Some people turn on the television to laugh, others to be entertain... me... to be motivated.
I rarely watch a show that doesn't have some relevance to my life. Yes, I was addicted to Sex In The City, then came Lipstick Jungle and on the weekend, the DVD for Cashmere Mafia.
These girls are successful, maybe not in love, but certainly in their perspective careers. They are corporate high-fliers, fashion designers with billionaire boyfriends and movie producers. How glamorous and exciting!
They dress well, eat at exclusive and expensive restaurants, get invited to the best parties in town and live in interior designed apartments.
In the boardroom, the ones that make it this far, are sexy, smart and seductive. They know how to be hard when they have to and when to let go. They make deals happen and risk it all for a pair of Jimmy Choos. Well, not quite, but you get the drift.
As I watched episode after episode, I was seduced by the glamour and the art and performance of a good deal. It made me think about my job as the CEO of a marketing firm and how I communicate with clients, staff and in general the people around me. How do they see me? Do I install the feeling of trust that these people do on the show? Do they think I know what I am doing? I hope so, 18 years of a marketing career has to account for something, surely.
I left my weekend as a couch potato and dived straight into the boardroom for my Monday morning staff meeting and I communicated to my audience, showed a brave and encouraging face to the current economic climate, created opportunities for my leadership team and left knowing I did a good job.
Next, I rung 5 clients to ask what more I could do for them. How can I improve the service we give you? What is going to make you get more sales and bigger profits? Don't know the answer, well lucky then that I had a few good ideas up my sleeve and I was not only ready to show them but very enthusiastic. I believe.
The hunger to succeed, to be the best marketer I can be and to make a difference to my clients and employees lives is all I can think about this week.
All because of a television show.
Some people get it from books, others get it from inspirational leaders and public speakers. I get it from the television. My big motivator.
Sometimes that is all you need to give you a push when all you hear about is how bad it is out there. All I can hear this week is how good it is and how many opportunities are ready for the take.
Find your source of inspiration and take it into the boardroom. Believe in yourself, your brand and what you have to offer the market and make sure everyone knows.
www.marketingeye.com.au
Monday, May 18, 2009
Sunday, May 17, 2009
Marketing A Party - Political That Is!
I am not known for being overly political but I do resonate with those that are and who stand up for what they believe in.
My father once told me, "vote for the party, not the person", and I get that. I understand that its not about the guy standing up and being the figurehead of the entire party, but about what the key values are of the party, its policies that they have put forward and how their sound decision making will affect an entire country.
I personally lost alot of respect for Labour when they handed out $900 to people in what they considered a low income bracket. I know that much of this money went into gambling, alcohol and pokies (or how else would you explain the rise in sales for these things over the same period) and for plasma screen TV's that are not even made in Australia.
They seem hell-bent on giving out money, that is ultimately being taken overseas.
Their capital expenditure on schools and alike seems abit over the top and I wonder whether these tenders are given to Australian companies where the profits stay in Australia and are not taken offshore.
I cannot answer that because as I said, I am not overly political and I tend to on occasion read something written in The Australian or the Australian Financial Review. Even then, its mainly business that I subscribe to.
However, someone does need to answer these questions because they matter. I care that the money I pay in tax is going to Australian companies supporting Australian jobs.
Last Friday, I was invited to attend the Liberal Party Post-Budget breakfast. I was astounded by how many people flocked into the Crown Casino Ballroom to listen to Politicians and even more surprised by the ages of business people in the room. Other than a hundred or so students at the back who provided a real insight into what people think with a spot of humour, the attendees were predominantly over 50 years of age.
It made me think... are Political parties not engaging the youth of today? Sure Kevin Rudd has been on Rove and is trying really hard to be cool (note: he is not!), but are they doing enough. Who is listening to what they have to say and what they want?
The other issues relates to the fact that a majority of voters really don't care about Political Parties. They vote how they always have or are heavily influenced by what is written in the papers. So are we really in effect just voting for who News Limited and Fairfax Media want us to? Are they really the ones who decide what the average Australian is going to vote for.
Should we all be putting one call into Mr Murdoch and asking who he wants us to vote for because at the end of the day, it appears according to what is written in his newspapers, the outcome is there for all to see.
I actually like Mr Murdoch. He inspires me as a world-leader in business and media, and someone who goes out there and gets the job done.
Maybe he should go for PM. I am sure there would only be good stories about him in all News Limited newspapers - a journalist wouldn't dare not to write one.
I listened intently to Joe Hockey and Peter Costello at the breakfast. My interest being that I have watched John Howard and his Government get Australia out of debt and now all I hear is how Kevin Rudd is getting us into debt.
I am scared for the average punter who has a mortgage and at least for today, has a job. Tomorrow may be a different story.
According to Hockey, everytime Labour comes into power, they go into deficit, increase our foreign debt and ensure that there are over a million people unemployed.
Hard decisions have to be made, but shouldn't it be about making sure people have jobs and can pay their bills?
There are over 2 million small businesses out there employing a majority of the workforce - what is Government doing to help us keep those employed by us, employed?
I can tell you personally, that I would welcome some help with GST and super contributions. Every quarter when they come around, I image what I could do with that money to grow my business and expand offshore, but instead it goes into a black hole.
Being an entrepreneur, the more jobs I create, the more I feel like I have achieved. What is Government doing to encourage people like me?
Rudd, think twice before you spend our money to the extent you are on schooling and please make sure it goes to Australian companies, using Australian products and employing Australian labour. Not Chinese products, Foreign companies and employing just a few Australians.
And please, I beg, don't throw away the Governments support of Private Health Cover. I have been in Private Health cover my entire adult life (not sure what Mum and Dad did before then - could possibly be my whole life), and even though I don't feel like I get value for money out of my contributions, I feel safe and secure having it.
My cousin who has 3 children under 12 years of age, cannot afford to pay Private Health Insurance and her very sick 10 year old who is in hospital at least for a month a year, has to wait until she is critically ill before they can fit her in for any type of treatment.
She is currently on a 12 month waiting list. If she had Private Health Cover - this would not be the case. Do you want this list to expand to 2 or 3 years - or until a child is on death bed before they get treated?
Don't take it that I am not a fan of Labour. I am just not sure about putting the future of our country in the hands of people that have never run a successful business, or had a successful career outside of Politics. Malcolm Turnbull - you're excluded from this comment and to be honest, I am sure that there are people both sides of Government who should be excluded.
There are a few people that I have had dealings with in Politics from both sides of Government who I think had their hearts in the right places, weren't too ego driven and achieved a few things that they should be proud of. Terry Mackenroth - good bloke and made things happen. Bruce Davidson - another good bloke and always did what he thought was best. Both are now gone from Politics but they both did an exceptional job whilst they were there handling similar portfolios.
I ask Government to think about what they can do for jobs. Get out there and speak to small business owners and see how they can help.
Have focus groups (basic marketing here!!!) and create blogs for feedback so you can better understand what the average Australian business owner needs to stay alive and create jobs.
And... make the tough decisions. We have voted you in to do that - not to win elections.
www.marketingeye.com.au
My father once told me, "vote for the party, not the person", and I get that. I understand that its not about the guy standing up and being the figurehead of the entire party, but about what the key values are of the party, its policies that they have put forward and how their sound decision making will affect an entire country.
I personally lost alot of respect for Labour when they handed out $900 to people in what they considered a low income bracket. I know that much of this money went into gambling, alcohol and pokies (or how else would you explain the rise in sales for these things over the same period) and for plasma screen TV's that are not even made in Australia.
They seem hell-bent on giving out money, that is ultimately being taken overseas.
Their capital expenditure on schools and alike seems abit over the top and I wonder whether these tenders are given to Australian companies where the profits stay in Australia and are not taken offshore.
I cannot answer that because as I said, I am not overly political and I tend to on occasion read something written in The Australian or the Australian Financial Review. Even then, its mainly business that I subscribe to.
However, someone does need to answer these questions because they matter. I care that the money I pay in tax is going to Australian companies supporting Australian jobs.
Last Friday, I was invited to attend the Liberal Party Post-Budget breakfast. I was astounded by how many people flocked into the Crown Casino Ballroom to listen to Politicians and even more surprised by the ages of business people in the room. Other than a hundred or so students at the back who provided a real insight into what people think with a spot of humour, the attendees were predominantly over 50 years of age.
It made me think... are Political parties not engaging the youth of today? Sure Kevin Rudd has been on Rove and is trying really hard to be cool (note: he is not!), but are they doing enough. Who is listening to what they have to say and what they want?
The other issues relates to the fact that a majority of voters really don't care about Political Parties. They vote how they always have or are heavily influenced by what is written in the papers. So are we really in effect just voting for who News Limited and Fairfax Media want us to? Are they really the ones who decide what the average Australian is going to vote for.
Should we all be putting one call into Mr Murdoch and asking who he wants us to vote for because at the end of the day, it appears according to what is written in his newspapers, the outcome is there for all to see.
I actually like Mr Murdoch. He inspires me as a world-leader in business and media, and someone who goes out there and gets the job done.
Maybe he should go for PM. I am sure there would only be good stories about him in all News Limited newspapers - a journalist wouldn't dare not to write one.
I listened intently to Joe Hockey and Peter Costello at the breakfast. My interest being that I have watched John Howard and his Government get Australia out of debt and now all I hear is how Kevin Rudd is getting us into debt.
I am scared for the average punter who has a mortgage and at least for today, has a job. Tomorrow may be a different story.
According to Hockey, everytime Labour comes into power, they go into deficit, increase our foreign debt and ensure that there are over a million people unemployed.
Hard decisions have to be made, but shouldn't it be about making sure people have jobs and can pay their bills?
There are over 2 million small businesses out there employing a majority of the workforce - what is Government doing to help us keep those employed by us, employed?
I can tell you personally, that I would welcome some help with GST and super contributions. Every quarter when they come around, I image what I could do with that money to grow my business and expand offshore, but instead it goes into a black hole.
Being an entrepreneur, the more jobs I create, the more I feel like I have achieved. What is Government doing to encourage people like me?
Rudd, think twice before you spend our money to the extent you are on schooling and please make sure it goes to Australian companies, using Australian products and employing Australian labour. Not Chinese products, Foreign companies and employing just a few Australians.
And please, I beg, don't throw away the Governments support of Private Health Cover. I have been in Private Health cover my entire adult life (not sure what Mum and Dad did before then - could possibly be my whole life), and even though I don't feel like I get value for money out of my contributions, I feel safe and secure having it.
My cousin who has 3 children under 12 years of age, cannot afford to pay Private Health Insurance and her very sick 10 year old who is in hospital at least for a month a year, has to wait until she is critically ill before they can fit her in for any type of treatment.
She is currently on a 12 month waiting list. If she had Private Health Cover - this would not be the case. Do you want this list to expand to 2 or 3 years - or until a child is on death bed before they get treated?
Don't take it that I am not a fan of Labour. I am just not sure about putting the future of our country in the hands of people that have never run a successful business, or had a successful career outside of Politics. Malcolm Turnbull - you're excluded from this comment and to be honest, I am sure that there are people both sides of Government who should be excluded.
There are a few people that I have had dealings with in Politics from both sides of Government who I think had their hearts in the right places, weren't too ego driven and achieved a few things that they should be proud of. Terry Mackenroth - good bloke and made things happen. Bruce Davidson - another good bloke and always did what he thought was best. Both are now gone from Politics but they both did an exceptional job whilst they were there handling similar portfolios.
I ask Government to think about what they can do for jobs. Get out there and speak to small business owners and see how they can help.
Have focus groups (basic marketing here!!!) and create blogs for feedback so you can better understand what the average Australian business owner needs to stay alive and create jobs.
And... make the tough decisions. We have voted you in to do that - not to win elections.
www.marketingeye.com.au
Wednesday, May 13, 2009
Drunk on Stupidity
Harsh - probably, but I am yet again flabbergasted that people waste valuable marketing dollars on half hearted attempts at marketing and sit back and have a pity party wondering why they did not work.
Yes, those who put no effort or quite simply have no idea. They pay for a exhibition stand at CEBIT in Sydney on 12-14th May 2009 and are wonder why they receive no quality leads and people haven't visited their stands.
How valuable is your brand? Obviously, not that valuable to some. As I walked through what is Australia's biggest IT expo, I couldn't believe what I was seeing. There was a good quarter of the exhibitors at CEBIT who put together stands with pathetic banners (you know the ones you use for a seminar) up against the walls, cheap and nasty flyers and poor displays of what they were trying to sell.
You don't have to spend alot of money to have a great stand. It's not about the money, its about the effort and the understanding of what the audience is looking to see, feel and hear.
Engage your audience and make them take notice of who you are.
As always, the great displays had the people in abundance queuing to talk to someone to find out more.
And there were others. There were stands that may not have cost a fortunate, but were tastefully decorated and their marketing material was targeted at the audience they wanted to attract.
It costs thousands for a piece of real estate at an Expo like this. Why then would you throw away this investment but not doing a good job.
Even worse is the number of companies that will not follow up their leads afterwards.
They are the ones who have every good intention of doing so, but are swallowed up with the 'big' deals or what they think are the hot opportunities for the day, that they disregard those who should be in the deal pipeline.
Followup is integral to the success of your investment.
So, if you exhibited at CEBIT and found that you didn't get the result you wanted and the effort you put in was not exactly what you had intented to, but at the end of the day, you didn't have time, money or energy to do any better - then now is the time to redeem yourself.
The delegates have probably forgotten who you are anyway. If your stand and your people were not memorable, then make sure your followup is.
Steps to expo followup;
- Put together a database preferrably in a customer relationship management program (there's cost effective versions like ACT Today! available on the market)
- Create a marketing campaign - an offer - a reason to do business with you
- Ensure your brand is intact, professionally presented and your website has a landing page with more information that is going to get your target audience salvitating over what you are offering
- Email, direct market, telemarket and followup until you have exhausted your database of leads
- Eliminate leads that are worthless and have no value to your marketing efforts
- Segregate hot, warm and cold leads - and work it baby, work it!
Every dollar you invest in marketing should be worth it. Now is not the time to throw away valuable marketing dollars on marketing activities that do not create greater brand awareness, leads and positioning in the market.
Reinforce to your staff, your clients and your prospects your brand and its value proposition. Repeat it over and over again. They say Politicians say everything 3 times - and in marketing, we say the same.
Get out there and stand proud behind the brand you represent and sell, sell, sell...
www.marketingeye.com.au
Yes, those who put no effort or quite simply have no idea. They pay for a exhibition stand at CEBIT in Sydney on 12-14th May 2009 and are wonder why they receive no quality leads and people haven't visited their stands.
How valuable is your brand? Obviously, not that valuable to some. As I walked through what is Australia's biggest IT expo, I couldn't believe what I was seeing. There was a good quarter of the exhibitors at CEBIT who put together stands with pathetic banners (you know the ones you use for a seminar) up against the walls, cheap and nasty flyers and poor displays of what they were trying to sell.
You don't have to spend alot of money to have a great stand. It's not about the money, its about the effort and the understanding of what the audience is looking to see, feel and hear.
Engage your audience and make them take notice of who you are.
As always, the great displays had the people in abundance queuing to talk to someone to find out more.
And there were others. There were stands that may not have cost a fortunate, but were tastefully decorated and their marketing material was targeted at the audience they wanted to attract.
It costs thousands for a piece of real estate at an Expo like this. Why then would you throw away this investment but not doing a good job.
Even worse is the number of companies that will not follow up their leads afterwards.
They are the ones who have every good intention of doing so, but are swallowed up with the 'big' deals or what they think are the hot opportunities for the day, that they disregard those who should be in the deal pipeline.
Followup is integral to the success of your investment.
So, if you exhibited at CEBIT and found that you didn't get the result you wanted and the effort you put in was not exactly what you had intented to, but at the end of the day, you didn't have time, money or energy to do any better - then now is the time to redeem yourself.
The delegates have probably forgotten who you are anyway. If your stand and your people were not memorable, then make sure your followup is.
Steps to expo followup;
- Put together a database preferrably in a customer relationship management program (there's cost effective versions like ACT Today! available on the market)
- Create a marketing campaign - an offer - a reason to do business with you
- Ensure your brand is intact, professionally presented and your website has a landing page with more information that is going to get your target audience salvitating over what you are offering
- Email, direct market, telemarket and followup until you have exhausted your database of leads
- Eliminate leads that are worthless and have no value to your marketing efforts
- Segregate hot, warm and cold leads - and work it baby, work it!
Every dollar you invest in marketing should be worth it. Now is not the time to throw away valuable marketing dollars on marketing activities that do not create greater brand awareness, leads and positioning in the market.
Reinforce to your staff, your clients and your prospects your brand and its value proposition. Repeat it over and over again. They say Politicians say everything 3 times - and in marketing, we say the same.
Get out there and stand proud behind the brand you represent and sell, sell, sell...
www.marketingeye.com.au
Thursday, May 7, 2009
Succeeding in a down market
Companies that are managed well, market themselves and are honourable in the way they conduct business always seem to succeed.
Marketing Eye has had the pleasure of working with Northern Stevedoring Services (NSS), a company headquartered in Townsville, Queensland, and with operations in Townsville, Cairns, Mackay and Gladstone for the past year.
I had the pleasure of working with the team in Townsville a couple of weeks ago and it opened my eyes to a company that is thriving in the current economic climate, going from strength to strength, without so much as a hiccup.
It is led by a dynamic general manager who focuses on ensuring that his staff have a work environment that they enjoy, that management listen to the needs or suggestions of its team and that they are communicated with on even the most confidential business decisions.
Employees don't need to second guess or walk around unsure of what the current environment may bring their way.
At the same time, customers are regularly communicated with and kept abreast of how the economy is affecting the business, its growth plans, projects and people.
They market themselves in a professional way and are streets ahead of their competitors when it comes to brand loyalty and respect.
NSS is growing at a sustainable rate and is continually improving its service delivery and ability to cater for the dynamic supply chain requirements of its clients.
Marketing is strategic, ongoing and improved upon continually with NSS using the internet, digital marketing, multimedia presentations, brochures, newsletters, advertising and public relations to get their brand known.
Check them out www.northernstevedoring.com.au
Great company!
www.marketingeye.com.au
Marketing Eye has had the pleasure of working with Northern Stevedoring Services (NSS), a company headquartered in Townsville, Queensland, and with operations in Townsville, Cairns, Mackay and Gladstone for the past year.
I had the pleasure of working with the team in Townsville a couple of weeks ago and it opened my eyes to a company that is thriving in the current economic climate, going from strength to strength, without so much as a hiccup.
It is led by a dynamic general manager who focuses on ensuring that his staff have a work environment that they enjoy, that management listen to the needs or suggestions of its team and that they are communicated with on even the most confidential business decisions.
Employees don't need to second guess or walk around unsure of what the current environment may bring their way.
At the same time, customers are regularly communicated with and kept abreast of how the economy is affecting the business, its growth plans, projects and people.
They market themselves in a professional way and are streets ahead of their competitors when it comes to brand loyalty and respect.
NSS is growing at a sustainable rate and is continually improving its service delivery and ability to cater for the dynamic supply chain requirements of its clients.
Marketing is strategic, ongoing and improved upon continually with NSS using the internet, digital marketing, multimedia presentations, brochures, newsletters, advertising and public relations to get their brand known.
Check them out www.northernstevedoring.com.au
Great company!
www.marketingeye.com.au
Tuesday, May 5, 2009
Living the dream - I mean brand
I have a good friend who always talks about 'living the dream'. He arrives at a friends house, they go "what have you been up to?", he replies "Living the dream". Actually, you can pretty much ask him anything and the reply is always the same. Go figure.
What is living the dream anyway? Sipping pina coladas in the Whitsundays? Surfing in Hawaii? Living in the South of France? Having so much money, you are sleeping in it?
To me 'living the dream' is quite simple. Living life, enjoying what you do and being proud of what you achieve day-in, day-out. If these things are aligned, I pretty much wake up in the morning, excited about starting the day.
I have to say I am pretty happy with my 'lot' but a majority of my awake time, Monday to Friday, is not so much about living the dream but about 'living the brand'. The Marketing Eye brand. And I have to say, it's paying dividends in so many ways.
The more I engage the brand, the culture of the organisation and the realisation that as a Marketing Eye I can achieve what many people think they can't - I get excited and I embrace every single particle of the brand and it lives in me and the people that I touch.
I can make not only my brand come alive, but others. Companies who aren't sure about what exactly they should be doing to increase their brand awareness, get staff buy-in to their brands, create sales opportunities and promote their companies.
The ability to connect to your brand, particularly in today's market, and align your brand to customers and employees, culture and reputation, behaviours and differentiation, promises and reality - will help your company stand out from the crowd and ignite belief in everyone your brand touches.
Branded businesses are about people. Find out what motivates your employees whether it be career progression, job satisfaction or money, and develop an employee proposition that will work for your company.
Once staff are treated in an on-brand way, they are more likely to respond positively.
It's the cheapest form of marketing you will find.
www.marketingeye.com.au
What is living the dream anyway? Sipping pina coladas in the Whitsundays? Surfing in Hawaii? Living in the South of France? Having so much money, you are sleeping in it?
To me 'living the dream' is quite simple. Living life, enjoying what you do and being proud of what you achieve day-in, day-out. If these things are aligned, I pretty much wake up in the morning, excited about starting the day.
I have to say I am pretty happy with my 'lot' but a majority of my awake time, Monday to Friday, is not so much about living the dream but about 'living the brand'. The Marketing Eye brand. And I have to say, it's paying dividends in so many ways.
The more I engage the brand, the culture of the organisation and the realisation that as a Marketing Eye I can achieve what many people think they can't - I get excited and I embrace every single particle of the brand and it lives in me and the people that I touch.
I can make not only my brand come alive, but others. Companies who aren't sure about what exactly they should be doing to increase their brand awareness, get staff buy-in to their brands, create sales opportunities and promote their companies.
The ability to connect to your brand, particularly in today's market, and align your brand to customers and employees, culture and reputation, behaviours and differentiation, promises and reality - will help your company stand out from the crowd and ignite belief in everyone your brand touches.
Branded businesses are about people. Find out what motivates your employees whether it be career progression, job satisfaction or money, and develop an employee proposition that will work for your company.
Once staff are treated in an on-brand way, they are more likely to respond positively.
It's the cheapest form of marketing you will find.
www.marketingeye.com.au
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