Marketing Blog

Marketing Blog

Mellissah Smith

Mellissah Smith

Mellissah Smith is a marketing expert, author, writer, public speaker and technology innovator. Having worked with more than 300 companies across technology, medical device, professional services, manufacturing, logistics, finance and health industries, Mellissah has a well-established reputation as an experienced marketing professional with more than 20 years experience. As the founder and managing director of Marketing Eye, she has taken the company from startup to a multi-million dollar enterprise with offices in Australia and the US. Mellissah is also the Editor in Chief of Marketing Eye Magazine, a quarterly magazine that cover marketing, entrepreneurship, travel, health and wellbeing. #mellissah #marketingeye
Friday, 10 October 2014 00:00

How to launch a start-up effectively

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.
I remember our meeting fondly. He walked up to me, introduced himself, and said, "what do you do?"

I replied, "marketing."

"No, seriously, what do you do?" he said with a smirk. "Nobody really does marketing, they do sales or something else." 

It wasn't necessarily what he thought, just what he said. He wanted to provoke a reaction and he sure got one! Within minutes we were firm friends, and he was officially one of my first friends I had met since I had moved to Sydney, the big smoke. We both kind of got each other coming from small rural towns in Australia.
Monday, 06 October 2014 00:00

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:
Thursday, 02 October 2014 00:00

Cut off your nose to spite your face?

Ever heard of cutting off your nose to spite your face? We have all done it at some time in our lives, and others like me have done it far too many times that I don’t care to remember.

After watching House of Cards in what can only be described as a bedroom coma over one long weekend, I was deeply enthralled and quite fascinated to be honest, in the way each and every person conducted themselves.
Monday, 08 September 2014 00:00

The truth about bots and SEO manipulation

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.
Friday, 05 September 2014 00:00

Why death defines us

I woke up this morning at 4am as I normally do, and decided to read the news online. Usually, I lay in bed for a few hours and think about the world, tossing and turning, hoping that by some miraculous occurence, my eyes will shut and I will sleep that extra hour.

What I read, shocked me. Top headline: "Joan Rivers Dies". Now, I did not know her, and I can't remember seeing much of her work, other than a snippet here and there, acknowledging her acid tongue jokes, or the fact that she has had a tad too much plastic surgery.

Why I was shocked is because this vivacious woman, with her wits about her, was fine one week, and had passed the next - almost without warning. You may say that she was 81 years old, and had a good innings, but she also was a very active woman with a lot of life to live and had a job doing live television when most would be resting in their rocking chairs.

Only weeks after getting over the reality that a childhood favourite, Robin Williams took his own life, I feel that death has all of a sudden become a part of my life - and to be honest I don't want a second of it.

It seems that I don't go a day without hearing about someone dying, which I believe kind of goes with the territory when you get a bit older. Whether it is someone you know, someone from afar or a friends uncle, cousin, brother, mother or companion. 

What I have come to realise is that in death, we somehow get defined in a way that is final. That's who we are- or more precisely were. The outpouring of grief from Robin Williams' friends and fans was heartfelt. My friends relative died last week, an important father figure to him, and when asked about it, my friend said "he was a gentleman". Steve Jobs, was defined as one of the world's greatest entrepreneurs - the person you would want to be in your top 5 people at the dinner table. 

How people see us in our final resting place is the way we are remembered and each of us have a different story to tell.
Monday, 01 September 2014 00:00

Why you have to stop looking for perfection

'Nothing would be done at all if a man waited until he could do it so well that noone could find a fault with it.' Cardinal Newman

The pursuit of perfection has been a struggle for me personally my entire life. What started out as a 'Virgo' trait, has led to a constant battle with striving for flawlessness and setting excessively high performance expectations of both myself and others. Going deeper then just a focus on personal life, my business has constantly been hindered by my inherent need for perfection, and I am not alone. There are many others out there that are exactly the same.

Entrepreneurs are renowned for certain types of behaviours including obsessive compulsive disorders, perfectionism, neuroticism - all often being the key reasons why things somethings don't go in the direction that they would have hoped. I call it self-sabotage, because noone is perfect and 80 percent is ok - yet trying telling that to my brain when it is on overload.

I learned earlier on in my business career that 80 percent had to do and by micro managing, nothing would ever get done, nor would the business grow. If only I could do everything myself, there would simply be no need for employees. Letting go and learning to adapt differently was singularly the best thing I could ever have done, and the only reason I have been able to grow an international business.

But from time to time, I fall prey to seeing things that are not done quite right, and having my little 'freak out' moment. 

When it comes to business, I desire the perfect marketing campaign, the perfect employee, and the perfect business - yet, that is impossible to achieve and you cannot place that kind of pressure and expectation on those around you - or you are bound to fail.
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.
Thursday, 14 August 2014 00:00

Why we should never be normal

The world has become crystal clear to me of recent and I could not be more happy.

We all make choices every single day of our life, and often we don't think enough about the impact of those choices and what they mean to future opportunities that may lie ahead.

I've been back in Melbourne for a week and it has been an eye-opener for so many reasons and this journey continues to help me better understand who I am and what I want to be in the future.
Monday, 11 August 2014 00:00

The art of visual artillery

Sometimes in marketing, you have to go in guns blazing.

In my experience, graphic designers can be a marketing company’s biggest weapon, with their ability to create collateral that packs a visual punch.  Cohesive graphic design communicates key messages within seconds, solving problems through the carefully selected combination of type, space and image.  It’s more than an art form; it’s a powerful tool.

If your market isn’t blown away within seconds of viewing your design, you’re doing it wrong.


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