Fondant Marketing

22/09/2026

If, like me, you're dropping off a child at univesity this week (gosh, how did that come around so soon? 🥹), then you might have spent an excessive amount of time in Ikea recently.

But, have you heard of the Ikea Effect and how you can use this psychology to gain better engagement with your customers?

If you're interested, I wrote an article on it - have a read and let me know if it sparks any ideas you can take forward in your business.

Co-creation was a central part of the strategy behind my work with TACT Connect and developing their care-experienced community.

The success was remarkable (and award-winning!) and I always try to bring co-creation into my work now.

https://www.fondantmarketing.co.uk/post/the-ikea-effect-and-marketing

08/09/2026

Ripping off the plaster and sharing the video of me talking about the maths in marketing, as part of a careers video series for City of Maths!

What's your career and what kinds of maths do you use?
(Promise I won't make you star in a video!)

Working on this project has made me realise there's more of a mathematician in me that I thought - and how much I love the data crunching side of my work!

01/09/2026

Thoroughly enjoyed reading the new issue of Steer Your Business today – and not just because I have an article in there!

Here are some of my favourite bits:

Thought-provoking insights like: “Every extra you give away has a cost, even when it never appears on an invoice” – Tracey Louise Taylor, Meno Money.

Interesting concepts, like how to make money from your unused capacity (empty restaurant tables, idle vehicles, or spare resource) through Silvatree Capacity Exchange.

Important wellbeing wake-up calls for business leaders from Executive Coach, Kate Adey.

And, of course, it’s lovely to see some of my valued contacts appearing here too with fantastic articles from McLaren&Co (“sometimes the wrong website was built well”) and Good Connections Telecom Ltd (“a single dropped line isn’t just an IT glitch, it’s lost revenue”).

Make a brew and give it a read here: https://steeryourbusiness.com/magazine/sep-oct-2026/ -oct-2026/1

24/08/2026

Working on some creatives for a new campaign for one of my social media advertising clients…and it includes cute dogs. Beat that for a Monday!

21/08/2026

When you push your clients to be in videos and then the shoe’s on the other foot…

Properly out of my comfort zone 😬 doing an interview as part of a careers video series, but thank goodness it was the fabulous Georgia from AdBeat Marketing behind the camera, who made me feel as comfortable as possible!

Thank you, Georgia - looking forward to seeing your brilliant work as you piece another great video together 🤩

18/08/2026

It doesn't matter how long I've been in the marketing game, I still get a thrill seeing my clients' promos out in the wild!

Digital works brilliantly, but there's still a place for traditional ads, like these bus stop panels across Leeds that are promoting different ways people can get involved with activities, games, and competitions that City of Maths is running this summer.

This format was chosen to capitalise on the free bus travel for children and teens this month - and seeing an uplift in visitors, entries and web traffic proves print still has its place.

11/08/2026

I always enjoy seeing the advertising in different countries I visit - this was the standout campaign I spotted when in the Dominican Republic this summer (and, ironically, now I'm over the sickness bug I brought home as a souvenir, I can laugh about it again!).

Have you spotted any corkers on your travels?

Please share them with me!

04/08/2026

Holidays… you work hard to afford one, you work your butt off before you fly to make sure things run smoothly while you're away, then you come back home with a damaged suitcase and whopper of a virus that feels like it's undone all the benefits of rest you gained on a sun lounger!

The upside (coz I need to focus on one!!) is this stand out service from my travel insurance provider...

No digging around in pages of small print to find the claims process, just a clear and simple email waiting for me in my inbox with a big 'claim here' button (and that's a standard mailout - they didn't know I even needed it).

Insure & Escape, you deserve ALL the customer service and comms awards here 👏

16/06/2026

Think you can only have an 'abandoned basket' problem if you've got an ecommerce business?

Afraid not!

Other businesses (including service businesses) experience the same behaviour, we just call it something else…

People rarely move through a buying journey in a straight line, and understanding why people hesitate can help all businesses improve their marketing.

If you want to learn all the ways you're a little bit ecommerce (and how you can move your 'abandoned baskets' to 'checkout'), have a read of my latest blog.

Think you can only have an 'abandoned basket' problem if you've got an ecommerce business? Afraid not! Learn all the ways you're a little bit ecommerce - and how you can move your 'abandoned baskets' to 'checkout'

09/06/2026

If money were no object (hello dream clients!) and everyone was available to 'buy' (probably true), which famous person would you choose to collab with?

I've made it pretty clear what I think about a certain organisation's POOR choice for an influencer-led campaign, so I'm turning it on it's head and thinking about the BEST brand alignments.

I always love Yorkshire Tea's northern collabs, and would love to see Kit Harington and Rose Leslie in an ad for my favourite cuppa!