Marketing Strategy

Better Lead Generation – an Action Plan and Guide Pt. 3

By | Lead Generation, Marketing Strategy | No Comments

This is the third and final part of a white paper -‘how to generate more leads’

Building Your Action Plan
Following on from the 2nd part of How To build your Lead Generation Action Plan here is the last part of MARKETING DIRECTOR CENTRE’s 11 Steps to Crafting a Powerful Lead Generation Action Plan.

1. Where do your prospects look for answers to the problems and where else do they hang out? (This may require some market research)

2. Design Offers Do this on your own or ideally with some of your people. Try and capture not just the logical part of how you solve your ideal prospects burning problem(s) but also use the work you did in step 3 to incorporate:

“What do you (as your ideal prospect) want the offer to say? What do you want to be promised? By whom?”

Pay special attention to the headlines. Can you say something in the headline that immediately shows your ideal prospect that you understand them in a deeper way than anyone else?

You will want to test your offers – there are many risk free ways of doing this but this can be a complex and context sensitive area, call us or email us if you need help with testing.

3. Identify Channels How can you get your offers in front of your ideal prospects in a compelling way that is also cost effective? There are many options here and the list gets bigger every year. Obviously one of the keys to identifying the best channels is “where are my ideal prospects looking for answers?”

Examples of channels include Google ads, LinkedIn ads, Facebook ads, webinars, seminars, trade association publications, speaking opportunities, PR activities and direct mail.

4. Build processes to match your offers As mentioned at the start of this document if you want reliable and repeatable lead generation then build processes and build them into into a system. Start as you intend to continue.

5. Create the content to support the offers and the processes Be ready to follow through with prospects who raise their hands. Remember that you are going to want to give your prospects repeated value without trying to sell then anything and without asking for money. And also remember that each time you deliver value to them do so with a new call to action that makes it easy for them to take the next obvious step in building a relationship with you.

6. Create a Sequence of Lead Generation Activities for the period being planned and build a lead generation calendar. This should map out who is accountable for doing what when.

7. Test and Measure and Fine Tune One of the absolute truths about all lead generation activities is that each can be improved – always. Markets change. Channels change. Your business changes.

Also the likelihood that you will get everything absolutely 100% right first time is very minimal. The best lead generation systems are initially built using 80/20 thinking with an ongoing process of continuous improvement.

Plan for formal reviews of your lead generation system – initially monthly with a view to moving eventually to 90 day reviews.

8. Measure and Monitor To support point 10 you need to ensure that all data for all processes is measured and that you build in triggers to generate alerts should there be a sudden change in any measure.

An escalation process needs to be designed to manage both measurements, monitoring and escalations.

There you have it, these are the steps to build a Lead Generation System that can deliver leads regularly and reliably. Following the steps in this Action Plan delivers significant step change performance in Lead Generation.

Should you have any questions or require any kind of assistance with your Lead Generation or Lead Generation Action Plan, contact Australia’s premier consulting firm in the Lead Generation space – MARKETING DIRECTOR CENTRE.

p: 1300 733 384 or e:

Better Lead Generation – an Action Plan and Guide Pt. 2

By | Lead Generation, Marketing Strategy | No Comments

This is the second part of a white paper ‘Lead Generation Action Plan’

Call To Action

If someone takes you up on your offer what is it that do they need to do? You want this action to be as easy as possible. For example click here or call this number or fill in this reply paid card. You want a single step easy call to action. And you want your call to action to be void of any hint of a sales person about to pounce – we all have built in radars to protect ourselves from sales people pouncing.

Provide Repeated Value (for free) & Call to Action

Think of this as a boxing match. Now whether you are a fan of boxing or not you probably know that it is unusual, very unusual, for a boxer to jump into the ring and land a knock blow with his first punch. Yet that is the approach that many businesses take with their lead generation.

They put something out there to attract prospects with an offer, a prospect responds. And bang.

Bang. Bang. Bang.

Buy me now. Buy me now. Buy me now.

This certainly doesn’t work now and even if it did work in the past was not the best way of doing things.

Imagine that you are a single person – easy to do if you are one. You go to a party. You see someone that you like the look of and they notice you too. You start chatting and you kind of hit it off. You think you like them and they seem to like you.

Then after 10 minutes the other person says “marry me.” At first you think it is an amusing complement then you realise they are deadly serious. And for the remainder of the night – or the part of the night that you are brave enough to stay at the party – they follow you round: “will you marry me, will you marry me.” Pretty quickly you would flee the scene and disappear into the night.

And so it is in lead generation. No-one likes being hunted or pushed to do something that they are not ready to do yet.

Before your lead goes any further with your business you need to get them to trust you.

The best way of doing this is to give them repeated value without trying to sell them anything and without asking for money.

Each time you deliver value to them do so with a new call to action that makes it easy for them to take the next obvious step in building a relationship with you.
The number of steps that will you need in giving them value will vary depending upon your target market, what you are selling, the price point of what you are selling and the risk to the buyer.

When you get to the last step in your giving them value process the final call to action will be ask them to engage with you in some meaningful way where some more of your value is exchanged for either time and effort on their part or for a small number of dollars. This is unlikely to be the “big final sale” and is more likely to be the bridging step between no financial engagement and a complete financial engagement.

Think engagement and not marriage at this stage.

At this stage you may do a small paid for study, or a paid for diagnostic or paid for design or an initial paid for trial period.

You want the steps in your engagement process to continue to educate, add value to your prospect, and earn their trust.

During this process you should be able to fully qualify your prospect to make sure that you want them as a client/customer.

When you have a qualified prospect who trusts you then the lead gets passed to sales and the start of the sales process begins.

Building Your Action Plan

To build your Lead Generation Action Plan here is MARKETING DIRECTOR CENTRE’s 11 Steps to Crafting a Powerful Lead Generation Action Plan.

  1. Identify a Narrow Target Market. The narrower the better. This may mean that you have several Target Markets – that is OK. The reason for wanting a narrow target market is that the wider you make your definition of your Target Market then the more difficult it is to identify specific burning problems that the Target Market desperately wants/needs to solve.
  2. Describe your ideal prospects in this Target Market. Your ideal prospect is one who absolutely should buy your product or service. It’s just perfect for them. They have the need, they have the money, they have the buy-in of any other stakeholders. You need to define who they are and where they are – the more detail the better. Here is an anonymised example from one of our IT clients:

The Managing Director of a training businesses in the Greater Sydney area. This type of training business is focussed on helping large corporates and medium sized businesses stay compliant with all forms of employment legislation. The MD needs more tightly integrated IT applications to support winning a bigger share of her client’s training budgets – at the moment the MDs unconnected IT apps are a barrier to this. The MD would ideally like a simple way for all their IT apps to work together and share the same data – this would unlock more revenue growth for them. The MD doesn’t want to ditch existing IT apps. Their revenue from training activities is at least $2M plus.

  1. Their Problems That You Solve The logical problems that you solve should be easy for you to document – go ahead and write them down. But to craft powerful Offers you need to go beyond the problem and solution statements to what it means for your ideal prospect to solve these problems. Start with a blank sheet of paper. (I recommend using pen and paper, not a computer, for this exercise). At the top of the paper, write the following:

If I could only…

Imagine you are your ideal prospect. What’s your name? (Really, give yourself a name. Don’t skip this because it seems silly). Age? Marital Status? Do you have kids – what ages? What do you believe? What communities do you belong to? What really annoys you? Who do you want to be like? What’s most important to you about your performance in your role? To be a hero? To avoid mistakes? To look good? To have fun? Now imagine your ideal prospect at the exact moment they are about to search Google for your main keyword. Complete (“If I could only …”) from the point of view of your prospect. What are you hoping for? What are you afraid of? How will you know when you’ve found the right solution?

Talk about the emotional as well as technical aspects of the problem and its solution. Is it fun? Something you’re looking forward to solving? Are you worried about failing? About making a mistake? Who might be judging or second-guessing you? What triggered your search?

Write as much as you can.

When you’re done, search Google for the keyword and look at the search results page from your ideal prospect’s eyes. Do any of the ads or organic listings really speak to them?

What do you (as your ideal prospect) want the ad to say? What do you want to be promised? By whom?

For information on how to build a successful sales and marketing engine, contact Michael Butler on or 1300 384 733

See you next time for part 3

Better Lead Generation – an Action Plan and Guide Pt. 1

By | Lead Generation, Marketing Strategy | One Comment

Part 1

What can I do to generate more leads with my business?

Good quality leads ultimately mean money and more sales. They are the key metric of how well your marketing is performing.

Businesses need a regular and reliable flow of new leads to remain healthy. In a recent survey that we read (late 2013) only 1in 10 marketers believed that they had effective lead generation processes or an effective lead generation system in their businesses.

Lead Generation System

Unfortunately more and more power now resides in buyers control. They can bypass your marketing and sales people and arrive at the selection of a provider or solution before ever making the first contact with a provider.

So your approach to lead generation needs to be sharper and more in alignment with your buyers priorities and research processes than ever before.

Here’s how to do it.

Firstly all lead generation activity needs to be thought of as part of a defined and documented set of processes. A successful lead generation engine can only be built, optimised and fine-tuned by knowing, and measuring, the key steps in each lead generation process.

Broadly speaking lead generation engines have four sub-processes that are tightly connected to each other.

Lead Gen


To begin attracting your ideal prospects and convincing them to take the first step with you ask the question: Where do my ideal prospects look? Not where do they look for you but where do they look for the solutions to the problems that you help them solve?

This means of course that you need to have a crystal clear understanding of what the burning problems are that you can solve for your ideal prospects and also how you solve them.

Also be aware that there are some subtle, and some not so subtle, differences between why people look in different places.

As an example:

  • A search engine user tends to be either in a problem/solution mindset or in a getting ready to buy mindset. Either they have a problem and they are searching for solutions. Or they have found the solution and are looking for suitable providers of that solution.
  • A blog reader is usually in a news getting or learning frame of mind. They are exploring a subject that interests them but they are not necessarily seeking the solution to a burning problem.
  • An email reader is usually in a “let’s be productive” or a “I wonder what’s up with Frank” or a “what’s entertaining to take my mind off what I’m meant to be doing” mindset.
  • Social media site readers(Facebook, Twitter etc.) are either looking for entertainment or some fun or some juicy gossip.
  • Yellow Pages or True Local browsers are looking for a local provider of service X that they need.

This list is not comprehensive nor obviously does it apply to everyone using each of those medium. However you get the point that depending upon where you find your ideal prospect, your message will have to have the right tone and the right context to attract them.

Also have a look at what your competitors and are doing to attract prospects – not to copy them as they may not have thought through their lead generation very thoroughly. Do this to build up a picture of the competitive landscape.


Offers can be education, product trials, diagnostics, samples of service etc. Always presented in compelling way. The critical thing here is not to fall into the cheesy or lazy “buy me now, buy me now” category.

It is easy to slap together an offer than gets rejected as irrelevant or way too ‘salesy’ or too pushy. In the past you could sometimes get away with this. But now we are all surrounded by marketing messages and lead generation offers. Each of us has become much more discriminating about what messages and offers are allowed through our “protect me from sales people” filters. This is true at work as well as at home.

The starting point to crafting your offer is to think through “if I were in the shoes of one of my prospects what are the burning issues and questions that I would want to have answered ?” In the case of MARKETING DIRECTOR CENTRE one of those burning questions in the minds of many of our ideal prospects is “how can I generate more leads – reliably and regularly?”

The document you are currently reading is one of our answers to that question and you received it by responding to an offer that we crafted.

You will find nothing in this document trying to sell you anything and you will find nothing in this document to buy.

The critical thing to take away from this is that you will find that the best performing offers give your best content to your ideal prospects freely. No obligation and no pitch to sell anything.

Your offer can be to give information, a product trial, a free diagnostic or free inspection, or educational material. The key, once more, is what does your prospect really want? Find this out and put it at the core of your offer.

For more information, contact Michael Butler on or 1300 384733

To see how your business is really performing. Book a Discoverytime: three for free session with us today. Call 1300 384 733.

See you next month for part 2

Don’t Be Fooled

By | Marketing Strategy | No Comments

Often in marketing, we can be led to believe that an evolutionary approach will work, when in reality, a more radical one is in order…or vice versa.

This is the case with the ongoing digital marketing transformation. It is clear that the confluence of changing buying habits, social media and digital tactics have dramatically changed how marketing approaches the customer and therefore, has changed the role of the marketer.

…or has it?

We’ll be writing a mini-blog series on the digital marketing environment and just how easy it is to be fooled by the technical terms, big numbers and false pretence. It’s easy to think that somehow all of this has changed the fundamentals of marketing…that a truly new paradigm is in order. However, this may not be the case.

So, how are we being fooled into desiring a product or service that is deceptive and perhaps not as it seems?

Enter Oobah Butler, the Vice journalist, who tricked TripAdvisor into making his backyard shed the top-rated restaurant in London, after he and his friends submitted fake reviews.

Oobah was once paid £10 to write positive reviews for restaurants despite never eating there. He became obsessed with watching the restaurants rankings rise on TripAdvisor and realised that he was the catalyst for their growth. This convinced him that TripAdvisor was a false reality – that the meals never took place; that the reviews were all written by other people similar to himself.

However, in actual fact, the majority of them are all genuine.

Oobah then went on to have a revelation, deciding that in the current climate of misinformation and society’s willingness to believe absolute rubbish, maybe a fake restaurant was possible?

He transformed his garden shed into a “restaurant”, by making a website and enlisting a photographer to take photographs of the “food” – close-ups of shaving foam and bleach presented in an artistic manner. The website boasts: “An appointment-only restaurant located in South London, The Shed has been operating privately for years. In 2017, it decided to open its doors. As of November that year, it was TripAdvisor’s top-rated restaurant in London.”

Over the next few months, the fake gourmet spot managed to climb the rankings, thanks to Mr. Butler and his friends who kept leaving positive reviews. The elusiveness of The Shed in Dulwich sparked interest among potential customers, who were keen to try a spot off the beaten track.

A few weeks in, Oobah was receiving multiple calls a day from socialites and celebrities, wanting to book tables at his elusive restaurant. After months of declining calls, he eventually opened up his ‘shed’ to the public for a one-night event and served £1 ready meals alongside plastic tables and chairs. The customer feedback was positive, based on the fact that they knew they were eating at one of London’s best restaurants according to TripAdvisor. “The Shed” climbed to no.1 for a fortnight, it was later taken down.

You could argue that the odour of the internet is so strong nowadays, people have no way of using their senses or being discerning. When using social or digital platforms, it is possible to easily deceive consumers and create a false online presence, using big numbers. But for how long can businesses keep up a façade to cover their ‘not so great’ service or product. Eventually, customers will see through the cracks, have a terrible ‘real’ experience and leave negative reviews.

The digital space is transparent and ever-changing. The key to “salvation” (defined as making significant contributions to pipeline and revenue through the generation of high quality leads and opportunities) isn’t tied to a new concept or a new digital platform. Instead, it is rooted in the very foundation of marketing.

In order to take the market lead, you need to delve into the heart and roots of your business and understand your sustainable competitive advantage. Then, only then, can you focus on the digital marketing space.

We can help with both sides of the equation and are doing so with hundreds of businesses around Australia. Get in touch to chat about how we can help you break through your marketing barriers.

Get in touch here.

Ph: 1300 384 733

Ps; read the full VICE article here and watch the Youtube documentary here.

The Power of Part-time Specialists

By | Marketing Strategy | No Comments

The Power of part-time specialists…

Many small to medium sized enterprises (SME’s) are discovering the most reliable and economical way to increase market share and sales; it’s the power of engaging a part-time Sales and/or Marketing Director. This is the most efficient way to set up, manage and implement a strategic plan that will change the course of the business to achieve growth.

The right experienced, high calibre ‘freelancer’ can open opportunities for an SME that once were only available for large corporates. Engaging the right individual (someone with the necessary experience and cultural fit) ensures your company will gain top-level exposure and engagement when it comes to innovative marketing and sales strategies.

Not a consultant and not part of any agency, your freelancer is a part-time member of your management team with accountabilities and ownership of goals and outcomes.

Here’s a few examples of what our part-time specialists achieve with SME’s:

Qualified Leads: Through various brand messages, communication channels and Calls to Action (CTA’s); leads are generated and nurtured through sales and marketing management.

Growth in Sales: What businesses need for continual growth. In some cases, the increased sales are a result of effective consumer marketing and sometimes the result of Sales people converting qualified leads.

Increased Brand Awareness: The first step to generating qualified leads or driving sales. This involves effective brand definition, creating the right message to suit the target market and persona and implementing the right communication channels.

Effective Capabilities: To manage, execute and gain results; an SME needs the necessary strategy, systems, style, skills and structure to grow the business.

The Best Communication Channels: Channels such as direct mail, broadcast media, PR, Print Advertising, Outdoor, Content Marketing and many more are all effective in their rightful setting. The art is to achieving results by taking the right message to the right persona through the relevant channels at the right frequency.

Deliver a Breakthrough: The beauty of Marketing Director Centre is that we deliver a specific IP and help clients ‘change the record’. With a dedicated and accountable Part-time Sales or Marketing Director, your business can break free of the rut (limited time, resources and/or loss of direction). We are committed to helping your business change tack, improve on all fronts and your part time specialist will stay with you until you see the results.

Our business is leading the way in the sharing model, with our top-flight Chief Marketing and/or Sales and Finance Officers working as ‘freelancers’ within small to medium Australian businesses. We are a team of Australia’s leading specialists, who have a great deal of Sales and Marketing experience, who favour our model’s flexibility, the challenge it brings and the client variation. Moreover, our experts like that they are responsible for outcomes, not just for strategy or advice.

For now, if any of this is of interest and you would like to talk to us about how your business can breakthrough to the next stage, then please get in touch. We are helping literally hundreds of businesses around Australia get the growth they want.

Click here to set up a time to chat with Tony.

Ph: 1300 384 733

Written by Tony Collett and Rebekah Butler

Where is online marketing headed in 2018?

By | Marketing Strategy | No Comments

The internet is saturated with articles based on content and digital marketing trends for this year. And while many of them say similar things, all trends stem from the development of technology.

The bottom line is that consumers and customers want things instantly and want things tailored to their needs. They want to feel like you know who they are, and that just makes marketing on a one-to-one basis of mass scale even more challenging. While this may be an over talked about theme, it’s worth noting the key trends floating around and how they will affect your marketing strategies this year.

Activating Artificial Intelligence

AI will soon become a refined tool, improving robotics, data analytics, mobile marketing and websites. This will bridge the relationship between business and consumer. As AI improves, so will better sentiment analyzation, website features, mobile marketing and advertising.

The internet is a busy place, and as more consumers want one-to-one experiences with brands, more businesses are turning to chat bots as cost effective alternatives for websites. By the end of 2018, these will become the norm and will be highly customisable. Chat bots are ideal for securing leads and meeting instant customer demands.


Customers are inclined to trust companies that send customized and individualised content. While this may be tricky, having an ordered and segmented database with specific user details and patterns accelerates this process.

There are numerous platforms that make it possible for marketers to recommend specific pieces of content similar to the way Netflix suggests specific series.

Your content should be customised to suit that consumer’s needs; however, it should be displayed differently through each avenue e.g. Social Media, Digital Advertising etc. to best reach your target audience.

Multi-channel Cold Outreach Campaigns

The average cold email response is low and will continue to decrease as consumers learn to better filter their inboxes. The best way to reach new consumers is to develop an integrated multi-channel marketing strategy, reaching customers through new and exciting ways. With a combination of email, digital advertising, video and social media channels – businesses can retarget highly qualified prospects.

Customers Will Expect More

Voice assistants, same-day delivery and on-demand content will mean that both B2C and B2B marketers must find innovative new ways to delight prospects and customers with nearly instant service (Entrepreneur 2017). Tis comes back to personalization, customization and data. Marketers can look at more data than ever before and should use this to improve customer service. Managing reports, data and analyzing trends are essential for meeting consumer satisfaction (which leads to continual sales and better brand awareness). Technology has created a transparent environment in which customers are able to speak positively or negatively about your product or service and the impact can be massive. So pleasing the customer is more important than ever before.

Immediate Selling

Marketing in 2018 is moving towards ‘quick sales’. This is because customers are flooded with so many options, distractions and hesitations. Businesses want to secure customer purchases on the first visit, and rightly so. The results are high and majority of online customers do their research and visit numerous sites to find the best suited product/service before committing. Which means marketers need something to seal the deal immediately.

Again, chat bots can largely speed this process up by building an instant and specific customer relationship and instantly respond to queries. Follow up emails for customers who have left items in their cart are also increasing with outstanding results.

There you have it, a few ways technology is helping us succeed in an ever-challenging marketplace. The opportunities are endless in online marketing, but as marketers we need to continue to be strategic and focussed.

Give us a call or get in touch to chat about how we might be able to help you breakthrough your business barriers.

Ph: 1300 384 733

Scary Marketing Tactics – Do They Work?

By | Marketing Strategy | No Comments

Having just survived another Halloween in the big smoke (is it just me or is this event getting more popular every year?) I dutifully donned a witch’s hat and cape and doled out candy to everyone who came knocking on my door, I can now turn my attention to how this has affected my marketing ideas for clients. As I bellowed the customary “boo” to the trick-or-treaters, it got me thinking about whether or not scare tactics work as a marketing ploy.

I’m not advocating giving someone a heart attack by leaping out at them with my witch’s hat on, rather, I’m thinking of going a step further than articulating a compelling reason to buy your product or service… which in turn compels them to buy your wares. I’ve long been a fan of selling “hot” products and getting people to sign up and purchase on the spot – I simply think that as a tactic, this works. It’s always easiest to sign up a new client immediately following a presentation or encounter, especially when you’ve somehow wow’d them. If you’re a salesperson who has just conducted a demonstration, then you have the most likelihood of selling your product or service to those who’ve just witnessed how it works.

The challenge arises when our clients don’t have the benefit of any face-to-face time with their target audiences, and demonstrations or presentations are not an option. Then we resort to go good old direct mail or EDM as we call it these days. Which may in fact turn out to be a Facebook ad or some other kind of social media campaign. But the crux will always remain – how are we going to sell our products or services? I think this is when Halloween comes into play – we need to convince our target audiences that unless they buy whatever we are selling now, then they will miss out on a fantastic deal (which won’t be available later). Halloween only comes around one day per year – if you dress up to go out door-knocking for candy on any other day, you may get yourself arrested. The same activity on any other day of the year is just unacceptable – it’s that day or nothing for another 12 months. We need to create that same idea with our marketing messages. Buy it right now, or miss out for another 12 months.

Car salesmen and real estate agents seem to do a particularly good job with this and I have personally succumbed to their sales pitch that unless I buy now, someone else will snap it up and I’ll miss out. I’m advocating that we do the same thing with our sales pitch. Make it compelling, make sure that the product or service has market appeal and is attractively packaged and well-priced… But in order to convert to sales, the best way forward is to convince people to buy now, or sign up now, or invest now.  I’m talking about more than a call to action. We need to go the extra step and say something other than “Available for a brief time only”. Be specific: Offer until stocks last (only 100 units on offer), Offer ends in 48 hours (RRP applies from 9 November 2017).

Whether you agree or disagree with me, give me a call or email me to discuss. Call now on 1300 384 733 or you may miss out – as I will be busy eating the remaining candy!

Written by Rebecca Laskary

Calm Before the Storm

By | Marketing Strategy | No Comments

After what seems like an endless summer the weather has changed this past week – a cold front is sweeping across the country and there’s even been snow in some areas! A fortnight ago we were at the beach celebrating Easter and hitting the waves… now we’re bundled up in coats and sweaters and we’ve turned on the heating. It almost seems like there was no warning … the cold front hit so suddenly. We should’ve perhaps gotten out the woollies ahead of winter, but there seemed no need. All of a sudden I find myself scrambling to find last year’s warm gear as I brace for the ferry ride into work every morning.

We know that the cold weather is coming, but we get lulled into a false sense of enjoying an extended period of warm weather and then we get caught out, unprepared. This is exactly the sort of thing that happens to our clients sometimes. They can see that a traditionally quiet period looms ahead (for example December-January-February) yet they fail to adequately prepare and plan for marketing/sales activities that will enable them to generate sales/revenue during this period. When things are busy and orders are coming in it seems like the last thing clients want to think about is generating more sales and work for their teams. And yet that’s exactly the time to plan for the quieter periods because often with full teams to meet the requirements of a boom period there needs to be enough work to sustain the salaries for people during quieter months.

This is often when a documented marketing plan is a boon. When a company has a plan that has been well thought out and contains projects that meet with the overall vision and strategy for the business, with pre-approved activities, potential outcomes and budget allocation, it prevents you from scrambling when things quieten down. The value of a plan is that it has ideally been developed with input from the key players within the company and the projects have all been discussed and deliberated ahead of time. Its then up to the Marketing Director or Manager to implement the plan throughout the year. As any MD will tell you it’s important to plan ahead and to have sustainable marketing activities and campaigns running even during busy periods, so that the results are generated in time for the traditional “down periods”.

Visit our website – send us a message or call us to ask about how one of our Marketing Directors can assist you to develop a marketing plan that will help you achieve your vision.

Sensationalist Marketing – Look at me now!!

By | Marketing Strategy | No Comments

Whenever I read articles (or rather, skim through the headlines) of Daily Mail or a similar online rag, or I pass a newsstand and see the glossies – the headlines are always sensationalised. NIC WEARS NUDE DRESS TO OSCARS, instead of Nicole Kidman merely wearing a flesh coloured dress bedazzled with sequins and fully lined, by the way, on the Oscar’s red carpet, along with hundreds of other actresses wearing far more revealing outfits. Beyoncé isn’t just expecting twins, BEY’S DOUBLING HER EMPIRE!!

And, it’s not just the headlines that are sensationalised. The articles that follow are often full of sensational claims – Nicole Kidman is never just an actress starring in the movie Lion; she’s drawing on her experiences of mothering her own adopted kids whom tragically she doesn’t see anymore and who are potentially going off the rails.

When it comes to marketing, we need to ensure that we don’t fall into the trap of “sensationalising” claims and facts just to get attention. There’s a definite line between making inaccurate (and sometimes outrageous) claims and promises about your products/services, and articulating what’s unique or different about your business.

In a world where everything flashes, pings and shouts for attention the challenge is to make your brand/product/service stand out from all the noise. The way to do this is to find what is truly unique about your business and highlight that. Headlines and “creative” marketing copy will certainly get you attention, but if your brand/product/service can’t deliver then you’ve dug a hole for yourself because you’ll lose more than customers… you may lose your reputation.

The next time you review or develop any marketing copy or materials for your business – make sure that you can back up all the claims made. Showcase how fabulous you think your business is, but ensure that you’re promoting the real value of doing business with you.

As marketers, we’re well aware of our innate tendency to make everything sound better than it is, but we need to ensure that while making claims about our clients’ brand and business we stick to the facts… and find a way to make them appear exciting!

Our team of marketing experts would love to discuss how we can help design and implement marketing strategies to grow your business. Contact Us today.

Will we look back in 10 years and see missed opportunity?

By | Marketing Strategy | No Comments

We recently had meetings with a client who told us the only approach to their marketing would be using digital channels. Nothing else would be considered. I was specifically called into a presentation from a team of our marketing directors, to try to help shift our clients thinking. After all, that is what we are paid for in spite of it being unpleasant from time to time.

But they were adamant. Their entire marketing was to be digital, and nothing else would be considered.

If you think that’s uncommon, then think again. It is a story we consistently hear. We walk into meetings all around the country, have barely sat down to our cuppa tea, when we are told what the strategy should be – Facebook. That’s our strategy, Facebook so can you help us setup our Facebook page and we’ll manage it from there thanks. Some of the companies are reasonably sized.

In ten years time, I wonder if we will look back and see missed opportunities all around us. In an upcoming post I will cite an example of one of the country’s largest retailers who found huge and gaping opportunities (cheaply too I might add) using other media channels, with much greater effect. They are all around us (opportunities) and Facebook (or Instagram or….) is just one of many media channels that should be considered in your strategy. Before that time though, there is a great deal of foundation work to be done.

Consider for example our client who adopts the “digital only” strategy. I wonder how many businesses you can name who use television advertising as a channel to promote their websites? Virtually every financial services company you can name I would say. Only last week driving through Sydney, I saw a fantastic, creative billboard campaign that I remembered all the way home until I could get to the company’s website.

Don’t get me wrong, I’m not suggesting for a moment that you ignore Facebook or LinkedIn as part of your marketing strategy, and for some businesses it should be a vital component. But the continual jamming of electronic highways has left us some great prospects in other areas. I rarely see any creative marketing mailers coming through to my desk anymore, and telemarketing from other businesses has all but died off – and, we haven’t even talked about the more critical components of marketing.

Look around for all the opportunities that fit your business.