My marketing thoughts, my marketing projects and anything in between. Since that £150 logo project to now, my journey in marketing, always learning. 20 years and counting in marketing working with small, medium and large businesses. Get in touch today - info@nutsaboutmarketing.com

Artificial intelligence inevitably featured heavily at Social Media Conference Cymru, but the most interesting discussion was not about which tool could generate the best image or video. The bigger question was what happens to creative value when the cost of producing content falls dramatically. That is where Dr Alex Connock’s session became particularly interesting. His argument was that generative AI is making competent content incredibly cheap, fast and scalable. Text, ima

Social Media Conference Cymru gave me plenty to think about, but the strongest theme running through the day was not really about platforms, trends or algorithms. It was about purpose. Social media teams are often surrounded by activity, metrics, requests and deadlines, yet the more important question is whether any of that activity is actually helping the organisation achieve something meaningful. Beth Thomas captured that perfectly when she reflected on being very good at u

I saw a brilliant little example of the AI debate playing out locally this week. Llandeilo Service Station posted four potential new logos and asked people which one they preferred. The problem was that the designs had clearly been generated using AI, and the comments section spotted it almost immediately. People called them “AI slop”, questioned why a local designer had not been used and, perhaps most importantly, recognised that the designs did not really represent the busi

Why tourism marketing should be treated as economic infrastructure, not just promotion. When a visitor economy is worth hundreds of millions of pounds to a local area, marketing should not be treated as decoration. It should be treated as economic infrastructure. Roads help people move through a place. Broadband helps businesses operate. Events bring people together. Marketing does something similar. It creates demand, shapes perception, directs attention and influences where

There is a conversation I have had with business owners countless times. I ask what they are doing with their marketing and the answer is usually something like, “We post on Facebook a few times a week, we’ve started doing more Reels and we probably need to get onto TikTok.” None of those things are necessarily wrong, but they do not really answer the question. They describe channels and activity rather than marketing itself. If I ask what your marketing looks like and you te

Some marketing survives because it looks useful inside the organisation, not because it creates much value outside it. The work is visible, the calendar is full and everyone can see that effort happened, which is exactly why it can be difficult to stop. Why visible work feels safe A new campaign can be shown in a meeting. A video can be played, a brochure passed around and a social calendar displayed in neat coloured boxes. Diagnosis, customer interviews and analysis are hard

One of the easiest sentences to write in a marketing plan is: “Our target audience is everyone.” It is also one of the least useful. There are products with enormous potential markets, of course, and broad reach is incredibly important for growing brands. But that does not mean every person has the same needs, motivations or value to a business. Segmentation is not about making your market artificially tiny. It is about recognising meaningful differences within it. I think th

One of the things that frustrates me most about marketing (i think it pisses me off more because it's my job) is how often it gets reduced to social media. (oh aks Damian he's into marketing and soicla media stuff, rolls eyes) A business says it needs to do more marketing, and within minutes the conversation becomes about posting more regularly on Instagram, making a Reel, designing a graphic or finding something to put on Facebook. Those things can all be useful, but none of

One of the most useful marketing ideas I have encountered is also one of the most uncomfortable for businesses. Your most loyal customers are probably not enough to deliver the growth you want. Organisations understandably love loyal customers. They buy more often, understand the product, require less explanation and may become advocates. Loyalty matters enormously to customer experience and commercial performance. But brands generally grow by increasing penetration: getting

A strong brand identity is crucial for any club that wants to stand out. At Aberystwyth Town, I spearheaded a comprehensive branding overhaul. This began with creating the club’s first-ever brand guidelines, a unified set of standards for logos, colours, fonts, and tone of voice. With a consistent brand in place across digital, print, and matchday materials, ATFC started to present a professional and cohesive image to fans and partners alike. One of the most visible expressio

Great work gets noticed. The innovative initiatives and improvements at Aberystwyth Town FC didn’t just win over fans and sponsors, they also earned public recognition and media coverage. Our efforts culminated in the club becoming a finalist for two categories in the 2025 Menter Aberystwyth Business Awards. Competing for the Aberystwyth Ambassador Award and Welsh Language Champion Award highlighted how far the club’s community impact and inclusivity had come. It was an honou

For football fans, the magic of the club is most alive on matchday. We dedicated significant effort to enhancing the matchday experience at Park Avenue to make every home game at ATFC special. This meant looking at all the little details that matter to supporters. We overhauled the matchday programme, turning The Seasider into a visually stunning, content-rich booklet that fans now eagerly collect each game (it even won awards, as mentioned). We also launched new initiatives

I came across a local event recently that attracted more than 500 people. Entry was free, the event appeared to be well attended and, by any reasonable standard, persuading hundreds of people to give up part of their day and visit something locally is already an achievement. It also got me thinking about what happens after everyone goes home. This is not an argument that every community event needs to be aggressively commercialised. Some of the best local events work precisel

Ever since I was a kid, I have loved football, watching it, playing it, and since mid 2024 I was part of it with my work as Commercial Manger at Aberystwyth Town Football Club. Below is a case study on my work with the club and a pinch me moment when I was tasked with designing the entire new kit range, marketing the kit and launching it to fans. Enjoy the read. A Design Rooted in Local Identity In 2025, Aberystwyth Town Football Club (ATFC) embarked on a bold redesign of its

By February 2024 , the digital marketing rhythm set in January was in full swing. This month delivered a string of social media feature...

The dawn of 2024 brought a burst of digital marketing energy as businesses set resolutions to capitalize on emerging trends. January 2024...

In December 2023 , digital marketing was a mix of festive cheer and forward-looking innovation. Social media platforms rolled out...

As we hit mid-2023, June delivered an energizing mix of AI enhancements, social media shifts, and a few cautionary tales . It was a month...

As spring 2023 unfolded, April showered us with new developments in AI and search , stirring both excitement and debate across the...

March marched in with a focus on deepening engagement and squeezing more performance out of digital platforms. Social media trends this...