The Step Change Blog

Are senior management questioning your marketing spend? Watch us live on stage to learn how to effectively justify your costs.

The best things in life may be free, but Tinder will no longer be one of them. Perhaps, writes Jeff Cooper, the move will add value to the service.

Watch as we answer the question: I have a legal practice which struggling, having lost some clients. How do I lead employees effectively so all of them are involved in finding new clients?

Watch our strategists outline the Chief Marketing officer of the future in this nine minute video.

In this weeks Stump the Strategist, watch as the strategists answer a question about shifting gender perceptions in the workplace.

You don't have to be crazy to work in this industry, but it may not hurt writes Jeff Cooper.

Watch as we answer live on stage in 9 minutes: How do I grow the customer base of my online sock store? Each sock design supports a different charity.

Watch this weeks Stump the Strategist to find out how you can access the small and medium enterprise channel.

Many small businesses often ask if a marketing plan is necessary. Yes, you definitely need a marketing plan but it needs to be flexible. Here's how you do that:

Before you spend $1 on paid advertising, take the time to sit down and work out your media exposure across your current touch-points. Here are 2 tactics we use.

In 9 minutes we solve a problem on how to launch a consumer services app that connects consumers with spas and clinics in their area.

Find out who your biggest competitor is, what their greatest strength is, and how you can create a campaign based around the weakness arising out of that.

This week's Virtual Stump The Strategist answers questions on consumer apps and coffee shops live in 9 minutes. See if these answers can apply to you here

The smaller your business, the more resourceful you need to be with your marketing. A strategy called predatory marketing may be just what you need to grow.

What may, what might is still way out of sight says Jeff Cooper. Forget portents of the future, it's action in the moment that speaks louder than prediction.

What's next big thing in marketing? In this post, we explore an upcoming technology for marketers to watch out for called iBeacon. Find out all about it here:

By giving permission to be not so private about their privates, UbyKotex gave young women freedom of expression. Controversial- yes, but very successful!

We needed to find the advantages of Australian pork over beef. Find out here how we used predatory marketing to force reappraisal of pork with a health message.

When making a name change companies tend to focus on the upside and forget to quantify the value of what they are giving up. Do you know what you're giving up?

Jeff Cooper likes to get around. And he doesn't mind getting his wallet out if it means he can do it in style.

The Sanitarium brand wasn't as well known as some individual product brands. Find out here how predatory marketing was applied to share their brand values.

Bundy Red needed a core message that wouldn't cannibalise the Bundy Yellow market. Find out here how predatory marketing was applied to this scenario.

There is nothing worse than having a new entrant enter your category. But, it will happen. Here is a useful strategy to help your business survive.

How do you compete with a brand that took top-end beauty products mainstream? Find out how you can strike at the weaknesses that arise from this strength.

What's unique about the Super Bowl as a showcase for advertising is its sheer scale. It isn't just an NFL final, it's the grand final of the advertising world.

With trends, there are either opportunities or threats and you can work with them or against them. Find out how to work with trends for greater advantage here:

The Australian, the leading national news brand, effectively forced their readers to form their own opinion on a subject using predatory marketing techniques.

What drives customer behaviour? Learn how vertical and horizontal disruption can offer opportunities to grow your market share.

Jeff Cooper thinks a leggy, plastic blonde could inspire a revival of those hot creative ideas languishing in drawers all over the country.

Having a broader view of your competitive environment can throw out different challenges that you can turn into opportunities. Find out how here: