Ashley Truscott is MD of Waterfall Marketing (www.waterfallmarketing.co.za), an agency specialising in developing and implementing marketing strategies, including social media marketing and production of business publications. Prior to starting Waterfall Marketing in 2010, she was marketing manager of auditing firm BDO in South Africa. Email her at , connect with her on LinkedIn and follow @ashtrus on Twitter.
Ashley Truscott is MD of marketing consultancy Waterfall Marketing (www.waterfallmarketing.co.za). As a marketing consultant, she has worked on a broad range of clients:
one of SA's leading auditing firms (content management strategy and marketing for a social networking recruitment website, www.bcomconnect.com; co-editor of the firm's client publication)
management consultancy (marketing strategy, production of a newsletter)
non-profit organisation (writing and production of a five-year review)
engineering (writing and production of a suite of capability statements)
leading chain of dry-cleaners (customer satisfaction research and recommendations for improvement; assistance with production of franchise prospectus)
architectural firm (management of social media marketing tools)
exhibition company (writing and implementing an external communications strategy)
retail (media relations)
consultancy in the ethics space (marketing consultant: writing and implementing the marketing strategy to support the growth of the business)
Companies hire Ashley for one of the following reasons:
Their company is small and they do not have the resources for a full-time marketing team; therefore, it makes sense to use an external marketing consultant
To develop a marketing strategy that the company's marketing team can implement, with Ashley's guidance
To work with them in the implementation of the marketing strategy
To develop a social media strategic plan that supports their marketing initiatives
To help establish a credible brand with their specific target market/s
To write and / or edit copy for a variety of marketing tools: websites, brochures, annual reports, company profiles, etc.
[Ashley Truscott] In the past two weeks I have received numerous unsolicited text messages and emails. What boggles my mind is how the organisations (or individuals) who have been trying to communicate with me have got it so horribly wrong, because they clearly didn't research their target audience.
Good article Chris. So many companies want their products to be a "household name" or to compete with some of top international brands, yet they just cannot get their minds around the marketing cost! A source of great frustration at times, but also a challenge for us marketers.
Hi Roger - good point - but they're not positioning themselves in that recruitment space. There is no mention that they are looking for army recruits and there isn't a single contact detail on the ad. And I agree, Business Day is not the paper for recruiting their target market.
[Ashley Truscott] Early last week while reading Business Day, I came across a large advert extolling the fact that the South African National Defence Force cares for its veterans. Well, I should hope so - but does this really warrant a large full-colour advert in an expensive newspaper? And I am sure that its newspaper campaign does not stop at Business Day.