Many businesses are turning back the clock and placing a greater emphasis on traditional word-of-mouth marketing and the latest social networks to grow their market share.
Whilst word-of-mouth marketing has been around since business started, companies that have cut back on marketing spend are re-educating their sales teams to increase their networks, attend events and be 'out there' speaking with people rather than other forms of marketing expenditure such as advertising.
This trend is not new but is being revived due to the current economic climate prompting small to medium sized businesses to sit tight, reduce expenditure and find other ways in which to market.
Social networks are also the big winner in 2009. Having come of age, businesses have seen a demand roller-coaster for social networks peak and then flatten out, only to rise again and go from strength to strength in 2009.
Businesses are using the facebook and myspace platforms for business to business marketing.
With the office junior as accomplished as that of a senior marketing manager, this cost-effective medium has gained traction.
How does social media fit into the current marketing mix of direct mail, advertising, public relations and online marketing?
Wikipedia definition is that it "describes the online technologies and practices that people use to share opinions, insights, experiences and perspectives with each other."
Through MySpace, YouTube and FaceBook, consumers are sharing experiences through the written word, photos and video.
Marketers are now taking advantage of social networks and deepening their relationships with consumers and businesses.
http://www.marketingeye.com.au
Thursday, February 12, 2009
Monday, February 9, 2009
Retrenching Your Marketing Team
What???? Retrenching your marketing team? Has it really come to that already?
Every second person I speak to informs me that heads have been cut in the marketing department of where they work or companies have gotten rid of marketing altogether.
What are they thinking? Really!
I am flabbergasted that heads of companies still think of marketing as a non-business critical expense. Have they not heard the success stories of the past whereby companies that have marketed have in fact gained greater market share and ultimately profitability in tough economic times?
Ok, so you have done it. What next?
You need a 'marketing eye' in your business. There are heaps of companies out there that are offering qualified marketing managers on a contract basis. Don't give it up altogether. Keep the marketing wheel going and reap the rewards. Keep building your brand, generating leads and communicating with your clients.
Inquiry for marketing services in February 2009 has been terrific for Marketing Eye and I am sure for our competitors. With companies cutting their marketing departments late last year and then finding that they are no better off, have no choice but to seek an outsourced marketing alternative.
Top Tips for Outsourcing Marketing:-
1. Make sure that your outsourced marketing manager is qualified and experienced across the entire marketing mix (not just PR, or advertising)
2. Set key performance indicators that are aligned to your adjusted business strategy
3. Put a marketing plan in place and follow it (don't get hot under the collar when you don't make your figures one week and change too quickly)
4. Stop paying top dollar for graphic design, web development and branding (this is where you can save $$$$)
5. Use the entire marketing mix, not just one area to promote your company
6. Make sure you are communicating to your customers on a regular basis
7. Make sure you sales team is equipped with the right marketing tools to do their job
8. Use the web and digital marketing to save money on marketing
9. Forget about how good sales were 12 months ago, and think about how good they will be in 12 months times if you market
10. Keep your head above water!
http://www.marketingeye.com.au
Every second person I speak to informs me that heads have been cut in the marketing department of where they work or companies have gotten rid of marketing altogether.
What are they thinking? Really!
I am flabbergasted that heads of companies still think of marketing as a non-business critical expense. Have they not heard the success stories of the past whereby companies that have marketed have in fact gained greater market share and ultimately profitability in tough economic times?
Ok, so you have done it. What next?
You need a 'marketing eye' in your business. There are heaps of companies out there that are offering qualified marketing managers on a contract basis. Don't give it up altogether. Keep the marketing wheel going and reap the rewards. Keep building your brand, generating leads and communicating with your clients.
Inquiry for marketing services in February 2009 has been terrific for Marketing Eye and I am sure for our competitors. With companies cutting their marketing departments late last year and then finding that they are no better off, have no choice but to seek an outsourced marketing alternative.
Top Tips for Outsourcing Marketing:-
1. Make sure that your outsourced marketing manager is qualified and experienced across the entire marketing mix (not just PR, or advertising)
2. Set key performance indicators that are aligned to your adjusted business strategy
3. Put a marketing plan in place and follow it (don't get hot under the collar when you don't make your figures one week and change too quickly)
4. Stop paying top dollar for graphic design, web development and branding (this is where you can save $$$$)
5. Use the entire marketing mix, not just one area to promote your company
6. Make sure you are communicating to your customers on a regular basis
7. Make sure you sales team is equipped with the right marketing tools to do their job
8. Use the web and digital marketing to save money on marketing
9. Forget about how good sales were 12 months ago, and think about how good they will be in 12 months times if you market
10. Keep your head above water!
http://www.marketingeye.com.au
Marketing Eye Supports the Victorian Bushfire Appeal
Marketing Eye Supports the Victorian Bushfire Appeal
Melbourne, Australia, 10 February 2009: National marketing consultancy firm, Marketing Eye will support the Victorian Bushfire Appeal by giving 10% of the company’s new billings in the next two months to support victims who have lost lives and their homes.
Through the Red Cross Bushfire Appeal Fund, Marketing Eye’s contribution as a small business will provide valuable funds for those that have lost their homes and families in the worst bushfires Australia has ever seen.
“It is important that everyone supports this cause and even though it is difficult financial times, the reality is that there are people out there doing it tougher because of this disaster,” said Mellissah Smith, CEO, Marketing Eye.
“Whatever we can give, we will because people have lost their lives and don’t have homes to return to.
“We are urging our clients, staff and friends to dig deeply and not just think they should donate, but to take action and support the Red Cross Bushfire Appeal Fund.”
For more information you can contact Marketing Eye on 1300 300 080 and www.marketingeye.com.au or donate directly to the Red Cross Bushfire Appeal fund on 1800 811 700 or visit www.redcross.org.au
About Marketing Eye
Marketing Eye was established in 2004 to assist small to medium sized businesses to grow through marketing. Providing companies with a marketing manager for a 12-month period, Marketing Eye gives businesses the opportunity to have the same resources as their larger counterparts, without the financial burden.
With in-house resources in web, film, design and public relations, Marketing Eye is a full-service agency with extensive expertise in working in the small to medium sized business market.
http://www.marketingeye.com.au
Melbourne, Australia, 10 February 2009: National marketing consultancy firm, Marketing Eye will support the Victorian Bushfire Appeal by giving 10% of the company’s new billings in the next two months to support victims who have lost lives and their homes.
Through the Red Cross Bushfire Appeal Fund, Marketing Eye’s contribution as a small business will provide valuable funds for those that have lost their homes and families in the worst bushfires Australia has ever seen.
“It is important that everyone supports this cause and even though it is difficult financial times, the reality is that there are people out there doing it tougher because of this disaster,” said Mellissah Smith, CEO, Marketing Eye.
“Whatever we can give, we will because people have lost their lives and don’t have homes to return to.
“We are urging our clients, staff and friends to dig deeply and not just think they should donate, but to take action and support the Red Cross Bushfire Appeal Fund.”
For more information you can contact Marketing Eye on 1300 300 080 and www.marketingeye.com.au or donate directly to the Red Cross Bushfire Appeal fund on 1800 811 700 or visit www.redcross.org.au
About Marketing Eye
Marketing Eye was established in 2004 to assist small to medium sized businesses to grow through marketing. Providing companies with a marketing manager for a 12-month period, Marketing Eye gives businesses the opportunity to have the same resources as their larger counterparts, without the financial burden.
With in-house resources in web, film, design and public relations, Marketing Eye is a full-service agency with extensive expertise in working in the small to medium sized business market.
http://www.marketingeye.com.au
Sunday, February 8, 2009
Nothing Else Matters
Yesterday I watched television for the first time in years.
My cousin lives in Healesville and the fires are just kilometres away from his home. He is a sensible young man, who has done all the right things, packed up his car with emergency supplies and is ready to evacuate.
Five of his friends have already lost their homes and a couple are missing fighting fires in neighbouring properties.
As I watched the television, tears rolled down my eyes for the people who have lost their lives and loved ones, their homes and their memories.
The death toll rises by the minute. Whilst it is recorded right now to be 103, my cousin has informed me that another 80 bodies have been found. Many of whom are women and children.
Another friend is a firefighter from Queensland. He has just informed me that they are sending a crew down today. He may be next in line.
Whilst many of us last week spent wasted hours worrying about the economy and what impact that it has had or will have on our lives, it pales in comparison to losing a life or that of someone you love.
Who cares if we lose our material possessions - really. It's not our lives. Many will face financial ruin over year ahead, but does it really matter if you still have your life and your family is safe.
We worry too much about material possessions. People have died in the last few days protecting their homes but not being able to read nature enough to realise that things can change at any moment - the wind, the intensity of the fire and its fierceness on all that is around it. They have lost their lives in the worst possible way.
In the upcoming months, as a business owner I will continue to watch our sales performance and cash flow, but will also ensure that I look out for those less fortunate than myself. People who have lost their lives and their homes.
I think the life of another is more important than having a nice home, a new car or the latest fashion item. It is now a time for everyone to reflect and give a helping hand. I know I will be.
If you can spare a few dollars, dig deep. Our community needs your help and support. Be there for the people that need it because one day, it could be you.
Nothing else matters.
http://www.marketingeye.com.au
My cousin lives in Healesville and the fires are just kilometres away from his home. He is a sensible young man, who has done all the right things, packed up his car with emergency supplies and is ready to evacuate.
Five of his friends have already lost their homes and a couple are missing fighting fires in neighbouring properties.
As I watched the television, tears rolled down my eyes for the people who have lost their lives and loved ones, their homes and their memories.
The death toll rises by the minute. Whilst it is recorded right now to be 103, my cousin has informed me that another 80 bodies have been found. Many of whom are women and children.
Another friend is a firefighter from Queensland. He has just informed me that they are sending a crew down today. He may be next in line.
Whilst many of us last week spent wasted hours worrying about the economy and what impact that it has had or will have on our lives, it pales in comparison to losing a life or that of someone you love.
Who cares if we lose our material possessions - really. It's not our lives. Many will face financial ruin over year ahead, but does it really matter if you still have your life and your family is safe.
We worry too much about material possessions. People have died in the last few days protecting their homes but not being able to read nature enough to realise that things can change at any moment - the wind, the intensity of the fire and its fierceness on all that is around it. They have lost their lives in the worst possible way.
In the upcoming months, as a business owner I will continue to watch our sales performance and cash flow, but will also ensure that I look out for those less fortunate than myself. People who have lost their lives and their homes.
I think the life of another is more important than having a nice home, a new car or the latest fashion item. It is now a time for everyone to reflect and give a helping hand. I know I will be.
If you can spare a few dollars, dig deep. Our community needs your help and support. Be there for the people that need it because one day, it could be you.
Nothing else matters.
http://www.marketingeye.com.au
Thursday, February 5, 2009
What makes us change service providers?
There are many things that make us change a service provider - bad service, not the right service for your needs, bad location, change of direction, convenience, people - the list goes on and on.
In general, I am loyal to people that provide me service and am reluctant to change particularly if it is for personal services.
I have the same beautician, masseuse, doctor, dentist etc that I have had for a very long time.
My old hairdresser used to be in the Gold Coast and whilst at the time I lived in Sydney, I chose to stay loyal and fly every fortnight to Queensland so that I didn't have to change. Ultimately, this became ridiculous and expensive, so I moved.
Hair is a funny thing. For most women a stylish hairdo can mean whether they look good or a little worse for wear. I know when my hair looks good, people always comment.
So, for the past 2 years I have been going to Joe from Therapy in Potts Point to have my hair coloured, cut and styled. He does a sensational job, is friendly and I feel important when I am having my hair styled by him.
In between having my hair styled by Joe, I have been getting blow outs from a little salon underneath my work. It is convenient, they do a good job and they are pleasant and always up for a good laugh.
In the past year though, my faithful colourist has been unavailable on the days I have tried to book. In fairness to him, I book the day before I want it to be done and most good hairdressers are booked out well in advance.
So, in desperation, I have gone to the colourist downstairs from work.
He did a really good job and convinced me that foils were better than a full head of tint, so I have been going to him quite regularly, particularly when Joe has not been available.
When I say regularly, other than my weekly blow out, probably once a month for 12 months.
Today, he was blow drying my hair and noticed some split ends. Now my hair is fine, so it is to be expected. He said it is the fault of whoever is colouring my hair. I don't really care too much as to why the split hair has occurred because it happens, but I said to him that it would have to be him or Joe.
He said, it must be Joe. I explained that in effect, he had done my hair more times then Joe over the past 12 months. He then argued that he had only ever done my hair 3 times and on the day, it was in fact the 3rd time.
Anyway, there was some banter with me saying that I don't really care about the split ends anyway, but I think he should be aware that he has done my hair more than that.
Now, if I was the service provider I would have either said nothing (if I thought I was right) or agreed with the client (the client is always right), but no, he did not do that. He continued to bring it back into conversation.
I have left the salon wondering whether I should ever go back again.
When you go to a salon and you are a woman, you want to feel special and it is often your chill-out time to just relax and read gossip magazines or in my case, work out what I am doing at work for the day without any disruption.
The jury is out. I am not sure whether I will go back again or not, but I have to say it has opened the door for making that extra effort to be organised and to go to my previous hairdresser who always made me feel the way I need to when I get my hair done. On top of that, he did a sensational job and I always leave the salon feeling beautiful.
When I returned to the office, I relayed the conversation I had with the soon to be ex-hairdresser as a message that it can take something as simple as that to lose a customer.
http://www.marketingeye.com.au
In general, I am loyal to people that provide me service and am reluctant to change particularly if it is for personal services.
I have the same beautician, masseuse, doctor, dentist etc that I have had for a very long time.
My old hairdresser used to be in the Gold Coast and whilst at the time I lived in Sydney, I chose to stay loyal and fly every fortnight to Queensland so that I didn't have to change. Ultimately, this became ridiculous and expensive, so I moved.
Hair is a funny thing. For most women a stylish hairdo can mean whether they look good or a little worse for wear. I know when my hair looks good, people always comment.
So, for the past 2 years I have been going to Joe from Therapy in Potts Point to have my hair coloured, cut and styled. He does a sensational job, is friendly and I feel important when I am having my hair styled by him.
In between having my hair styled by Joe, I have been getting blow outs from a little salon underneath my work. It is convenient, they do a good job and they are pleasant and always up for a good laugh.
In the past year though, my faithful colourist has been unavailable on the days I have tried to book. In fairness to him, I book the day before I want it to be done and most good hairdressers are booked out well in advance.
So, in desperation, I have gone to the colourist downstairs from work.
He did a really good job and convinced me that foils were better than a full head of tint, so I have been going to him quite regularly, particularly when Joe has not been available.
When I say regularly, other than my weekly blow out, probably once a month for 12 months.
Today, he was blow drying my hair and noticed some split ends. Now my hair is fine, so it is to be expected. He said it is the fault of whoever is colouring my hair. I don't really care too much as to why the split hair has occurred because it happens, but I said to him that it would have to be him or Joe.
He said, it must be Joe. I explained that in effect, he had done my hair more times then Joe over the past 12 months. He then argued that he had only ever done my hair 3 times and on the day, it was in fact the 3rd time.
Anyway, there was some banter with me saying that I don't really care about the split ends anyway, but I think he should be aware that he has done my hair more than that.
Now, if I was the service provider I would have either said nothing (if I thought I was right) or agreed with the client (the client is always right), but no, he did not do that. He continued to bring it back into conversation.
I have left the salon wondering whether I should ever go back again.
When you go to a salon and you are a woman, you want to feel special and it is often your chill-out time to just relax and read gossip magazines or in my case, work out what I am doing at work for the day without any disruption.
The jury is out. I am not sure whether I will go back again or not, but I have to say it has opened the door for making that extra effort to be organised and to go to my previous hairdresser who always made me feel the way I need to when I get my hair done. On top of that, he did a sensational job and I always leave the salon feeling beautiful.
When I returned to the office, I relayed the conversation I had with the soon to be ex-hairdresser as a message that it can take something as simple as that to lose a customer.
http://www.marketingeye.com.au
Wednesday, February 4, 2009
Winners are grinners!
It's a phenomenal change in mindset when a big sale comes into a business. It boosts morale, creates excitement and sets a tone for accomplishment.
Today, two of our marketing consultants brought into the business a new client and when they told me, you could hear in their voices their excitement.
If only in business we could achieve the same sort of euphoria as this every day.
It's true. Winners are grinners - so the idea is to keep winning. Easier said then done!
http://www.marketingeye.com.au
Today, two of our marketing consultants brought into the business a new client and when they told me, you could hear in their voices their excitement.
If only in business we could achieve the same sort of euphoria as this every day.
It's true. Winners are grinners - so the idea is to keep winning. Easier said then done!
http://www.marketingeye.com.au
Tuesday, February 3, 2009
What is your vision?
Today I played golf with some amazingly talented and inspirational men and women at the Australian Women's Open Golf Tournament ProAm at Royal Pines. I say amazing because many of these men and women have achieved great things whether it be with sport, business or the community despite where they live, what backgrounds they come from and how old they are.
One man has an environmental consulting business that has 35 people working in it from the Gold Coast. Another looks like he is under 25 years old and runs a film production company that primarily makes television commercials but by all accounts is doing pretty good.
And a pro golfer that I was talking to most of the day, Lisa, is 28 years of age and as a teenager found that she wanted to see the world and play golf. What better way to achieve this then to be a pro golfer.
When asked what I do, my reply was 'that I help businesses grow through marketing'.
That's what I do. It's simple. My team and I go over and above for small to medium sized businesses in order to help them grow by marketing their businesses. We develop strategies and implement them using creativity and connectivity with their customers.
Every day, I grow more and more passionate about helping other businesses. I continually connect people who have business synergies and open doors if I believe in what a company is doing.
My vision for Marketing Eye is highly dependent on the market. Whilst I want to expand, I also know that in tough economic times companies often retrench their marketing departments and replace with an outsourced option, which is where we fit in.
This should work well for Marketing Eye as we provide companies with a Marketing Manager for 12 months, for a number of days per month. It is the perfect alternative. Companies cannot afford to not market their businesses, yet having another person on the headcount fulltime with superannuation and taxation to pay, is becoming more and more out of the question.
We understand that companies need to cut their expenditure, but please, don't kill your business by having no marketing at all. I talk to people everyday that say that they have retrenched their marketing department and are not looking at any marketing activities over the next 6 months. What are they thinking?
After a day of playing golf with people who inspire me, I am now back at my computer looking at my life and my business in a new positive (and glowing) light. I know that whilst the next 12 months is going to be tough for a lot of people (and no Kevin Rudd, throwing cash at people who may just use it to throw down pokies machines or buy new plasma's is not the answer!), for those in business, a 'marketing eye' is critical and for that reason alone, I feel confident that 2009 is going to be ok.
I am looking forward to the challenge of having to be more competitive and smarter at the way we communicate our value proposition.
Whilst to me - $24,000 per year to have a marketing manager is a no-brainer for any business that wishes to grow or maintain market share - if people don't know about it, they will not engage our services.
Right now, it’s back to the drawing board and restructuring our marketing messages so that SME's know that we are not only a good alternative - but the only alternative!
Happy reading.
http://www.marketingeye.com.au
One man has an environmental consulting business that has 35 people working in it from the Gold Coast. Another looks like he is under 25 years old and runs a film production company that primarily makes television commercials but by all accounts is doing pretty good.
And a pro golfer that I was talking to most of the day, Lisa, is 28 years of age and as a teenager found that she wanted to see the world and play golf. What better way to achieve this then to be a pro golfer.
When asked what I do, my reply was 'that I help businesses grow through marketing'.
That's what I do. It's simple. My team and I go over and above for small to medium sized businesses in order to help them grow by marketing their businesses. We develop strategies and implement them using creativity and connectivity with their customers.
Every day, I grow more and more passionate about helping other businesses. I continually connect people who have business synergies and open doors if I believe in what a company is doing.
My vision for Marketing Eye is highly dependent on the market. Whilst I want to expand, I also know that in tough economic times companies often retrench their marketing departments and replace with an outsourced option, which is where we fit in.
This should work well for Marketing Eye as we provide companies with a Marketing Manager for 12 months, for a number of days per month. It is the perfect alternative. Companies cannot afford to not market their businesses, yet having another person on the headcount fulltime with superannuation and taxation to pay, is becoming more and more out of the question.
We understand that companies need to cut their expenditure, but please, don't kill your business by having no marketing at all. I talk to people everyday that say that they have retrenched their marketing department and are not looking at any marketing activities over the next 6 months. What are they thinking?
After a day of playing golf with people who inspire me, I am now back at my computer looking at my life and my business in a new positive (and glowing) light. I know that whilst the next 12 months is going to be tough for a lot of people (and no Kevin Rudd, throwing cash at people who may just use it to throw down pokies machines or buy new plasma's is not the answer!), for those in business, a 'marketing eye' is critical and for that reason alone, I feel confident that 2009 is going to be ok.
I am looking forward to the challenge of having to be more competitive and smarter at the way we communicate our value proposition.
Whilst to me - $24,000 per year to have a marketing manager is a no-brainer for any business that wishes to grow or maintain market share - if people don't know about it, they will not engage our services.
Right now, it’s back to the drawing board and restructuring our marketing messages so that SME's know that we are not only a good alternative - but the only alternative!
Happy reading.
http://www.marketingeye.com.au
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