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9 Strategic Marketing

The Blame Game: Have YOU Dropped the Marketing Ball?

Is it strategic marketing that is failing your business, or are you kicking some ‘own goals’ by failing to lead your team? All too often we find it is the latter.  As CEO, you’re the captain of your business and it is your job to guide the strategy and its execution.
Marketing is often mistaken for a grab-bag of tactical tricks and tasks: websites, brochures, advertisements, direct mail, etc. Adopting these without a strategy is like taking a free kick blindfolded. How do you know who you are talking to? How are you going to reach them? What makes them buy? …

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Marketing Client Service Image

Why a $40M Business Sale is nothing to get excited about

Three years ago a fresh-faced Tom Waterhouse and his online betting business, TomWaterhouse.com, exploded into our lounge rooms.  Putting aside questions of ethics, it seemed that Waterhouse had hit on the winning formula for building business valuation: throw cash at your marketing channels – particularly advertising.
A promising start
The online betting business, jointly owned by 32-year-old Waterhouse and other investors, invested heavily in a number of traditional marketing channels.  In April this year, the BRW suggested that Waterhouse spent $15 million to get a seat in Channel Nine’s commentary box during its rugby league coverage and north of $25 million a year …

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conjured

Stoking the Cauldron: The Digital Dark Arts

Do you ever get the feeling that something is creeping up behind you, but you’re not sure what it looks like or what its intentions might be?  Yes, it’s social media.
The 2014 CMO Survey has revealed that social media spending will jump 128% over the next 5 years to account for over 20% of total marketing spend.  However, only 15% of businesses surveyed had any quantitative data to show the impact that social media has on their business.
This reveals that businesses are feeling compelled to throw as many bats as possible into the social media pot, but have no idea …

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9 Strategic Social Media

The Cold Reality of a Social Media success story

What do Kermit the Frog, Bill Gates and Oprah Winfrey have in common? They have all tipped buckets of iced water over themselves to raise money for ALS (or Motor Neurone Disease as it is commonly known in Australia.)
It is difficult to recall a fundraising effort that has harnessed the reach of social media so completely and one wonders if, without Youtube, the Ice Bucket Challenge would still be enjoying momentum throughout schools, businesses, governments, and families the world over.  The challenge has raised over US$100 million in the United States and more than $2.2 million in Australia of which …

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9 Strategic Channel Marketing

Are You Swimming in the Right Pond?

Consumer sentiment* fell by 4.6% in September, leaving it at 5.8% below the pre-Budget level and only 1.1% above the post-Budget print. While this is worrying enough, of most concern to economists and businesses alike is the five-year economic outlook, which is at it’s lowest in 16 years.
So, with consumer confidence at all-time lows, less than 10 weeks until Christmas and the slowest business period of the year looming, now is the time to evaluate your strategic marketing channels to ensure your business is swimming in the right pond.
We often hear people talking about ‘swimming in the right pond’, but …

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Thumbs Down

Don’t You Just Hate The Word…..MARKETING

I spent some time this week talking to a CEO group, as they completed the 9 Boxes Benchmark Workshop answering our 45 questions about their strategic marketing capability they asked us some very, very relevant questions specifically – what really is marketing? That’s when I decided I really hate the word ‘marketing’.
Our process helps CEOs and business leaders begin to understand what they should expect from marketing – they should be having strategic conversations about:

Their business culture and position
What is their market landscape and where’s the future opportunity?
Where’s their competitive advantage?
What products/services are they offering to their clients?
And how are …

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tightrope

Walking the tightrope: Balancing Legal Obligations with Business Cycles

The good news is you have more flexibility than you thought.  As CEO in these resource constrained times, you can walk the employment tightrope to deliver desired business outcomes if you understand what resourcing strategies you have available to you, know the laws and guidelines, and set a plan.
A strategy to retain existing employees is a no-brainer to overcome potential resourcing issues, but there other effective resourcing strategies you can employ to manage the peaks and troughs whilst not going broke or ending up in court.  Being informed and knowing where to go to get information is often the best …

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chess

A Business at War: Marketing Vs IT

By Helen Morgan and Sarah Gill
As CEO it is your job to unify the often-conflicting demands of your business functions, set the business strategy, and listen critically to your employees and customers in order to shape your business offering.  While many CEOs are getting on top of the second and third demands, the ability to control warring business factions remains elusive.
In today’s rapidly moving, internet-dominated business environment, there is one obstacle to unification that few recognise, and even fewer can remove.
A reverse-magnetism dynamic exists between two of the most essential and forward-thinking departments in your business, and each holds one half …

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Censored

MARKETING IS A DIRTY WORD – Full Article

Tell a recruitment agent that you are looking to hire a Marketing Manager and dollars to donuts they will provide you with a position description and job advertisement laden with terms like ‘creative flair’, ‘innovative engagement’, ‘maintain brand image and awareness’.  Apart from being useless jargon, what all these terms imply is that the marketing department is the Poster Paint and Crayons Department and not a strategic business function.
Much of the confusion around marketing lies in the different specialties and different terms used in different industries.  What is marketing, and how does it compare to communications, business development and sales?
Marketing: …

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Censored

MARKETING IS A DIRTY WORD

Tell a recruitment agent that you are looking to hire a Marketing Manager and dollars to donuts they will provide you with a position description and job advertisement laden with terms like ‘creative flair’, ‘innovative engagement’, ‘maintain brand image and awareness’.  Apart from being useless jargon, what all these terms imply is that the marketing department is the Poster Paint and Crayons Department and not a strategic business function.
Marketing: Why it isn’t a Dirty Word
The American Marketing Association claims that marketing is “an organizational function and a set of processes for creating, communicating and delivering value to customers and for …

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