Do company owners just not listen? Do they not look back on history and see how many companies that have gone from being small and relatively unknown to large corporates through marketing in an economic downturn?
On Monday, at Marketing Eye Melbourne, we had a position vacant for a Marketing Executive to work with small to medium sized businesses on developing strategic marketing programs, public relations, advertising, branding, digital marketing and promotions.
Over 300 people applied from Monday afternoon until Wednesday lunchtime. Of the 300 people, over 80% don't have a marketing job right now.
12 months ago, we received 80 applications for the same position with over 60% of people employed sending in an application.
What are businesses doing? I don't for a second think that all of these people are under-performers. The ones I have interviewed so far sound dynamic, experienced and incredibly excited about the prospect of working with companies to help them grow through marketing.
I still have alot of applications go through, but I am alarmed that companies have 'let them go'.
As a business owner, we have no control over the potential loss of revenue or profits that may occur due to the current state of the economy.
What we do have control of is how well we respond to the economic downturn.
Whilst most companies have been frantically cutting costs and reducing expenditure, it still seems that marketing is on the top of most businesses chopping boards.
Why is marketing so important? Where is the benefit in marketing in an economic downturn?
These questions have been answered over and over again in blogs, in the news and in everything we read, yet marketing still remains seen as a non-business critical expense.
What do you think?
www.marketingeye.com.au
Tuesday, March 31, 2009
How to rank no. 1 on google without paying a cent!
Why is Marketing Eye the #1 ranked website when you search for a marketing consultant on google?
It's not rocket science, let me tell you that.
Isn't it funny that marketing consultants profess to know everything about digital marketing, search engine optimisation, development of websites that work etc etc., yet how is it that a boutique national marketing firm beats the big agencies in ranking #1 in the most important search keyword in the industry. Marketing Consultant.
Simple.
We make websites properly. Most of our clients rank #1 in the key word that is most critical to their business because we ensure that the websites we are building, have the right key messages, meta tags, keywords and structure to optimise their position on key search engines.
Don't pay for Adwords if you don't have to!
You can if you are able to afford it, but if you are a small to medium sized business with a limited budget, then make sure that your web developer knows what they are doing. Sure, flash sites look great, but we all know that they don't rank highly on google.
Our clients don't pay a cent for their ranking on google.
We just make sure that we build their websites according to their overall marketing strategy and if it's important to be well-placed on google, then a few simple changes to their websites, may be all they need.
Don't listen to people who tell you otherwise.
I am constantly arguing with people who try to tell me that you have to pay to be #1 on google. You don't and Marketing Eye and our clients are proof of this.
Invest in building your site properly and ensuring that your key messages are in line with your sales proposition to the market.
Don't spend a cent more if you don't have to. Keep your money in the bank and save it for a rainy day... there may be a few coming up in the future because the economy isn't looking too good right now!
Work with Marketing Agencies that can put their money where their mouths are.
www.marketingeye.com.au
It's not rocket science, let me tell you that.
Isn't it funny that marketing consultants profess to know everything about digital marketing, search engine optimisation, development of websites that work etc etc., yet how is it that a boutique national marketing firm beats the big agencies in ranking #1 in the most important search keyword in the industry. Marketing Consultant.
Simple.
We make websites properly. Most of our clients rank #1 in the key word that is most critical to their business because we ensure that the websites we are building, have the right key messages, meta tags, keywords and structure to optimise their position on key search engines.
Don't pay for Adwords if you don't have to!
You can if you are able to afford it, but if you are a small to medium sized business with a limited budget, then make sure that your web developer knows what they are doing. Sure, flash sites look great, but we all know that they don't rank highly on google.
Our clients don't pay a cent for their ranking on google.
We just make sure that we build their websites according to their overall marketing strategy and if it's important to be well-placed on google, then a few simple changes to their websites, may be all they need.
Don't listen to people who tell you otherwise.
I am constantly arguing with people who try to tell me that you have to pay to be #1 on google. You don't and Marketing Eye and our clients are proof of this.
Invest in building your site properly and ensuring that your key messages are in line with your sales proposition to the market.
Don't spend a cent more if you don't have to. Keep your money in the bank and save it for a rainy day... there may be a few coming up in the future because the economy isn't looking too good right now!
Work with Marketing Agencies that can put their money where their mouths are.
www.marketingeye.com.au
Sunday, March 29, 2009
Those Advertising and Marketing Types!
Whilst I am not one to slam anyone under the marketing umbrella, the more I meet and greet, the more I am seeing there certainly are types.
Advertising
Well, unfortunately for those who are in advertising, they are often referred to as the car salesmen and women of the marketing industry. They have a certain way of talking, selling and closing deals and conversations that mirrors the real estate industry personnel.
Usually fast talking, name dropping and larger than life. Not bad for a party, but a little intimidating when doing business for the average business owner.
You walk into a meeting with an advertising type and you walk out not sure what you just agreed to but knowing you did and in time, may regret it or perhaps not.
They have a talent, that many of us don't, but want. They sell and usually know how to do that for you by putting your brand out there in the media.
Public Relations
PR types are usually beautiful. Men and women who have been blessed not with the 'ugly stick' but good genes, great contacts and invitations most of us who die for. People love them - or hate them. They love them because of who they know, where they go and how they strategically place the faces of men and women who we never know how they get there, but they do, in the pages of our local newspapers. They have a gift of the gab and lets face it - they can make you famous.
Very alluring to the business owner who has spent the last ten years building a business, keeping their heads down and working their buts of, but are lacking in recognition and are envious of their competitors who somehow seem to get story after story written on them.
Marketing
We are the people that struggle to keep you from saying 'you're in PR aren't you' or 'you're in advertising, right' - wrong!
We are in marketing. We are usually dressed in a suit (not quite a stylish as our advertising and public relations friends), with our notebook in hand and mont blanc pen.
We are deeply offended (often consider precious) about being called anything other than a marketing professional (note: NOT MARKETEER) and want desperately to be taken seriously as we see what we do as more of a science project than an art project.
We are all about strategy and kpi's and less about the glamour of your next launch or getting you in the social pages to feed your ego.
We can make you famous with a bit of PR, get your brand out there where it needs to be and connect you with your customers, but only after we work out what you are aiming to achieve, how much you want to grow and where you want to be in 5 years.
Graphic Designers
Wear jeans and tshirts, beads, tattoos, hats and often look like they have just popped out of Paddo Markets on a Saturday. No they are not marketers, pr's or for that matter advertisers. They take briefs from people who understand what a client is looking for and exactly what they hope to achieve.
They typeset advertisements adding a bit of creative and send it off to where it needs to go.
Then they fill in their timesheets.
Whilst advertising, public relations, marketing and graphic designers should all work in sync with each other to build companies brands, they often get confused on what area they know and what value they can bring to the table.
Big agencies have big results because often they are under the one roof and it brings alot of value to the integrity of your brand across multiple mediums.
At Marketing Eye, we have all under one roof - but we are not the norm. We are the exception.
Advertising
Well, unfortunately for those who are in advertising, they are often referred to as the car salesmen and women of the marketing industry. They have a certain way of talking, selling and closing deals and conversations that mirrors the real estate industry personnel.
Usually fast talking, name dropping and larger than life. Not bad for a party, but a little intimidating when doing business for the average business owner.
You walk into a meeting with an advertising type and you walk out not sure what you just agreed to but knowing you did and in time, may regret it or perhaps not.
They have a talent, that many of us don't, but want. They sell and usually know how to do that for you by putting your brand out there in the media.
Public Relations
PR types are usually beautiful. Men and women who have been blessed not with the 'ugly stick' but good genes, great contacts and invitations most of us who die for. People love them - or hate them. They love them because of who they know, where they go and how they strategically place the faces of men and women who we never know how they get there, but they do, in the pages of our local newspapers. They have a gift of the gab and lets face it - they can make you famous.
Very alluring to the business owner who has spent the last ten years building a business, keeping their heads down and working their buts of, but are lacking in recognition and are envious of their competitors who somehow seem to get story after story written on them.
Marketing
We are the people that struggle to keep you from saying 'you're in PR aren't you' or 'you're in advertising, right' - wrong!
We are in marketing. We are usually dressed in a suit (not quite a stylish as our advertising and public relations friends), with our notebook in hand and mont blanc pen.
We are deeply offended (often consider precious) about being called anything other than a marketing professional (note: NOT MARKETEER) and want desperately to be taken seriously as we see what we do as more of a science project than an art project.
We are all about strategy and kpi's and less about the glamour of your next launch or getting you in the social pages to feed your ego.
We can make you famous with a bit of PR, get your brand out there where it needs to be and connect you with your customers, but only after we work out what you are aiming to achieve, how much you want to grow and where you want to be in 5 years.
Graphic Designers
Wear jeans and tshirts, beads, tattoos, hats and often look like they have just popped out of Paddo Markets on a Saturday. No they are not marketers, pr's or for that matter advertisers. They take briefs from people who understand what a client is looking for and exactly what they hope to achieve.
They typeset advertisements adding a bit of creative and send it off to where it needs to go.
Then they fill in their timesheets.
Whilst advertising, public relations, marketing and graphic designers should all work in sync with each other to build companies brands, they often get confused on what area they know and what value they can bring to the table.
Big agencies have big results because often they are under the one roof and it brings alot of value to the integrity of your brand across multiple mediums.
At Marketing Eye, we have all under one roof - but we are not the norm. We are the exception.
Last Minute Marketing
Everyone has been a victim of last minute marketing madness at least a couple of times in their lives.
At Marketing Eye, its a daily event here. We have clients and randoms who ring us up and beg us to do last minute marketing for the trade show that's on tomorrow, the launch that's on Friday, a e-news letter that's needing to go out today and an advertisement that is being published this week.
Whilst this can happen to anyone (think stressed advertising - the discount is sometimes worth the madness that surrounds putting it together), it's something we should avoid at all costs.
The less we stick to our marketing strategies, the least likely we are of achieving our marketing goals. We go over budget and often invest in under performing marketing initiatives - for because we rush, we are disorganised or we think its a good deal.
As a company, we have suppliers of everything from advertising and printing to events and sponsorship trying to sell us and our clients distressed packages.
When we say yes, we do so with hestitation and concern as to whether we can produce something at the last minute that is going to add value to the investment our client is making in their marketing.
If you fail to plan, you plan to fail. Correct. Well at least most of the time.
Don't fall victim to last minute marketing. Keep to your marketing strategy and alter it only when the market dictates, not when someone is trying to sell you something.
If you are a fan of distressed advertising, sponsorship or tradeshow space, put it in your strategy and have a plan in place.
Keep your wits about you when opportunities come your way and never say yes if the ROI is not there.
Remember, its not like going to Burberry and buying an outfit on sale. It's your brand!
New Years Resolution 2010... No last minute marketing. Right!
www.marketingeye.com.au
At Marketing Eye, its a daily event here. We have clients and randoms who ring us up and beg us to do last minute marketing for the trade show that's on tomorrow, the launch that's on Friday, a e-news letter that's needing to go out today and an advertisement that is being published this week.
Whilst this can happen to anyone (think stressed advertising - the discount is sometimes worth the madness that surrounds putting it together), it's something we should avoid at all costs.
The less we stick to our marketing strategies, the least likely we are of achieving our marketing goals. We go over budget and often invest in under performing marketing initiatives - for because we rush, we are disorganised or we think its a good deal.
As a company, we have suppliers of everything from advertising and printing to events and sponsorship trying to sell us and our clients distressed packages.
When we say yes, we do so with hestitation and concern as to whether we can produce something at the last minute that is going to add value to the investment our client is making in their marketing.
If you fail to plan, you plan to fail. Correct. Well at least most of the time.
Don't fall victim to last minute marketing. Keep to your marketing strategy and alter it only when the market dictates, not when someone is trying to sell you something.
If you are a fan of distressed advertising, sponsorship or tradeshow space, put it in your strategy and have a plan in place.
Keep your wits about you when opportunities come your way and never say yes if the ROI is not there.
Remember, its not like going to Burberry and buying an outfit on sale. It's your brand!
New Years Resolution 2010... No last minute marketing. Right!
www.marketingeye.com.au
Monday, March 23, 2009
Tradeshows - are you marketing yourself properly?
It's tradeshow season! There are hundreds of tradeshows each month in Australia and overseas and companies more so than ever are investing heavily in marketing themselves in this way.
One of the biggest failures of businesses investing in tradeshows is their lack of followup.
Over a 2 to 3 day period, exhibitors meet hundreds of potential customers, alliance partners and referers.
Whilst many companies put all of their efforts into actually getting their stands ready and having it look right, often they forget about putting together a strategic marketing campaign pre and post show.
On top of this, many how have invested tens of thousands of dollars don't have a customer relationship management program in place to track their leads, stay in contact and record interaction.
In addition, they are too busy with what they consider is urgent, that they don't organise for telemarketing, the sending of followup letters and emails and the writing of proposals.
This high density event is not only costly, but can affect your reputation if you don't follow through with your promises or inquiries.
Companies also are not placing enough emphasis on what their ROI is on the tradeshow. Is it just for branding purposes, deal flow or sales?
Marketing Eye is currently working with companies in helping them develop marketing campaigns around tradeshows.
If you are interested in some tips on how to better connect with your leads and engage in a campaign, contact www.marketingeye.com.au or 1300 300 080.
One of the biggest failures of businesses investing in tradeshows is their lack of followup.
Over a 2 to 3 day period, exhibitors meet hundreds of potential customers, alliance partners and referers.
Whilst many companies put all of their efforts into actually getting their stands ready and having it look right, often they forget about putting together a strategic marketing campaign pre and post show.
On top of this, many how have invested tens of thousands of dollars don't have a customer relationship management program in place to track their leads, stay in contact and record interaction.
In addition, they are too busy with what they consider is urgent, that they don't organise for telemarketing, the sending of followup letters and emails and the writing of proposals.
This high density event is not only costly, but can affect your reputation if you don't follow through with your promises or inquiries.
Companies also are not placing enough emphasis on what their ROI is on the tradeshow. Is it just for branding purposes, deal flow or sales?
Marketing Eye is currently working with companies in helping them develop marketing campaigns around tradeshows.
If you are interested in some tips on how to better connect with your leads and engage in a campaign, contact www.marketingeye.com.au or 1300 300 080.
Friday, March 6, 2009
Inspiring Women I Know - #1
International Women's Day is upon us and although I don't necessarily agree that we should have a day that celebrates women alone when there is no day that celebrates men, I am compelled to attend events whereby the keynote speakers are successful women.
I don't know about you, but I usually find at events like this that the women who speak are regular speakers. It's what they do and they usually do it quite well. They are used to celebrating their own successes and often are great a lobbying for themselves to be heard and to be well placed particularly in the area of company boards.
Over the years I have had the privilege of meeting many inspirational women, but the ones that stand out are those of who don't feel the need to self-promote. Instead, they do what they do to the best of their ability and every so often people notice what a stand-out they actually are.
Earlier on in my business career, I met some fantastic women from all walks of life who excelled in the area of business. One was Julia Ross and she is a standout because whether you love her or hate her, she has achieved what most Australian business women have not. Having had the opportunity to get to know her through business, I realised that contrary to what people may think, she is no self promoter. She doesn't hire someone to promote 'Julia Ross' in the papers and let's face it, she certainly can afford to do so.
I remember hearing her story at an event that we begged her to speak at and it was truly inspirational. She started her business at 36, single, pregnant, no money and became the first woman to list her company on the ASX (and she was the sole owner at the time she went to listing). Truly admirable.
Another that comes to mind is the former CEO of Macquarie Radio Network Angela Clark. I have had many occasions where I have just sat and listened to her speak on a variety of topics and I am completely in awe of her knowledge and the way she presents herself. Now this is no frivolous, attention seeking, young, good looking CEO. Angela is an articulate CEO who is better than most men I have seen in business. On top of that, she turned Macquarie Radio Network into a highly successful publicly listed company all in her early 30's. Now, Angela is a marketable woman - young, beautiful, smart, successful (there isn't too much that this woman doesn't have), yet she obviously has chosen only to speak with the media when it was absolutely in the best interests of the company and spent her time getting on with the job she had at hand. Every time I have read a story in which she has been quoted, I note that she only says what is absolutely necessary and does not do any feature pieces on herself. Being in the media, one would think her approach would be quite different.
I'm always a fan of people who are successful in male-dominated industries. Helen Jarman, a former Telstra Business Woman of the Year winner has a multi-party logistic solutions company in Melbourne and I am sure she only won this award after been forced (perhaps handcuffed and screaming!) to attend. Definitely no self-promotion going on with this dynamic business woman who has built from scratch with no investors or help from any person, the most successful multi party logistics solutions company in the Asia Pacific. She works 7 days a week and never asks for recognition. Sure the newspapers and magazines write on her, but it is definitely through no direct approach from herself. She gets on with the job of helping businesses save money through her IT solutions and consultancy as well as saving the environment through helping businesses like Apple with e-Waste. (www.infoactiv.com.au)
Not too long ago, I met a young girl who was 29 at the time, Anna Fogarty. Whilst not many people would know the name in Australia, she is very big in Europe and the US in the area of IT. She has been written up in CIO Magazine and Computerworld in the US and Europe, her software solutions (www.webandflo.com)is in many of the major banks and corporations throughout Australia. Having heard her story, I know that these write-up's came simply from these editorials finding her solutions online. Anna is the future of women in IT. She is not one of those late nineties women who would do anything to get a story written about them and are knocking down doors to go on Govt Boards (and have been successful through their ruthless self promotion (not all - but certainly there are quite a few that I know of). I can't wait to see where Anna takes her business. It's a space to watch.
www.marketingeye.com.au
I don't know about you, but I usually find at events like this that the women who speak are regular speakers. It's what they do and they usually do it quite well. They are used to celebrating their own successes and often are great a lobbying for themselves to be heard and to be well placed particularly in the area of company boards.
Over the years I have had the privilege of meeting many inspirational women, but the ones that stand out are those of who don't feel the need to self-promote. Instead, they do what they do to the best of their ability and every so often people notice what a stand-out they actually are.
Earlier on in my business career, I met some fantastic women from all walks of life who excelled in the area of business. One was Julia Ross and she is a standout because whether you love her or hate her, she has achieved what most Australian business women have not. Having had the opportunity to get to know her through business, I realised that contrary to what people may think, she is no self promoter. She doesn't hire someone to promote 'Julia Ross' in the papers and let's face it, she certainly can afford to do so.
I remember hearing her story at an event that we begged her to speak at and it was truly inspirational. She started her business at 36, single, pregnant, no money and became the first woman to list her company on the ASX (and she was the sole owner at the time she went to listing). Truly admirable.
Another that comes to mind is the former CEO of Macquarie Radio Network Angela Clark. I have had many occasions where I have just sat and listened to her speak on a variety of topics and I am completely in awe of her knowledge and the way she presents herself. Now this is no frivolous, attention seeking, young, good looking CEO. Angela is an articulate CEO who is better than most men I have seen in business. On top of that, she turned Macquarie Radio Network into a highly successful publicly listed company all in her early 30's. Now, Angela is a marketable woman - young, beautiful, smart, successful (there isn't too much that this woman doesn't have), yet she obviously has chosen only to speak with the media when it was absolutely in the best interests of the company and spent her time getting on with the job she had at hand. Every time I have read a story in which she has been quoted, I note that she only says what is absolutely necessary and does not do any feature pieces on herself. Being in the media, one would think her approach would be quite different.
I'm always a fan of people who are successful in male-dominated industries. Helen Jarman, a former Telstra Business Woman of the Year winner has a multi-party logistic solutions company in Melbourne and I am sure she only won this award after been forced (perhaps handcuffed and screaming!) to attend. Definitely no self-promotion going on with this dynamic business woman who has built from scratch with no investors or help from any person, the most successful multi party logistics solutions company in the Asia Pacific. She works 7 days a week and never asks for recognition. Sure the newspapers and magazines write on her, but it is definitely through no direct approach from herself. She gets on with the job of helping businesses save money through her IT solutions and consultancy as well as saving the environment through helping businesses like Apple with e-Waste. (www.infoactiv.com.au)
Not too long ago, I met a young girl who was 29 at the time, Anna Fogarty. Whilst not many people would know the name in Australia, she is very big in Europe and the US in the area of IT. She has been written up in CIO Magazine and Computerworld in the US and Europe, her software solutions (www.webandflo.com)is in many of the major banks and corporations throughout Australia. Having heard her story, I know that these write-up's came simply from these editorials finding her solutions online. Anna is the future of women in IT. She is not one of those late nineties women who would do anything to get a story written about them and are knocking down doors to go on Govt Boards (and have been successful through their ruthless self promotion (not all - but certainly there are quite a few that I know of). I can't wait to see where Anna takes her business. It's a space to watch.
www.marketingeye.com.au
Sunday, March 1, 2009
Kelly Slater - The Brand
I have to declare, I am a wannabe surfer. I say wannabe because I don't go out and give it a go nearly as much as I should for someone who really wants to be able to surf some big waves.
I am clearly the amateur that is thrilled every time I catch a wave and ride it. Actually, thrilled is an understatement. I am jumping out of my pants every single time I catch a wave and stay on the board longer than 3 seconds.
The reason I am so eager to surf is that when I go out and watch people surf, they don't have a care in the world. All they think about is catching the next wave (and of course, making sure that there are no shark fins hanging around given the media over the last couple of months reporting so many shark attacks).
I want to be just like that.
With the Quicksilver Pro on at Rainbow Bay at the moment, I ventured down to join some friends to watch the pro's in action.
I wasn't disappointed. I saw Joel Parkinson put in a few great heats, even though he did not make the cut.
Then I saw the man everyone has been talking about. Yes, I have read gossip magazines that picture him with Cameron Diaz, Pam Anderson (what was he thinking?), Giselle to name a few. I have also watched him a couple of times on television and until recently thought was quite a hot looking man.
Well, nothing prepared me for seeing him live at the Quicksilver Pro. As he walked down the beach, about 500 people followed him just hoping for a glimpse. Kids raced into the water and tried to swim up to him and he politely acknowledged them with some high 5's and words of wisdom.
He is the waters version of a rock star. The 5000 strong crowd could not get enough of him. They were mesmerised by the sporting great who has won 9 world titles, more so than any other person.
Why I am writing about Kelly Slater is simple. He is a human brand that has an insane following. Insane!
I have been to every major sporting event that has hit Australian shores and yet I have never seen such a dedicated group of followers for just one man.
Now, he is not only on a mission to win his 10th world title, but also to sell a few boards through brand Kelly Slater.
Riding a radically short five foot four inch board even though he is going for the big ASP World Tour 10th win is a marketers dream. I bet after the weekend there was a sell-out of radically short boards because let's face it, every surfer wants to be just like Kelly Slater.
What a legend!
www.marketingeye.com.au
I am clearly the amateur that is thrilled every time I catch a wave and ride it. Actually, thrilled is an understatement. I am jumping out of my pants every single time I catch a wave and stay on the board longer than 3 seconds.
The reason I am so eager to surf is that when I go out and watch people surf, they don't have a care in the world. All they think about is catching the next wave (and of course, making sure that there are no shark fins hanging around given the media over the last couple of months reporting so many shark attacks).
I want to be just like that.
With the Quicksilver Pro on at Rainbow Bay at the moment, I ventured down to join some friends to watch the pro's in action.
I wasn't disappointed. I saw Joel Parkinson put in a few great heats, even though he did not make the cut.
Then I saw the man everyone has been talking about. Yes, I have read gossip magazines that picture him with Cameron Diaz, Pam Anderson (what was he thinking?), Giselle to name a few. I have also watched him a couple of times on television and until recently thought was quite a hot looking man.
Well, nothing prepared me for seeing him live at the Quicksilver Pro. As he walked down the beach, about 500 people followed him just hoping for a glimpse. Kids raced into the water and tried to swim up to him and he politely acknowledged them with some high 5's and words of wisdom.
He is the waters version of a rock star. The 5000 strong crowd could not get enough of him. They were mesmerised by the sporting great who has won 9 world titles, more so than any other person.
Why I am writing about Kelly Slater is simple. He is a human brand that has an insane following. Insane!
I have been to every major sporting event that has hit Australian shores and yet I have never seen such a dedicated group of followers for just one man.
Now, he is not only on a mission to win his 10th world title, but also to sell a few boards through brand Kelly Slater.
Riding a radically short five foot four inch board even though he is going for the big ASP World Tour 10th win is a marketers dream. I bet after the weekend there was a sell-out of radically short boards because let's face it, every surfer wants to be just like Kelly Slater.
What a legend!
www.marketingeye.com.au
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