here goes.

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30 Ways to Say Nothing

Our seasonal guide to hiding your poor holiday trading from the press …

It’s Christmas and I don’t feel like working. Sorry, what I meant to say was: I’m experiencing some softness around blog-posting during a challenging trading period.

Given current consumer behavior/s, this particular seasonal trading period may be a key tipping point for some retailers and their suppliers. Insofar as some may tip over from being in business into not being in business anymore.

In such a case, it’s imperative to find creative ways of talking about your performance.

Our generous sponsors Delevine Media are here to help with all corporate communication. So here’s our seasonal guide to burying your poor performance in weasel words.

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Premier offloads Brookes Avana

Clock is ticking as first divestment barely diminishes Premier’s debt …

Beleaguered UK food manufacturer Premier foods has managed to sell its lossmaking chilled foods business Brookes Avana to 2 Sisters Food Group (owned by Boparan), for GBP 30 million. The maker of Hovis Bread and Mr Kipling cakes said the divestment was an important first step towards streamlining its portfolio. Brooks Avana posted a loss of GBP 13.3 million.


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