Marketing Insights Blog

Marketing news, marketing tips and marketing insights to help you blaze trails with your business marketing and communications.

Marketing your new business: checklist for success 05 December 2014

Marketing your new business: checklist for success

As a start-up SME, you’ve got a lot to think about: from financing and insurance to sourcing equipment and finding a premises. But you also need to prioritise marketing, because without it, you’ll be missing the key ingredient: customers.

At this early stage of the game, when your cash flow is likely to be limited, it’s important to first focus on knowing your target market (Target Persona) and building brand awareness with them. Invest what you can in developing a strong brand and getting a bulletproof strategic marketing plan in place. Then leverage as much ‘free’ marketing as you can – online and with some good old-fashioned networking.

So if you’re starting up a new business, here’s a checklist of marketing essentials to add to your to-do list:

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Ten reasons to outsource your marketing 19 September 2014

Ten reasons to outsource your marketing

Great marketing is key to the success of any business. A well-planned marketing strategy can get you noticed, help you attract and retain customers, and generally take your business to the top of its game.

Marketing has always been a specialised skill – but as technology alters our communication channels, it’s becoming even more so. The marketplace is noisy and crowded, and getting a clear message through to potential customers requires expert manipulation of the growing range of marketing avenues.

If you’re running a small to medium enterprise (SME), you’re probably either managing your marketing yourself (possibly with poor to average results), or trying to find room on the payroll for dedicated marketing staff. But there’s a third option here – both cost-effective and results-driven – and that’s to outsource to a specialist marketing agency.

Outsourcing is rapidly gaining momentum with switched-on SME owners because it works brilliantly, it makes great economic sense, and enables you to focus on the core of your business - the stuff you’re good at – while a team of experts take care of telling the world all about it.

So if you’re running a SME, here are the top ten reasons why outsourcing could work for you:

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No plan at all or a plan to succeed? Why you need a Marketing Plan. 29 August 2014

No plan at all or a plan to succeed? Why you need a Marketing Plan.

Good planning underpins all successful ventures. Before we head off on holidays or to a suburb we’re unfamiliar with, we plot the route on a map. Good planning prevents us getting lost. Before a team gets out onto the sports field, they devise a strategy, or ‘game plan’. Planning increases their chances of winning. Even a great night out begins with a bit of venue and transport planning – just to maximise the fun to be had.

It’s no different at work: if you’re running a small to medium enterprise, good planning will guide you along the path to success, positive customer engagement and ultimately, profitability.

I recently wrote an article for the Australian Businesswomen’s Network in which I likened a marketing plan to architectural plans drawn up before a house is built. (Read the piece here: http://www.abn.org.au/blog/building-home-building-marketing-plan-common-think/).

Running a business can be stressful, challenging and sometimes downright difficult, and many of us fall into the trap of ‘doing’ rather than ‘planning’. With so many demands on your time, it’s an easy pattern to fall into. But think about what would happen if a builder showed up on site and started building without a plan? Would he start with the foundations or with the four walls? Would the end result be a logically set-out, beautiful home or a mish-mash of disconnected rooms likely to tumble down like a house of cards at any minute? What a waste of money, time and resources that would be.

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The Final Days Leading Up To A Trade show 08 May 2014

The Final Days Leading Up To A Trade show

In the last few days of the trade show marketing and management process prior to the trade show starting, most of the organising should be done. However, here are some of the final things you should be considering in the final lead up to your trade show;

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Get Your Brand In Order 10 May 2013

Get Your Brand In Order

Aside, of course, from the top company and business brands, I find brand strategy and brand management in many businesses is still lacking. In the world of marketing, your brand is the very first and most vital tool in your toolbox. It impacts on every part of your business and should be the first point of call in your marketing plan. I understand that for many businesses they just don’t get around to organising their logo and business branding properly or hesitate to spend the money to have a marketing consultant put in place a proper brand strategy and brand guidelines. However in most cases it is a false economy, poor brand management can impact on your brand awareness and brand identity, marketing and advertising costs, lead generation and sales, and customer retention.

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12 tips to get the most out of your Print Advertising 26 October 2012

12 tips to get the most out of your Print Advertising

A lot of businesses advertise in magazines and other print publications but don’t always know how to get the most from their advertising experience. It’s a costly exercise to go in a print publication, so here are 12 quick tips to help you maximise your advertising Return On Investment (ROI).

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Return on Marketing Investment 17 September 2012

Return on Marketing Investment

Gone are the days when marketers had big budgets and free range spend to do advertising and campaigns. Now the boards and senior executives want to see the ROI attached to the marketing spend.

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Blaze Marketing at Tonkin’s Return on Investment Marketing, 28th May 20 May 2012

Blaze Marketing at Tonkin’s Return on Investment Marketing, 28th May

Our Blaze Marketing Director, Nicki Walsh, will be a featured speaker at Tonkin’s Return on Investment Marketing Forum held 28th-30th May at the Grace Hotel Sydney.

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To Facebook or not to Facebook that is the question 23 January 2012

To Facebook or not to Facebook that is the question

To Facebook or not to Facebook that is the question - this is the first question businesses should be asking themselves before they start whacking up a company Facebook page. The second question should be – what are you trying to achieve with your Facebook marketing.

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What do your Christmas communications or lack thereof say about your business? 23 January 2012

What do your Christmas communications or lack thereof say about your business?

Christmas time is a great opportunity to touch base with your clients, business contacts and prospects. With this in mind it is interesting how many businesses are still not talking to their clients let alone prospects at Christmas or making a very token effort at Christmas communications.

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Google Search Engine Changes & What Does It Mean For Your Website 23 January 2012

Google Search Engine Changes & What Does It Mean For Your Website

“SMALL businesses around the globe are scrambling to maintain their online profiles after search giant Google changed its search algorithms.” Said the SMH this week. Its always difficult to keep up to date with the latest SEO techniques, so what are the new changes and what does it mean for your Search Engine Optimisation (SEO)?

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Work to live not live to work 23 January 2012

Work to live not live to work

Work Life balance seems to be coming up a lot this week. It is always a hot topic but lately I have felt that we are slipping in our drive to achieve it.

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The Trail Blazing Chileans to the Rescue 23 January 2012

The Trail Blazing Chileans to the Rescue

I have to admit I have been avidly watching the amazing rescue of the trapped Chilean miners. I can’t imagine how horrific it would have been for the miners trapped down there for so long and for their families unable to do anything except keep a vigil and worry.

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Boring but effective 23 January 2012

Boring but effective

It's important to make sure in the drive to get more business you don’t take your eye off the end goal. Whilst it might seem boring to be practical by ignoring the basics you can not only waste time and money but also damage your company’s brand and creditability.

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When a Bit of Crazy is Good for Business! 23 January 2012

When a Bit of Crazy is Good for Business!

It's always worth remembering that getting attention doesn't always take big expensive advertising and media budgets. Sometimes it just requires something out of the box.

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For Better or Worse 21 January 2012

For Better or Worse

Chatting face to face with randomly picked strangers over the internet – what do you think is this a web development for Better or Worse?

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Consumers are getting their own back! 21 January 2012

Consumers are getting their own back!

Consumers are getting their own back! Customer Service - two such simple words, in fact you will hear most businesses discuss it but it’s amazing how few actually give good customer service.

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