Anti-marketing, or why you shouldn't always put the customer first
20 January 2015

Who should you put first? Not the customer, says Adrian Liley.

"Most people say the customer but if you look after your marketing staff, you find that happy staff lead to happy customers," says the Head of Sales at British Study Centres, in one of his counter-intuitive leaps about marketing techniques.

He'll be sharing these in a keynote session at next month's English UK Marketing Conference in London, building on the infamous talk he did at the same event in 2013 where his flow was delayed by a power cut and then completely halted by a fire alarm causing the building to be evacuated.

Liley is allergic to many current marketing catchphrases, and argues for doing less of many things, including information, and segmentation. He'll concentrate on six (surprising) areas, such as telling the truth when selling, storytelling about your centre, using reverse psychology, defensive pessimism, accidental marketing and "shockvertising".

His newest tactics including how language centres should tackle the Why Choose Us section in their websites and brochures. "Everyone tends to do the same thing - happy students and so on. But if you do something different, perhaps talking about the area you're in, then that leads to Sticky Marketing. Do something bold and simple - but the message has to be clear. You need to find your unique selling point."

Find out more about the English UK Marketing Conference 2015, including the provisional programme and bookings, held at the Thistle Marble Arch Hotel on Friday 6 February.

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