The “Marketing” Entertainer – Phil Geary

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The EntertainerThis a compelling interview if you want to hear first-hand from an accomplished marketing director who identifies with, indeed has a passion for,  driving success with owner managed retailers.

 

Meet Phil Geary, the Marketing Director at one of Britain’s fastest growing retailers, The Entertainer toy shop chain. Hear what he has learnt during a career of working closely with some our countries best known brands, Lloyds Pharmacy, Holland & Barrett, Bounty and of course The Entertainer.

 

One of Phil’s best pieces of advice for any growing business is to consistently ask “What does the customer want, need or think?” But more than this he points out that these questions cannot be answered around the boardroom table. You must get out and speak with staff and customers. They have lots of the answers and instinctively know what is right and wrong.

 

During the interview he shares with us what is at the core of The Entertainer’s success. His views on the internet and fears around the intrusiveness of new technologies and personal data. His greatest set back? A lot of us will remember an advertising campaign run by Holland and Barrett, the problem though is that it had no impact on sales. Ouch! Hearing how he overcame this set back is compulsive listening. He also discusses the “Rule of unintended consequences” where he used a celebrity to open a store which attracted so many people that the store had to be closed and of course sales were massively below expectation.

 

His favourite business book

  • Howard Schultz – Onward – How Starbucks Fought For Its Life Without Losing Its Soul. He is particularly enthusiastic about the time when Schultz closed all 11,000 stores for half a day to reinforce the staff’s coffee making skills.

His favourite charity

Finally, a list of The Entertainer stores is on their website http://www.thetoyshop.com

 

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