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
Walking along the canals in Amsterdam this morning, I came across this piece of art. A park bench made out of old books.

It is a piece of art and each book has a story that it wishes to tell. Each book was put together by people who loved what is inside and wanted to share it with others. Each page is full of dialogue from authors all over the world, wanting to explore their inner most thoughts, passion, and view on something that they believe is meant not just for themselves but for others around them.

We each have a story to be told - don't we? As I sat in a coffee shop with my friend Huib today, we discussed some interesting life stories that people have shared with us in public forums. What we believed was a good story and some that we thought could be told in a different way, or perhaps should not be told at all.

"I don't have an interesting story," I said.

"No hard luck story, no abusive parents, no financial pain, no major illnesses, no ethnic prejudice - nothing that remotely makes me think that I have anything nearly as compelling as the people I speak to through my circle of friends, hear at conferences or read in books."

Am I less interesting because I have none of these things to share? Do I not have a story to tell that will keep you on the of your seats for at least one moment? Is it in my future, that my story will expand itself and my sheer luck or misfortune contaminate the clear water that has flowed smoothly down the stream?

They say "each of us has a book in us" at some stage in our lives. But really? Do we?

Maybe I am being too harsh on myself... something that I have been known to time and time again.

Perhaps my story is simple, yet true in its form. I grew up in a country town called Charters Towers in Queensland with just over 10,000 people and had little to do other than play make believe with my dolls on the sand dunes that inhabited the properties far western acreage.

What makes a girl move from a country town, with no real plan in mind? No desire to be anything other than what she is today. I never wanted to leave my country roots and I never had the dream to live in a big city or travel the world, yet i do all of these things and feel like it has always been in my blood.

Should someone have stopped me leaving this country town with so much character and perhaps encouraged me to do something meaningful in the area. Create jobs for people who have no real opportunity to be employed in anything as creative and exciting as myself.

These are all questions that may one day be explored. So, perhaps, there is a book in all of us after all.
Wednesday, 24 October 2012 07:15

Calgary, Yah Hoo! The stampede has just begun

It must have been the weather or perhaps it was the welcome from the airport hosts dressed in their cowboy boots, wide brimmed hats and bright red vests - but Calgary sure has got my heart pumping.

Having derived from Australia, I always wonder how people feel when they land on Aussie soil.

In LA, I always feel that it is the same as anywhere else. In Atlanta, the same. New York, the same. But in Calgary, it was something else.
Thursday, 18 October 2012 07:49

Where is your website ranked?

I work in a very busy marketing agency.

Like mechanics who never fix their cars, we as marketers, are the last to market ourselves. As the owner and founder of Marketing Eye, I am the only person who makes time to ensure that our brand is somewhat visible and I do this in the most time efficient way possible.
Wednesday, 17 October 2012 15:15

Do you have the Gangnam Style?

While watching prime time TV last night, I could not help but notice how popular PSY’s Gangnam Style has become. 

In case you haven’t seen it, the Korean music star pops some hilarious dance moves while wearing his trademark sunglasses, tuxedo and loafers and has enjoyed global fame since his video’s release.

Before it became all the rage, I watched the video just a couple of months ago when my friend recommended it for its catchiness and cool moves. I watched it and was amused, but that was about it. It was out of my mind after a couple of hours. 

Tuesday, 16 October 2012 09:22

Seduced by No. 5

In the background, my television was screening the news. I was half-listening while typing away on my keyboard a hundred words per minute, trying to finalize some last-minute communications with my team.

Then I heard a voice. It was familiar. Manly. Strong. Thoughtful. Original.

I looked up.
We have all stumbled upon a myriad of marketing and social media latest phases and without hesitation either jumped in and had a go, or stood back and watched what our competitors have achieved before investing valuable cash and resources to the latest, hottest marketing platform.

There has been one consistent marketing platform that has been more central to a marketing strategy in the past couple of years, than any other marketing activity bar social media.

Content Marketing

If you have been hearing this buzz word for some time, and haven't done anything about it, then you are in a minority. Unlike the phases of social media platforms and apps popping up into our strategies then quickly falling to the way-side, content marketing underpins all online marketing strategies, whether we like it or not.

"We have a client that is 100 per cent focused on using content to drive leads in the next 12 months and this trend is catching on with many other small businesses," said Julie Schoneveld, CEO, Marketing Eye.

"It's not difficult to out-perform your larger competitors through mileage out of content marketing  that is useful, targeted and information rich."
Happy people are more successful, just ask Shawn Achor, the author of The Happiness Advantage.

"People who cultivate a positive mind-set perform better in the face of a challenge and in every area of your business, you will show improvement if your brain is positive" said Achor at a recent speech to 800 global entrepreneurs.

In fact, sales people who were happy outsell their less positive colleagues by more than 37 per cent and positive people in organisations are not only happier, they perform better and live longer, healthier lives.
Wednesday, 10 October 2012 07:33

Is your brand timeless?

I saw this picture when I was travelling overseas. It's brilliant. A young boy watching an older woman walk past and clearly recognising that she is a beauty. It doesn't matter what age she is, or he is for that matter - beautiful is beautiful. There is no gender or age specifications around beauty.

When it comes to brand, it is important to have a brand that is timeless. Yes, it may evolve, but you wouldn't change it year-on-year and hopefully not within 5 years.

An Australian brand that always comes to mind when talking branding is VB. "You can get it walking, you can get it... " voice over on all of their television and radio campaigns played with exactly the same voiceover decade after decade. I remember it, my mother remembers it and my grandfather remembered it. It lasted the generations and VB will never be the same without it.

When developing a new brand, think about how long you  can live with it and whether it will be timeless or not.
As an ex-journalist, interviewing people of all backgrounds and walks of life is second nature to me. I've interviewed police officers, politicians and met the Prime Minister, but have never been asked to have a sit-down interview with my former news organisation's owner (who would be Rupert Murdoch himself - eep!).

Today, I'm on day two in the marketing industry and have been given the chance to pick the brain of Marketing Eye founder, Mellissah Smith – it’s a slightly daunting ask, especially when you consider that she was little older than I was when she first branched out and went solo in her first agency.


“I’ve been in marketing for 20-odd years and was 25 when I started my first agency – what inspired me to start was an account opportunity falling in my lap,” Mellissah said.
Tuesday, 09 October 2012 08:09

I'm calling it a day: Good bye!

It's been a very long relationship. One that I have enjoyed immensely particularly when I have been to the beach and there is sand everywhere, surf boards to fit into the car, towels, dogs, bags and left over rubbish. You have been very reliable and you always come up shiny and new when you are washed.

But... it's over. I am calling it a day.

And here is why...


I don't in any way think that Alan Jones comments on the death of Julia Gillard's (Australian PM for those who don't know) father. He has been made aware by the Australian public, the media and the social media enthusiasts that his comments were not acceptable. Slap over the wrist. Wake up call. You name it - he got it. But when does the punishment stop?

Then, when I thought I couldn't stomach another day of media both traditional and online slandering the poor old guy that has just got verbal diarrhea at times, it did get worse and this time it was personal.

Mercedes PR people got on the bandwagon. Not only did they profess to cancel their advertising because of the comments, but they also gained millions in publicity over "taking away the Mercedes that Alan Jones was given to drive".

And it was all lies. Some dumb PR person or manager who instigated the PR activity trying to leverage the Mercedes brand should be sacked. Not Alan Jones. He makes a living out of being controversial and saying stuff that either the general public really want to say but don't, or that is plain ridiculous and happens to be either his opinion or a cause of generating publicity for his show. David McCarthy from Mercedes is who I am talking about. Generating PR spin is one thing, but stay within your brand guidelines and brand values. Mercedes isn't a brand that is known for "trolling" or "gutter tactics".

I thought and bought a brand that was reputable. That stood above the rest. Was quality, stylish, reliable, decent and the brand that everyone wants to own, but not everyone can. I am not sure how lying to generate publicity as reported in the media in the past 24 hours is something that is in line with the Mercedes brand.

Here we have an example of a PR person generating publicity only to fall flat on their face and while they may have millions in mileage in terms of column centimeters, they are no doubt going to lose a lot more than that with loyal brand followers turning off their brand.

My next car may have cost Mercedes between $150 to $250k. I am sure I am not the only one that has now got a distaste for the Mercedes brand over one very fatal and very stupid PR stunt that has clearly backfired.
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