Anna Forgaard
Meet Anna "The only source of knowledge is experience"
Albert Einstein
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Anna Forgaard, F IDM, PG Dip IDM

Letters after my name are an honour (The Fellowship of the IDM is in recognition of the 25+ years I’ve been a marketer, the PG Dip IDM is for the far quicker part of taking the exam). But marketing experience is more valuable than any letters, because the experience I’ve gained during my career allows my clients to avoid costly mistakes.

I have worked in marketing in the wine, media and retail industries, across mail order, events, launches, acquisition, retention, partnerships and consultancy, within some of the best companies in their field.

It is this wide experience across multiple fields which brings the most value to my clients.

Bauer Media Creating marketing partnerships for consumer magazines, collaborating with major brands such as Google, Tesco Clubcard, WH Smith and Cineworld.

Emap Delivering customer acquisition campaigns across 50 magazine brands, from Grazia and Empire to Car and Today’s Golfer.

Whitbread Working on the shop floor and in the marketing department of this leisure giant taught me about retailing, customer behaviour and effective promotions.

The IEC Wine Society Where I first learnt about the science (and art) of marketing, the importance of brand consistency and the need to understand your customer.



Areas of Expertise

Marketing extends across all areas of a business’ activity and I have experience across multiple channels and disciplines:

New product launches
Identifying where, when, how and to whom to launch a new brand or business. Ensuring all channels are utilised to greatest effect and the customer reaction is “wow”.
From minor tweaks to major overhauls, I have experience of changing the direction of a brand and steering it into a new customer arena.
Events are a significant drain on resource and budget but can be a prime route to market, so it’s important to make your attendance effective. From the pre-event marketing, to the show itself and then the post-show follow up, I work with you to achieve an effective ROI.
New customers are the lifeblood of any business, so knowing where to find them and how to target them is crucial. I have extensive experience of devising multi-channel campaigns to talk to new audiences, reviewing current activity to improve response rates and measuring activity to understand where the acquisition budget should be spent.
Once you’ve won new customers, you need to work to retain them. They bring repeat business and will be advocates of your brand, spreading the word and generating further interest. Retention marketing is often overlooked but always worthwhile and merits a standalone strategy.
Loyalty Schemes
A key part of a retention strategy, loyalty schemes work to retain customers and set you apart from your competitors. They don’t have to be complicated schemes, but they must be appealing to the consumer. Partnerships, offers and motivators are the key to success.
Partnership Marketing
Sharing your customers with another business can generate significant returns - when done with appropriate partners and in the right way. I have the contacts and the ability to broker partnerships, negotiate the deal and deliver an effective partnership strategy.
Let's Talk
Whether you’ve got a general marketing enquiry, a specific campaign need or a seemingly impossible challenge, I’d love to hear from you. Please contact me - no obligation.
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Anna Forgaard Marketing Consultancy | Mobile: 07970 555502 |
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