Episode 12 – You Can Sit on Your Arse or Do Something With Your Life, Your Choice – Leigh Riley (Cosatto)


Meet a Deputy Managing Director who discusses amongst other topics, product development, branding, customer service, digital communications and parachuting? Meet Leigh Riley, the Deputy Managing Director at Cosatto – a British designers of push chairs and prams. After not knowing what to do with his life for a few years (24 to be precise), Leigh found his passion for problem-solving at Cosatto and soon made his way up the ranks, very much ‘learning by doing’. A believer in life long learning (but fast, life long learning), Leigh understands the importance of listening to customers and trying to understand what they are trying to say rather than what they are actually saying in order to solve their problems, issues and pain points.

The top tip this week is all about images, yep on an audio media.

– Listen to your customers, it is the basis for EVERYTHING. But make sure that you are problem solving and not just simply doing what the customer is telling you. Do your research, listen to the intel and insight you can now gather fairly easily and act on this to solve issue and problems that are frustrations for you market. Look at what your customers pain points and problems are and try and look for solutions. At Cosatto, they aren’t reinventing what isn’t broken, yet looking at where they can make those small improvements to products that can solve a problem for their target markets.
– Leigh described the omni-channel approach, where the customer journey usually starts online and can very much end with a purchase from a physical store, due to the nature of the products they sell. Its important that we understand and can map out our customer journey, in order to provide better customer experiences at every touch point
– There are so many more methods and ways to learn than the traditional ‘read and learn’ approach, which is still applicable today, but you should never feel prohibited to one form of comms when it comes to learning. Blogs, webinars, audio books, podcasts (like this one), workshops, online chats, online courses and video can all be used. The theory and practical examples and learning is still the same regardless of where you’ve listened, read or seen them, it is simply the comms channel that is the differentiator.
Just remember to try it at 2.5x speed!

Top Tip – Right Click, Copy, Paste
The tantalising top tip this episode is called – Right click, copy image, paste. And it really is as simple as that. When hearing the word assignment, you are probably thinking straight away about page or word counting, how much copy you can fit on one side of A4, font size and type, layout, headings, sub-headings, sub-sub-headings, report style or briefing paper formats and of course all of this is important and shouldn’t be ignored and we can cover all of these elements in later episodes, what I want to highlight to you today is the use of imagery.

In some questions, it is a pre-requisite, such as in the April 2018 Level 6 Digital Strategy Assignment, task 2 (a) when asked to evaluate marketing automation as it was important to show the tactics to enhance customer relationships at different stages in a customers digital journey, but even if images aren’t a pre-requisite they can be used.

The use of images can really help highlight are particular point you are trying to make in an answer or even become an integral part of an answer that will not only show that you have understood the question, but also done your all important research. Further to this, images can help break up copy and make your assignment easier to read, understand and subsequently mark!

So if you have a question that is suitable for images to be used in, such as to differentiate between different webpage styles or Facebook ads, or perhaps to highlight how the use of imagery is used for persuasion or as a call to action, then don’t be afraid to use them. If space is becoming an issue but you still feel your chosen images are important for your answer to make sense, then add them into an appendix as this will allow you to elaborate and give your answer context (you can still break your copy up with headings, tables and charts if you wish), but only use images in an appendix if they are to aide the answer rather than form part of it, if the answer requires images, make sure they are in your answer and not the appendix!

Now there is one caveat here, a really important one. Don’t fill entire pages with imagery as images alone will not fully answer a question. This is only to enhance, justify and frame your answers. Go ahead, right click, copy image, paste.

Happy Marketing Everyone!

Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License


How Brands Grow:
Hacking Growth: https://amzn.to/2r8evFz