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, 02 November 2012 07:38

Why Linkedin is better for business

Finding time to spend on social media networks is getting more difficult. There are so many to choose from, that at times, small businesses don't know where to start.

From time to time, re-evaluating which social media networks work best for your company and re-defining your strategy according to changes in features and functionality, can either leverage your business to new heights or create havoc with your sales cycle.

As a firm believer that "you cannot be everything to everyone", it makes perfect sense to spend time looking at the various analytics relating to social media, the demographics of each platform and how it applies to your target audience, brand authenticity and collaborations with clients and partners.

When it comes to b2b marketing, the decision on what social media networks to use and invest in becomes significantly easier.
A marketing consultant is not necessarily a marketing consultant.

From one to another, they are completely different. Some have great skills in strategy, others in tactical development and execution of marketing plans. Some are great at communicating but not fully across social media or what role advertising plays in the digital age.

In the past year, I have travelled the world talking to marketers and each one has something different to offer. They all have honed their skills in one area or another.

I first started my involvement in the marketing industry 21 years ago at an advertising agency in  Queensland. I remember watching the owner of the business operate and being completely fascinated by his skills and creativity. He had started his career as a window dresser for David Jones and way back in the early nineties was making more than a million dollars profit out of 5 man agency. Incredible.
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.
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