The Importance of Creating a Brand Community Exploring the difference between what your client thinks they want their customer to know and what the customer actually needs to understand, in order to engage with the product and feel a part of something bigger than themselves. Let’s talk about the client… The author cannot see the errors in his newly finished manuscript. The fashion designer cannot see that her freshly completed dress is overworked. The film director cannot see that the final cut is 45 minutes too long. When the creator is too close to the project, they are unable to see it ..read more

The Power of Purpose – Let it Drive the Dynamics of Your Business Especially in the winter months, it can be hard to convince ourselves to leave our cosy beds in the frosty mornings. We all need a driving force. We all need something that pushes that big, red turbo-charge button in our mind that makes us get up and GO! GO! GO! Studies have shown that people find greater motivation in the idea of achieving new heights at work, making a difference to their community through their work, receiving praise from leaders that they respect, or good feedback from customers, than from the idea of being i ..read more

Digital Marketing During COVID-19 During this period of pandemic-induced social isolation, it’s no surprise that people are consuming vast amounts of media and spending more time online. It has been evident that people in Australia and in all other corners of the world are changing their online behaviors and patterns during the coronavirus crisis. Over the last month, there have been some interesting trends surrounding what Australians are searching for on the internet and the content they are consuming. If you rewind to the start of the year, people would be using their spare time to peruse s ..read more

Looking beyond the surface is a trait I would like to teach all new and even some experienced marketers. As a results-based agency, you really need to take your responsibilities seriously and prioritise what is actually important from your customers point of view. What roles and responsibilities will best reflect the needs of not just today, but also tomorrow? Chief storyteller is one role that can make your brand attractive to your customers and to the greater audience. What other information do you need to capture and learn about a client’s business? Do you understand the client’s revenue a ..read more

Business is much more competitive and moves at a faster pace than in years past, with the journey from marketing to revenue reduced dramatically. No longer is marketing the end of the pipe, focused solely on using a product or service and driving demand. The world economy is moving from big creative models to user experience models. And as a result, marketing will take a more central role in the new business dynamic. But not all agencies are cut out for this. And customers are driving it all. They are in full control of the path to purchase, increasingly demanding more from brands—with louder ..read more

The time for marketers to stand up is NOW! Just being creative or handling the standard marketing activities will fall on deaf ears during this unusual situation we are facing. The first change is to manage the tone and behaviour of your brand. You will lose if you appear insensitive to the current situation and appear opportunistic. Of course, you need to continue trading but if you have a true marketing leader, you may need to ask them these questions: Are any of our marketing campaigns that are live right now no longer appropriate? Are automated marketing systems wasting med ..read more

How much should I be paying for my website? We have been approached by clients stating that they did not wish to pay more than X for their site. They claim they have stumbled across firms from abroad who can deliver the website at a fraction of the cost quoted. Everyone wants a website that looks great. But, more important, your website needs to work great for the visitor. Looking great and working great can be two very different things. User experience should be at the heart of any website design and the challenges we sometimes face when dealing with a client is the inability for the client t ..read more