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Articles by James Hurman
Your discounting strategy is making you poorer. Here's the data to prove it.
Almost every brand offers online retail discounts. Most discount more than they did 5 years ago and more than they did last year. And most plan to discount even more in the future. Black Friday has expanded into Black November. The 20%-off welcome offer has become the price of admission to a customer's inbox. The "limited time" sale has, for many brands, become the only time. I've spent the last several months digging into what that pattern is actually doing to the brands caught in it.
Future Demand: exclusive extract from James Hurman’s new book
Marketing has gone from a dark art to a hugely measurable enterprise. So why does it still seem so hit and miss? Advertising effectiveness expert James Hurman says we’ve been targeting the wrong customers with the wrong creative – and proposes a more reliable way. NZ Marketing ran an exclusive extract from Future Demand in the March 2026 issue, ahead of publication in May. Editor Penny Murray sets the scene. A century ago, marketers didn’t know why some campaigns worked and others didn’t.
Why retaining more customers might be hurting your growth
There’s a piece of advice we’ve all heard so often that it’s almost a law of nature: “It costs 5x more to acquire a new customer than to keep an existing one.” It’s the kind of statement that sounds so right, no one stops to ask if it’s actually true. But in our new study of over 1.7 million customers and $1.2 billion of spend across dozens of ecommerce retailers in Australia and New Zealand, we did stop and ask. What we found turns that old wisdom on its head.
Tone City Blues Man Overdrive Pedal
How do I use instant finance? It's simple! Just add the products you want to your basket and click the "Checkout" button in your basket. Go through the checkout process and tick the "Finance" option under "Select Your Payment Method". You can then choose which finance term you'd like to apply for, and change your deposit if you wish. At the end of the checkout you'll be taken to the V12 Finance web site. This is where your finance application is processed.
Marketing needs to do a better job of marketing marketing
Advertising effectiveness expert, James Hurman, jots down his thoughts on why marketers need to prioritise marketing marketing so they can do their jobs – unbridled. I really feel for marketers. I’ve never worked in a marketing department, nor been a CMO. I live the luxurious life of telling them what I think and leaving all the actual work to them.
Gretsch G5422TG Electromatic Classic Hollow Body Double-Cut with Bigsby in Snowcrest White
Here at Andertons Music Co. we believe that we stock some of the best musical equipment in the world. That's why we want to make it as quick and easy as possible for you to get your order, safe and sound! We offer a wide range of delivery options to help fit around your busy lifestyle without compromise. This includes free, named-day delivery for most UK postcodes on orders over £149 which are in stock, Saturday & Sunday deliveries, and competitive delivery rates worldwide.
EFF BOMB: Cadbury returns to its core
James Hurman examines the 2022 IPA Effectiveness Awards Grand Prix winner for Cadbury, ‘There’s a glass & a half in everyone’ by VCCP London, in the first installment of his EFF BOMB series which looks at effective advertising. Hello! I’m James Hurman, and this is issue #1 of my new column for WARC, called Eff Bomb. It’s a column about advertising that’s, well, fucking effective. And what we can all learn from it.
Fender Custom Shop '52 Telecaster in 2-Tone Sunburst Heavy Relic
Here at Andertons Music Co. we're fortunate enough to get our hands on a number Fender Custom Shop instruments, to give you a chance to own something truly special and unique. This '52 Tele Heavy Relic is a pure, old-school Telecaster that traditionalists will simply adore. With its worn aesthetics, time-honoured hardware and vintage-style electronics; this premium guitar is an early '50s Tele through-and-through with an Ash body, Maple neck and Custom Shop pickups.
Fender MIJ Limited Edition Offset Telecaster in Fiesta Red
Here at Andertons Music Co. we believe that we stock some of the best musical equipment in the world. That's why we want to make it as quick and easy as possible for you to get your order, safe and sound! We offer a wide range of delivery options to help fit around your busy lifestyle without compromise. This includes free, named-day delivery for most UK postcodes on orders over £99 which are in stock, Saturday & Sunday deliveries, and competitive delivery rates worldwide.
Fender Custom Shop '52 Telecaster Double Bound in Shell Pink Heavy Relic
How do I use instant finance? It's simple! Just add the products you want to your basket and click the "Checkout" button in your basket. Go through the checkout process and tick the "Finance" option under "Select Your Payment Method". You can then choose which finance term you'd like to apply for, and change your deposit if you wish. At the end of the checkout you'll be taken to the V12 Finance web site. This is where your finance application is processed.
Fender Custom Shop '52 Telecaster Double Bound in Sherwood Green Heavy Relic
Here at Andertons Music Co. we believe that we stock some of the best musical equipment in the world. That's why we want to make it as quick and easy as possible for you to get your order, safe and sound! We offer a wide range of delivery options to help fit around your busy lifestyle without compromise. This includes free, named-day delivery for most UK postcodes on orders over £99 which are in stock, Saturday & Sunday deliveries, and competitive delivery rates worldwide.
Warwick Limited Edition GPS Streamette Teambuilt 4 String Bass in Special Amber Transparent Satin
Here at Andertons Music Co. we believe that we stock some of the best musical equipment in the world. That's why we want to make it as quick and easy as possible for you to get your order, safe and sound! We offer a wide range of delivery options to help fit around your busy lifestyle without compromise. This includes free, named-day delivery for most UK postcodes on orders over £99 which are in stock, Saturday & Sunday deliveries, and competitive delivery rates worldwide.
Jackson Audio Twin Twelve Silvertone 1484 Preamp
Earn loyalty points whenever you shop at Andertons. Points can be earned and used online, in store or over the phone: earn and use points however you choose to shop! No need to sign up - points are added automatically when you make a purchase! The more you shop, the more you save, so start earning points now! What are points worth?
The Top 10 Best Electric Guitars of 2022... So Far!
2021 has seen a lot of big electric guitar releases from brands including Fender, PRS & Yamaha. Read Andertons' Top 10 Electric Guitars of 2022 here! Guitar brands are always finding new ways to tinker with and invent new designs to give us players the best instruments possible.
Prof. Byron Sharp skewers Binet & Field’s 60:40 rule, smashes attention metrics, BVOD ad stacking, multi-channel amplification effect; tells marketers to sack agencies preaching share of voice quotas and bet the farm on always-on reach; Ritson backhanded
Back to the future While many marketers are focused on efficiency, attempting to avoid wastage by suppressing ads to people that have just bought a product, or limiting targeting only to those in category, Sharp suggested that philosophy is misplaced. “It is not [waste] because it helps lay down memory, lay down mental availability … Most of your [current] sales will come from the work that people have done in the past. Your job is to make sure that people in the future [do that too].
Faith Legacy Earth Rosewood Electro Acoustic
How do I use instant finance? It's simple! Just add the products you want to your basket and click the "Checkout" button in your basket. Go through the checkout process and tick the "Finance" option under "Select Your Payment Method". You can then choose which finance term you'd like to apply for, and change your deposit if you wish. At the end of the checkout you'll be taken to the V12 Finance web site. This is where your finance application is processed.
Catalinbread Fuzzrite Germanium Fuzz Pedal
Earn loyalty points whenever you shop at Andertons. Points can be earned and used online, in store or over the phone: earn and use points however you choose to shop! No need to sign up - points are added automatically when you make a purchase! The more you shop, the more you save, so start earning points now! What are points worth?
Gallien-Krueger: The Forefather of Modern Bass Amps
History of Gallien-Krueger Let’s go back to 1968. A young Stanford graduate engineer named Bob Gallien has just built his first amplifier in his garage. He takes it to his local music shop and asks if they’ll sell it. The owner reluctantly agrees to take it on consignment. The very next day, one Carlos Santana walks into the shop and buys that original Gallien-Krueger amp, then takes it with him to Woodstock in ‘69. And the rest, as they say, is history… Bob Gallien has always been an innovator.
Catalinbread Soft Focus Reverb Pedal
Earn loyalty points whenever you shop at Andertons. Points can be earned and used online, in store or over the phone: earn and use points however you choose to shop! No need to sign up - points are added automatically when you make a purchase! The more you shop, the more you save, so start earning points now! What are points worth?
Fender MIJ Limited Edition Traditional '60s Jazzmaster HH in 3-Color Sunburst
How do I use instant finance? It's simple! Just add the products you want to your basket and click the "Checkout" button in your basket. Go through the checkout process and tick the "Finance" option under "Select Your Payment Method". You can then choose which finance term you'd like to apply for, and change your deposit if you wish. At the end of the checkout you'll be taken to the V12 Finance web site. This is where your finance application is processed.
Fender Jaguar vs. Jazzmaster: What's the Difference?
Fender’s iconic offset design is as elegant as it is recognisable. Both the Jaguar and Jazzmaster share this shape, so what’s the difference? Like identical twins – they might look similar but they have entirely different personalities. Fender Vintera Series Jazzmaster (Left) & Fender Player Series Jaguar (Right) Fender Jazzmaster The Jazzmaster was the very first offset electric guitar, introduced at the NAMM industry trade show in 1958.
James Hurman: What’s the value of creative awards?
| | By James Hurman, advertising effectiveness expert and founding partner, Previously Unavailable. At some point at every Cannes Lions festival I’ve attended, I’ve watched a conversation happen among a group of marketing and advertising people. They’re all there to celebrate and be inspired by the best marketing creativity the world has dreamt up over the past year. But something’s off. Amid the oohs and aahs, a hero-in-waiting bravely speaks.
James Hurman: What’s the value of creative awards?
| | By James Hurman, advertising effectiveness expert and founding partner, Previously Unavailable. At some point at every Cannes Lions festival I’ve attended, I’ve watched a conversation happen among a group of marketing and advertising people. They’re all there to celebrate and be inspired by the best marketing creativity the world has dreamt up over the past year. But something’s off. Amid the oohs and aahs, a hero-in-waiting bravely speaks.
Fjord Fuzz Freia Fuzz Pedal
How do I use instant finance? It's simple! Just add the products you want to your basket and click the "Checkout" button in your basket. Go through the checkout process and tick the "Finance" option under "Select Your Payment Method". You can then choose which finance term you'd like to apply for, and change your deposit if you wish. At the end of the checkout you'll be taken to the V12 Finance web site. This is where your finance application is processed.
Seth Baccus Guitars: Heirloom Instruments to Stand The Test of Time!
Seth Baccus Guitars are handbuilt instruments made in Cornwall, UK. “Using a blend of old world hand skills and modern precision technology, each guitar is crafted with pride and dedication. This is a labour of love.” Seth Baccus Shoreline JM Guitars From Workshop “Tea Boy” to Award-Winning Luthier It’s fair to say that Seth Baccus has been around guitars his entire life – so is it really any surprise he’s become one of the best guitar builders in the world?
What is a Compressor in Music?
Compressors are great tools for guitarists, but they’re not right for everyone. So if you’re wondering whether you should add a compressor to your rig, we’ve got you covered. I Only Play at Home If you’ve ever had the luxury of being able to play through a loud valve amp that’s really cooking, there’s a unique feel you get from the amp. As a valve amp is pushed close to its limit it will naturally compress, making the guitar feel easier under the fingers.
The Top 10 Best Guitar Pedals of 2022 (So Far!)
Strymon have been the industry standard for digital effects pedals for the last decade. Their incredible DSP technology has kept them at the top of the tree all this time. 2022 sees the release of the second generation of their best-selling dual pedals. So what’s new? They now have all of the features and MIDI compatibility you would expect from a modern digital pedal.
5 Things You Need to Know About DSM & Humboldt
If you haven't already heard of DSM & Humboldt, you should. They're one of the most pioneering pedal companies around today. In a world of digital amp technology with IRs, MIDI and endless menus, DSM & Humboldt are taking it back to basics. High Quality analogue effects that do it all! 1. Who are DSM & Humboldt? Hailing from Santiago, Chile, DSM & Humboldt are a boutique guitar pedal manufacturer.
Why You Should Try A Stereo Guitar Amplifier Rig
The secret to many guitarists’ huge sounds is running multiple amplifiers in their rigs, either to combine different amplifiers to create a unique tone, or to add additional space and dimension to their sound using stereo effects. There are several ways to set up a stereo amplifier rig, including: Dual Mono, Wet/Dry, or true Stereo.
Best Acoustic Guitars of 2021!
Guitar brands are always finding new ways to tinker with and invent new designs to give us players the best instruments possible. 2021 has been no exception with new flagship releases from Fender, Gibson, Alvarez and many more! We’ve compiled a list of our top 10 acoustic guitar releases of the year, to make sure you haven’t missed out on any of the hottest new instruments in 2021.
5 Ways To Use Delay Pedals
Delay is an effect used by countless artists on innumerable records. In fact it’s unlikely that you’ll find any professional guitarist without a delay on their pedalboard. Dating back as early as the 1940s, delay was the first guitar effect. It was born out of Rockabilly and became an integral part of the sound of emerging Rock ‘n’ Roll in the 1950s. It was used extensively by Elvis Presley and Buddy Holly amongst others.
Distortion Pedals
What is distortion? You may have heard a lot of jargon surrounding distortion: like “gain” or “drive”. Technically speaking, distortion is a type of gain, and gain pedals can generally be categorised into 4 different types: Boost, Overdrive, Distortion and Fuzz. I will explain the differences and characteristics of each so that by the end of this guide, you’ll have a better understanding of which type of pedal to go for. What causes Distortion?
Best Electric Guitars of 2021!
Guitar brands are always finding new ways to tinker with and invent new designs to give us players the best instruments possible. 2021 has been no exception with new flagship releases from Fender, Gibson, Ibanez and many more! We’ve compiled a list of our top 10 electric guitar releases of the year… (so far), to make sure you haven’t missed out on any of the hottest new instruments in 2021.
Upgrading Your Budget Guitar vs. Buying a New Guitar
At some point in any guitarist’s journey, they start thinking about upgrading their gear, particularly if they’ve started on an entry level guitar. So, when the time comes to upgrade what are your options? Upgrade your guitar or buy a new one? Both are excellent options, and this blog will help you decide what’s best for you! Upgrading your Guitar If you’ve become attached to your guitar or particularly like the feel, but you’re looking for a new sound, then modifying it may be the way to go.
True bypass vs Buffered pedals: How to fix your tone
If there was a Mount Rushmore for pedal buzzwords, it would probably contain: “drippy spring reverb”, “transparent overdrive”, and of course “true bypass”. So true bypass must be better than buffered bypass, right? Well, not exactly… This is a complicated topic, so I’m going to make things as simple as possible. What is true bypass?
A History of the Klon Centaur & Best Clones
Few pedals have reached mythical status quite like the Klon Centaur. Revered for its transparent tone and legendary price tag, the Klon has inspired countless clones and endless debate among tone-chasers. In this guide, we’ll separate fact from fiction and dive into the history, the hype, and the best modern alternatives. Table of Contents What is the Klon Centaur? The Birth of a Legend: History of the Klon Centaur What’s so Special about Klon Centaur?
What is the "Plexi" Guitar Amp Sound?
You might have heard people describing certain guitar tones as 'Plexi-like', but never been sure what that meant? This article explains what the Plexi is, and how you can achieve that sound on any budget. What is a Plexi? The Birth of Marshall Getting Louder Hot-Rodded Plexis Modern Alternatives Plexi Sound in a Box! F.A.Q Want to Learn More? When I asked a colleague here at Andertons “what is the Plexi sound?”, he said “Van Halen I” — which brought up an interesting point.
A History of the Klon Centaur & Best Clone Alternatives
A History of The Mythical Centaur No, this is not a history of the half-human half-horse from Greek mythology, but the pedal made by Klon Siberia’s Bill Finnegan (but probably with equally mythological status among guitar forums). In the late ‘80s, Bill Finnegan was gigging bars and clubs in Boston, when he noticed that at smaller venues, sound engineers were asking him to turn the volume down.
What Does an Amp Stand Do & Why Do You Need One?
Whether you’re playing at home or gigging, an amp stand might be what your rig is missing. If you’re looking to improve your sound on stage or stop your neighbours from hearing it at home, amp stands provide both tonal and practical benefits. At Home Playing guitar at home can be frustrating – trying to get that perfect tone at volumes that won’t have your neighbours banging on the walls. Amp stands can go a long way to helping this.
Sundara Karma @ Rock City
April 7, 2019 15:32 by James Hurman After having the privilege of interviewing Whenyoung before the gig and after listening to their music on the bus journey I was excited to see them in action on the stage, so I purchased a cold dark fruit and watched as people slowly started to fill the notorious Rock City standing area.
How to use the Creative Effectiveness Ladder
Following the launch of The Effectiveness Code, James Hurman takes a deep-dive into how to apply the Creative Effectiveness Ladder – a six-step framework for creative effectiveness that draws on insights gathered from over 4,500 case studies – to your marketing. Download The Effectiveness Code whitepaper. The WARC Awards for Effectiveness, in association with LIONS, is a new global competition that integrates the Creative Effectiveness Ladder.
How to use the Creative Effectiveness Ladder
1 min read Opinion, 25 June 2020 James Hurman, Previously Unavailable Following the launch of The Effectiveness Code, James Hurman takes a deep-dive into how to apply the Creative Effectiveness Ladder – a six-step framework for creative effectiveness that draws on insights gathered from over 4,500 case studies – to your marketing. Download The Effectiveness Code whitepaper. About the author
How to use the Creative Effectiveness Ladder
1 min read Opinion, 25/06/2020 James Hurman, Previously Unavailable Following the launch of The Effectiveness Code, James Hurman takes a deep-dive into how to apply the Creative Effectiveness Ladder – a six-step framework for creative effectiveness that draws on insights gathered from over 4,500 case studies – to your marketing. Download The Effectiveness Code whitepaper.
The Importance Of Storytelling
I spent most of my working life in the advertising industry, before leaving that industry about five and a half years ago to start a company called Previously Unavailable. Previously Unavailable is an innovation and venture studio that specialises in creating new products, new businesses, new platforms and new brands for a range of companies. We create our own ventures and we also work with large, mostly multinational organisations.
Gaming Review: Super Smash Bros. Ultimate
A game that allows you to launch a green dinosaur from a moving spacecraft with a hammer, playing as a pink marshmallow has no right to be a real game. But it is a real game, and we should all be thankful. Our latest gift from Masahiro Sakurai and co. is gleaming with polish, flair, and cold hard quality. No, they haven’t reinvented the wheel, but that by no means holds back the experience. The first thing to notice about Smash Ultimate is just how much of it there is.
Point of View: The power of a great ending
This article discusses the importance of storytelling, in the context of Daniel Kahneman's theories about how experiences create memories. Point of View: The power of a great ending James HurmanPreviously Unavailable Not being aware of Daniel Kahneman is something of an anathema to planners these days, but in 2010, I wasn't. He was the first speaker to walk out onto the TED stage and I...
Cases for Creativity: 2012
James Hurman's "Cases For Creativity" list identifies those pieces of work each year that accomplish "The Holy Grail": a Gold Lion at Cannes for creativity followed by a Gold Effie in a leading effectiveness contest. Rankings Sometime in the not too distant past, as researchers around the world proved unanimously that highly creative content is much more likely to drive greater commercial success, the argument over whether advertising should strive first to be ‘creative’...
Point of View: Thinking small
This article argues that brands would do better if they focussed on small ideas rather than big strategies. Point of View: Thinking small James HurmanPreviously Unavailable Each week, I go jogging. Jogging is something that was invented here in Auckland in the 1960s by New Zealand track coach Arthur Lydiard, who created the world's first jogger's club and was...
Point of view: Get lucky
This article discusses psychology research into why some people are lucky, and considers how these lessons can be applied to planning. Account planning, strategic planning Strategy James Hurman Once successful enough for humility, business leaders nearly always count luck among the secrets of their success; being in the right time at the right place, that sort of thing. Yet, I don't think I've ever seen a... WARC subscribers can sign in to keep reading Not a subscriber?
Point of view: The art of not selling
This article argues that agencies struggle to sell creative ideas because clients want and expect bland, regular advertising. Point of view: The art of not selling James HurmanPreviously Unavailable A few years ago, at Colenso BBDO in Auckland, we got a call from Levi's. It was the head of marketing in San Francisco. He introduced himself to our receptionist. She was having...
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