Marketing

For anyone that doubted Baz Luhrmann's ability to bring elegance, style, sophistications and desire to the latest Chanel No.5 advertising campaign - it is now clear that there is only one Director capable of making Chanel No. 5 remain relevant.

New brand for investment fund : check out this logo
A client called and asked for a new brand for his new investment fund this week. We were particularly excited by this request because our Art Director had told me just the day before that his favourite part of his job was to develop new brands from scratch.

Our client didn't have any preconceived ideas about what the brand should look like, so for Marketing Eye this was a huge plus, however, we did not have any idea what his taste was like and knew that the logo would be approved by not one, but half a dozen senior executives.
When Michael Reed first came to me with his idea, it was before its time. He enthusiastically shared his desire to build an online platform where consumers and businesses can get all of their logistics needs at a click of the button, and for the most competitive price.

Not too indifferent to when Expedia launched onto the marketplace, Michael wanted a transparent platform - where people could move everything from their dog, through to their house, a container of furniture, through to bulk handling products. A place where it all can be done, with full visibility of the competitive landscape.
Don't confuse Big Brother with a social experiment. It is merely a game show.
Once labelled a social experiment by its producers, Big Brother really is nothing more than a manipulative attempt by a network to win ratings. Unfortunately, for Channel 9 this 2014 incarnation is losing viewers. And any marketing expert will tell you there are several very apparent reasons why.

Firstly, if it is a social experiment, it is a failed one. The best experiments take time. They are designed so that empathy is created with a product or person; we develop a taste or distaste, we feel engaged, we want to see success and feel part of a character’s growth. In reality it takes longer than three months to be able to do any of this. I think most people are attuned to the fact the people within the house are potential DJs, or television hosts playing with a false sense of identity. Don’t try to tell us otherwise. 
When Your Ex-Boss Haunts Twitter
I am sitting in my hotel room in Atlanta reading the New York Times, as I do most Sunday's.

For me, it's the best newspaper in the world, with no other comparing to the ability of the NY Times to cover intelligent, thought-provoking stories that are based on facts, rather than a publicist's spin or worse, a journalist that is just trying to make headlines.

As I read through the business section I came across this:
The Australian Financial Review's front page headlines "$3b online advertising industry spooked" is in fact old news. Anyone in marketing knows that clients are paying for clicks that they shouldn't be, but for some absurd reason, everyone seems to be playing a blind eye to it.

On a regular basis, companies come to me and say that their website is getting thousands of unique visitors, but no sales inquiries. This could be for a number of reasons, or quite simply due to their SEO company manipulating Google Analytics to show results that don't exist.
How inside sales can make your business explode
For a long time Marketing Eye has been toying with hiring an Inside Sales Executive, similar to a format that exists in the US. What has held us back in Australia is that we have not been fully equipped to train an Inside Sales Executive and therefore have been sitting on our hands when a decision has had to be made.

With an office move in Melbourne to a larger space, finally, the time had come and an opportune meeting with an American Inside Sales Specialist ensured that Marketing Eye Melbourne had their very first person in this position on board.
Why trolls are good for business
In my first week at Marketing Eye, Mellissah Smith ignited a fire.

In June, my boss went viral with her blog ‘Why married women are more successful’, which has received over 72,000 views to date.

I watched on as Mellissah was bombarded with virtual high fives, phone calls and business opportunities that grew from that seemingly simple piece.
Why being a two faced marketer is a good thing
What does Eva Mendes, dairy consumption and nudity all have in common?

How social media is your biggest PR tool
While a sex tape is a good way to get media exposure for some; Kim Kardashian, Paris Hilton and alike - it's not the right way to get the type of media exposure to escalate your business's chance of being written about.

When I first started doing PR, I used to write a media release and fax it to a media outlet - all with varying results. The headline, like it is today, is worth it's weight in gold, and if you have a strong first paragraph, you may get that call back you have been waiting for.

That was soon followed up with 'pitching' on the telephone and depending on what mood the journalist was in or your ability to 'sell' a story to them, you either walked away with a published article or your press release was thrown in the trash can.

In 1998, the faxing part changed to emailing which was fantastic because it was a much faster and less tedious way of getting a media release out to journalists. It also was a much more environmentally friendly way to operate and allowed for changes to be made to ensure that each email sent out to a journalist was a one-to-one marketing piece rather than an everything to everyone, hit and miss style approach.
When is the right time to appoint a Marketing Technology Officer?
The lines blurred sometime in the last 10 years, but I don't know exactly when it happened.

Having started my first business at 25 years of age, specializing in technology marketing, I thought I had it all. A marketer who understood technology marketing and who could talk the talk which at that time seemed to be, the height of the dot com boom, the most lucrative marketing position one could hold.

Then of course, someone came along and started talking about company culture, and marketers took a turn to start embellishing the on-boarding process of new recruits, with a mixture of "people marketing" with "technology marketing" - and for a time, that was all the rage. It seemed to be the only thing people were talking about and marketers started to play a role in human resources, giving recruiters and in-house HR managers the tools to "sell their brands" like they were a front line sales executive needing to close the deal in order to reach their quotas.
Why your marketing agency needs a flat organisational structure
The next 12-months is going to be incredibly different for people who work at Marketing Eye. After years of working hard at establishing a product and service that is unsurpassed by industry standards, driven by technology, systems and processes, we are now working tirelessly on how to build the right culture going forward.

There have been many hit and misses and lots of unnecessary frustration, but finally I think as a team we have hit the nail on the head and I am about to test it to the nth degree.

Flat Organisational Structure

Weaning employees off hierarchy-driven decision making has been a test of both patience and perseverance. Gen-Y's have been told that they need leadership in order to be successful, yet some of the most successful companies in the world, like Google, are saying quite the opposite. Their investment in a flat organisational structure has not only shown dividends on the balance sheet, but it has created a workplace and culture that the world-over admires and respects.

For smaller companies that have an established organisational structure, driven largely by an entrepreneur, it is more difficult to adapt to a flat organisational structure with the primary reason being that both parties; the entrepreneur and the employees, find it difficult to let go.

I have been travelling the world growing "my small business" and have found that it is almost impossible to be the leader I would have hoped to be, living the life I do. I certainly am no role model in this department, nor do I follow the many books I have bought over time on "how to be a good leader" no matter how much I try but ultimately fail in my pursuit.

16 Lessons I Have Learnt This Year
There have been many lessons I have learned this year; some the easy way and some the hard way.

The past six months have been exhausting. It has tested me in ways that I never imagined possible and at the same time, made me realize a few things about myself that will help shape the person I am moving forward.

I have learned:

More than two years ago, a former CMO for a tech company in Australia that I worked with rang me from her new role in London and said, "Marketing is so different over here." 

"The systems and processes are excelerated by the use of technology so much so that our sales process is automated to the nth degree - you really have to come over and see it."
That which does not kill us makes us stronger
Everyone at some time in their lives has felt that their world has curved in. Things become heavy, dark and almost impossible to keep afloat - but there is light at the end of the tunnel, if only we all can see it.

It's how we handle these experiences of difficulties that show our real character and ability to be resilient in the face of adversity now and in the future.

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