Whether due to lack of knowledge, time, budget or planning, many companies fall short of the mark when it comes to targeting the right audience.
It is essential that business owners, marketers or the person driving a direct marketing campaign know exactly how to define, segment and target prospects in order to maximise ROI.
Today, many businesses realise the importance of segmentation - the process of subdividing customers and prospects according to common attributes and characteristics relevant to a product or service.
With tools like Facebook, MySpace, YouTube and other social networking platforms, segmentation has become the most valuable and lucrative industry in the world - all with good reason. Collating information on a market segment that is valuable to marketers and alike - is priceless!
A segment is a part of the market consisting of a group of customers or prospects which is homogeneous to itself, has a similar need and which can be addressed in the same way, using the same strategy and distribution channel.
It is also very much about identifying which product or service a customer or prospect is likely to buy and exactly how best to communicate with them.
Many companies still treat all customers and prospects the same.
Know how big your segments are, what the size of the market is and ascertain what opportunities exist for your company in each channel.
Importantly, put your resources where it is most needed.
"The realism is that getting information to segment in depth is a challenge," said Marketing Eye, CEO, Mellissah Smith.
"The difference between b2b and b2c is very complex."
4 Steps to segmentation
1. Clean data: Data must be clean, current and comprehensive in a universal format. Create one master file by merging information from different areas to enable you to assess the state of the market and create a cusotmer-centric view.
2. Identify variables: Segments can be compiled by using a multitude of factors like geographic location, purchasing behaviour, business size, type etc.
3. Divide and Analyse: Determine what each company needs and divide it into segments of businesses with similar profiles then enlist a data specialist to conduct a statistical analysis. This will help identify trends and determine important charactistics of each segment.
4. Apply: Match the segments against your business objectives and use the segmentation as an ongoing part of your marketing strategy ensuring you have the market intelligence to fine tune your database and turn customer information into your competitive advantage.
ROI is very important when it comes to delivering direct marketing campaigns and market segmentation will not only help you deliver a more targeted campaign to your audience, but also work in your favour to achieve sales outcomes and a higher return on investment for your marketing dollar.
www.marketingeye.com.au
Wednesday, August 5, 2009
Tuesday, August 4, 2009
Is It Criminal Not To Be Creative?
When one fancies themselves as a bit of a creative, it's hard to ignore that urge that consumes you when an opportunity to pitch for a relatively large account comes your way.
Creative has alot of up-side - it can often be memorable, evoke a laugh or perhaps two, be passed on to others that may not normally have received a sample and for the person who has actually come up with the clever and insightful creative - some old fashion back patting from colleagues, bosses and importantly, the client.
Today, no matter how much I wanted to be creative - I knew it wasn't the time, the place or the right market in which to do so.
For tomorrow's pitch to a building supplies company, I am going back to marketing 101. Sometimes, you just have to bite the bullet and give a client exactly what they need to connect with their customers.
Sure, we make more money out of outlantish creative and possibly could win some awards, but the reality is, the client has to sell their products or services and we have to provide the platform for this to occur.
The incumbent company has had the account for quite some time and I have to say, with many of their other clients they are very clever, very creative and I am immensely jealous of their ability to secure sexy and fashionable clients - that if I was in the b2c space I would love to have.
In the not so glam b2b space, we are restricted to say the least with what we do. There is no high end fashion shoots with supermodels in bikini's happening down at Marketing Eye headquarters - although we do have one fashion client that is quite a bit of fun for the gen-y marketing executives we employ.
What the current agency has done I presume is to be far too comfortable with the client and to produce same old, same old collateral and marketing activites. They aren't looking outside the box or perhaps the client has asked them not to. I am unsure, but tomorrow no doubt I will find out.
Pitching is a funny thing - putting your credientials out there, presenting in a room of people who may or may not like you or your ideas, being questioned on areas that often to the arrogant marketing professional common sense and being judged on your performance on that particular day - rather than on that week, month or year.
It's disheartening to lose a pitch and although this has not happened to me too often (mainly because I cannot handle rejection and therefore do not put myself in the position to pitch to organisations relying very heavily on client referrals and repeat business) in the current environment we all have to put ourselves out of our comfort zones.
We're prepared as a company and have been talking of nothing else for the last 2 days. The enthusiasm amongst the team is contagious and lively - so I do hope that the choice not to go creative, but to go back to basics wins on the day.
Marketing is my passion and I believe in the value it represents.
Fingers crossed... maybe toes too!
www.marketingeye.com.au
Creative has alot of up-side - it can often be memorable, evoke a laugh or perhaps two, be passed on to others that may not normally have received a sample and for the person who has actually come up with the clever and insightful creative - some old fashion back patting from colleagues, bosses and importantly, the client.
Today, no matter how much I wanted to be creative - I knew it wasn't the time, the place or the right market in which to do so.
For tomorrow's pitch to a building supplies company, I am going back to marketing 101. Sometimes, you just have to bite the bullet and give a client exactly what they need to connect with their customers.
Sure, we make more money out of outlantish creative and possibly could win some awards, but the reality is, the client has to sell their products or services and we have to provide the platform for this to occur.
The incumbent company has had the account for quite some time and I have to say, with many of their other clients they are very clever, very creative and I am immensely jealous of their ability to secure sexy and fashionable clients - that if I was in the b2c space I would love to have.
In the not so glam b2b space, we are restricted to say the least with what we do. There is no high end fashion shoots with supermodels in bikini's happening down at Marketing Eye headquarters - although we do have one fashion client that is quite a bit of fun for the gen-y marketing executives we employ.
What the current agency has done I presume is to be far too comfortable with the client and to produce same old, same old collateral and marketing activites. They aren't looking outside the box or perhaps the client has asked them not to. I am unsure, but tomorrow no doubt I will find out.
Pitching is a funny thing - putting your credientials out there, presenting in a room of people who may or may not like you or your ideas, being questioned on areas that often to the arrogant marketing professional common sense and being judged on your performance on that particular day - rather than on that week, month or year.
It's disheartening to lose a pitch and although this has not happened to me too often (mainly because I cannot handle rejection and therefore do not put myself in the position to pitch to organisations relying very heavily on client referrals and repeat business) in the current environment we all have to put ourselves out of our comfort zones.
We're prepared as a company and have been talking of nothing else for the last 2 days. The enthusiasm amongst the team is contagious and lively - so I do hope that the choice not to go creative, but to go back to basics wins on the day.
Marketing is my passion and I believe in the value it represents.
Fingers crossed... maybe toes too!
www.marketingeye.com.au
Friday, July 24, 2009
MELBOURNE CITY COUNCIL - YOU SHOULD BE ASHAMED OF YOURSELF!
Not often do I find myself caught in a debate on a case of 'should they or shouldn't they' spend money on branding or marketing.
Having read the Herald Sun on Thursday, I have to say, I can't help myself! It is one of those times where quite frankly, I can't keep my mouth shut. I am disgusted and downright appalled that the Melbourne City Council that we voted in so frivolously a) spent $240,000 on a logo; and b) spent it with a US company so profits (and there are big profits in a job like this) go offshore.
Is there no company in Victoria good enough to do your logo identity Melbourne City Council? No up and coming students, who would no doubt happily do it for their portfolio for FREE that you would give an opportunity of a lifetime to? Is there no internationally award winning branding experts in Melbourne in your directory?
In this day and age, when the Government is trying in earnest to generate local spending to keep our retailers and businesses alive (and of course a few pokie operators) Melbourne City Council quite clearly has not thought twice about spending a few hundred thousand dollars on a logo that sucks (yes, I have not used this word since I was 14 years of age - but have you seen the new logo?) with a US company.
Whilst I own two marketing companies, not for a second do I think I should be in the running to do this job, but I am happy to sell the praises of my branding counterparts in competitive companies that are as talented as any agency you will find in the world. In addition, in case the Melbourne City Council were not aware, Melbourne is widely recognised as having the best branding experts in Australia, who win international awards regularly and are continually commissioned by yes, US companies, to do their branding work.
And... Melbourne City Council... I agree wholeheartedly with the comments made by the journalist who wrote the story, Matt Johnston, who has slammed the Council in his article and given many good reasons why spending this sort of money is just not on. Feed the homeless, clean up the graffiti or help fight crime - are just some suggestions that were featured in the article.
Who agreed to this type of expenditure anyway? They need to be sacked? Not only are they not in touch with their local community, they have no clue on the current economic climate and its effects on Australians who are in hardship.
Do they know families are losing their homes - not able to afford to feed their children let alone pay school fees? Whilst the Melbourne City Council sits in their Ivory Tower maybe a reality check is required.
A new Council please! We need people who represent our best interests - not clueless, money spending bureaucrats who have cushy jobs and happily spend almost a quarter of a million dollars on a logo. Now I wonder how much the US company who won the cushy gig will be paid to roll out this campaign?
All I can say is SHAME ON YOU!
http://www.marketingeye.com.au/
Having read the Herald Sun on Thursday, I have to say, I can't help myself! It is one of those times where quite frankly, I can't keep my mouth shut. I am disgusted and downright appalled that the Melbourne City Council that we voted in so frivolously a) spent $240,000 on a logo; and b) spent it with a US company so profits (and there are big profits in a job like this) go offshore.
Is there no company in Victoria good enough to do your logo identity Melbourne City Council? No up and coming students, who would no doubt happily do it for their portfolio for FREE that you would give an opportunity of a lifetime to? Is there no internationally award winning branding experts in Melbourne in your directory?
In this day and age, when the Government is trying in earnest to generate local spending to keep our retailers and businesses alive (and of course a few pokie operators) Melbourne City Council quite clearly has not thought twice about spending a few hundred thousand dollars on a logo that sucks (yes, I have not used this word since I was 14 years of age - but have you seen the new logo?) with a US company.
Whilst I own two marketing companies, not for a second do I think I should be in the running to do this job, but I am happy to sell the praises of my branding counterparts in competitive companies that are as talented as any agency you will find in the world. In addition, in case the Melbourne City Council were not aware, Melbourne is widely recognised as having the best branding experts in Australia, who win international awards regularly and are continually commissioned by yes, US companies, to do their branding work.
And... Melbourne City Council... I agree wholeheartedly with the comments made by the journalist who wrote the story, Matt Johnston, who has slammed the Council in his article and given many good reasons why spending this sort of money is just not on. Feed the homeless, clean up the graffiti or help fight crime - are just some suggestions that were featured in the article.
Who agreed to this type of expenditure anyway? They need to be sacked? Not only are they not in touch with their local community, they have no clue on the current economic climate and its effects on Australians who are in hardship.
Do they know families are losing their homes - not able to afford to feed their children let alone pay school fees? Whilst the Melbourne City Council sits in their Ivory Tower maybe a reality check is required.
A new Council please! We need people who represent our best interests - not clueless, money spending bureaucrats who have cushy jobs and happily spend almost a quarter of a million dollars on a logo. Now I wonder how much the US company who won the cushy gig will be paid to roll out this campaign?
All I can say is SHAME ON YOU!
http://www.marketingeye.com.au/
Monday, July 20, 2009
Campaign of the Year
What takes a corporation to take notice?
Money? Sales decline?
Infoactiv, a multiparty logistics company headquartered in Melbourne has been educating corporates for the past 5 years on Greenscaping their businesses. There are a few that are proactive and have taken the ‘bull by the horns’ so to speak, but there still are quite a few that have held back, waiting to see what others do, or what the Government’s next move may be.
Greenscaping isn’t just about Government legislation although that has to be part of it. It’s about ‘greenscaping’ the entire enterprise to not only realise efficiencies and save money, but to also save the environment.
So many companies talk the talk but don’t walk the walk.
Infoactiv’s Managing Director, Helen Jarman’s passion for bringing businesses and environmental issues together and developing plans within organisation’s that encapsulate an end-to-end greenscaping strategy across the entire supply chain in an organisation, will ultimately lead to a mind-shift in the CEO’s of today.
“The truth of the matter is there won’t be anything left for our grandchildren if we don’t make radical changes in our businesses. It’s not just about recycling paper or plastic containers. Greenscaping is so much more than that and touches so many areas previously ignored in a businesses lifecycle.”
“Getting CEO’s to champion greenscaping unfortunately tends to be a business decision led by either government legislation or cost-savings.”
“Yes, cost-savings are a real benefit of Greenscaping, but the fundamental decision making process needs to be more human.”
“Al Gore has done a lot for the educating on Climate Change but without me personally knocking on every big corporate’s door and telling them what more they can be doing more – change may not occur at a pace required to save the environment for our future generations.”
“There is a lot of work to be done and it’s going to be challenging. Businesses need to take greater ownership of what they are doing and the impact they have,” said Ms Jarman.
Infoactiv’s release of ‘Time, runs out’ will provoke a greater thinking of the consequences of not greenscaping amongst our current generation. We will be that old lady in the local park surrounded by waste pictured in the campaign if we don’t take action now. What sort of price can corporations place on the events that lead to this?
Money? Sales decline?
Infoactiv, a multiparty logistics company headquartered in Melbourne has been educating corporates for the past 5 years on Greenscaping their businesses. There are a few that are proactive and have taken the ‘bull by the horns’ so to speak, but there still are quite a few that have held back, waiting to see what others do, or what the Government’s next move may be.
Greenscaping isn’t just about Government legislation although that has to be part of it. It’s about ‘greenscaping’ the entire enterprise to not only realise efficiencies and save money, but to also save the environment.
So many companies talk the talk but don’t walk the walk.
Infoactiv’s Managing Director, Helen Jarman’s passion for bringing businesses and environmental issues together and developing plans within organisation’s that encapsulate an end-to-end greenscaping strategy across the entire supply chain in an organisation, will ultimately lead to a mind-shift in the CEO’s of today.
“The truth of the matter is there won’t be anything left for our grandchildren if we don’t make radical changes in our businesses. It’s not just about recycling paper or plastic containers. Greenscaping is so much more than that and touches so many areas previously ignored in a businesses lifecycle.”
“Getting CEO’s to champion greenscaping unfortunately tends to be a business decision led by either government legislation or cost-savings.”
“Yes, cost-savings are a real benefit of Greenscaping, but the fundamental decision making process needs to be more human.”
“Al Gore has done a lot for the educating on Climate Change but without me personally knocking on every big corporate’s door and telling them what more they can be doing more – change may not occur at a pace required to save the environment for our future generations.”
“There is a lot of work to be done and it’s going to be challenging. Businesses need to take greater ownership of what they are doing and the impact they have,” said Ms Jarman.
Infoactiv’s release of ‘Time, runs out’ will provoke a greater thinking of the consequences of not greenscaping amongst our current generation. We will be that old lady in the local park surrounded by waste pictured in the campaign if we don’t take action now. What sort of price can corporations place on the events that lead to this?
The campaign is one of the most 'in your face' campaigns to corporate that I have seen that doesn't involve abuse, alcoholism or cigarette smoking.
It's message is loud and clear. 'Time, Runs Out' - and it does. There is going to be a time when it is too late. Large corporates and smaller businesses need to do more and be educated on how much more there is to be done. It isn't just the obvious - recycling of tins, glass etc or just eWaste. It's all of it and alot more.
Sitting down for 30 minutes with expert Helen Jarman will give everyone a snapshot of what they should be doing enterprise-wide.
I applaud people like this that are making a difference! Congratulations!
Sunday, July 19, 2009
Big Corporates Know When To Support An Event
It always amazes me that from the corridors of a big corporation that consistently moves with the times, that they in fact always know what to support and what not to. Does the CEO talk to other CEO's to see what they are doing, or are the marketing departments so switched on that they just don't miss a beat?
Today, I noticed that the millionaire’s factory, Macquarie Bank has secured the high profile Carbon Market Expo Australasia event on the Gold Coast as a major sponsor alongside international law firm, Baker and McKenzie.
How pertinent! In this current economic environment, when every paper I pick up has a story on carbon trading, greenscaping, green companies, carbon footprints and alike, that a major investment bank that has always been known for being ahead of the curve is lending its support and corporate sponsorship to the headline event for the industry in 2009. I bet there were quite a few banks queuing for the top billing because even when people are cutting expenditure in other areas, this area hasn't hurt a bit.
Unlike many other events, carbon trading events such as Carbon Market Expo Australasia, keeps going from strength to strength and who's who of carbon trading and all the services that surround this billion dollar business are flocking to the Gold Coast in droves.
The people to expect are everyone from carbon asset investors and managers to businesses with corporate or product emissions reduction strategies who need to know what is happening, when it’s happening and how.
There will be Government at all levels participating and I am sure sponsoring this high profile event, businesses in manufacturing and retailing low carbon emission technologies, carbon offset project managers, wholesalers and retailers, carbon accountants, auditors and of course research and education institutions - they will all be there to hear everything there is to know about carbon market trading.
Who would have thought ten years ago that so many businesses would build their new business strategies around their carbon footprint?
I am keen to attend as the whispers are already going crazy on some big Government announcements that are expected to be leaked at the event - and of course, to see who else is out there.
The best business is the networking at events such as this. Where else can you network with the Top 500 companies at one event?
http://www.carbonexpo.com.au/
http://www.marketingeye.com.au/
http://www.infoactiv.com.au/
Today, I noticed that the millionaire’s factory, Macquarie Bank has secured the high profile Carbon Market Expo Australasia event on the Gold Coast as a major sponsor alongside international law firm, Baker and McKenzie.
How pertinent! In this current economic environment, when every paper I pick up has a story on carbon trading, greenscaping, green companies, carbon footprints and alike, that a major investment bank that has always been known for being ahead of the curve is lending its support and corporate sponsorship to the headline event for the industry in 2009. I bet there were quite a few banks queuing for the top billing because even when people are cutting expenditure in other areas, this area hasn't hurt a bit.
Unlike many other events, carbon trading events such as Carbon Market Expo Australasia, keeps going from strength to strength and who's who of carbon trading and all the services that surround this billion dollar business are flocking to the Gold Coast in droves.
The people to expect are everyone from carbon asset investors and managers to businesses with corporate or product emissions reduction strategies who need to know what is happening, when it’s happening and how.
There will be Government at all levels participating and I am sure sponsoring this high profile event, businesses in manufacturing and retailing low carbon emission technologies, carbon offset project managers, wholesalers and retailers, carbon accountants, auditors and of course research and education institutions - they will all be there to hear everything there is to know about carbon market trading.
Who would have thought ten years ago that so many businesses would build their new business strategies around their carbon footprint?
I am keen to attend as the whispers are already going crazy on some big Government announcements that are expected to be leaked at the event - and of course, to see who else is out there.
The best business is the networking at events such as this. Where else can you network with the Top 500 companies at one event?
http://www.carbonexpo.com.au/
http://www.marketingeye.com.au/
http://www.infoactiv.com.au/
Wednesday, July 15, 2009
The Odds On Winning A Car At A Charity Function
Last Friday I was kindly invited by one of my best friends to attend the Long Rugby Breast Cancer Charity Lunch held at the Hilton Hotel in Sydney.
There are many things dear to my heart and breast cancer and the effects of it are one of them.
There have been many people over the years who have touched my life that have been diagnosed with Cancer and I have watched them and their families be effected by this heart wrenching disease.
To donate to a charity such as this is an honour and when I am invited to a charity lunch or function that requires me to donate, I am only too happy to oblige.
Lunches such as this are about giving to a good cause and also having a great time. I was at a table hosted by Sharon-Lee, the eyebrow guru, who is not only stunning outside but inside too. Her family has been affected by breast cancer and she kindly donated goods to the cause and encouraged her friends to attend. May I also add, her eyebrows were perfectly arched and plucked - much to the envy of the tables of women that surround our table. Who would have thought 10 years ago that an empire would be built on eyebrows?
Another person at my table, Michelle, was a successful investment banker and my close friend Sam, is a radio announcer and television presenter who has built a successful career. There are so many women out there that are successful, charitable and have so much to offer the world. Whilst I am not an advocate for Women's Awards as I do believe in equal billing, I do take time out to admire my female counterparts and applaud their successes.
There are so many amazingly talented women out there that to be able to spend an afternoon in their company is both invigorating and inspiring.
There were silent auctions and raffle tickets - all of which I participated in with vigour. Sam and I decided that we wanted to win the car to spend the proceeds on a girls holiday at Xmas, so we quickly departed with $500 to buy 6 tickets in the draw.
Sam was so sure that we would win that she was spending the money on everything from helicopter flights through to shopping sprees.
As they asked people to stay standing if their numbers were from 100 to 500, our excitement built. Then they asked to remain standing anyone between 100 and 200 - and all of a sudden I realised we were in for a chance! A sweat bead on my forehead started to trickle down the side of my perfectly made up face and I began to get nervous, then they called out a number ... and it wasn't mine! How many times have we all been in this predicament whereby we believe we are going to win something and the excitement mounts, only to be disappointed by the wrong number or name coming out? Some lucky young Irish man had won the car and they aren't even good a rugby! How does that happen?
Trying not to be too disappointed, I sat down and both Sam and I talked about what we could have done with the money for the next hour or so.
It was kind of like when I put in the lotto for the first time 2 weeks ago for the $96 million dollar draw. I had spent that money in my mind pretty fast that time too.
$90 million for charity, $6 million for my expenses for the rest of my life.
What else would one do with that sort of money?
The odds of winning anything is quite slim - particularly in my case. As always, it seems the same people win things over and over again. They are called 'just plain lucky!'
I on the other hand I am not so lucky. I have to work for everything I achieve and do - which really isn't so bad. I feel privileged that to date I have had good health, a loving family and the most interesting and diverse group of good friends one could ever hope for.
The odds of winning a car at a charity are 1000 to 1, but the odds of having a good life, are all about what you make of it.
I have a business that I am proud of, a career that has spanned 18 years and I care about those around me.
What more can I ask for?
www.marketingeye.com.au
Wednesday, July 8, 2009
Launches That Make An Impact
Last night I was invited to attend the launch of a new film production and distribution company at MTV in East Sydney.
I had many reasons for being there. Firstly, I have a film production company of my own www.insomniafilms.com that does mainly corporate and charity related work. Secondly, my good friend John is involved in the company on a number of levels and I wanted to be there to support him.
On arrival, I was blown away by the sheer magnitude of the event. I expected an event with 60 to 80 people, drinking champagne (isn't that what all launches are about?) and eating canapes.
Well, was I in for a surprise. There were around 700 people (apparently, 750 people rsvp'ed), and there was an electic mix of extreme sportspeople, celebrities, business people, tv types and of course hot chicks. When I am talking hot... I am talking smokin'.
I was there with my cousin who was mesmerised by the number of attractive women amongst the 700 strong crowd at the event. For him, this is the best event launch he had ever been to. Some people are really easy to please.
The company has the rights to US entertainment giant, VAS Entertainment, in Australia and Asia.
They use content and turn it into television programs and movies, and also make television shows and movies having bought the rights to various novels.
Interestingly, the guys behind VAS Entertainment have previously worked with the highly successful Bra Boys Documentary in the capacity of producers.
The launch had copious amounts of drinks, great food (loved the cupcakes touch!), entertainment (I thought I was in a club in St Tropez for a moment!)and the largest group of interesting and different people I have ever seen at a launch in Australia.
It was mesmerising to say the least. I could have stayed all night and people watched.
The extreme sportspeople mingled freely with the business-types and everyone quite simply had a good time. The speeches were 2 minutes if that and the vision on the screens at the MTV Studio's highlighted some of the group's work.
If you find time, check out www.vasaustralia.comm.au - worth the look!
www.marketingeye.com.au
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