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Posture, Stance and Grip: Do You Need to Get Back to Basics?

Is it strategic marketing that is failing your business, or are you racking up some bogeys 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 attempting a hole-in-one blindfolded. How do you know who you are talking to? How are you going reach them? What makes them buy? And why …

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Is your business eligible for a Government Grant?

9 Strategic recently met with Erik Anderson of Grant Central and discovered that many of the businesses we come into contact with may be eligible for various Government Grants. With this in mind, we asked Erik to give us the low-down on two of the major Federal Government programs that may be relevant to you.
A couple of weeks ago, I attended a conference to learn more about digital marketing. As I got chatting to fellow attendees, I realised that a few of them were selling products and services overseas, in other words they were exporters and, as such, were eligible …

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When is a marketing manager not a marketing manager?

A: When they were last week’s receptionist.
This may seem a flippant comment, however it often rings true. As part of our strategic marketing review process we look at the marketing capability you have in your business to deliver the future growth you require.
When we look at business’s Capability we are benchmarking three core skills:
1. Your businesses ability to write a marketing strategy that is connected your business strategy
2. The ability to set, manage and measure a marketing budget or your marketing investment
3. As a CEO/ Executive team your ability to recruit, direct and manage the senior marketing person in your …

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Red Card for AFL’s Royal Brunei Deal

In July, AFL Europe announced their largest ever sponsorship deal – a deal with Royal Brunei Airlines.   Far from being the coup initially touted by the organisation, the deal has significant ramifications for AFL’s culture and position.
In a classic case of one-step-forward-ten-steps-back, the deal aligns the AFL with the Sultan of Brunei – a leader who is introducing strict new Sharia Laws that impose the death penalty by stoning for homosexual acts and adultery.
The alignment of brands can certainly correct, enhance or change a brand’s reputation; however, the alignment must be investigated thoroughly and deeply.  What might seem like a …

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What the All Blacks Have that Aussie Business Needs

Australian business can learn a very valuable lesson from the dismal performance of the Wallabies last weekend and, conversely, the brilliant performance of the All Blacks. The New Zealand team that every Aussie loves to hate does one thing well (in addition to playing great football): they live their core values, both internally and publically.
In business, there is a myth that ‘core values’ are the internal values, and brand values are external values.  When, instead, they are one and the same.  This is something the All Blacks understand and execute brilliantly.
Brand values are what support the vision, shape the culture …

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Are you flying blind?

Like a broken record, 9 Strategic say it again and again, “Position is the foundation of all revenue generating activity.” But, at the risk of mixing metaphors, it seems as if the message is falling on deaf ears.
A recent survey by Leadership Management Australasia (LMA), claimed that whilst 83 percent of leaders and managers said they had a business plan, only 66 percent of employees felt they knew what it was.  This is troubling in two aspects:
1. Employees have no idea what they are working towards, or why they are doing what they do
Articulating your business position, goals and objectives clearly, …

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Is Your Business a Football Team?

A rugby league team has 13 on-field positions, rugby union has 15 positions and AFL has a whopping 18 positions. Your business should only have ONE market position. So, if your business resembles a football team, it’s time to take stock, establish your position, and stick to it.
Position is your strategy’s cornerstone
Position is the cornerstone of marketing strategy: it informs all 9 BoxesTM and it should lead your whole business strategy. Without it your business is offside.
Megan Quinn, founder of Net-a-porter, had a keen understanding and commitment to living her business’s position.  It was this understanding and commitment to “celebrating …

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Australian Business continues to fail the marketing test

Last year 9 Strategic’s report into the state of marketing in Australia, The Findings, uncovered the large gap in marketing skill and structure that was impacting on businesses’ ability to use marketing to deliver growth.  Sadly, in the past year it appears that Australian businesses have continued to fail to take marketing seriously.
Early data collected for this year’s Findings report indicates that Australian businesses are continuing to waste their $43billion investment in marketing, with results as bad, or worse, than last year’s.
“What we are continuing to observe during our benchmarking is a concerning trend among mid-tier companies, which make up …

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You’ve Got Me – Now What to Do With Me…

Typically when we start working with a business they have executed marketing in some form and are likely to have a marketing person in place. Some of it they will have done well, some not so well – but none of it will have connected to the business strategy.
When we ask about the drivers that led to appointing a marketing resource we always get two answers:
1. Well [Marketing Manager] was doing such a good job as the receptionist we offered them a promotion.
2. We needed someone to design a new logo and build us a website (BTW, both are specialist …

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Churn and Burn: Why your business is dispensable

You might think your clients could never survive without you, but think again: they can! There is always another business just around the corner just waiting to prove it.  No business is indispensable and most can be replaced relatively quickly and painlessly. Attracting new clients is important for growth, but failing to manage your existing client base can place your reputation at risk.
A Client Service Programme – what is it?
Client service is closely linked to client management and looks at the activities you undertake to service your different client groups to ensure high levels of satisfaction, cross selling, repeat business …

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